5 Keys To Direct Mail Success

I am going back to some good old fashioned marketing… Namely direct mail and I suggest you should too. In recent years with the rise of the internet, email, and social media many small business owners have turned their back on direct mail which has been a proven marketing methodology for a hundred plus years.

So while all of your competitors are busy sending their tenth Twitter update for the day letting all their friends know they are about to walk the dog, or they are busy inviting all of their Facebook friends to their Fan Page, there is a huge opportunity to BE DIFFERENT!

One of the most challenging things in marketing your business today is gaining and holding the ATTENTION of your target market. The key is to differentiate yourself from the rest. In order to do this it makes sense to gain visibility amongst your target market through different channels than your competitors.

That’s the reason I am making a major shift back to Direct Mail and I am recommending it to my coaching and consulting clients. (Note: I do believe there is some value in online marketing such as Facebook etc… however it is very easy to get lost amongst the many).

Direct Mail has a proven track record of success. Unlike email marketing it has close to 95% open rate. Email open rates continue to plumit as more and more people suffer from Inbox overwhelm.

Now here is the exciting news of the day… where once there was a lot of Small Business owners using Direct Mail… today there are hardly any! Large corporates still use Direct Mail but at the Small to Micro end of the business spectrum there are very few people effectively using Direct Mail.

This spells OPPORTUNITY to me. An opportunity to reach your target market in a way that your competitors are not even attempting to do.

Lets look at 5 keys to making Direct Mail work for you:

1. Quality List – This is where a lot of Direct Mail campaigns fall down. You must have a quality list of your target market. My preference is to build my own list. Now I do this online with the FREE CD giveaway that we offer. This helps capture their postal address so we can then use this for Direct Mail campaigns. So focus first on developing the right strategies to build your own quality mailing list of your target market.

2. Attention Grabber – You have about 30 seconds to grab their ATTENTION when they open your direct mail letter. So the key here is to use powerful compelling headlines focused on them. There are also other devices you can use to attach to the letter to get their attention such as attaching a $2 coin in the top right hand side with the headline… ‘Why Am I Sending You $2?’. This is a curiosity builder which draws them into the letter.

You want to give careful consideration to the headline and opening paragraph of your letter. Is it focused totally on the reader and their particular desires, wants and needs? If it is not the letter goes straight in the bin.

3. Irresistible Offer – Your sales letter then must have some sort of offer that is Irresistible combined with a call to action. What I mean by this is you should offer them what is known as a FRONT END low dollar value product. This reduces the risk of responding and lowers the barrier to entry for them becoming a client. Make it a totally irresistible offer and tell them specifically how to take up your offer. You want to build into your offer scarcity and urgency to prompt them to act.

4. Sequenced Mailing – One of the little known keys to improving the overall success of your Direct Mail campaign is to use a sequenced campaign. This means you send to the same list a sequence of three letters spaced appx. 3 weeks apart. The first letter outlines your offer, the second letter is sent as a reminder that the deadline for the offer is coming and we haven’t heard from you. The third letter is a final notice letter. Note that letters two and three must reference the previous letters. Using a sequenced mailing campaign like this can dramatically improve the effectiveness of your campaign as opposed to a one off try it and hope for the best approach.

5. Tracking & Measuring – Finally you need to track and measure the results of your Direct Mail campaigns. How well have they worked? What was the response rate? What happens when you send the same letter with a different headline.

In all marketing it is the tracking & measuring of results and then fine tuning your approach that makes the greatest leaps forward toward success.

One of the reasons that I think Direct Mail is so important to put into your marketing mix is that if you combine it with your online marketing what happens over time is your target market start to hear your name all over the place. They may not remember exactly where they keep hearing about you but they know that you keep popping up in lots of different locations. This familiarity makes you highly attractive to your target market.

In a world where most small business owners have lost the art of effective Direct Mail campaigns I highly recommend it to reach your target market in a way that your competitors will probably not even think of.

Are You an Internet Marketing Genius?

Not many people are, so it shouldn’t be an embarrassment saying that you are not.

Internet marketing can be hard and even confusing. At least, it seems to be for the novice who just wants to get as many people as possible to see their website.

So what about internet marketing do most people find difficult?

Understanding how it has changed in the last decade. Traditional marketing used to be a relatively simple process. Maybe some mailers to people around town, a small space in the local Yellow pages, maybe even a spot on local radio. All of that has changed with the internet boom. Now you can market globally… if you understand how. Sure, it can make your business visible to a much larger audience, but how?

Making the best to use your time. Most small business people wear multiple hats. As a comparison, internet marketing is the cheap baseball cap compared to the expensive fedora of trying to manage the business. Internet marketing seems to take up way too much time for the tangible/measurable benefits it brings.

Spending the money. Marketing is just one of many costs, but because modern internet marketing is completed on so many fronts, it is difficult to know where the money is going. Keeping track of most expenses is easy because you have a direct relationship. But, marketing costs seem so ethereal.

Determining what is effective. In traditional marketing, you can do studies to determine exactly (or at least close to exactly) how effective your marketing dollars were. There was more of a direct link between marketing and sales. Now it is seems like it is very difficult to tell.
What is the answer to this dilemma? You know you have to market in order to be seen by as many people as possible.

So to get the most out of your marketing dollar, you can take one of two actions. Let’s look at them.

