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Title: More Marketing Dope
Author: Joy Gendusa
Article:
Direct marketing can make you very successful, but you've got to
understand the basics. Here are some more gems of the industry
that can take you from being a diamond in the rough to the
luminous bling-bling.
When advertising your product or service, honesty is not only
the legal and ethical path, but also the path to the highest
amount of repeat business.
Many times companies fall into the trap of trying to "lure"
customers in to their store. They make claims that are
technically true but are worded in a way that make them sound
better than they actually are. The company may not be
consciously trying to deceive their customer, but none the less
if exactly what is advertised is not delivered the customer will
feel deceived. This customer is not likely to do business with
this company no matter what their advertising offers in the
future. List the benefits of your product factually and deliver
what is promised and your customers will keep coming back.
When advertising, it is best to outline the benefits of your
product or service. Simply naming the features that it has may
not show what it can actually do for your customer.
Example: A car company releases a new model of car that features
"new indestructible porcelain brakes". This fact is touted in
all of their commercials but the cars aren't flying off the lot.
It is very likely that the customers in their target market,
mostly families that are concerned about safety, have no idea
what difference these brakes make in the performance of the
vehicle. If they had instead advertised the benefit that the car
is "equipped with brakes that can stop your car three times
faster" it would have given the customer a compelling reason to
be interested.
Think about what the benefit of your product or service is and
focus on that. If you are a computer maintenance company your
product may be "server management and database maintenance" but
you will be better off saying that you can help "increase office
productivity by allowing easier access to client files". Many
times your customers don't understand your business. That is why
they have to hire you. Make sure to explain to them not only
what you do, but how it can help them.
When a customer gives you their email address you have one more
way to get your message to them.
One of the best ways to supplement Direct Mail Marketing is
Direct Email Marketing. However, unlike direct mail marketing,
unsolicited email marketing is illegal. You can't just go out
and buy a list of email addresses and start sending to them.
There is one way to purchase lists for emailing called "opt in"
lists but this method is not recommended because the rate of
people on the list that actually "opt in" to receiving your
promo is very low. This is why you should always collect
customers' email addresses as you are getting their physical
addresses.
Also be sure not to slam your customers with too much email
promotion. I recommend not sending more than one email per week
to each client. Not only will this keep you from angering your
customers, it will also keep up the interest level and keep your
emails from getting deleted before they are even opened.
If your company is planning on emailing specials or a Monthly
Email Newsletter you will need to have this list for them to be
effective. If you are not planning on contacting customers and
prospects via email, you should be!
About the author:
Joy Gendusa founded PostcardMania in 1998, her only assets a
computer and a phone. By 2004 the company did $9 million in
sales and employed over 60 people. She attributes her explosive
growth to her ability to choose incredible staff and her innate
marketing savvy. Visit <A
HREF=http://www.postcardmania.com>http://www.postcardmania.com</A
>
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