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Create a Sales Funnel
Photo credit When customers buy your product or service they enter a “Sales Funnel” or “Customer Retention Path” where they receive regular mailings selling the backend products. I’ve studied sales...
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3 Secrets to Get Them to Your Online Sales Funnel
If you want to get prospects to a website, all your direct mail piece has to do is whet their appetite. You can create an entire online sales funnel for your potential customers, but the very first...
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Sell Like the Chinese: 4 Tips for More Profit
Even if your business never extends across US borders, you can learn something from the sales techniques in China. I’m fascinated by China’s role in the world. They have a love/hate relationship with a...
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Create a Positive Buying Experience
Photo Credit Creating a good buying experience will make your customers come back to you over and over. If your customers are happy with their purchases and their overall experience, you’ll have no...
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Let Your Customer Buy Something
They’re already waiting… If you have customers, you have a group of people with credit cards in hand WAITING to buy something from you. YOU MUST offer them something! If you don’t, it would be like...
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Use Direct Mail to Enhance Word of Mouth
One of the most effective ways to get a prospect to try a new product is to have it recommended by a friend. There are a couple of big advantages to using this kind of feedback. First, friends listen...
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Know How to Lose Customers – And Then Don’t
Photo credit There are tons of ways to get rid of a few customers, lower your income so you can pay less taxes, or prompt a “going out of business sale.” However, if you instead want to sell products...
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Pay Attention to the Perceived Value of Your Offers
Photo credit Have you ever wondered if its better to give a discount based on the dollar-amount off the usual price (e.g., $50 off), or a percentage off (e.g., 30% off)? Which gets a better response? I...
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Build a RFM System
A number of years ago my wife Heidi ordered a down comforter from a catalog. She loved the style and quality of the comforter when it arrived. Of course, as a marketer I was very interested to see what...
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Use Holidays to Your Advantage
Photo credit When putting together a direct mail campaign, you want an angle that will make you stand out from your competition. You want to send out unique sales pieces that will grab your customers’...
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Don’t Compete on Price
Photo credit Price is a mysterious thing. There are literally hundreds of options for how you price your product or service. You do not have to always charge the least expensive price in order to get...
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Use Testimonials
Photo credit If you’re like me, you’ve become addicted to reading people’s comments before buying anything on Amazon. We want validation that we’re making the right decision, and what could be more...
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Write Attention-Grabbing Headlines
Photo credit The headline is the most important part of your sales letter or space ad. You could have the best advertising copy and the best product, but it doesn’t matter IF the reader doesn’t get...
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5 Advantages of Package Insert Programs
Photo credit: David Guo If you ever buy mail-order products … hold on. Let’s back up a minute. It should be WHEN you buy mail-order products. You SHOULD be an active direct mail buyer. Why? Cuz you get...
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5 Elements of an Irresistible Call to Action
Photo Credit Having the right sales piece is crucial to the success of your direct mail campaign. And one of the most critical aspects of any sales piece is the offer/call to action. This is the part...
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May I Have Your Attention?
We are about to look at the most important 20 seconds in the life of a sales piece. And I bet you can guess what they are. It’s those first 20 seconds after your prospect sees your sales piece sitting...
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Don’t Drop the Ball!
Photo Credit Let me tell you what really frustrates me. It’s when I work hard for a client, finding them tons of prospects who actually respond to their mailing and make inquiries by calling or going...
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How do I know if my direct mail campaign was “successful”?
Photo Credit How do I judge whether or not my campaign worked? This is an important question to ask. Direct mail campaigns are expensive, and they serve a crucial function, which is to build your...
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May We Offer You . . .?
Photo Credit Your direct mail campaign is made up of a number of elements. Of all of them, the one that is most important is the list you mail to. That alone accounts for 40% of the success of the...
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Dollars Off or Percent Off?
Have you ever wondered if its better to give a discount based on the dollar-amount off the usual price (e.g., $50 off), or a percentage off (e.g., 30% off)? Which gets a better response? I wish I could...
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