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Direct
marketing
could be
a
college
major.
It's any
effort
to speak
directly
to the
consumer.
The most
important
word in
this
arena is
YOU.
Here
we'll
touch on
the most
significant
elements
of
direct
marketing
so that
you can
explore
the
details
most
pertinent
to you.
Direct
marketing
systems
for
financial
advisors
and
financial
institutions
Copy
Those
new to
direct
marketing
most
often
underestimate
the
power of
good
copy. In
fact,
they
don't
even
realize
that
copywriting
is part
science
and
skill
that can
be
learned
and part
talent.
If you
don't
have the
talent,
then
hire a
copywriter.
Whether
it's US
mail,
e-mail or
a
telephone
script,
the
right
words
can make
a 500%
difference
in
results.
Therefore,
the
mastery
of
language,
having
the
right
copy is
paramount.
To
get a
feel for
this,
take a
look at
any
major
catalog
and read
the
product
descriptions
carefully
(e.g.
The
Sharper
Image).
To start
your own
education,
get a
copy of
Dan
Kennedy's
The
Ultimate
Sales
Letter.
Direct
Mail
Most
direct
mail
gets
tossed
in the
trash
because
direct
mailers
ignore
"envelope
science."
You must
get your
envelope
opened.
That
means
you
cannot
allow
your
recipient
to
prejudge
the
contents.
If they
think
they
know
what's
inside
the
envelope,
they
won't
open it.
If the
return
address
is
"Merrill
Lynch,"
they
will
assume
the
envelope
contains
a
solicitation
for
investments
and if
not
interested,
they
toss out
the
envelope
unopened.
I
estimate
that 40-50%
of
financial
services
mail is
thrown away
unopened
because
the
mailer
allows
the
recipient
to
pre-judge
the
contents.
Other
issues
for
effective
direct
mail
have to
do with
when the
item is
mailed,
the
addressing,
the
postage
(use a
stamp)
and of
course,
the
offer. (Teleconference-
"How
to Make
Direct
Mail
Work")
Advertising
Advertising
works
well
when the
offer is
something
that
meets
the
criteria
below
("the
offer")
and it
is
consistent
with the
prospect's
agenda.
It must
also
match
the
prospect
desire
as the
prospect's
needs
are
irrelevant
(plenty
of
people
need to
lose
weight
but they
only go
on a
diet
when
they
desire
to lose
weight).
For
example,
an ad
that
offers a
booklet
via an
800 line
about
"stocks
that will
increase
the most
for 2006"
is good,
as it
will
attract
those
people
with a
desire
to make
money in
the
market,
is
non-intimidating
and
makes
action
easy for
their
investor
or
insurance
buyer.
An ad
that
calls
for the
prospect
to call
a broker
is not
effective.
Additionally,
an ad
that
trumpets
just one
stock is
clearly
in the
seller's
interest.
It is of
less
interest
to the
potential
clients
because
he wants
to know
how to
make
money in
the
market
and
wants
the
booklet
about
all the
stocks
that
will
increase
(i.e.
his
objective
is
making
money,
NOT
buying a
particular
stock).
How to
Write
Ads that
Generate
$100,00/year
in
commission
The
offer
The
offer
must be
easy to
take,
must be
non-intimidating,
time
sensitive,
and
address
the
prospect's
agenda.
An offer
is easy
when it
requires
calling
an 800
number
or
completing
a very
brief
coupon.
It is
more
difficult
if you
ask the
prospect
to
switch
"modes"
and go
to a website.
It's
best if
you
offer
multiple
options
--call
an 800
number,
or e-mail
the
coupon
or
download
from the
website.
The
offer
must be
non-intimidating
which
means
you
cannot
say
"call
for a
free
consultation."
How many
prospects
feel
comfortable
calling
to meet
with a
stranger
to talk
about
their
money?
If they
first
get
something
(a
booklet,
a quote,
a
report),
it warms
them up
and then
the
meeting
is less
intimidating.
Cold
Calling
Largely
a waste
of time.
Prospects
with
money
usually
won't
talk to
strangers
on the
phone.
However,
if you
have
lots of
low paid
people,
then
having
them
make
tons of
qualifying
cold
calls
for your
direct
marketing
effort
is fine
(note--call centers
in India
are good
for
this).
E-mail
Marketing
see
e-mail marketing
WebSite
Marketing
Website
marketing
Keywords
critical
to this
subject:
direct
marketing,
direct
mail,
e-mail,
cold
calling,
cold
call,
envelope,
postage,
advertiser,
advertising,
consumer,
buyer,
investor,
prospect,
client,
prospecting,
copy,
copywriting,
telephone
script
.
Resources for Specializing in the Senior Market:
Marketing
tools to attract
seniors
Senior
Investment and
Insurance Leads
Books
and Tapes
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