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How to use Three Step Direct Response Marketing
from: AbeCherianYou may publish this article in your ezine, newsletter on your
web site as long as the byline is included and the article is
included in it's entirety. I also ask that you activate any html
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How to use Three Step Direct Response Marketing By Abe Cherian
Copyright ? 2005
Three step marketing is a cost effective way for you to sell
your products or services. It's also a cost effective way for
you to test various offers. And surprisingly, few marketers use
this marketing technique.
With three step marketing, you'll be selling to people who
contacted you asking for information about your product or
service. And you'll be building your own mailing list from
people who are interested in your products or services.
Because you're building your own mailing list, you'll be able to
send several offers to the same prospects. Being able to
follow-up with the prospects who first asked for information
from you is the key to three step marketing.
Your objective with three step marketing is to locate new
prospects and then follow-up with an intensive direct mail
campaign.
Your sales literature doesn't have to be expensive or full
color, it simply has to look professional. Make sure you have
written something good, have checked it for proper spelling and
punctuation, and have provided a meaning behind your products or
services. This gives reason for the customer to order your
product.
If you have a computer, build a database of customer inquiries
so you can track who actually purchases, and then send follow-up
letters to those who don't.
Follow-up sales are where you are going to make most of your
income. Your ad draws the inquiries, the first order establishes
a good customer, and the rest of the orders are the selling
points.
Your second sales packet should be mailed a month after the
inquiry was received and another a month after that.
Testing is the only way to find out which plan works best for
you in getting orders. You'll need to find out which sales
package works best and how often to make mailings.
How elaborate you want to make your response pack depends on how
successful your product seems to be selling and how much money
you want to invest.
Always start small. A simple one page offer can work as well as
a conglomerate pretty letter. After you've built up a few good
selling products, you might print up a single page brochure.
Even at that, you don't have to go to color unless your product
warrants it.
You don't need an advertising agency to put together your sales
packet, but you can use one if you want. Be sure to investigate
the type of agency and what it can do for you before hiring
them.
Your lead generating letters should target the market most
likely to be interested in what you're eventually going to offer
them. Your letters must state a major benefit that appeals to
the readers' interests.
The main purpose of your sales message is to arouse curiosity
and to get the reader to move to the second step of the process.
Your sales letter must make the reader want to know more. For
best results, your letter should offer something at no cost, but
realize to keep your ROI at interest.
Studies show that 80% of all people, that's 4 out of 5 people,
who inquire about a product buy that product within one year,
but not from the company that made the original contact.
The reason they don't buy from the company that made the
original contact is because the company did not follow-up.
Statistics show that you must make at least three contacts with
a prospect who expressed an interest in your product or service
before they'll buy from you. Very few marketers realize this.
So the next few steps in the three step marketing process are to
send follow-up mailings to your prospects. Repetitive follow-up
is the difference between mediocre success and huge success in
marketing. If your initial mailing is successful, you can
realistically expect an additional 50% in sales with your
follow-up mailings. That's an additional 50% of income you would
not have if you didn't follow-up.
Now you're ready to mail your direct mail response pack to your
prospects by first class mail. Your goal here is to close the
sale.
The prospects you send your first direct mail response pack to
are broken down into the following three steps:
1. A little bit interested. Gather leads through lead generating
direct response advertisements.
2. Very interested and ready to buy. Send follow-up mailing to
prospects. State a major benefit.
3. Very interested. but not ready to buy. Send follow-up mailing
to prospects. State same message with different headline or
call-to-action.
Three step marketing allows you to be in front of your prospects
when they move from the "not ready to buy" category to the
"ready to buy" category. It allows you to build a relationship
with your prospects and when they are ready to buy, they'll buy
from you.
The good news about three step marketing is you don't have to
create a completely different mailing package for each
additional step in the process.
Make minor changes to your initial mailing piece. One technique
that works well is to mail a different cover letter along with a
copy of your initial mailing piece. Try to keep your cover
letter to one page.
Another technique is to change the headline or the opening
paragraph of your original letter while reminding the prospect
that this is another notice.
How many times you should mail will depend on whether it's no
longer profitable. Always remember to include any back end sales
and the lifetime value of your customer. Your largest expense
was getting the prospect. Now is the time to follow-up and grow
your business sales.
About the author:
Abe Cherian is the founder of Multiple Stream Media, a leading
performance-based Internet advertising company dedicated in
helping small businesses create online presence, brand
recognition and online automation. Main company web site:
http://www.multiplestreammktg.com
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