Following from the last post – The difference between brand advertising and direct response advertising you’ll see my viewpoint that for small businesses, ALL marketing and advertising should be direct marketing. Here’s 8 golden rules that you should follow when implementing your marketing campaign.
- There will always be an offer or offers – Every peice of marketing should contain an offer of something. Now that doesn’t necessarily mean a discount or free giveaway but is should certainly be very clear about what the service or product is that you’re selling.
- There should always be a reason to respond RIGHT NOW - If you are using a special offer, limit it by having a deadline date or a limited amount of supply – So for example “The next 10 customers” or “Offer ends 01/04/2014″ - Make it clear that if they don’t respond right now, they’re going to lose out on your amazing compelling offer.
- There will be clear instructions on how to respond - Instruct them in the exact actions that you want to take. Don’t just put a phone number or a website/email address but put in a clear instruction – For example “To claim your free widget worth £100, pick up the phone right now and dial 01908 760800 and mention “Free widget offer”
- There will be tracking and measurement – With todays technology, there is no excuse for not knowing where your leads are coming from. You can use tracking phone numbers, tracking URLS in order to get scientific statistics about how many people have responded to your offer. If you don’t want to use technology to do this then at least use an offer code that they have to quote. Don’t leave it to simply asking the prospect. Half the time you or your staff will forget to ask.
- Brand building is a happy by-product and not the purpose of the exercise – The opening paragraph and the link to the previous blog article explains why
- There will be follow up & lots of it - People buy when they are ready to buy and not when you are ready to sell. Stats show that most people do not buy until about 5-7 follow ups yet most sales people give up on the prospect after the 2nd or 3rd call. Keep following up, using multiple methods. Phone, email, letter – Have a relentless follow up system in place.
- There will be strong sales copy – Not wishy washy brochure trash – Forget the corporate waffle and industry jargon. Concentrate on telling the prospect that they have a problem and that you are the right person to solve that problem.
- Results rule – That’s all that matters
If you need some help putting together a direct marketing leaflet campaign then call us on 01908 760800