Howdy Friend,
Can you believe it? I’m alive and
still kickin’! I know that it’s been quite a while since you’ve seen anything
new posted on this blog. Heck, it’s been a busy year and lots of stuff falls
between the cracks of life.
Thank God, nothing really bad and
lots of good stuff.
Here’s what I’ve learned . . . or should I say re-learned.
First
and foremost: Know your market. Understand
what’s paining your prospects and customers. You should be the answer to their
problems. I’m embarrassed to admit that sometimes (for my anyway) the obvious
isn’t so damn obvious.
Case in point. If you’re trying to
sell golf products, go to where golfers tend to hang out. Not where stamp
collectors hang out. It’s really pretty simple when you think about it.
Not sure to how to reach your
market? Start with the Standard Rate and Data Service (SRDS). Get their Direct Marketing List
Source. You can find tons of mailing lists available to suit nearly any savvy
direct marketer.
Remember in direct marketing, your
list IS your market. Take the time to research your marketplace. And if you use
a list broker make sure he does his job and gets you the very list possible.
After all, that’s what he’s paid to do.
For the past year or so, I’ve taken
on a client who happens to be a good friend. We’ve been buds for a long, long
time.
He’s got no marketing money, no
concept or appreciation for direct response marketing and a small bit of
ambition to grow his business. I’ve tried to “enlighten” him with proven, sound
direct marketing advice.
To say that it’s frustrating would
be an understatement. Nevertheless, I’ve not completely given up on him “seeing
the light.”
Now for the record, my frustration
is NOT aimed at my bud, the friend .
. . it’s aimed at my bud, the marketer.
To be completely fair, he has implemented
a few pieces of advice that I’ve suggested but otherwise it’s been pretty much
a nightmare.
He fights me and complains about my
using direct response “long copy” . . . that actually gains the prospect’s
attention, addresses the prospect’s problems, offers a solution, provides
testimonials, and asks for the order (or some other action like call for a free
quote, visit the store, etc.).
Rather he wants me to create short, useless
image type advertising that doesn’t have a prayer of a chance for success.
Like so many biz owners, he’s been
conditioned to believe Madison Avenue knows everything about advertising and is
the greatest thing since white bread. Even worse, they believe that this type
of advertising actually brings in sales.
Nothing could be further from the
truth!
In case you don’t’ know what I mean
about “Madison Avenue” basically it’s typically short, cute artsy ads featuring
beautiful full color pictures and music playing in the background. Most of all,
it’s a big damn waste of money for most businesses.
Oh my God . . . I could write a
friggin’ book on this topic. But I hope you get the point.
But
just in case you don’t get it . . .
Madison Avenue a.k.a. institutional advertising talks more
about the company paying for the ad . . . how long they have been in business;
how old they are; how many square foot they facility is and other foolishness.
Institutional advertising does not
direct, compel the prospect, viewer, or listener to any buying decision.
By contrast, direct response
advertising is designed to evoke an immediate action . . . to call, visit your
store or website, or make a purchase.
Direct response advertising that, if
done correctly, pays you rather than cost you. It’s traceable, so you know with
scientific certainty if the ad produces results or not. It presents a complete
case for your company, product or service.
Direct response advertising tells a
complete sales story, presents all the facts, gives reasons why they should buy
from you instead of the competitor, gives a money back guarantee and asks for
the order . . . just like any good salesperson would do.
Certain basic marketing essentials
are forever present in companies that use direct response in their marketing
bag ‘or tricks . . . such as developing a backend service, understanding the
concept of lifetime value of a customer.
. . . and on and on.
Remember
this: Your customers, clients, or
prospects do not care one single bit about your motives, your agenda, or what
YOU want . . . all they care about is what benefit your product or service will
give them.
Ok . . . that’s all for this
edition. See you next time.
Peace,
Emette Massey
P.S. Here’s Your Prize for showing
up . . . Click
Here to Get my FREE REPORT that
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