Digital or Print?
There are frequent reports abound of Web promotions becoming successful only when aided by Direct Mail. For all the power, agility and efficiency of digital marketing, it’s hard to beat “paper-in-hand” as a way to make an impression and get prospects to respond. Direct mail commands viewers’ attention. Although not as cheap, higher response proves the value of print advertising.
Public Speaking
(1) First, tell the audience what you’re going to talk about that will help them (2) Then establish your authority by telling them your experience or background (3) Next, tell an interesting story from that experience (4) Give the audience useful ideas and tips (5) Selling yourself should be secondary to providing information
Building Prospects Anticipation
(1) Use words and phrases that suggest a unique experience; such as, “limited”, “exclusive”, or “by invitation only” (2) Provide intrigue with teasers such as “do not bend” or “personal” or using a blank envelope (3) Offer the first of a series; such as sending the first of three reports, which requires inquiries for subsequent reports
Get a “Yes”
Prospects will respond with a “Yes” if you get them to say why they should want to do what you want them to do. Asking these questions will encourage them to change their thinking: 1) Why would you want to do this? 2) How ready are you to proceed? 3) Imagine you already have it. What would the positive results be? 4) What is important to you?
Depicting Baby Boomers in Today’s Economy
In today’s uncertain economy, Baby Boomers are looking for less sugar-coated optimism and more practical reality. Skip the images of older happy-go-lucky couples on the beach. Focus instead on practical solutions to real problems.
Building Prospects Anticipation
(1) Use words and phrases that suggest a unique experience; such as, “limited”, “exclusive”, or “by invitation only” (2) Provide intrigue with teasers such as “do not bend” or “personal” or using a blank envelope (3) Offer the first of a series; such as sending the first of three reports, which requires inquiries for subsequent reports
Positive Talk Leads to More Sales
Notice the difference between “I can’t remember anyone’s name” vs. “I’m working to improve my memory.” Isn’t the second response better? When confronted with an unreasonable request, a positive response can be, “I can’t do that, but this is what I can do…” Also, replace “I have to…” with “I’ll be glad to…” and replace “I’ll try to…” with “I will…”
Lead Generation
Lead generation is not mail order. Many people think their lead generation must sell a product or service. But the purpose of lead generation is to get prospects to request more information – to be a door opener. Prospects won’t be waiting with a check in their hands. If it were that easy, there wouldn’t be a need for salespeople.
How to Grab Attention
Your mailer’s first sentence must grab attention to keep prospects reading. Here are some openers: (1) What if… (2) You’re invited… (3) Good news! (4) Have you ever wished that… (5) If you’re like me… (6) Because you’re a… (7) I’ve enclosed (8) Congratulations!
Maintaining Your Own Promotional Data Base
(1) Think through how data is used to capture everything you might need in the future (2) Automate quality control, such as field length (3) Use software specialized for your type of business
How to lower your email opt-out
1) Make sure at least 50 percent of your email message is informative content, not commercials 2) Use wide margins and lower case type – all CAPS feels like you’re shouting 3) Be concise and state your points quickly 4) The more links you have, the higher the click-through rate 5) Keep your subject line short
Remembering Prospects’ Names
Use people’s names three times in a conversation to help you remember it. If someone seems like they have forgotten your name, remind them right away. If you forgot their name, ask them to remind you rather than saying you can’t remember.
Lead Generation vs. Face-to-Face Sales
In lead generation the objective is to get a response, not to make a sale. To do that, apply techniques which are different from face-to-face sales. One method is to use curiosity. When prospects want to know more, they’ll inquire. So don’t tell too much. Also, you can offer a free gift. Everyone wants something for free. But make the gift relate to your product to better qualify your leads.
Email VS Social Media
Email is the method of commercial communication preferred by 74 percent of all online adults according to communications giant Merkle. When emailing, get people to opt-in and then concentrate on marketing to your house file. Emails to house files generate 2-3 times the click through rate than outside lists.
To Improve Copywriting
1) Be specific, not general 2) Get to the point 3)Tell readers what to do 4) Anticipate objections 5) Tell the benefits of your service 6) Make copy easy to read with short words, sentences and paragraphs 7) Focus on the customer, not your company 8) Engage with action verbs