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Title: Increase Your Response with Multi-Step Marketing
Author: Heidi Richards, MS
Article:
"There is only one way to judge the effectiveness of a marketing
piece, and that is by the number of responses you get." - Heidi
Richards -
Multi-step marketing is a simple yet extremely powerful strategy
when you use it to its full potential. Multi-step marketing is
selling people who have contacted you and asked for information
about your product or service; a great way to build your own
mailing list of prospects and customers.
You are able to send multiple mailings to those same people from
which you have created your own mailing list. The key to
multi-step marketing is following up with the prospects using an
intensive direct mail campaign. How do you develop your
multi-step marketing campaign? Follow these four simple steps...
click here to read the entire article.
Step One
Use some sort of direct response advertising to obtain your
"leads." Your ads should have a powerful headline directed at
your target audience that causes them to read the rest of the ad
and respond. The purpose of your ad is to arouse the reader's or
listener's curiosity, getting them to call. Always offer them
something for free. Your goal in step one is to generate leads.
Step Two Your prospect reads the ad and calls - leaving her name
and address or she writes to you for more information. Using
voice mail almost always generates more leads because people
want things quickly and easily. Thank the prospect for calling,
state a couple of major benefits, and end by asking for her name
and address. The message should be between one and two minutes -
no more. The goal in step two is to record your leads.
Step Three Send your direct response offer to the prospect.
These prospects fall into one of three categories. We'll call
them cold, warm and hot prospects. A Cold prospect is slightly
interested; she is looking and will not buy. These prospects
represent a small percentage of your inquiries. A Warm prospect
is very interested, but not ready to buy. They represent the
majority of your inquiries. A Hot prospect is very interested
and ready to buy. They also represent a small percentage of your
inquiries.
Step Four Follow up with mailings to prospects who didn't buy.
Repeat this step again and again. According to "Sales and
Marketing Magazine," 80% of all people who inquire about a
product buy that product within one year, but not from the
company that made the original contact. Why? Because the company
didn't follow up. It generally takes at least five contacts with
a prospect who showed interest in the product or service you
offer before they will buy from you. If you are successful with
the initial mailing, you can expect 30 to 70 percent in leads
turning into customers with follow up mailings.
You don't have to change the entire mailing each time. Generally
changing the cover letter and making minor changes to the
mailing is sufficient. Remember that one of your biggest
expenses is getting the prospect. By following these four steps
you can watch your sales and profits sky-rocket!
Excerpted from The PMS Principles - Powerful Marketing
Strategies to Grow Your Business © 2005 - Heidi Richards
About the author:
Heidi Richards is the author of The PMS Principles, Powerful
Marketing Strategies to Grow Your Business and 7 other books.
She is also the Founder & CEO of the Women's ECommerce
Association, International www.WECAI.org (pronounced
wee-kī) – an Internet organization that "Helps Women Do
Business on the WEB." Basic Membership is FREE. Ms. Richards can
be reached at Heidi@speakingwithspirit.com or heidi@wecai.org.
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