Today, the focus will be on using direct mail marketing and telemarketing to your full advantage. I know the word “telemarketing” might as well be four letters, but there is a way to utilize it so that customers feel like they are getting personal attention and keep them from blocking your number!
The success realized from direct mail marketing and the availability of computers can be a powerful marketing tool for your success. Telemarketing is best for high-priced, high-margin products and/or services.
Here are the key steps for creating a highly effective direct mail marketing program:
- List all of the benefits customers will receive from the purchase of your products and services;
- Select the single most powerful benefit from that list;
- Build an attention-getting headline around that benefit. Remember to use emotion – fulfill the desire to be young, wealthy, desired, popular or successful;
- Develop a sales letter using the headline you created to grab attention, provide information, and motivate customers to act;
- Put together supplementary items such as a brochure, order form, reply envelope, or note that encourages them to read the letter;
- Rent or purchase a mailing list;
- Compare cost of mailing vs. cost per order;
- Continue to test and refine your direct mail marketing plan.
The above demonstrates how direct mail marketing can help you find a local or even country-wide target market to which you can send letters or postcards to attract new clientele and customers. Fine-tuning your marketing campaign will bring better results and lower the overall cost.
To be successful in telemarketing, you need to:
- Put together a plan so you know exactly what you want to accomplish during the call;
- Develop a list of topics to discuss and the questions you want to present concerning these topics;
- Input verbiage checking to see if you are calling at a good time;
- Include enough questions to keep the conversation engaging, but not so many that it feels like an interrogation;
- Start with broad questions and narrow your focus as the conversation progresses;
- Offer feedback to show you are attentive and appreciative of their time;
- Refrain from insulting a prospect’s intelligence or resorting to manipulation;
- Listen first, speak second;
- Be relaxed and engaging.
Telemarketing doesn’t have to be the bane of your existence. You can develop an honest, personal, and effective telemarketing campaign that is engaging, informative, and gets the job done. Think of how you would want to be treated on a marketing call. Ask your friends and family for feedback about what they hate most about telemarketing calls they receive, and work hard to craft your plan better.
“When selling by telephone, you have approximately thirty seconds to convince the customer to listen to you. You need an opening statement that captures their attention, conveys who you are, what you want, and why the prospect should listen.” Jay Abraham
Direct mail and telemarketing can positively affect your business by bringing in new customers and increasing awareness about your products, services, and company branding. Contact me at mshew@profitpathcoach.com for the resources and tools you need to work through these processes and generate the best possible marketing plan for your business.
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