By the time you read this, you are probably already deep into your 1st quarter 2020 promotions. I hope everything is wonderful for you.
As you look ahead to your business for the rest of 2020, please take an honest look at your marketing strategy.
Yes, you WILL make 2020 your best year ever. However…
• It won’t happen even if you have the best product
• It won’t happen even if you insist your “brand” promises value, service and expertise
• It won’t happen even if you have super-human salespeople
• It won’t happen even if you’ve invested in some high-tech “thing” that’s supposed to revolutionize your industry
• It won’t happen even if you have a positive attitude and reject all the “negativity” I am throwing you right now
And anyone who tells you otherwise is misled, misinformed or lying to you.
There is only ONE WAY to make 2020 your best year ever. You absolutely must develop an affordable and reliable way to attract qualified leads to your business and convert them into buyers.
Everything else your marketing people, brand gurus, freelancers or staff have you doing to boost your “value proposition” are the mythical equivalent of lemmings mindlessly marching you off a cliff.
Somebody has to tell you the truth.
We want you to be able to judge the success of your marketing by the MONEY it generates for you and the ROI you can easily figure out – instead of wasting time trying to establish the value of “image”.
THE “3 W’s” OF MARKETING
WHO – Identify exactly WHO wants what you are selling. These are the prospects who are most likely to respond to you. You need to select high-probability targets and forget everyone else.
WHAT – The message you develop to attract your prospects must be irresistible to them. Nothing else matters. Think about the drug addict who dares rob a convenience store to get cash to buy his addiction from a stranger in a dark alley. He’s not worried about brand. He wants what he wants, and he’ll do anything to get it. If people act that way for something negative like a drug addiction, just think how powerful your irresistible message can be for the positive thing you offer.
WHERE – This is last for a reason. And it’s the biggest mistake ALL advertisers make: they choose their media first. (“Let’s do some TV; let’s do some print ads”, etc.) Only after you’ve chosen the WHO and the WHAT are you qualified enough to consider the most appropriate media to deliver your message to your market.
Do you really think throwing money at Google, Facebook, outdoor ads, direct mail, public relations, email marketing, TV and radio or brand image ads is really going to help you?
Your agency will certainly make money off of that plan.
Your new marketing will have you making offers, giving reasons to respond now, providing clear instructions in how to respond, tracking where your results are coming from, following up the unconverted leads and judging everything by RESULTS.
Here’s how to do it. Survey your existing customers. Ask them the questions that describe their needs for the products or services you provide. Find out their demographics and their psychographics (lifestyles). Determine who they are…where they are and will they take advantage of your special offer NOW.
Once you have pinned down these answers, tell us and we’ll narrow down your search to exactly this audience. We’ll tell you how many prospects are out there and how much it costs to get their names, addresses, telephones, etc.
You’ll SAVE lots of marketing dollars and maximize your leads and sales. It’s a no-lose proposition.
It’s important to know that direct mail is singularly the only media that can tell your story to a highly targeted audience. None of the other advertising media can match the performance of direct mail.
By now, you know that our business is both business and consumer mailing and email lists. We’ve been doing it for over 80 years. Sure, we also provide printing and mailing services plus email transmission.
And, we’re talking about international mailing lists also.
Let us be part of your marketing program. Talk to our experts as you move into the future and look back at 2020, you’ll say, “Wow, that was the best year ever.”
Candy Dunhill, Vice-President
Phone: (561) 910-6424