Be a Marketer

Have you ever spent money on advertising but then didn’t get the results you felt you should have? I know I have. Any of us who have ran a business has had this happen to us.

According to the ad rep, you just didn’t do it often enough, or for a long enough period of time. In other words, you didn’t spend enough money with him.

Well maybe you’ve heard this definition of insanity: Doing the same thing and expecting different results. So who’s insane, the rep, or the person who keeps giving him money for the same thing expecting different results?

You’re told that what you need is “exposure”, when you know what you need is sales.

Unless you have endless funding to create a brand name, you probably don’t have the budget to buy ‘impressions’ and hope for the numbers to eventually tilt in your favor.

You want return on investment NOW, you want RESULTS!. When you spend $1 in marketing you’d better get $2 back in sales – better yet, $3 or $4 or more, depending on the Life-Time Value of your clients.

Let me show you what I mean.

Recently, I decided to sell my pickup. Who was my target market? Someone looking for a pickup. Where would I find that market? Places where pickups are advertised – because that’s where someone looking for a pickup is likely to be looking.

I could have just put a sign on my truck and waited. Or put a sign in my yard. After all, thousands of people see my truck every day. And hundreds of people drive by my house every day. But what percentage of those people are looking to buy a pickup? One percent? Probably less.

But of the thousands of people looking at the truck ads in the paper, or on the internet, how many are interested in buying a truck? A lot more than one percent.

What’s the difference in these two approaches? The sign was way cheaper – or was it?

What was the ROI? Zero.

The internet ad I placed was $40.00. My truck sold for $20,000. What was the ROI? I got results because I employed the principles of Direct Response Marketing.

I wasn’t interested in building name awareness in the general public’s mind so that one day down the road, when someone out there became interested in buying a pickup truck, he’d call me. No, I needed results NOW.

I determined who my target market was, used the right medium, and delivered an effective, “matching”, message.

Now it’s true that if you offer a product or service that many will want eventually, such as window washing, but not all of them want it now (so we’re not talking groceries here), you should design an ongoing marketing strategy that will move the ‘not now’ folks to come to you first when they are ready.

But it’s wasteful to spend your marketing dollars on those that will never use your service or product. (e.g. Renters don’t usually pay to have their windows washed)

That’s where target marketing comes in. Unless you sell groceries, the general public is too big a target. Kinda like blowing up the whole barn to get rid of the hornets’ nest under one of the eaves.

Direct Response marketing is the answer for the small business owner with a limited advertising budget. And an essential strategy for a large business with a large advertising budget. In either case, an effective message to a targeted audience will get you the results you desire.

Tips to Supercharge Your Direct Email Marketing Campaigns

Email marketing success is all in the details of the content of your email. It may seem that once companies purchase lists, businesses try to show their mastery of the medium via colorful HTML fonts and embedded images. However, even a simple text email can explode off the digital paper with more incentive to buy if direct email marketers learn a few simple, and effective, email tips. Here’s a hint: Email marketing success is not in the look of the email, it’s all about the words and details. Use these tips on direct email marketing, to supercharge your emails and generate more interest and excitement from your email list.

Don’t Overlook These Details
If you’re sending out beautiful emails with great information and having a poor response, it’s time to look at what you’re doing wrong. Most recipients of email don’t even bother to open an email from an unknown sender these days. Other times, they may be intrigued enough to open it, but they simply skim it instead of reading the entire content to see if they want to do more. Once the skim is over, if nothing caught their eye, it may be marked as spam and you may never get another chance to connect with that recipient. Here are few ways to increase your chances with direct email marketing:

Trap Attention with Captivating Subject Lines – Use words that draw attention to your email. Often, just including the recipient’s name in your subject line can get them to click to open. The subject line should be short and to the point, but include power words that make people want to open the email.

Use Headlines to Encapsulate Your Message – Once the email has been opened, you have to assume it will be skimmed, not read. That means you must include lots of white space with headlines interspersed that get your message across without reading the entire email.

Embed a Call to Action – Have a purpose for the email. Are you trying to advertise a product launch and want pre-sale orders? Do you want to connect more with people on Facebook or Twitter? You can include a call to action to buy something from you, but often this is not as powerful a technique with new customers as it is with existing ones. For new customers, give something away instead of asking for a sale, and make that connection (even if it is only a discount coupon code for their first purchase with you). If you are promoting a special deal, make sure to ask for the sale as sometimes customers just need to be asked to perform, instead of just hinting at the action that needs to be taken.

Sign with All Your Details – Every email should include a detailed signature line that includes a link to your website, your presence on social networking sites, your contact information, and even a link to a map where you are located (if that’s necessary). Don’t make customers search elsewhere for your business information when they know that by opening any of your emails the details are right there in front of them every single time.

Direct Marketing Versus Email Marketing – Which is Best?

Email has changed how the business world and how advertisers communicate. The cost effectiveness of email is a powerful motivator for businesses who are looking for ways to reach a large audience quickly. Meanwhile, direct mail continues to be an effective way to reach your list of veterinarians. So, which is best?

The answer is that you can improve the effectiveness of one by complimenting it with the other. So, using both direct mail and email can be a powerful way to get your message out.

Here are some considerations about email.

- Email marketing can be developed much more quickly.
- Email can be sent multiple times in a short period.
- Email can be tracked and the data analyzed.
- Email marketing can be more cost effective.

There are benefits to direct mail, too.

- More accurate.
- More credibility.
- More impact with colors, fonts, and presentation.
- Lists are easier and less expensive to acquire.

For best results when marketing to your list of veterinarians, business owners should consider using both direct mail and email. Test your message and the timing and delivery methods. Try a series of emails followed by a direct mail campaign. Measure your results. Then change it up to see how your response rates change.

Whichever method you choose, be sure that you have processes and procedures in place to follow-up on your leads. For example, you may solicit an opt-in from your email program. Once you have collected the opt-in, be sure that your autoresponder is ready. If you send direct mails, be sure that your 800 number, website and email address are included and then measure the results by offering a special discount offer.