So last week I left you with the basics on getting commercially available lists for your business. As usual I posted that last conversation on my blog. To review, go over to the blog. Today we’ll go over some other ways to grow your mailing list.
One way to grown your existing list is to use “turn-key” vendors who can get you lists that match your target audience. Then, they do the entire direct mailing for you, including the writing of the copy, printing, mailing, all the grunt work you shouldn’t be doing. we do a lot of this for our clients here at 3D Mail.
There are two others that I would highly recommend you check out. One is Dean Killingbeck's New Customers Now program. Dean works with restaurants, auto repair shops, chiro's, dentists and others to get new people moving into your area and introduce them to your business. Check out the site and tell Dean Travis over at 3D Mail Sent ya.
The other is Rory Fatt's Royalty Rewards. Royalty Rewards is a complete "auto-pilot" rewards/loyalty program that is great for getting your clients to come back more often and get them to buy more each time they come in. A great combination! Here's a video you can watch on Royalty Rewards. It's hosted by Rory and my dad Keith. We did a webinar on this a few months ago. Check it out here. I give both my highest endorsement.
A third way to grow your list is by compiling it yourself through lead generation marketing. We've discussed lead generation marketing before so I'll be very brief here.
Lead generation marketing is the ultimate ‘pull’ marketing strategy. It allows people who are interested in your product or service to pull information for themselves about you and your business, rather than
the usually ‘push’ marketing that you usually see.
Almost all “Madison Avenue” marketing is push marketing. What you need for prospects to ‘pull’ information from you is great bait, or a lead generation magnet. This is something that you’re prospects request from you. They come in many forms, but the most typical is free information about your business or industry.
That's a wrap on our discussion on mailing lists. I'll be back next week with some more great information for you. See you then!
To Your Direct Mail Success,
Travis Lee
www.3DMailResults.com
Showing posts with label lead generation. Show all posts
Showing posts with label lead generation. Show all posts
Friday, May 28, 2010
Tuesday, August 18, 2009
Why You Should Use a Marketing Funnel
Over the past several weeks, we’ve been talking about lead generation marketing, how to use it, and how to integrate it into your marketing funnel. To see where we’ve been, see my blog posts from the past couple weeks below. Today we’re going to wrap up our discussion on these two topics. Today we’re going to answer that burning question, ”Why should I use a marketing funnel.” Here’s my $0.02.
First and foremost, you just get more sales when you use a marketing funnel! That should be reason enough, shouldn’t it! There’s the short answer, but why do we get more sales when we use lead generation marketing, with a systematic
marketing funnel as well?
We’re able to do what I like to call, lead nurturing and maturing. Frankly, most of your prospects simply aren’t ready to buy at this very moment. However, they will be ready to buy down the line. Each prospects timeline for
a purchase is different, so we’re able to give them the time they need to move from a “Luke-warm” buyer to “Ready to buy!”
You’re also able to provide education, and prove to your prospects that you’re a ‘Guru’ in your industry (Hey, a lot like this twice-weekly tip!).
Further, they get to know you as a person. They get to know you, trust you and learn about you. If you read my monthly print newsletter I send out, you already know a ton about me.
Finally, you’re able to position yourself, and answer the, ”Why should I choose you” question that always burns in the back of your prospects mind. You can position your pricing and justify it, and position your ‘rules of engagement’ on how your business is run.
That puts a bow on this topic. We’ll start a new one on Friday. Until then, keep on marketing!
First and foremost, you just get more sales when you use a marketing funnel! That should be reason enough, shouldn’t it! There’s the short answer, but why do we get more sales when we use lead generation marketing, with a systematic
marketing funnel as well?
We’re able to do what I like to call, lead nurturing and maturing. Frankly, most of your prospects simply aren’t ready to buy at this very moment. However, they will be ready to buy down the line. Each prospects timeline for
a purchase is different, so we’re able to give them the time they need to move from a “Luke-warm” buyer to “Ready to buy!”
You’re also able to provide education, and prove to your prospects that you’re a ‘Guru’ in your industry (Hey, a lot like this twice-weekly tip!).
Further, they get to know you as a person. They get to know you, trust you and learn about you. If you read my monthly print newsletter I send out, you already know a ton about me.
Finally, you’re able to position yourself, and answer the, ”Why should I choose you” question that always burns in the back of your prospects mind. You can position your pricing and justify it, and position your ‘rules of engagement’ on how your business is run.
That puts a bow on this topic. We’ll start a new one on Friday. Until then, keep on marketing!
Thursday, August 13, 2009
Lead Generation With Your Marketing Funnel
Last week I left you off with the virtues of lead generation marketing. To review, see my blog post here. Now we’re going to move on to using lead generation in your marketing funnel. There are tons great reasons to use lead generation marketing. We’ll cover a couple here.
As we discussed before, with almost all marketing, you’re severely limited with the amount of information you can send or use in a cost effective manner. How much can you possibly say in a 30 second TV or radio spot, a yellow pages ad (even in a full page ad), a billboard, or a postcard?
