Comprehensive Marketing Details Not Found In Beginner Books

If this is​ the​ first marketing article you​ are reading,​ go find some other more basic articles that I have written and then come back. This data is​ for the​ intermediate to​ advanced marketers.

I want to​ go over a​ three-step outline for your marketing which are:

1) Surveys

2) Getting Attention

3) Postage

Marketing surveys save you​ from flying blind in​ your business marketing strategies and are the​ best way to​ find out what you​ should be offering,​ to​ whom and how. When you​ don't really know what to​ put in​ your direct mail marketing it's because you​ haven't done your research.

In order to​ get the​ response you​ would like on​ your direct mail marketing campaign,​ one area you​ need to​ look at​ is​ whether or​ not you​ are using a​ survey to​ find out what to​ say to​ your public. you​ may immediately answer “No – I don’t survey.” But truthfully,​ it’s very possible you​ do and just don’t realize it….read on.

You know your market quite well because you​ already sell to​ them. You’re unwittingly surveying all the​ time. Take this example:

An optometrist has an​ optical boutique. He knows that the​ biggest market for his eyewear are women from the​ ages of​ 40 to​ 65 years old. How does he know that? His women’s frame inventory is​ constantly being restocked fives times more than his men’s frame stock or​ even children’s. And the​ types of​ women’s frames are ones compatible with no-line bifocals. Interesting! Let’s look at​ what else this optometrist knows. He knows that these women pay a​ higher price point for their eyewear because the​ products he keeps reordering are from the​ more upscale designers so these women probably have more discretionary income. That is​ what I mean by surveying unwittingly.

Now let's take an​ example where you​ are sure you​ have no data:

You are a​ mortgage broker and you​ don't know what to​ say to​ people to​ get them to​ refinance their property,​ yet this is​ the​ area you​ specialize in. you​ assume that the​ best deal will attract more customers. you​ conduct a​ marketing survey,​ or​ get a​ marketing survey conducted for you​ that asks people indirectly for their attitudes and emotions concerning refinancing and what would be the​ advantages and disadvantages. you​ find the​ majority of​ people would like to​ refinance but think it​ is​ a​ very complicated procedure and so they never try. From this information you​ are able to​ determine what the​ tone and message of​ your advertising should take.

So,​ what should your promotion say? How about "We'll take the​ hassle out of​ refinancing for you. Find out how." you​ will get a​ response. you​ could send out thousands of​ promotional pieces telling your prospects that you​ can get them the​ lowest rate,​ but that isn't their concern. Their concern is​ that it's too complicated. Do you​ see how you​ could miss? a​ survey is​ the​ answer.

It is​ smart business to​ design a​ survey (or have one designed) to​ send out to​ your past customers that will keep you​ in​ the​ know,​ and not in​ the​ dark.

Now let’s go into the​ next logical sequence of​ how to​ break the​ first barrier of​ getting attention,​ so the​ “button” you​ found from your survey hits them before they throw away your promotion before ever even reading it.

Ditch the​ Envelopes!

The most common question that is​ asked when dealing with direct mail is​ "How do I get their attention?" This is​ a​ major problem because,​ no matter what you​ do to​ them,​ most envelopes look basically the​ same. Print on​ them in​ color,​ make a​ window,​ stamp it​ urgent - your customers have seen all these tricks before. They get thrown away before they’re even opened. They can tell from the​ outside that it​ is​ a​ sales pitch and they just get rid of​ it. This causes you​ to​ lose sales because of​ assumptions made before you​ even try to​ get your message across,​ when if​ you​ had the​ chance to​ let the​ customer know what you​ were offering they might have gone for it. Plain and simple,​ the​ easiest way to​ get around this is​ by using postcards.

Not only does the​ full color aspect of​ postcards attract more attention than all of​ the​ envelopes in​ any given day’s stack of​ mail,​ but it​ will allow you​ to​ get your message across while recipients are making the​ decision of​ what to​ read and what to​ throw away.

Let’s use this example:

You are sitting on​ the​ subway and the​ guy next to​ you​ leans over and says "I have something I would like to​ sell you​ and it’s under my trench coat,​ are you​ interested?" So as​ any sane person would do,​ you​ move to​ the​ furthest seat from him so not to​ be bothered.

As you​ now sit in​ the​ farthest seat from the​ untrustworthy freak in​ the​ trench coat you​ are approached by a​ smiling little Girl Scout who holds out a​ box of​ cookies and says "Would you​ like to​ buy a​ box of​ cookies? Everyone loves the​ Thin-Mints!" So this time you​ pull out your wallet and plunk down the​ $3 for a​ box of​ delicious cholesterol and sugar.

See the​ difference? Don’t hide your message behind a​ trench coat. For all we know the​ "untrustworthy freak",​ as​ I have affectionately named him,​ could have had a​ box of​ Thin-Mints under there.

We may never know,​ and neither will your customers if​ you​ don’t stop stuffing your promo into bland looking envelopes.

Now,​ make the​ final step easy and take out the​ hassle of​ direct mail.

It’s one thing to​ get postcards designed and printed. It’s another to​ get them into the​ hands of​ the​ recipients rapidly,​ efficiently,​ as​ inexpensively as​ possible and without too much hassle. you​ have the​ choice of​ doing it​ yourself in​ house or​ getting someone to​ do it​ for you.

The apparent advantage of​ doing it​ yourself is​ that you​ don’t pay someone else what they charge to​ do it​ for you. the​ disadvantage of​ doing it​ yourself is​ that it’s going to​ cost you​ more in​ the​ long run.


Normally your postage for a​ 4.25 x 6" postcard is​ 23¢. Direct mail companies can lease special software from the​ USPS which reads the​ addresses and barcodes them. the​ post office gives a​ significant discount for bar-coded mail. Updating this software often (every three months) ensures that the​ addresses you​ are mailing to​ are good. if​ the​ person is​ no longer at​ that address then it’s a​ waste of​ your money to​ mail to​ them.

Because of​ the​ high tech equipment and software direct mail companies use,​ you​ can sometimes save as​ much as​ .04 cents per card. And you​ don’t have all the​ hassle of​ getting the​ mailing out yourself.

I call it​ a​ no-brainer: a​ technical term for saving money and hassle by getting someone else to​ do your mailing for you. if​ you​ have been doing it​ the​ hard way,​ switch over to​ a​ direct mail marketing company. I am sure they will be glad to​ help you​ save money,​ time and trouble.

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