The Marketing Tip of The Week

by Ken Varga
Website: | Issue No. 07-4-15


How To Indelibly Print In Your Customers' Minds

Why They Can't Afford Not To Do Business With You!



Hi again, and welcome to this week’s Marketing Tip of the Week.

Last week I wrote that direct mail is salesmanship in print.

This week, I’m going to give you some examples of how you can use direct mail in your business. Here are some:

1. You can use a full-blown letter, along with a brochure and a response card, to try to sell your product, or to try to get people to send something back.

2. You can send a little post card, basically making a statement of what your product is, giving them a reason to call or come in.

3. You can use a variation of a post card to get their attention. One variation is called a tent post card. One side of the post card makes the proposition; the other side is for them to put their contact, or other pertinent information, and to tear it off and send it back to you.

4. You can do a self-mailer, which is a single self-contained proposition all in one package.

5. You can do an elaborate, very richly presented, high profile sales presentation and any thing in between.

Before you put together any direct mail piece, you should tape record your best salesperson…the one who is making most of the sales.

Why? Because that salesperson is sending the right message to a customer to get them to buy your product.

If you don’t incorporate some application of direct mail into your customer generating activities, you are denying yourself an enormous growth opportunity.

Here is an example of how I used direct mail to acquire customers...

I was asked by a local community bank, which was a single branch, on the same corner as five other very large banks, to do two things:

1. Help their loan officer get into business owners’ offices, so the officer could tell the bank’s story, and

2. To help the process result in more new customers.

The first thing I had to do was to differentiate this bank from any of the others.

In other words, I had to determine what I could do to indelibly imprint in a customer’s mind the uniqueness of this very small one-branch bank.

After many hours of thinking about it, I came up with an answer.

The answer was to create in this prospect’s mind that this bank would do something for them that their current bank wasn’t doing.

The first thing I had to do was determine how I would get the loan officer into business persons’ offices, where the business persons would invite the officer in with open arms.

I created a direct mail piece that simply stated, in essence:

Dear John,

We would like to set up an appointment to introduce our bank and the benefits of dealing with us.

Since your time is very valuable, we would like to give you a gift to help you get more customers and grow your business.

It is a book entitled, “How to Get Customers to Call, Buy, and Beg for More.”

I promise that we will only take up 20 minutes of your time.

Very truly yours,

Obviously, the letter was longer and more detailed than this, but the loan officer had a ninety-six percent appointment closing.

The bank bought the books from me at a discount to pass on as gifts to the business persons. This way the bank didn’t have to create a product of its own, could implement the program quickly, and it could give a gift that was addressing a need almost every business has…getting more customers.

Well that’s it for this week. Next week I’ll give you a few more examples.

Till then keep healthy and wise.

Best Wishes,

Ken Varga
  ...using experience from my 35 businesses to help you generate millions of dollars from yours

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Copyright 2000-2007 by Kenneth J. Varga. All rights reserved.