The 7 Fatal Direct Marketing Mistakes & How To Avoid Them...

Written by Tim Goggin, List Werks, Inc.


Continued from page 1

This is why we offer our customers a free copy ofrepparttar book that some ofrepparttar 121220 most famous and creative people in advertising have credited with helping them invent breakthrough, off-the-chart results time and time again.

It’srepparttar 121221 book that David Ogilvy said "changedrepparttar 121222 course of my life"! In fact, he thought so much of this book that he went as far as saying "Nobody should be allowed to have anything to do with advertising until he has read this book at least seven times."

It is also why we’ve added a section to our website that will let you acquire some ofrepparttar 121223 greatest direct marketing books of all time. Most of them are out of print. But, you can get them here.

Perhapsrepparttar 121224 most unusual of these books is "The First Hundred Million". This book was written by E. Julius Haldeman. Inrepparttar 121225 first half ofrepparttar 121226 last century, Haldeman sold a series of little blue books. Andrepparttar 121227 only "salesman" he had for each book was its title.

What makes this book unique is that when a book didn’t sell at least 10,000 units a year, Haldeman would changerepparttar 121228 title. And he would keep changing it tillrepparttar 121229 book sold enough units to keep it in stock or he would give up on it.

What this gives you is a unique insight to what it takes, in a headline, to motivate someone to buy. It’s a unique book and that is why we offer it to you.

The bottom line, however, is that if you don’t stop traffic with your headline, no one will read or listen to it. That’s Fatal Mistake Four.

I once knew a Real Estate salesman who was having no end of difficulty selling prospects on some terrific opportunities he’d discovered for them. Everything was right about these opportunities. Yet, he couldn’t get anyone to sign onrepparttar 121230 dotted line...till he bought himself a Mercedes.

Once he started driving prospects around in a Mercedes, everything changed. Now, subconsciously, people believed him. They thought: well, if he can afford a Mercedes, he must be successful. If he’s successful, it must be in Real Estate. And, if he’s successful in Real Estate, it’s possible he can make me successful in Real Estate.

This is called congruence. It means that people, when they check you out, come to conclusion that it is safe to believe you can solve their problem. That brings us torepparttar 121231 Fifth Fatal Mistake in Direct Marketing:

5) Believability. If people have a need for what you are offering, but don’t buy,repparttar 121232 most likely reason they didn’t is that they don’t believe you.

Guarantees help. Long guarantees help even more.

So do endorsements and testimonials.

Copy can help by giving enough information to make your offer credible.

Anticipating and answering objections and concerns of your prospects help, too. They will always have some objections. If you don’t deal with them, you’ll loserepparttar 121233 sale and commitrepparttar 121234 Fifth Fatal Mistake of Direct Marketing. The bottom line is that as a prospect must believe a salesman before ordering, so they must believe you.

One ofrepparttar 121235 important differences between a salesman calling on a prospect and a Direct Marketing effort is that because you are not there, with your prospect, you cannot watch his or her reaction to you as your unfold your offer. This, in turn, means you have to "take you best shot". You have to put your best and biggest benefit up front. In Direct Marketing, this means:

6) Creative. Perhapsrepparttar 121236 most successful sales letter of all time isrepparttar 121237 letter that The Wall Street Journal has been mailing for something like 24 years. It’s been estimated that this letter has sold $2,000,000,000 worth of subscriptions. Obviously, it is doing something right.

And, what it is doing right is reaching people withrepparttar 121238 right promise. Samuel Johnson saidrepparttar 121239 essence of advertising was "promise, big promise". If you read this letter carefully you’ll see what that promise is and why it is so difficult to say "no" to it.

If you don’t make a good promise, you won’t get thru to your customer. Thus, not being creative in your Direct Marketing is Fatal Mistake Six.

Finally, both a salesman and your direct marketing effort must "ask forrepparttar 121240 order!" It seems like and obvious point. But, both salesmen and Direct Marketing efforts frequently forget to ask forrepparttar 121241 order. And, that’srepparttar 121242 Seventh Fatal Mistake!

7) Not Asking For The Order. This is a crucial element and must be in every single direct marketing piece. Make sure to give prospects a simple, easy way to order. Whether that be a website URL or an 800 #, this should be repeated often inrepparttar 121243 course of your letter.

--Conclusion--

Hopefully, you’ve found these thoughts useful. And, hopefully, they will help you craft even more successful direct marketing packages. Every element of this white paper was written withrepparttar 121244 experience of List Werks' direct marketing specialists.

If you'd like to find out more about our background or to see if List Werks' creative team would be right for an upcoming project, call us at (800) 851-9400.

List Werks, Inc. specializes in business-to-business marketing, primarily for the high-tech industry. For other innovative and low cost ways of increasing business, call us at (800) 851-9400.


Host A List, The Benefits of Opt In Traffic

Written by Barrett Niehus


Continued from page 1

With this system, every person that posts torepparttar opt-in list generates a banner exchange exposure, and is exposed torepparttar 121219 list administrator's product. Becauserepparttar 121220 script is used by webmasters to market their own products, repeat traffic is almost guaranteed, and traffic growth is exceptional. An example of this opt-in mail list can be found at http://www.ipware.addr.com/cgi-bin/ron/ilink.pl

Some words of caution regarding this program. It generates a lot of email which may exceedrepparttar 121221 transfer limits specified byrepparttar 121222 administrator's web host. In addition, a no-tolerance policy with regard to spam and abuse ofrepparttar 121223 posting rules must be adhered to in order to maintainrepparttar 121224 integrity ofrepparttar 121225 program.

As stated above,repparttar 121226 script is available for download free for modification at: http://www.freetrainer.com/reps/ilink.zip

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Barrett Niehus http://www.freetrainer.com isrepparttar 121227 director of marketing for IP Ware Real Estate Investment Analysis Software. Utilize IP Ware to secure your wealth and achieve financial freedom by investing in Real Estate



Barrett Niehus http://www.freetrainer.com is the director of marketing for IP Ware Real Estate Investment Analysis Software. Utilize IP Ware to secure your wealth and achieve financial freedom by investing in Real Estate


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