5 Ways of Using Direct Marketing
5 Ways of Using Direct Marketing
Direct marketing is the best way to attract and obtain clients.
By William Dupree
Direct marketing is attractive to many marketers because in most
cases its effectiveness can be measured directly. For example,
if you were to send out one thousand solicitations by mail and
you receive seventy responses, then you know that the mailing
led to a seven percent response rate.
Any medium that you choose to use to communicate directly to
your prospects is being employed in direct marketing. These 5
methods are examples of direct marketing that you can use to
obtain prospects and increase sales for your business.
Direct mail
One of the most commonly used mediums in direct marketing is
direct mail. Direct mail allows you to design marketing pieces
in many different formats. Direct mail can include envelope
mailers, catalogues, self-mailers, snap mailers, dimensional
mailers, brochures, and postcards. When you write your direct
mail piece make sure you know your target market, and how you
are going to appeal to their wants and needs. Write your
objective and refer to it often. Don't lose sight of where you
want to go with the piece that you are writing. You can purchase
a mailing list of businesses and services in your target market
from a list company, or you can develop your own list by
gathering email addresses on your web site.
Telemarketing
Telemarketing is a direct marketing sales technique that has the
advantage of speed in a marketing campaign. When you are a
conducting a telephone solicitation you should first introduce
yourself then offer an incentive in solving a problem that you
know exists (to do this would require you to do some research on
the business or what individuals would be looking for in your
product). Ask question that you know will lead to a yes answer
(keep prospects on phone answering yes to your questions).
Describe your product or service and how it solves the client's
needs. Ask if they have any questions. You now can ask for a
face to face meeting, or to get permission to send information
via mail or e-mail, or make another brief follow-up call. If
unavailable, ask what would be a good time to call back.
E-mail
The most common medium today for direct marketers is e-mail
because of its low cost, and because customer responses can be
generated rapidly. You must understand that the internet is a
different medium. The copy that worked for you in postal mail
will not on the internet, not as e-mail. In e-mail copywriting,
the subject is the headline, you must write succinct headline-3
to 5 words. Your subject determines whether your e-mail gets
read or not. Next, make it personal. People on the internet want
personal notes. Next, get to the point keep it short and simple.
Next, give them an incentive to act by giving them a reason to
buy now. Next, include a call to action to tell people what you
want them to do. Don't leave them wondering what to do next.
Next, drive people to your web site (don't try to close the sale
in the e-mail). Next, build relationship with your clients.
Listen to their want and needs. Treat your clients like you
would treat yourself. Next, you must follow through on your
promises that you made to your client. Do what you said you were
going to do.
Direct response
In direct response marketing the customer responds to the
marketing message directly. An example, of this would be
infomercials, where prospects view a television presentation of
a product offering, and can make a purchase with a credit card
over the telephone or internet. You can use communications in
magazines, newspapers, radio, e-mail, and direct mail to solicit
a response. For example, order forms or coupons in magazines and
newspapers to purchase products, or receive discounts on
products are techniques that have been used very successfully in
increasing sales. These same offers are distributed by e-mail
and tell and toll-free numbers, which in today's marketing
world, is more economical and faster.
Personal selling
Making personal sales calls on prospects is another technique of
direct marketing. You should first conduct research on the
companies, or the target prospects that you are trying to sell
your product or service too. You can also buy a list from a
reputable list company. If you take this route make sure that
you have complete information on your target market. When making
a personal sales call you must write a sales presentation before
hand. This presentation should be written to fit the needs and
desires of the prospect that you are presenting your product
too. Your presentation should provide clear examples, or even
demonstrations of how your product or service will accomplish
this. Your presentation should contain more that just one way
your product can be of service to your prospect. You must also
be prepared to handle objections and questions that the
prospects will have.
About the author:
William Dupree is the owner of I.M.P.S. (Interactive Marketing &
Promotional Solutions Inc.) (www.intmktprosol.com) a sole
proprietorship marketing firm located in New York City that
specializes in developing interactive marketing strategies for
small businesses. Prior to founding I.M.P.S. in 2005, Mr. Dupree
was a senior partner at E.D.L. Marketing for twelve years.
Before joining E.D.L. he worked for the Diamond Marketing Group.
Written By: William Dupree