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Add You - How to Make Direct Response Work One Step at a Time
For decades, businesses and factories monitored the working hours of their employees using time clocks. A particular favorite was the punch card system, where the employee had to insert their card into the time clock, so their hours could be stamped on the card. The payroll officer would then collect these cards each week and pay the employees accordingly.It's a simple system, but unfortunately it's also very easy to cheat. Joe Bloggs is a bit late today? That's okay, John Doe can pop his card in the time clock and nobody will know the difference. Most companies have severe penalties in place for employees found faking time clock information, particularly clocking on or off for other employees, but the chances of detec
If you think you need single-step marketing to create sales instantly, just forget it. Please don't forget this lesson about the multi-step approach, and please don't forget this concept of asking each step to do only what it is supposed to do.
You should not try to incorporate multiple steps into a single step. You don't want to mix up your product presentation stuff into your copy in the ads. If you follow this process you will see your leads go up and you will see your business go up. But even more important, if you follow this process, the pressure will be off. There will be no more feeling like you have to close, or that you have to make a certain step do multiple things. It doesn't work anyway, so why put yourself under all that pressure?
Copyright 2006
You may publish this article in your ezine, newsletter on your web site as long as the byline is included and the article is included in it's entirety. I also ask that you activate any html links found in the article and in the byline. Please s
It’s common knowledge that most small businesses fail within 5 years. These statistics are mindblowingly depressing for people looking to start up a new venture. So what goes wrong? No-one starts out with the intention of creating something that isn’t sustainable. In fact most people would be adamant that they weren’t going to be one of those statistics.Most business owners start out as technical expert in their field. For example – an engineer decides to start their own company after working for someone else for several years. He/she knows plenty about engineering, but not a lot about running a successful business. Most of us learn as we go, hence the high rate of business failure.There are many things that can unde
Now, true - you may run the same ad more than one time in your paper over a period of a few months, and you may send out farming flyers or postcards to people over a period of time. But that is not what I'm talking about here, because each of those particular efforts is really a single-step process. You send out the piece, and prospects are supposed to call.
Now, while this seems easy and logical, it also has been proven over time to just not work. The real secret to direct response marketing is to use little, bite-size chunks for people so that they are responding to what is easy and non-threatening, allowing them to take little steps, one at a time.
For example, let's say you run an ad that says, "Do You Worry That Your Filthy Air Ducts Could Be Making Your Family Sick?" "If so, call. 1-800-000-0000, 24 hours, for a FREE recorded message to get a copy of an amazing report. It reveals the secrets of 99.9% pure indoor air your allergist will never tell you! Call NOW to get this eye opening FREE report!"
When you run that ad in the paper, what is the purpose of that ad? Is the purpose of that ad to sell a product? Is the purpose of that ad to secure an appointment for a presentation? No - the purpose of that ad is one thing only - to get people to call your 800# and listen to the recorded message!
In fact, we should take it back a step farther. The purpose of the headline on the ad is to get somebody's attention and cause them to stop going through their publication.
The purpose of the headline is not to sell or solve anything. The headline, then, has a single purpose. The headline's function is to get people to read the copy of your ad. The copy is, then, the next step, keeping people interested enough to follow through and call the 800#.
Now when prospects call the 800# and listen to the message, what's the purpose there? Is the purpose of the message to make a sale or get a client? No - again, the purpose of the message is only to get people to leave their names and addresses.
Once prospects leave their names and addresses, and you get their phone number through the Caller ID, what is the purpose of the follow-up that you would do on the phone and the report? Is it to sell? Is it to get prospects to hire you? No - the purpose of the report going out is to get people familiar with you and your company, and to get them familiar with what you have to offer, and to answer the questions they have.
Once they've gotten the report, you move into the multi-step sequence and follow-up. See, the real secret of direct response marketing is, after you've gotten somebody's interest, you must try not to make them do any more than they are comfortable with doing at any particular step. To make all the steps combined work up to the sale of products and services.