With lead generation marketing, you’re able to move your client or prospect to another media in which you have more cost effective means to tell your story. You can move them from offline to online, and vice versa, move them to an audio CD, DVD, print and just about any other type of media.
One very popular technique I’m seeing a lot is to send an inexpensive postcard, and lead them to a personalized website, or PURL, which has, theoretically speaking, unlimited space.
You also have the ability to spend more money per prospect. Let’s take our PURL example from above. You send your client to a unique webpage that is only
for them, and you’re able to track it. You know this person is at least slightly interested in whateverit is you’re offering.
Now, you’ve ‘shrunk your universe’ to only include those people who visited their unique webpage. They obviously have an interest in what you’re selling,
and you can spend more per qualified lead, and actually end up spending less overall in the campaign. This would be a great time to send them clutter busting 3D Mail!
However, you must know your total lifetime value of both a prospect and a client. That’s a discussion for another day we’ll get to down the road.
www.3DMailResults.com
As we discussed before, with almost all marketing, you’re severely limited with the amount of information you can send or use in a cost effective manner. How much can you possibly say in a 30 second TV or radio spot, a yellow pages ad (even in a full page ad), a billboard, or a postcard?
With lead generation marketing, you’re able to move your client or prospect to another media in which you have more cost effective means to tell your story. You can move them from offline to online, and vice versa, move them to an audio CD, DVD, print and just about any other type of media.
One very popular technique I’m seeing a lot is to send an inexpensive postcard, and lead them to a personalized website, or PURL, which has, theoretically speaking, unlimited space.
You also have the ability to spend more money per prospect. Let’s take our PURL example from above. You send your client to a unique webpage that is only
for them, and you’re able to track it. You know this person is at least slightly interested in whateverit is you’re offering.
Now, you’ve ‘shrunk your universe’ to only include those people who visited their unique webpage. They obviously have an interest in what you’re selling,
and you can spend more per qualified lead, and actually end up spending less overall in the campaign. This would be a great time to send them clutter busting 3D Mail!
However, you must know your total lifetime value of both a prospect and a client. That’s a discussion for another day we’ll get to down the road.
www.3DMailResults.com
Friday, August 7, 2009
The Virtues of Lead Generation Marketing
We’ve switched gears here a bit, after earlier this weekdiscussing what business you’re really in. Now, on to lead generation marketing and what you need to do for it to be effective in your business.
Lead generation marketing is the ultimate ‘pull’ marketing strategy. It allows people who are interested in your product or service to pull information for themselves about you and your business, rather than the usually ‘push’ marketing that you usually see. Almost all “Madison Avenue” marketing is push marketing.
What you need for prospects to ‘pull’ information from you is great bait, or a lead generation magnet. This is something that you’re prospects request from you. They come in many forms, but the most typical is free information about your niche. They can include:
Next week we’ll talk about the different ways you can use lead generation marketing for maximum effect.
Lead generation marketing is the ultimate ‘pull’ marketing strategy. It allows people who are interested in your product or service to pull information for themselves about you and your business, rather than the usually ‘push’ marketing that you usually see. Almost all “Madison Avenue” marketing is push marketing.
What you need for prospects to ‘pull’ information from you is great bait, or a lead generation magnet. This is something that you’re prospects request from you. They come in many forms, but the most typical is free information about your niche. They can include:
- White Papers
- Free Reports, such as:
- “The 7 Questions You Must Ask…”
- “9 Secrets They Don’t Want You
- to Know About…”
- Free Recorded Messages
- And other types of gifts appropriate for your niche.
Next week we’ll talk about the different ways you can use lead generation marketing for maximum effect.
Tuesday, August 4, 2009
The Business You Should Be In
Last week we started a conversation on lead generation marketing vs. one-step sell marketing. For a review of where we’ve been, see my last couple blog entries here. I also left off saying I’d tell you what business you’re really in.
Answer that question to yourself. What business are you in? If you’re like most, you’ll say something like mortgage broker, dentist, restaurateur, coach, chiropractor etc.
If you answer was something like this, I’d say you’re wrong. (Hang in here with me; I’ll get to the point in just one minute.)
If you’ve been reading my tips, newsletter or have heard me speak you may be saying to yourself, “I’m not falling for that one Travis, I know I’m in the Marketing Business.”
To that I say you’re closer, but still not quite there.
You’re in the list building business.
There is nothing more valuable to your business than a list of names and contact information of your most targeted prospects and clients.
You want to capture names and market to them continuously. As my Marketing mentor Dan Kennedy says,”Till they buy or die.”
So how do you build your list? Through lead generation marketing, of course. You’re essentially getting permission to market and sell to your ideal prospect or client, over and over again. How great is that!
In case it isn’t obvious yet, I’m a big fan of lead generation marketing. In fact, since you’re on my email list, you’ve been privy to lead generation marketing already! So over the next couple weeks we’ll talk specifically about lead generation marketing (i.e. List Building) and how you can benefit and profit from it. See you later in the week.
Answer that question to yourself. What business are you in? If you’re like most, you’ll say something like mortgage broker, dentist, restaurateur, coach, chiropractor etc.
If you answer was something like this, I’d say you’re wrong. (Hang in here with me; I’ll get to the point in just one minute.)
