In Direct Marketing Aim For The Response

In Direct Marketing,​ Aim for the​ Response
Creating an​ effective marketing message usually calls for a​ three-step approach .​
Define your audience,​ define your goal,​ and define your message - in​ that order.
1 .​
Define your audience
Who are you​ marketing to? Who are you​ hoping to​ motivate and persuade? Sure,​ you​ want to​ get more clients - but get more specific than that .​
Go beyond the​ obvious .​
Take notes about each client you​ work with and then compile the​ notes .​
Review them prior to​ each marketing project you​ undertake.
Create a​ mental picture of​ your typical prospect .​
What do they look like? What do they want? What concerns them? What satisfaction do they seek? When you​ can answer all of​ these questions,​ you​ can move on​ to​ the​ next step,​ defining your goal.
2 .​
Define your goal
Under this step you​ might add the​ steps of​ clarifying and simplifying your goal .​
The clear part is​ obvious - a​ clearly defined goal is​ a​ goal more easily attained .​
Simplifying doesn't mean making your goal trivial but rather just reducing the​ goal to​ its purest form.
Strip away anything that's not critical to​ the​ precise objective you​ want .​
If you​ have several goals for your marketing message to​ accomplish,​ you​ haven't simplified enough! Boil it​ down to​ one specific action (like the​ example that follows later) .​
3 .​
Define your message
Based on​ your audience and your goal,​ what must your message do to​ bridge the​ gap? What should you​ say or​ write to​ get your audience to​ move toward the​ desired action?
With a​ simplified process,​ all the​ fundamentals are there .​
Now it's time to​ get specific .​
Let's look at​ how these factors might come together to​ drive an​ actual message geared toward an​ actual audience.
Let's say you're a​ realtor,​ specializing in​ representing home buyers,​ so your audience would obviously be people shopping for homes .​
You've done some research on​ homebuyer demographics in​ your area,​ you've got a​ good mental picture of​ your audience,​ and you've made a​ list of​ things that are important to​ them.
Now it's time to​ define your goal .​
Here's the​ key to​ goal definition .​
Don't confuse your ultimate goal with your message’s goal .​
In other words,​ don't define a​ goal that your message can't deliver .​
Instead,​ go for the​ low-hanging fruit.
Let your message do what it's good at .​
Let it​ move the​ reader one step closer to​ a​ larger,​ more ultimate goal .​
That's what marketing messages have been doing effectively for decades,​ moving readers toward specific,​ achievable actions.
For instance,​ if​ your ultimate goal is​ to​ gain a​ new client,​ the​ goal of​ your messaging might be to​ initiate first contact (a phone call or​ email) from that prospective client .​
This would be an​ excellent messaging goal for two reasons:
• 1st,​ it's a​ goal your message can actually accomplish.
• 2nd,​ it's a​ goal that can support your overall goal of​ client acquisition.
Here's why: Surveys have found that 74% of​ people shopping for a​ real estate professional go with the​ first one they call .​
That means if​ you​ earn that first call from a​ prospect,​ you​ have a​ 74% chance of​ turning them into a​ client .​
Think of​ it​ this way .​
You're not selling a​ coffee maker .​
You're selling the​ services you​ provide - services that have an​ impact on​ the​ finances and ultimate happiness (or unhappiness) of​ your clients .​
Words on​ paper can sell a​ coffee maker .​
Words on​ paper cannot sell your prospects on​ your ability to​ deliver .​
Words can,​ however,​ sell your prospects on​ the​ next step they might take (in this case,​ calling or​ emailing you) .​
After that first contact,​ there's plenty of​ time to​ show them your ability to​ deliver.
Give your marketing message a​ break from unreasonable expectations .​
Let it​ do what it's best at .​
Let it​ move the​ reader forward in​ your ultimate plan.

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