2 Marketing Tips That Can Help You To Make Money Sooner

Do you know what the benefits of being in a small business are? Well I guess you already know the “pluses” of having your own business: You can wake up when you want; you don’t have to kiss up a boss; you set your own hours; and you have no limit on your income potential. All of these reasons make starting a business a smart thing to do.

But if you have already started your business but aren’t seeing the sales that you had hoped for, then more than likely your marketing strategies are what’s to blame. Ask yourself, “Am I operating in a niche?”; “Is your products priced accordingly?”; “Do you have a system to follow up on your customers and clients?” All of these are questions that you need to answer before you run your next advertising campaign.

Luckily, I will help you to shortcut your learning curve so that you can earn more money as quickly as possible. Let’s take a look at some of the marketing strategies that you can put to use in your business to help you profit sooner rather than later. Here’s the first marketing technique that we will go over:

1) Direct mail

Even if you don’t plan to use direct mail to seek out new customers, you should still be using it to follow up on your current customers. You see 80% of the profits that you make will due to sales on the backend. All this means is that you’re selling to people (your customer list) who likes you and wants to do business with you again. So be sure to attend to their every want and need, so that you can form a bond or relationship with theses customers.

And your customers won’t forget you if you contact them every month. Some will buy, and some will not. But the few that does buy dramatically makes up for those that doesn’t buy. Hopefully the products that you’re selling in your business are at a relatively high price, so that you can earn a profit on every sale that you make. But breaking even is OK also. Let’s take a look at another strategy that you should be using:

2) Display ads

To stay in business, you have to have a steady stream of new prospects and leads coming in on a daily basis. One of the best ways to do this is with advertising. Pick out a good section in the newspaper where you think your targeted audience will be, and run an ad that’s clearly visible to them.

So when running your ad, should you sell your product via the ad, or should you do something else? Well, you should do something else. The bottom line is that there isn’t enough room in a display to sell your product or service, so you will want to get their contact information so that you can follow up on these people over and over again.

The more you follow up on your leads, the higher your conversion rates will be, and the more your sales will increase. Keep these tips in mind when marketing your products and services.

Good luck with using these 2 strategies to make more money in your business.

Big Direct Mail Mistakes!

Next to cold calling, I’d have to say that direct mail is one of the most misrepresented marketing tools around. (When it comes to offline strategies anyhow.) Why do I say this? Just take a look at some of the mailers you get! Most direct mail advertisements are an exercise in “how to waste the most money possible in 3 back-breaking steps!” Ugh… I get worn out just thinking about it!

I cut my teeth on direct mail in the mortgage industry. When the industry average was 1/2 of 1% response to a mailer, my campaigns were consistently drawing 1.5 – 2% for large mailings, and 4 – 5% for smaller more targeted campaigns.

What made the difference? Here’s a few of my secrets:

1. The art of the hook

Most of my co-workers were using copycat marketing strategies. They’d take a look at what everyone else was doing, and just copy it. No real thought was put into the message. Instead of taking the time to craft a mailer that spoke to its audience, these people seemed to think it was all a numbers game, and if they just threw enough mail into the market, they’d get enough back to make it worth the time and expense…. WRONGO!

Step #1 for me was to look at what everyone else was doing, take notes, and then NOT DO IT! If 90% of my own office sent the same darn mailers and message, chances were good the same ratio existed in the market. This translates into a soggy, wet, played out mailer that will disappoint every time.

After I saw what I needed to avoid, I then played the role of the recipient. How can I get my mailer opened? Aha! A unique mailing vehicle: I sent my mailers in greeting card envelopes! Sounds expensive right? Actually, compared to a wasted mail drop it was downright thrifty! I shopped online and bought my greeting card mailers at a nice discount, and sent 100 cards per drop to a targeted list.

My “hook” was to speak to the fears and concerns of my market. Instead of the usual cliche’ opening statements “You can save 136.44 on your mortgage” I decided to put myself back into the shoes of my audience: “What do I fear? What motivates me? Why am I ignoring these mailers?”

Boom! I got it! They’re ignoring me because they don’t trust me anymore! They are suffering from information overload as they are assaulted with “refinance now” messages on the radio, on television, in their emails…. I need to stop the madness! RESET their mindset!

How did I do this?

I accomplished this task by changing my approach to one that was unexpected. Instead of starting off with a sales pitch, I first empathized with their annoyance at getting so much junk mail: “I bet you’re sick and tired of getting all these letters from mortgage companies aren’t you? Before you tear this into tiny pieces, can I get you to take a look at the box I prepared below?”

As the readers eyes are drawn to the content box just 2 spaces down, I had a great hook ready for them. I’ve already accomplished objective #1 at this point. I got their attention, and demonstrated that if nothing else, I at least understand them and their frustrations better than the average mortgage company.

Why not try shifting your approach as well? You might be surprised at how well this works!

Email Marketing Vs Direct Marketing: Which Is Best?

Hmm… this question is important, but it looks like another one: radio or TV advertising, which is best?

The question would be: how to make email work?; and, how to make direct marketing effective? Smart business would divide their budget and use both approaches to target their audience and grow their customers’ database.

What about you? Do not think you should at least try both methods and come up with your own conclusion instead of merely reading one or more articles and reaching a conclusion they have formed maybe through other readings instead of personal, extensive testing and statistics?

Do not you think that marketing is all about tracking, testing and measuring your advertising in order to be able to turn a profit?

Way too many businesses are running their venture blindfolded, advertising here and there, not knowing with 100% accuracy where their customers are coming from, so they could advertise more often in that particular area, or using that specific channel. What a waste of time, money and effort!

With email marketing and direct marketing, you want to be sensitive, and granular. Get into the nitty-gritty, strategic marketing. It is not time for playing aside particularly in today’s Economy when crisis is driving us nuts and people are not tracking their business activities like this is normal.

You are not running a common business, your clients are not common (but special), and your marketing should not be common (but remarkable).

Direct marketing has been used for hundred of years by mail order catalog companies to sell their magazine subscriptions, products and services. It is an old approach, yet, email marketers are still overlooking it, and running their business like email is something new.

It is a new platform, but it is based on the same old direct marketing principles. Brands and companies who are trying to reinvent email and not take into account direct marketing fundamentals are shooting in dark.

Because direct marketing is here to stay for as long as people will buy from other people and companies that they like, know and trust. And the top three main principles one should integrate in their business are:

1. Never email to people you do not know, or do you do not have permission to email. Thus, your email list should be double-optin and CAN-SPAM compliant.

2. Always track your email campaign in terms of open rates, clickthroughs, and sales conversions. Use autoresponders like AWeber and GetResponse and analytics for your site/page.

3. Never mix mailing lists, but segment your email marketing. One list should be made up of prospects. Another list of first-time customers. Another one of hot buyers, consisting of people who bought from you at least twice. And cross-promote to each other, advancing prospects to customers, and customers to hot buyers, and hot buyers into raving fans.