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.
Marketing Wisdoms
1) Do Something – If it doesn’t work, do something else. 2) Don’t fix the blame, fix the problem. 3) You never lose until you quit trying – the biggest mistake is to continually fear you will make one.
This professional networking site lets people on your contact list see everyone else on your list. An unscrupulous competitor, dissatisfied customer, or former employee could send damaging messages about you to everyone on your list. LinkedIn allows users to block access to your contact list. Block access to protect yourself.
Keys to Creating Better Landing Pages
1) Write as if you’re sending a personal message 2) Keep copy up-to-date with ties to current news 3) Solve readers’ problems (“Now there is a better, easier and more effective solution to…”) 4) Offer a free gift in exchange for their email address (5) Build credibility by adding testimonials or a mission statement or your credentials
Focus on the three “Cs”
(1) Concentration – Make every client feel like they are your primary concern (2) Courtesy – Being discourteous will lose you business (3) Communication – Knowledge is knowing what to say and wisdom is knowing what not to say
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
Why “Educational” Lead Generation Works
(1) Prospects value free information to help make complex decisions (2) Producing educational content moves prospects closer to purchasing (3) Allows capture of prospects contact information and “need state” data for future use (4) Requires fewer dollars than general mass advertising
Words that will empower you
Replace self-limiting talk with words that will empower you. A “problem” is something you dislike. A “challenge” is something you want to overcome. People don’t want to use their money for things that “cost” them. But they will spend money for products or services that are a good “investment.” Get rid of the word “impossible” from your vocabulary.
Modeling
Find prospects that look like your best customers. Analyze those customers for demographic and psychographic traits that can be replicated… where they live, what they buy, what they read, their age, their family make-up. Then get a list of similar “looking” prospects to target. They’ll become your future customers.
Adding Credibility
An effective way of adding credibility is to let your customers speak on your behalf. Their comments, set off in quotation marks, imply authority and grab the readers’ attention. Make it easy for people to provide you positive comments. Ask for testimonials with emails as follow-up to you providing a service or product. Getting negative feedback can also help correct problems.
Improve Your Decision-Making
(1)Trust statistics over stories. (2)Realize you’re the same as others, not an exception. (3)Don’t “lock-on” to a number thrown out as an example – do your own research. (4)Don’t let the environment sway you – change your surroundings to clear your thoughts. (5)Consider alternatives even if they go against your own feelings.
Getting Voice Messages Returned – Part 3
1) Mention your contact information twice if possible (at the start and finish or twice at the end). Talk at the same speed as your message when leaving your contact info. 2) Practice until your scripts sound natural. 3) Concentrate on your presentation as much as your script. Keep your energy and enthusiasm at a high level.
Getting Voice Messages Returned – Part 2
(1) Personalize your script with the prospect’s name and other information you may know about them. (2) Let them know you have a solution to their problem. (3) Tell just enough to get their interest, but not too much detail. You don’t want them to be able to decide on your offer without talking to you first.
Getting Voice Messages Returned – Part 1
1) If possible, send an email to prepare your prospect for your call. Then refer to the email when you call. 2) Have more than one script if you need to leave multiple messages. 3) Make sure your script tells who you are, how they can reach you and why they should return the call.
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…”