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The Book on Marketing: JV Mailings.

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I wrote yet another book! This one is pretty big, actually, with over 90 chapters, all of which are rather meaty. The book, The Book on Marketing: No More Excuses for Marketing Inaction, can be pre ordered or, depending on when you see this, purchased by clicking the link HERE. A new chapter will post daily for close to 100 days and then the book will be available for immediate purchase instead of just preorders.

I also released the rough drafts of the book chapter by chapter on my website and you can read what I wrote and get the gist of the chapters. Honestly, you don’t even need to read the book. There is enough information between the blog postings and the resources pages found HERE that the rest of the book might just be fluff.

With that said, the blog is a very first draft, mostly notes, of the final book. It’s out of order and a tad messy. This gives you a peek inside my writing process where I do the technical, eclectic part first and the voice tends to change depending on the topic I am discussing and the research I did for the chapter. Paraphrasing from common knowledge sources in the first draft gives it that eclectic look and feel. So please, enjoy my scattered brain and typos in this draft of The Book on Marketing: No More Excuses for Marketing Inaction.

The book itself its a much easier format to read plus adds a lot more of me into it as it goes on with real world, easy to grasp examples where I could put them and honestly, I would truly appreciate your purchase.

JV Mailings.

For some providers of goods or services, direct mail may be out of their price range. This explains why card decks and Value Packs are so popular. You can always collaborate with a non-competitor (or two or three) who shares your target market but offers a complementary or related good or service in addition to such mailings. By sharing the cost of the mailing, you may still convey your message, but at a much cheaper cost.

Thank you for reading this little piece of The Book on Marketing: No More Excuses for Marketing Inaction. If you received any value from what you read, I ask you to please consider purchasing this book by clicking HERE. Thank you for everything!

The Book on Marketing: Direct Response Mail.

, , , , , , , , , , , , , , , , , , , , , , , , , , , ,

I wrote yet another book! This one is pretty big, actually, with over 90 chapters, all of which are rather meaty. The book, The Book on Marketing: No More Excuses for Marketing Inaction, can be pre ordered or, depending on when you see this, purchased by clicking the link HERE. A new chapter will post daily for close to 100 days and then the book will be available for immediate purchase instead of just preorders.

I also released the rough drafts of the book chapter by chapter on my website and you can read what I wrote and get the gist of the chapters. Honestly, you don’t even need to read the book. There is enough information between the blog postings and the resources pages found HERE that the rest of the book might just be fluff.

With that said, the blog is a very first draft, mostly notes, of the final book. It’s out of order and a tad messy. This gives you a peek inside my writing process where I do the technical, eclectic part first and the voice tends to change depending on the topic I am discussing and the research I did for the chapter. Paraphrasing from common knowledge sources in the first draft gives it that eclectic look and feel. So please, enjoy my scattered brain and typos in this draft of The Book on Marketing: No More Excuses for Marketing Inaction.

The book itself its a much easier format to read plus adds a lot more of me into it as it goes on with real world, easy to grasp examples where I could put them and honestly, I would truly appreciate your purchase.

Direct Response Mail.

Nothing tops direct response when it comes to effective, results-driven advertising. Additionally, when properly tested, messages sent by direct mail to your highly targeted market can produce an excellent return on investment (ROI). Direct marketing professionals like Michel Fortin, David Garfinkel, Gary Halbert, Dan Kennedy, and many more have a lot of knowledge to share.

  • http://www.thegaryhalbertletter.com - Home of the Gary Halbert Letter  
  • http://www.usps.com - The US Postal Service website has a variety of tools and educational materials about direct mail as well. 

Direct response marketing aims to get a quick reaction from potential customers by persuading them to do something. Since the objective is to immediately create leads, direct response marketing must cause immediate action from potential customers. Direct response marketing displays ROI right away, in contrast to traditional marketing, which tries to increase brand recognition and promote brand image over time.

Direct response is a tool that marketers can use across a wide range of media, including TV, print, radio, email, digital, and social. Each direct response campaign should have a clear objective—sign up, share with contacts, register, etc.—and in return, offer potential customers something they can't refuse.

Direct Response Ads' Essential Components.

