Keep in Touch November 7, 2006
Posted by Tim Raines in : case studies, lists , add a commentA colleage is fond of telling anyone who’ll listen, “You haven’t started selling until you hear the word ‘No’.” Let’s face it: anyone can take an order. A customer calling for a repeat order doesn’t require a lot of skill. But once the prospect declines your offer, the real selling begins.
Many marketers, however, give up after a few tries. After all the money and work that goes into generating a bona fide prospect, why toss the lead into the garbage?
If you’re not adding these people to some sort of database, you’re missing a lot of opportunities. These prospects should receive a note, promo, postcard, phone call or some form of communication on a regular basis. Afterall, this is the most targeted list you’ll ever get your hands on. Use it wisely—keep in touch.
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Today’s the Day
Posted by Tim Raines in : news , add a commentNo matter your politics, please take a moment to consider the precious right you have to participate in your government—a right that was made all the more precious by lives sacrificed to ensure it. Please don’t cheapen those sacrifices by wasting the opportunity. Vote.
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Want a Sample? November 6, 2006
Posted by Tim Raines in : case studies, content/copy , add a commentWendy Maynard is talking about what she calls “Tiny Spoon Marketing” and it’s a great piece:
When you walk into an ice cream store and look at all of the flavors, it can be a bit overwhelming. So, you ask for a taste. And they give you a little bit of ice cream on a tiny spoon to help you decide. Don’t you love those tiny spoons filled with yumminess?
This is a brilliant strategy that ensures that you purchase a cone or cup at that moment. It’s also a way to get you to try something new, like their flavor of the day. A lot of times, it also entices you to buy a pint or two of ice cream flavors to take home.
What can your business do to attract customers using this method? Here’s a few ideas:
- Offer free samples of your product
- Get prospects to sign up for your newsletter
- Create a “special report” of articles, research or comparisons of your competitors’ products
- Offer a free consultation
- Create an e-book or informational website about your industry or a topic you have knowledge in and give it away
- Give something away to prospects just for listening to your pitch
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Choose Your Words Wisely
Posted by Tim Raines in : content/copy , add a commentEvery year, the staff at Webster’s New World College Dictionary hold a Word-of-the-Year contest to find the word or phrase that best shows the times we live in and the changes the English language goes through.
According to SmartPhoneToday, the lexicographers and researches chose the word “CrackBerry”. While the tongue-in-cheek term has been used for a number of years to describe the addictive nature of the popular BlackBerry device, the staff chose to recognize it this year, as it’s finally become mainstream. The question is: how manistream?
And that’s the question for every word you use in your direct marketing pitch, too. Using “catch phrases”, acronyms and trendy, cute language is fine—if you’re 100% certain that your target audience “gets it”. More often than not, however, they don’t.
The KISS (Keep It Simple, Stupid) principle is a cliché for a reason: it’s dead on. Make sure your audience understands every word of your message.
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