Step Three Send your direct response offer to prospect. These prospects fall into one of three categories. We’ll call them cold, warm and hot prospects. A Cold prospect is slightly interested; she is looking and will not buy. These prospects represent a small percentage of your inquiries. A Warm prospect is very interested, but not ready to buy. They represent majority of your inquiries. A Hot prospect is very interested and ready to buy. They also represent a small percentage of your inquiries.

Step Four Follow up with mailings to prospects who didn’t buy. Repeat this step again and again. According to "Sales and Marketing Magazine," 80% of all people who inquire about a product buy that product within one year, but not from company that made original contact. Why? Because company didn’t follow up. It generally takes at least five contacts with a prospect who showed interest in product or service you offer before they will buy from you. If you are successful with initial mailing, you can expect 30 to 70 percent in leads turning into customers with follow up mailings.

You don’t have to change entire mailing each time. Generally changing cover letter and making minor changes to mailing is sufficient. Remember that one of your biggest expenses is getting prospect. By following these four steps you can watch your sales and profits sky-rocket!

Excerpted from The PMS Principles - Powerful Marketing Strategies to Grow Your Business © 2005 - Heidi Richards

How do you make it last a lifetime?

If you are going to develop a new design then it needs to stand test of time. You should work with a good designer, who knows current trends and how to avoid anything ultra fashionable that will look dated in a year. A good design should last 20 years and should be solid enough to take slight adaptations or modernisations during this time.

How do you keep your brand intact?

Building a brand takes a long time and needs consistency, repetition and giving customers service they expect time and time again. You don’t want to alienate your existing customer base by a radical design change that they can’t relate to. If you want a change, consider using elements already in place such as one main colour or image, think about changes companies like Pepsi and Coke have made over time. A company with a strong logo and visual identity is taking first step in building an established and profitable brand.

What you ultimately want to achieve is an identity which can evolve over time without noticeable change allowing you to maintain your core identity.