Some of you may recall my recent newsletter on "The BEST promotion we've ever done". I thought I'd flesh out some of the details - so that you can emulate what we did and get more clients through your door (assuming you want some…)
The marketing approach we took is called Direct Response Marketing. Direct Response because it asks the recipient to take some form of action.
Don't you wonder about generic advertisements that promote a brand - but never actually ask you to call and buy?
People want to be led. On some level we all want to be taken by the hand and guided. That's what we love about inspiring leaders.
Your marketing should be no different.
You're the leader - guiding your prospects in how to make the best decision when it comes to solving their problems (hopefully with your product).
But why would someone come to you?
Here's one answer…
You give them free information that they can take away and digest. Information that sets you up as an authority in your field. Information that invites them, once they've digested it, to contact you for a solution to their problem.
So what sort of information should you give them?
One of the best forms is the FREE REPORT.
You advertise that it's available and people have to call in, fax back or go to a web page to access it. Naturally you need their details first to send it to them.
Once you have their details you can start to follow them up - until they buy, die or tell you to go away!
You may be asking if this works?
You betcha!
With the free trade show report - "The 7 Key Ins.ider S.ecrets To Ensuring You Get At Least 125% More Business From Exhibiting At Your Next Trade Show", we consistently get a 23% response.
Now you may think 23% is not good - but let's put this into perspective. Most direct mail campaigns get a one to two percent return.
Consider also that these promotions are sent only via email - and not every one of these gets through spam filters etc.
Do we get new business through this? ABSOLUTELY!
People figure what we do works - and if it works for us - maybe it'll work for you too!
To give you some idea, we're currently using this methodology in industries as diverse as Insurance Broking and Financial Planning, Occupational Health & Safety, Sales Automation and Mortgage Broking.
The target markets range of individuals to large corporations. It doesn't matter - the system works if you're willing to put in the effort!
Rashid Kotwal is an international speaker and author who specializes in on-line and off-line strategies for direct response marketing and sales optimization. He works with sales organizations want to get more business, faster and with less wasted effort. You can find more information at
Sales & Marketing Consulting and
Get Clients Online Fast.
Copyright Rashid Kotwal.
