6 steps to effective marketing
Part 2 of the 6 Part Series…”How to Dominate Your Target Market in any Economic Climate” Dan Cavalli To find out more about me and what I do go to: www.google.com and search “Dan Cavalli” and see my credentials as an expert author, small business expert, writer of hundreds of business articles, a builder of businesses and much more are there for your reading pleasure.
You only have two types of customers; those who have bought from you and those you haven‟t sold. The reason you have to differentiate between the two is because it has a direct impact on the way you deliver your marketing message. For example, you don‟t have to pay for an advertisement to market to your existing customers because you know where they are already! Conversely, you can‟t write your messages to people who haven‟t bought from you because you don‟t know who those customers are yet. That‟s why advertising comes first so you can identify who your potential customers will be. Then the one-on-one relationship starts to sell those you do know.ss Here‟s where most business owners view it wrongly. They will chase new customers tirelessly and spend thousands over time to do it and yet ignore their existing customers. TIP: Once you have a database of customers the very best, simplest and most effective form of marketing is with ‘reaction mail’ directly to them! I hear you saying direct mail doesn‟t work! You‟ve tried it and didn‟t get anything for your money. Most business owners never get good result because they either do it incorrectly or don‟t create the „Reaction Element‟ that is required to make it work better. You can be assured if it hasn‟t worked well for you, it is because you‟re doing it the same way most others do it and you are making the same mistakes. The most common mistake business owners make is only sending a mail piece once. Sending a once only mail piece is virtually a waste of time and money because you will only get about 30% of the money to be collected! Knowing this trick and sending more than one piece to the same list will instantly multiply the response! TIP: The secret is to contact more than once! The next key is to have a whole year planned with the marketing campaigns scheduled so a series of letters will be sent to them.
TIP: The amazing thing about this is that most business owners think that if a potential customer has said no to them once, they won’t say yes the second time around. How do we solve that problem? We use a series of letters that asks for payment and we collect up to 95% of overdue monies from people who initially couldn‟t or didn‟t want to pay. What is it worth to have a customer come back as a regular paying customer for a full year? Many small businesses that I help had no system in place to turn their once only customer into a regular customer. At best they may ask at the point of sale to buy another product but if the response is „no thanks‟ that‟s where it is left. Don‟t accept this half baked approach because it costs you dearly!
To Get my FREE CD that reveals “How to Make any Business Bring in More Dollars, More Leads and Customers in any Economic Climate” Guaranteed! Simply go to: http://bit.ly/6secret Full article of Dan Cavalli is available in 6 parts, to view the article visit http://www.startingabusinessnow.com ###