Optimizing Your Direct Mail Campaigns

If you were forced to choose only one sure marketing strategy for getting advertising or promotional materials to your new and future customers, that method should be direct mail.

A direct mailing campaign offers many attractive features. It is an effective and convenient way to get information about your business and products to your customer base right in their own homes or businesses. It is easy to catch your customers eyes with attractive brochures, and you can hold their attention as they peruse your ads at their own leisure. It is also a good way to get your information to a large group of people and is extremely economical! In addition, your potential customers will find this marketing technique less annoying than intrusive methods like telemarketing.

There are some downsides to direct mail, however. For one, if not formatted correctly, your customers may perceive your mailings as junk mail and not give them the attention you hoped for. As a result, the recipients might not bother opening your mailings and actually look at your offer.

This risk is more than offset by the huge payoff that can result from direct mailing campaigns. Even if only a few percent of your mailings result in successful sales, the slight cost of direct mailing will be well worth your time and money.

Here is an example of how direct mailing can pay off. Suppose you have an item you would like to market that costs you $50 to make or buy, and that you sell for $200. To inform customers of your product you send out 1000 mailings to past customers and people in your local community. Lets say you can do these for about 50 cents per item (the cost of producing the advertisement and postage). That means your 1000 mailings will cost you $500 total.

Next, lets make a very pessimistic estimate of your return rate. Suppose that only 1.5% of the people who receive your mailing actually end up purchasing your product. This means that you will make 15 sales of $200 each. This might not seem like very much until you analyze the costs and profits. You invested $500 in producing the mailings and $500 to obtain the product. You had a gross income of $3000, and, after costs, a net income of $2000. This is a huge return for what was essentially a very small investment!

The best part of the deal is that this example used a very small rate of successful sales conversion (1.5%). With quality mailings that are adequately focused on your customers needs, you should be able to increase that number up to 20% or more!

As another example, consider a recent popular self-help book. The publishers of this book chose as one of their first marketing campaigns a series of mass direct mailings. After their first mailing, they estimated their success rate in converting mailings to sales at 20%. They then followed this up with a second wave of mailings in which they greatly increased the mail volume. Their success rate shot up to 24%! In a third wave of mailings, their success rate stayed steady at 22%!

This is a good example of a well-timed direct mail strategy. The publisher used the first mailing to get the word out about the book and kick off sales. The second and third mailings were timed to capitalize on the success and recognition that the book had already obtained. Once people had heard good things about the piece of literature, they just needed the extra incentive of the mail advertisement to motivate them to go to the store and make the purchase.

To create your own success story like this, make sure to take care when you create your mailings. A poorly written ad will not increase your sales no matter how many people you send it to. In fact, writing a good ad is difficult to accomplish and requires a good deal of creativity and professional quality writing. You can find books on the subject if you are unsure about your writing and graphical design skills.

The other tricky part of a direct mail technique is to decide who to send the materials to. If you send your mailings to the wrong people, you are wasting your time and money. Do a thorough analysis of your customer base and their purchase records in order to determine who are the best targets for your direct mail campaign.

Direct mail is one of the easiest, cheapest, and most efficient marketing devices you can use. A little thought and care into the creation of your direct mail advertisements will reap you huge rewards in sales and is well worth your time.

Reverse Marketing Definition

You hear a lot about Reverse Marketing these days both positive and negative.

Being that it is a very valid form of both marketing and lead generation, I figured I would shed some light on it to give you a better understanding.

First of all, I have found that most people I’ve spoken with who have anything negative to say about Reverse Marketing really do not understand what it is or how it works.

Reverse Marketing, by definition, is when a sales person or a recruiter contacts a potential prospect through the contact information in his or her existing advertising.

For example…someone selling advertising might browse through advertisements in competing magazines and call the business owners who placed those ads to sell them more advertising in his own magazine. This is a very common approach to prospecting used by many “main stream” companies to gather fresh prospects…and it can work for you too. In fact, it works so well, that it is responsible for more than 90% of my own prospecting efforts in network marketing and direct sales.

