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Zairmail Express Direct Newsletter
Welcome to another edition of the Zairmail Express Direct Newsletter. We provide news you can use to grow your business.
In this issue you will find many new tips & techniques for growing your business along with some tried and true old ones.
We've also included several money saving offers just to help with your summer time marketing efforts.
We are always looking for ways to help you grow your business. Please just let us know how we can help you!
Best Regards;
Wilson
Wilson Zehr
President
Launchpoint, Inc.
Listening to Your Customers: Focus Group Results
By
Warren Hunter and Erard Moore
What do customers really think about mailbox clutter, broadcast marketing overload and the privacy "protection" trend?
DMW Worldwide and Erard Moore Associates conducted two focus groups in Fort Lee, NJ: one consisting of 10 women and another with 10 men. Their average income was $35,000-$75,000 with ages ranging from 35 to 54.
Participants were screened to produce direct response buyers who had an immediate interest in one or more of these products: home equity loans, auto insurance, life insurance and credit cards. Marketing executions included more than 40
direct mail envelopes, two direct mail packages and six television commercials for products such as home equity loans, credit cards, term life insurance and auto insurance.
Read More
11 Powerful Marketing Tips
By Bob Leduc
Copyright 2004
Each of these 11 marketing tips is based on a marketing strategy or tactic proven to boost sales. How many are you using?
Tip 1:
Your customers buy your product or service to feel a certain way after their purchase. Keep this in mind as you develop your ads, web pages and other sales tools. Use vivid word pictures to dramatize the pleasant feelings your customers
experience when they use what you are selling. It intensifies their desire to have it and motivates them to buy now.
Tip 2:
Continually test new advertising and marketing methods ...and old methods you never tried before. A good guideline to follow is to allocate 80 percent of your budget to proven promotions and 20 percent to testing new things.
Most businesses using this formula keep growing regardless of changing market conditions and intense competition.
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Summer Marketing Deals
Discount Jumbo Postcards
UV Coated Postcards
Add email to Your Marketing Mix
Reward Your Best Customers with Travel Awards
5 Step Plan to Win
By
The United States Postal Service
1. Put together a mailing list
This is not hard. All you have to do is give people a reason to give you their names and addresses.
This could be as easy as a notebook on your counter with a sign that invites customers to "Join our mailing list." Or a fishbowl that says "Enter to win a luxury cruise."
If you have a service business, one where items are brought in for repair or cleaning, or if you issue invoices, you have a natural opportunity to ask for names and addresses. Don't squander it. Collect that information.
You might also consider renting a mailing list. Professional list brokers can help you identify the characteristics of people who are most likely to become customers, and provide mailing lists of people who fit that profile.
2. Devise an offer
Once you have a list of names and addresses, you have to give people on that list a reason to do business with you. Or better yet, a reason to do business with you now.
Discounts and sales are among the most common offers because they steer business to you that might otherwise go to competitors.
But anyone can have a sale. Make it a private sale only for people on your mailing list and you gain loyalty and sales.
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Why Buyers Buy and Why They Lie
By Steve Kraner
Sandler Sales Institute
I have often been asked, "Why doesn't my product or service sell?"
Actually, it's more often, "Why don't these people buy? Are they dumb?"
Simplify your business to a chain with two links. One is your product/service and the other is selling skill. One is the weak link that fails.
WHAT YOU SELL
The problem could be WHAT YOU SELL. Solutions in search of problems will fail. People need to have a personal and compelling reason to change.
I get a lot of no charge SOFTWARE in the mail. Do I rush to put the disk in the computer and load it? NO. I have better things to do than crash my computer. Even if it doesn't cost anything and it's in my mailbox - I have to have a REASON
before I will try it. I use those CD's as coasters in my office or to scrape ice off my car.
Read More
Forget The Diamonds; Protect the List!
By
Bob Hemmings
Principal, Hemmings IV Direct
April 21, 2004 Direct marketing industry legend Bob Hemmings was in the New York offices of the DMA recently, helping to teach yet another seminar on what it takes to succeed in this business. One of the tales he told was how he
learned a valuable lesson many years ago, when he was first starting out. Hemmings, who was inducted into The DMA Hall of Fame in 2000, is 87 now. The story is important not only due to its timelessness, but also because of its relevance
today.
Mr. May had the Wisdom of Solomon. He was a cagey old codger with a mind as quick as a steel trap. His business sense was tempered in the cauldron of the Depression, where he learned to care for, to trust, to respect, and to love his
customers. If he didn't do this, he would be selling apples or pencils on a street corner with all the Depression-desperate doctors and lawyers.
Read More
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