Customer Centricity. The fundamental distinction between direct response advertising and other forms of campaigns is the objective of inciting a specific action. There are a few other key differences as well. The following components should be present in your adverts if you want to run a successful direct response campaign: 

Client Focus. Customers need to understand the value of your advertisement for them to respond to it. Consumers won't respond to your commercials if you only concentrate on the brand. Focusing on issues facing consumers or issues that are important to them will produce greater results. Offering a white paper on a subject relevant to their line of work or urging them to sign up for a newsletter with insightful articles are two examples of how to do this.

Personalized. How well do you understand your customers and do you anticipate their reactions? The best results will come from targeting your adverts to particular audiences so you can tailor the message; 80% of consumers think they are more likely to conduct business with a brand that delivers individualized interactions.

Clear Call To Action. The offer is an essential component of the campaign because a direct response is defined as an advertisement that calls viewers to take action. Effective direct response advertising may instead try to persuade the prospect to take the next action, such as downloading a white paper, signing up for the newsletter, or attending an event, rather than trying to sell them a product or service right away. 

For consumers to know exactly what action to take, direct response advertising with high conversion rates require calls to action (CTAs) that are distinct, clear, and readily available.

Sense of Urgency. Consumers are motivated to act swiftly when they feel pressure, which boosts conversion rates. Utilizing strategies like scarcity ("while supplies last"), deadlines ("discount coupon expires on Sunday"), and competitiveness ("whoever gets the most social shares receives a reward"), direct response commercials should emphasize urgency.

Because of its quick return on investment and high lead generating volume, direct response marketing offers a number of advantages, such as being easy to track and measure, identifying interested prospects, and establishing direct lines of communication. 

Easy to Track and Measure. It is simple to determine how many prospects and leads originate from each campaign because direct response advertising have distinctive connected actions. This is crucial for improving your marketing plan since it enables you to direct resources toward advertising and media that will yield the highest return on investment. 

Identifying Interested Prospects. Direct response consumers have chosen to participate, providing sales teams with a list of prospects who have expressed interest in your company or product. This frees up sales teams' time to concentrate on moving qualified leads through the sales funnel rather than spending it on cold leads.

Establishing Direct Lines of Communication. By opening up direct lines of communication with prospects and potential clients, direct response advertising aid in the development of better relationships. Your prospects are looking to be reached by your brand with information they find relevant in effective direct response campaigns. When attempting to clinch sales agreements, having prospects that desire to be contacted by you as opposed to having a list of contacts you've compiled is a significant differentiation.

Best Practices for Direct Response.

Advanced consumer data and analytics are needed to launch successful direct response campaigns so that ads can be tailored and delivered on the correct channels at the right times to maximize ROI.

Make the Response Easy. To access a white paper or wait on hold for further information, consumers are less likely to complete forms containing numerous fields. As a result, enhance your conversion rates by making it simple and quick for customers to reply to your advertisement.

Make the Call to Action Specific. Including a clear, targeted CTA is one way to make it simple for customers to respond. Let the customer know exactly what to do and how to do it; the intended next step should be instantly apparent. For instance, if the campaign's objective is to get people to sign up for your newsletter, don't include any other CTAs (like promoting your social media channels) because they will draw attention away from the campaign's main objective.

Use Compelling Copy. The majority of Americans encounter between four thousand and ten thousand advertising every single day, and despite being inundated with them, consumers have learnt to disregard the majority of them. Your direct response advertising must include captivating language and, if appropriate, riveting subject lines in order to stand out and attract attention. 

Ad copy should be as individualized as you can, strategically targeted by channel and medium, and understandably clear enough for customers to instantly grasp what you're selling.

Follow Up. Make sure your sales and marketing teams are clear on how to engage prospects further and move them down the funnel as many of these efforts emphasize providing value rather than the final transaction. Will sales follow up with these leads directly or will they be added to a "nurture" campaign? When establishing your direct response campaigns, deciding on future actions is essential.

Thank you for reading this little piece of The Book on Marketing: No More Excuses for Marketing Inaction. If you received any value from what you read, I ask you to please consider purchasing this book by clicking HERE. Thank you for everything!