How would you like to be able to generate more qualified leads than you can ever contact without having to spend a dime in advertising?

How would you like to completely eliminate your advertising budget all together?

How would you like to never have to buy leads again?

The leads you will generate through reverse marketing are better, more qualified, and more responsive than any lead you will ever purchase.

Who would you like to have in your downline?

People who are just “looking”?

Curiosity seekers? Or do you want people who are action-oriented individuals and who are truly serious about building a business?

If you answered the latter, then reverse marketing is a must for you to learn and master.

Reverse marketing is very easy to learn how to do. In fact, with only three simple questions you can get just about any serious business person interested in what you have to say!

If I can show you how to get better and faster results with your business while spending less time and money building it, would you be interested in knowing how to do that?

If I can show you how to generate more leads than you can ever call without spending a dime, would that be of interest to you?

If you had the opportunity to learn how to build your business from one of the most successful marketing experts on the planet, would you pass that up?

There is nothing “under handed” or “unethical” about reverse marketing either. People who would say that or allude to that have never used it properly and have never truly understood how it works.

For example, if you are building a business and I call you through one of your ads and ask you if you would be interested in knowing how to generate more leads for your business than you could ever talk to without spending a dime, you would be interested to speak with me…you know you would…and so would every other truly serious business person out there.

You are simply finding your customers in a targeted manner. The best way to find people who are action oriented business people is to contact people who are currently taking action. People who are advertising and promoting their products and opportunities are definitely action oriented people…the kind of people you want to talk to.

People call me on the phone ever day through my ads to tell me about their advertising products, opportunities…etc. I don’t get upset with them and hang up. I ask them what they have to offer and use that opportunity to create a new business relationship. Then I show them what I have to offer that can assist them in building that business.

I’ve coached people for years in the area of network marketing and direct sales. One for one I help them save money by generating their own leads through reverse marketing and make more money because the leads they do generate are better and more responsive than the ones they purchase or advertise for.

Marketers VS Consumers Predators VS Prey

The distance between marketing consultants and the real world can truly be mind boggling. When a marketing consultant tells someone to send out 10,000 postcards in order to get a 3% response rate and that the actual sales will be something less than that …and then asks the client to pay him for that golden nugget… there has to be a problem!

One subject I have heard precious little about is the process of building badwill as opposed to goodwill. When consumers were being ripped from the dinner table by long distance phone companys’ telemarketers they did not consider the badwill they were spreading until the no call list came out.

I for one have several companies on my “never-do-business-with-list”. Is it because they have bad products? No. Are they over priced? No. Do they have a bad reputation for customer service? No.

I simply will not do business with them because of their aggressive marketing. Feeling like hunted prey does not make me want to do business with the predator.

The badwill that is caused by ad campaigns is a huge factor that is seldom considered and the fact the consumers in America are tired of feeling like prey is rarely factored in to a marketing plan.(Companies are still trying to figure how to work around the no call list!)

I have made it a mission to discover what marketers are telling their clients, and I have checked out hundreds of selling books, marketing books and business books and seminars to find out what the current trend is in marketing wisdom. Although many marketing gurus do preach a kinder and gentler method of marketing I rarely found any that mentioned badwill and how it affects a company’s image and sales.
Here is my short list of badwill generators.

1.Flyers stuffed in mailboxes or thrown on front porches making a home look like landfill and inviting thieves when the homeowner is on vacation.

2.Junk mail advertising/email advertising which is obviously mailed at the cheapest rate possible( if I’m not worth 37 cents then you don’t need me as a customer)

3.Automated customer service…cheap for the company,hell for the customer.

4.computer pop-ups especially those with annoying sounds that hide their close buttons( talk about feeling like prey!)

For the full list of badwill marketing and solutions go to http://lastingimpressions2.com and check out marketing tips.