If you’ve been reading my tips, newsletter or have heard me speak you may be saying to yourself, “I’m not falling for that one Travis, I know I’m in the Marketing Business.”
To that I say you’re closer, but still not quite there.
You’re in the list building business.
There is nothing more valuable to your business than a list of names and contact information of your most targeted prospects and clients.
You want to capture names and market to them continuously. As my Marketing mentor Dan Kennedy says,”Till they buy or die.”
So how do you build your list? Through lead generation marketing, of course. You’re essentially getting permission to market and sell to your ideal prospect or client, over and over again. How great is that!
In case it isn’t obvious yet, I’m a big fan of lead generation marketing. In fact, since you’re on my email list, you’ve been privy to lead generation marketing already! So over the next couple weeks we’ll talk specifically about lead generation marketing (i.e. List Building) and how you can benefit and profit from it. See you later in the week.
Monday, August 3, 2009
One Step Selling
On Tuesday we started our conversation on one-step selling vs. lead generation marketing. To review where we left off you can see my blog entry below. Today, we’ll talk a bit more about one-step selling.
Most advertising and marketing you see on a daily basis is what we call one-step marketing. In fact, most of the “institutional” and “Madison Avenue” marketing you see is one-step. Its only job is to get a sale right then and there.
There are certainly some drawbacks to this. First, you’ve got to be there at the exact right moment, when your prospect is hot and bothered about what it is that you sell. It needs to be perfect timing. Research has shown that only about 20% of the people who are even interested in your business, are ready to “Buy Now!”
Further, your time or length of your message is severely limited by most one-step sale strategies. How much can you possibly say in a 30 second TV or radio spot, a yellow pages ad (even in a full page ad), a billboard, a simple postcard? Can you really sell your product in that limited amount of space? If so, you’re probably in a highly commoditized business. To that I say “GET OUT, AND GET OUT QUICKLY!”
Next week we’ll talk about business you’re really in. I know some of you may think you know the answer to this, but my answer may surprise you. Until then keep on marketing!
www.3dmailresults.com
Most advertising and marketing you see on a daily basis is what we call one-step marketing. In fact, most of the “institutional” and “Madison Avenue” marketing you see is one-step. Its only job is to get a sale right then and there.
There are certainly some drawbacks to this. First, you’ve got to be there at the exact right moment, when your prospect is hot and bothered about what it is that you sell. It needs to be perfect timing. Research has shown that only about 20% of the people who are even interested in your business, are ready to “Buy Now!”
Further, your time or length of your message is severely limited by most one-step sale strategies. How much can you possibly say in a 30 second TV or radio spot, a yellow pages ad (even in a full page ad), a billboard, a simple postcard? Can you really sell your product in that limited amount of space? If so, you’re probably in a highly commoditized business. To that I say “GET OUT, AND GET OUT QUICKLY!”
Next week we’ll talk about business you’re really in. I know some of you may think you know the answer to this, but my answer may surprise you. Until then keep on marketing!
www.3dmailresults.com
Wednesday, July 29, 2009
Lead Generation vs. One Step Selling
We finished up our talk on the 13 top copywriting mistakes I often see when critiquing sales letters. Today, we’re going to move on to a new topic,Lead generation vs. one step selling and tie it back to 3D mail as well. We’ll start off with an explanation of each.
First, one step selling. In one step selling, the only job of your ad, whether that is a sales letter, post card, website, yellow pages ad etc, is to sell your product or service. It requires an immediate “Buy Now” reaction whether that be pick up the phone and order, visit our website and order, come in for an appointment etc.
This biggest drawback to one step selling is it only works if they want it now. We’ll talk about some of the other elements of one step selling later in the week.
With lead generation, you’re able to grad the attention of the prospect if they’re ready to buy (usually less than 20% of all who are even interested), or even if they’re luke-warm or just slightly interested in your product or service.
With lead generation, all you’re doing is getting your prospect to raise their hand, and say, “Yeah, I might bet interested in what you’re offering.” Then you’re able to put them in your marketing funnel (a whole other topic for another day)
OK, so there’s our introduction to one-step and lead generation. We’ll be moving on next time and dig in deeper to the pros and cons of each one. I’ll see you then!
First, one step selling. In one step selling, the only job of your ad, whether that is a sales letter, post card, website, yellow pages ad etc, is to sell your product or service. It requires an immediate “Buy Now” reaction whether that be pick up the phone and order, visit our website and order, come in for an appointment etc.
This biggest drawback to one step selling is it only works if they want it now. We’ll talk about some of the other elements of one step selling later in the week.
With lead generation, you’re able to grad the attention of the prospect if they’re ready to buy (usually less than 20% of all who are even interested), or even if they’re luke-warm or just slightly interested in your product or service.
With lead generation, all you’re doing is getting your prospect to raise their hand, and say, “Yeah, I might bet interested in what you’re offering.” Then you’re able to put them in your marketing funnel (a whole other topic for another day)
OK, so there’s our introduction to one-step and lead generation. We’ll be moving on next time and dig in deeper to the pros and cons of each one. I’ll see you then!
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