The Call to Action

Like any marketing campaign, decide what you want final outcome or call to action to be and deliver it in last piece. If you want them to call your office, take your call, visit a website, attend a workshop, make it painfully clear what price of game has been.

I’ve actually had clients tell me that prospects who wouldn’t even return their phone calls, eagerly made appointments and sometime still displayed items they were sent throughout campaign in their office. People don’t get this kind of attention from much in their lives and they want it. More than ever your prospects crave two things – content and contact. A lumpy mail campaign had potential to deliver both with a bang. (careful with too much auditory impact)

How Much For Those Lumps

A lumpy mail campaign can get relatively expensive when compared to, say, a postcard mailing so its important for you to consider two things when you are designing yours. How many clients you can serve and what lifetime value a new client has to your business.

Most small businesses only need a handful of new clients at any given time to thrive. Lumpy mail is perfect for that kind of growth. Carefully target 10 new businesses at a time, throw kitchen sink at them and watch your appointment rate soar to about 70%.

If you are in a business that sells a one time $19 product then you can’t really spend to much to acquire a new client but if your business can generate thousands of dollars from a long term, loyal client then perhaps spending even $100/new client running a creative lumpy mail program makes a ton of sense.

So get to your local toy store to get creative gravy flowing and pass mashed potatoes already.

- What are your five-year goals for your business? - What are your marketing goals? (They could be skills, knowledge, new prospects or new customers.)

Be as specific as possible when answering these questions and defining your goals. For example, you might say, "I want to have published eight training manuals, be earning two thousand dollars a day and working less than 40 hours a week in two years."

In addition to setting broad and long-term goals, you need to set small and short-term goals. Define your annual, monthly, weekly and daily goals. Once you've got them down on paper, take a copy and thumb tack it over your desk.

- What's a one-month marketing goal you can accomplish? - What's a one-week marketing goal you can accomplish?

Some days you'll feel like you're on a treadmill going nowhere and your long-term goals continue to be out of reach. When this happens, try two things. First look at list of what you've accomplished in last week, month and year. Second, with your larger goal in mind, circle next finite and easily completed objective on your list and get going.

Every time you complete one of your objectives, no matter how small, you're that much closer to reaching your long-term business goals. If you're writing a book, each page you write puts you that much closer to your goal.

- Could you improve your marketing by clarifying your long and short-term marketing goals?

When you have clear goals and track your marketing accomplishments, it is easy to stay motivated. As you make progress, revise your goals and you'll continually improve your marketing and be more successful.

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