#1. Learn How to do Internet Marketing Yourself (effectively)

Computers are as necessary to business these days as buggy whips were at one time. Of course, the buggy whip manufacturers either adapted or they went the way of large wooden sailing ships. It is possible to find some of each in museums these days, but they aren’t in use anymore.

If you are hoping that the same happens to computers and the internet, you are probably also betting your business on a coin at the wishing well. Neither are a good bet.

So, computers are here to stay and you need to learn how to market using one. You know your business won’t grow itself, but learning a new task when your time is already precious is not efficient. But, internet marketing is necessary.

You could take one of the online courses, spend time just reading as much information as possible, or you could take the second alternative (at this point I am going to say that it is the better of the two).

#2. Outsource Your Internet Marketing

You have just reached a milestone and you want to show your employees how much you appreciate them. A party sounds like a good idea, something that they will remember for a long time. Something that will motivate them when they are doing their jobs tomorrow. What do you do?

Well, if you’re smart, you let an expert take over. You know what you’re good at and it isn’t planning parties (unless you’re an event planner or caterer, then think of a different example). You call the local Chucky Cheese (or other favorite venue) and let them do the planning.

Looking at this example, why would you then believe that you can be an effective internet marketer when it’s not your specialty?

Some would have you believe that internet marketing is as simple as putting up a Facebook page, sending out a few Tweets and writing something in your websites blog every two or three weeks. If that was true, why aren’t the orders flowing in?

Effective internet marketing is complex. You need to understand how to reach people using modern technologies and you need to understand the possible benefits of many different resources.

Why would you try to tackle such a complex system without some type of help? It would be insane.

Outsourcing works for companies in need of a service that is better done by someone else. For example, many small businesses turn to someone else for such services as human resources, payroll, web design and, yes, internet marketing. Because these are all specialized services, small business owners understand that they actually save money while outsourcing some aspects of their business.

Time is just too valuable!

You can find a company that specializes in internet marketing which could include handling your social media marketing, promoting your blog, etc. These companies have years of experience, keep up with changes that are always occurring in internet marketing and use proven marketing strategies to help their clients succeed.

In addition, just think of that extra time you would have on your hands if you didn’t have to do these tasks yourself and could concentrate on other important areas in your small business. Yes, it costs money to hire someone to handle your internet marketing, but remember… Time = Money.

Outsourcing may seem like something that large businesses can afford to do, but they have the money to have in-house departments. It pays for a small business to think creatively when they cannot afford to provide internet marketing services for themselves.

The original question was “Are you an internet marketing genius?” If not, then outsourcing your internet marketing chores may be the best way to go!

Kick Start Your Journey in Affiliate Marketing

Making Money from Affiliate Marketing

When it comes to online marketplaces (for products delivered digitally), ClickBetter, Commission Junction and Plimus are perhaps among the best known websites.

The idea driving this process is ‘affiliate marketing’. For example, a visitor sent to a sales page on ClickBank via a link on another website and goes on to purchase an item from ClickBank will generate commission for the webmaster who created that initial link. It is a process which makes it possible to sell not only your own products, but other people’s products as well – a process which has allowed enterprising entrepreneurs several thousands of euros in commission to date.

While it may sound like a simple venture, it does require effort and persistence. The following is a list of tips which, although by no means exhaustive, serves as a good foundation for interested parties to begin their foray into affiliate marketing.

1) Building a website to promote your affiliate’s products.

2) Putting together a blog to promote your product.

The key is to be consistent in choosing a theme that matches your choice of product. A weight-loss product would benefit most from being featured on a blog which focuses on weight loss in general.

Reviews and articles on the blog are also important to both support and advertise the product.

Pinning the reviews to the top of the blog homepage and building back-links to it are methods to generate more traffic to the area where you want your visitors to focus on.

3) Using Google with SEO to your advantage

The most fundamental aspect, of course, is to attract traffic to the blog. Search Engine Optimization (SEO) from search engines such as Google, can be utilized for this purpose, with a little effort.

Google Keyword Planner is a tool that can help you identify the most searched-for keywords based on monthly trends, and allow you to design your blog posts that integrate these keywords. In addition, pay attention to back-links, as Google ranks a site based on the amount of back-links it receives. Resources such as EzineArticles.com are on hand to assist with this.

4) Sell your product with Paid Traffic

Google’s paid advert system, AdWords, allows users to bypass the free (organic listing) In Google when users search for keywords.

Google Keyword Planner can also be used here to identify keywords relevant to your chosen product, allowing you to create ads and buy ad space for them within Google AdWords. This traffic can be redirected to the review on your blog. (This is because it is not possible to directly link to an affiliate link, therefore the need for the more viable option of directing traffic to the review page of the website.)

In Summary here are the steps you should follow to kick start your affiliate marketing:

1. Select a product you wish to sell.

2. Create a blog dedicated to the product

3. Put together a number of quality articles (around 20) for the blog.

4. Create a review of your product.

5. Direct traffic to this review

6. Redirect traffic from organic or paid avenues from search engines to your website.

Remember keep trying, do not give up you will find failures turning into merely feedbacks and success becomes a matter of time.

John King C is an experience email marketer. Since the beginning of his online journey he has been finding secret tricks and unknown methods to gain an upper hand in online businesses.