The Secrets of
Business and Marketing Wizardry Newsletter
Volume 7, Issue 4, Date 4/12/2003
|
T HE SECRETS OF BUSINESS AND MARKETING WIZARDRY
Volume 7 Issue 4 April 2003
Publisher: Joe Trevison MBA /CPA
Co-Publisher/Editor: Cheri Carlson
This issue:
"Lists That Can Bring You a Bushel of Money"
Joe Trevison
The guru's always discuss lists as money making in direct mail. This would be applicable to the net, likewise. This list that they swear by is the Direct Response list.
THE LIST IS THE MOST IMPORTANT FACTOR!
No one will buy your product or service if they're not interested in it. You should only mail to people who have a history of buying your type of product or service, or who are logically predisposed to what you are offering.
These are two types of mailing lists:
1. Compiled (such as directories, phone books, etc.).
2 Direct response (which includes those people who have ordered thorough the mail before and have proven history of being responsive). You can buy such lists thorough list brokers. They are sorted according to nature of purchase, cost, demographics, or psychographics, so you can target your mail to an especially responsive audience.
In most cases compiled lists do not pull as well as direct-response lists. Always use direct-response lists before you try compiled lists (unless there are no direct-response lists of your market).
The problem of direct response lists is that they can be very expensive. Mailing 5000 pieces would cost just with the postage: $1,850. That is not adding letters and envelopes or the price of the list.
MY DISCOVERY MAY WORK FOR YOU!
There is an easy way to make compiled lists work for you. Make lists including everyone you can think of who might need your products or services. List friends, business associates, members of organizations you belong to, old school friends, people you buy products and services from, and more.
It does not matter if you use a computer or large pad. In this system write the names, addresses, phone numbers, faxes, and e-mail addresses. Write any information you can get. You will want to mail every month. Have at least 3 or even 12 follow-up letters for the year to mail to this list.
Your subscribers on the net: How about all that junk mail. Send a return e-mail with your ads and follow-up for a year.
Develop a Response Template
Are you annoyed by unsolicited e-mail? I was to until I got smart about it. I figured these people were just a new kind of prospect. Thus, I developed a series of response temples in which I made the benefits of what I was selling very plain. Such a response template should include.
· An Offer
· Benefits of what you're selling
· Product/Service descriptions
· Client-Centered testimonials
· Complete Purchase Information, and, of course
· Complete information about your web site
In other words, a response template is the best kind of client-centered marketing communication.
A couple of years back I was trying to market my business services just for Chiropractors. I got the list from the phone book.
DID THE LIST WORK?
I can only say try it for your self. You may want to use telemarketers for follow up when you send the letters.
HERE IS MORE PROOF!
This is from some of the tape series of the Great Napoleon Hill: "The Science of Personal Achievement, The 17 Universal Principles of Success".
Doctor Hill tells the story of his Late Manager Clement Stone. Mr. Stone's office was near the North West University. One fine evening one of the professors from the University visited Mr. Stone at home.
This University Professor was not making enough money teaching. The Professor also started to work for an insurance company.
He asked Mr. Stone, who had a great Insurance Company, if he could give him 10 -15 names to go to see if he could sell to them. He asked if he could use Mr. Stone's name.
Mr. Stone agree and told him to come to the office sometime the next day and Mr. Stone's secretary would give him such a list.
By the end of the week the professor came back with the good news. He had sold 8 policies and had 2 appointments.
He wanted Mr. Stone to give him more names. Mr. Stone stated he was very busy. So he gave the professor the telephone book to get names.
The Professor did not believe him. But Mr. Stone explained he took one name from the a's, one from the b's and on an on. Finally the Professor believed Clement Stone.
The Professor made the list but did not sell one policy with this new list.
Certainly using Mr. Stone name was not the key. You see it was ….you go figure.
|
|
| Copyright Joseph J. Trevison Not to be reprinted, resold, or
redistributed for profit, except with written permission, but may be freely distributed electronically provided that the entire
file, including this notice, remain intact. |
|
