How to Move Prospects from Your Virtual Doorstep to Your Bank Account

Direct Marketing Tips

When the Internet really started growing momentum a few years back, direct response or physical advertisers were promptly told that their method of marketing and advertising was soon to fall into the money losing shadows of days gone by. However, some of those who solely relied on the Internet to market their businesses eventually learned that what seemed to be an aging dinosaur of a marketing machine is actually a timeless marketing method. The biggest lesson of all to be learned by both businesses that solely conduct business online as well as "old fashioned," strictly brick-and-mortar stores is that comprehensive and lasting business success is achieved through diversity.

Think of it this way: A marketing plan that fails to diversify its methods is like an older model of Christmas lights -- if one method fails to hit the mark then the entire string of lights goes out. But if you maintain a diverse marketing plan your string of lights will stay bright and shining even if a marketing bulb or two goes out.

One particular marketing bulb that every business should have on their string is direct marketing. This bulb helps you light up a huge portion of your target audience. "Not me, I only sell products online." It doesn't matter -- a portion of your marketing should always be making an effort to go offline in order to drive traffic online. Think about it this way: Back in the day, before most people had a computer, or had even heard of one, they obviously needed to learn about the benefits of a computer and the Internet via offline methods. For example, do you remember how AOL was sending out free trial offer discs in the mail every other week? They went on a massive direct marketing campaign to spread awareness and get people to go online and try their product -- brilliant! If you aren't marketing and advertising offline then you could be missing out on a very lucrative market sector. Whether you're offering classes for a Las Vegas City business license or selling specialty Tucson business computers, there's an offline method to get in front of virtually any market.

To clarify, direct response mailers can come in many different forms, including post cards, booklets, letters and flyers. What's one of the best ways to get the biggest bang out of your direct response mailers? Reduce perceived risk. Even if you genuinely offer a fantastic product or service that truly can help others, the public doesn't know you or your business and requires added incentive to contact your or buy from you. You must use your marketing as a means of mitigating any perceived risk. Among the simplest and most effective means of doing this is to offer a discount, free product, free trial period, or a guarantee. These classic marketing and advertising devices significantly reduce potential perceived risk and help prospects feel much more comfortable about writing you a check.

To achieve the best results from these offers and stimulate your prospects to act, you must obey the rule of primacy and recency in your marketing. Primacy refers to the placement or positioning of your special offer at the beginning of your marketing message. This grabs people's attention and generates interest and creates the desire to read all the way through your mailer. Recency refers to the posting of the special offer one more time at the end of the piece so that it is fresh in the minds of your prospects, which increases the likeliness that they will act on it. It's all about motivating people to buy.

Variety is not only the spice of life it's also the blood of your business. Continue to maintain a diverse marketing plan and your bank account will continue to grow.