But each individual step is small, and simple, and doesn't ask people to do more than ease them into the next step. The purpose of each individual step is to do only what it is supposed to do. The purpose of the recorded message is not to make a sale; again, it is to get a prospect to leave his or her name and address.
The only purpose of the recorded message is to get prospects to leave a name and address. You're not trying to sell them or convince them of anything. I see people running seminars, for example, and their recorded message talks about how great they are and how big they are and how smart they are, etc....all these things that are of no interest to the prospects whatsoever.
They are asking the prospects to do way too much. In fact, for seminars, I recommend only doing an ad that offers a FREE report. The FREE report then offers the seminar to make the steps more non-threatening and easier for people to digest.
You see, the bottom line is that people are afraid and confused. The old single-step marketing the old "shove it in their face" approach, does not work. For the present and the future, to get people interested and wanting to do business with you, you have to take it slow and easy! You can not expect your marketing to do things that it is not capable of doing.
If you think you need single-step marketing to create sales instantly, just forget it. Please don't forget this lesson about the multi-step approach, and please don't forget this concept of asking each step to do only what it is supposed to do.
You should not try to incorporate multiple steps into a single step. You don't want to mix up your product presentation stuff into your copy in the ads. If you follow this process you will see your leads go up and you will see your business go up. But even more important, if you follow this process, the pressure will be off. There will be no more feeling like you have to close, or that you have to make a certain step do multiple things. It doesn't work anyway, so why put yourself under all that pressure?
Copyright 2006
You may publish this article in your ezine, newsletter on your web site as long as the byline is included and the article is included in it's entirety. I also ask that you activate any html links found in the article and in the byline. Please se
A few weeks ago, after consultations with others in an association I represent, I made a partnership pitch to another organization with similar interests. If the idea comes to fruition, it will radically change our organization.So, you can imagine my impatience when I didn't hear back from the person to whom I'd made the proposal. She had welcomed the idea, but a decision would be made by a council within her organization.Given the dynamics of an important decision about the future of their organization, I didn't expect a quick decision. But, I would have liked at least a phone call saying the council had accepted, rejected, or was still considering the idea.Then, I had a "Eureka" or maybe I should call it a "
For example, let's say you run an ad that says, "Do You Worry That Your Filthy Air Ducts Could Be Making Your Family Sick?" "If so, call. 1-800-000-0000, 24 hours, for a FREE recorded message to get a copy of an amazing report. It reveals the secrets of 99.9% pure indoor air your allergist will never tell you! Call NOW to get this eye opening FREE report!"
When you run that ad in the paper, what is the purpose of that ad? Is the purpose of that ad to sell a product? Is the purpose of that ad to secure an appointment for a presentation? No - the purpose of that ad is one thing only - to get people to call your 800# and listen to the recorded message!
In fact, we should take it back a step farther. The purpose of the headline on the ad is to get somebody's attention and cause them to stop going through their publication.
The purpose of the headline is not to sell or solve anything. The headline, then, has a single purpose. The headline's function is to get people to read the copy of your ad. The copy is, then, the next step, keeping people interested enough to follow through and call the 800#.
Now when prospects call the 800# and listen to the message, what's the purpose there? Is the purpose of the message to make a sale or get a client? No - again, the purpose of the message is only to get people to leave their names and addresses.
Once prospects leave their names and addresses, and you get their phone number through the Caller ID, what is the purpose of the follow-up that you would do on the phone and the report? Is it to sell? Is it to get prospects to hire you? No - the purpose of the report going out is to get people familiar with you and your company, and to get them familiar with what you have to offer, and to answer the questions they have.
Once they've gotten the report, you move into the multi-step sequence and follow-up. See, the real secret of direct response marketing is, after you've gotten somebody's interest, you must try not to make them do any more than they are comfortable with doing at any particular step. To make all the steps combined work up to the sale of products and services.
But each individual step is small, and simple, and doesn't ask people to do more than ease them into the next step. The purpose of each individual step is to do only what it is supposed to do. The purpose of the recorded message is not to make a sale; again, it is to get a prospect to leave his or her name and address.
The only purpose of the recorded message is to get prospects to leave a name and address. You're not trying to sell them or convince them of anything. I see people running seminars, for example, and their recorded message talks about how great they are and how big they are and how smart they are, etc....all these things that are of no interest to the prospects whatsoever.
They are asking the prospects to do way too much. In fact, for seminars, I recommend only doing an ad that offers a FREE report. The FREE report then offers the seminar to make the steps more non-threatening and easier for people to digest.
You see, the bottom line is that people are afraid and confused. The old single-step marketing the old "shove it in their face" approach, does not work. For the present and the future, to get people interested and wanting to do business with you, you have to take it slow and easy! You can not expect your marketing to do things that it is not capable of doing.
If you think you need single-step marketing to create sales instantly, just forget it. Please don't forget this lesson about the multi-step approach, and please don't forget this concept of asking each step to do only what it is supposed to do.
You should not try to incorporate multiple steps into a single step. You don't want to mix up your product presentation stuff into your copy in the ads. If you follow this process you will see your leads go up and you will see your business go up. But even more important, if you follow this process, the pressure will be off. There will be no more feeling like you have to close, or that you have to make a certain step do multiple things. It doesn't work anyway, so why put yourself under all that pressure?
Copyright 2006
You may publish this article in your ezine, newsletter on your web site as long as the byline is included and the article is included in it's entirety. I also ask that you activate any html links found in the article and in the byline. Please s
We all attend many meetings. I’m sure you have been to some great meetings and some poor ones. Unfortunately for everyone I’ve ever talked to, the number of poor ones far outweighs the number of great ones.The fact is that most meetings are too long, unfocused, too frustrating, and unproductive.And yet meetings are a valuable way to gain collective understanding, buy-in, agreement, and consensus. They help us find better solutions and create cooperation, collaboration, colleagueship, and community.Since meetings are necessary and can lead to important results, we need to figure out how to make more of them successful. I have helped and watched organizations create more effective meetings by doing several t
Now when prospects call the 800# and listen to the message, what's the purpose there? Is the purpose of the message to make a sale or get a client? No - again, the purpose of the message is only to get people to leave their names and addresses.
Once prospects leave their names and addresses, and you get their phone number through the Caller ID, what is the purpose of the follow-up that you would do on the phone and the report? Is it to sell? Is it to get prospects to hire you? No - the purpose of the report going out is to get people familiar with you and your company, and to get them familiar with what you have to offer, and to answer the questions they have.
Once they've gotten the report, you move into the multi-step sequence and follow-up. See, the real secret of direct response marketing is, after you've gotten somebody's interest, you must try not to make them do any more than they are comfortable with doing at any particular step. To make all the steps combined work up to the sale of products and services.
But each individual step is small, and simple, and doesn't ask people to do more than ease them into the next step. The purpose of each individual step is to do only what it is supposed to do. The purpose of the recorded message is not to make a sale; again, it is to get a prospect to leave his or her name and address.
The only purpose of the recorded message is to get prospects to leave a name and address. You're not trying to sell them or convince them of anything. I see people running seminars, for example, and their recorded message talks about how great they are and how big they are and how smart they are, etc....all these things that are of no interest to the prospects whatsoever.
They are asking the prospects to do way too much. In fact, for seminars, I recommend only doing an ad that offers a FREE report. The FREE report then offers the seminar to make the steps more non-threatening and easier for people to digest.
You see, the bottom line is that people are afraid and confused. The old single-step marketing the old "shove it in their face" approach, does not work. For the present and the future, to get people interested and wanting to do business with you, you have to take it slow and easy! You can not expect your marketing to do things that it is not capable of doing.
If you think you need single-step marketing to create sales instantly, just forget it. Please don't forget this lesson about the multi-step approach, and please don't forget this concept of asking each step to do only what it is supposed to do.
You should not try to incorporate multiple steps into a single step. You don't want to mix up your product presentation stuff into your copy in the ads. If you follow this process you will see your leads go up and you will see your business go up. But even more important, if you follow this process, the pressure will be off. There will be no more feeling like you have to close, or that you have to make a certain step do multiple things. It doesn't work anyway, so why put yourself under all that pressure?
Copyright 2006
You may publish this article in your ezine, newsletter on your web site as long as the byline is included and the article is included in it's entirety. I also ask that you activate any html links found in the article and in the byline. Please s
The company's objectives, budget, and corporate branding determine the choice of a trade show exhibit display. The basic purpose of a trade show exhibit display is to attract attention, provoke the attendee to ask questions and create impressions that last.There are different display options available in the market today. Some common types of displays available in today are Pop Ups, panel displays, modular exhibits, truss systems, and custom exhibits.Pop ups are the most popular display option for 10X10 spaces. An ordinary pop-up can be converted into an outstanding display with accessories like shelving, counters, literature displays and many others. Panel displays are a sensible alternative to pop-ups. They can pro
The only purpose of the recorded message is to get prospects to leave a name and address. You're not trying to sell them or convince them of anything. I see people running seminars, for example, and their recorded message talks about how great they are and how big they are and how smart they are, etc....all these things that are of no interest to the prospects whatsoever.
They are asking the prospects to do way too much. In fact, for seminars, I recommend only doing an ad that offers a FREE report. The FREE report then offers the seminar to make the steps more non-threatening and easier for people to digest.
You see, the bottom line is that people are afraid and confused. The old single-step marketing the old "shove it in their face" approach, does not work. For the present and the future, to get people interested and wanting to do business with you, you have to take it slow and easy! You can not expect your marketing to do things that it is not capable of doing.
If you think you need single-step marketing to create sales instantly, just forget it. Please don't forget this lesson about the multi-step approach, and please don't forget this concept of asking each step to do only what it is supposed to do.
You should not try to incorporate multiple steps into a single step. You don't want to mix up your product presentation stuff into your copy in the ads. If you follow this process you will see your leads go up and you will see your business go up. But even more important, if you follow this process, the pressure will be off. There will be no more feeling like you have to close, or that you have to make a certain step do multiple things. It doesn't work anyway, so why put yourself under all that pressure?
Copyright 2006
You may publish this article in your ezine, newsletter on your web site as long as the byline is included and the article is included in it's entirety. I also ask that you activate any html links found in the article and in the byline. Please s
What would life look like if we stopped for just a moment and took a break from the pace of our daily lives and asked ourselves what we wanted? Would the response be, more of the same, less of the same, or perhaps, something completely different?Listening to the voice of our wise heart and the messages it offers is simple. However, we make it hard to “take” the time to be with our true selves. The precious insights we have about life can be discovered in challenging times, quiet times and joyful times. Dawn Brown, Author of That Perception Thing!, reminds us that we can learn through pain, or we can learn through joy. The secrets to igniting your passion for your ideal life exist in the moments of joy.Too often, we
If you think you need single-step marketing to create sales instantly, just forget it. Please don't forget this lesson about the multi-step approach, and please don't forget this concept of asking each step to do only what it is supposed to do.
You should not try to incorporate multiple steps into a single step. You don't want to mix up your product presentation stuff into your copy in the ads. If you follow this process you will see your leads go up and you will see your business go up. But even more important, if you follow this process, the pressure will be off. There will be no more feeling like you have to close, or that you have to make a certain step do multiple things. It doesn't work anyway, so why put yourself under all that pressure?
Copyright 2006
You may publish this article in your ezine, newsletter on your web site as long as the byline is included and the article is included in it's entirety. I also ask that you activate any html links found in the article and in the byline. Please send a courtesy link or email where you publish to: support@multiplestreammktg.com
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