A Direct Marketing Program Template For You

by Jeff Rutowski on December 21, 2010

If you are not marketing your business, you will soon have no business to market. It’s that simple. You may have the best product ever, but if no one knows about, you will have no customers. That means that you have to develop a marketing program that reaches your target audience with consistency and frequency.

I have a free 8-Week Marketing Jump Start Program that you can sign-up for. This program walks you through the creating of a marketing program that can help you focus your efforts and deliver a marketing program that will help you effectively market your business. Sign-up for the Jump Start Program today.

In an earlier article, I talked about direct marketing. When it comes to direct marketing, it keep the 60-30-10 rule in mind.

Sixty percent of the success of your direct marketing program is tied to the having the right list of people. Thirty percent of your marketing program success is dependent upon having the right message for your target audience. Ten percent depends upon the packaging of your message.

Obtaining a good list is as important as ever. Having the right list is 100% dependent upon knowing who your ideal customer is. For example, would you buy a list of CPAs if you have a court reporter service that is used by attorneys? Of course not.

Who is your ideal customer? What is their age, marital status, household income, number of children, where do they live? You also need to know what motivates them. What is the pain, problem, frustration, or issue that they are experiencing that will compel them to buy your product or service? Knowing these basic facts about your target audience is critical to not only building the right list but also creating the best message.

The best list is one that is created through qualified, interested opt-in collections. However, you can also subscribe to services like Leads411 which allows you to look up business leads. You can purchase a list of postal mail addresses and email addresses from BusinessListPro or you can select a targeted list of contacts using a Targeted Email Marketing Service or by choosing a custom list from InfoUSA. BusinessListPro can provide a 10% discount from InfoUSA lists when you purchase the list through BusinessListPro.

Whenever you begin marketing to a list, you want to obtain an opt-in for email marketing. Combining a postal mail program with email can improve the effectiveness of your program. For example, a direct mail marketing program might look like this:

Week 1:
Email message
Blog Post
Twitter tweets
Facebook updates
New Squidoo Lens

Week 2:
Postal mail message (postcard or letter)
Blog Post
Twitter tweets
Facebook updates
New Squidoo Lens

Week 3:
Email message
YouTube video post
Blog post
Twitter tweets
Facebook updates
New Squidoo Lens

Week 4:
Postal mail message
Press Release
Blog Post
Twitter tweets
Facebook updates
New Squidoo lens
Ezine Article submission

Now you can repeat this sequence. The key to your success for this cycle is to craft a message that is consistent and begins to build trust. Your first email message or postal mail message might be introductions to your business. Use the blog post and the Squidoo lens to expand on your email or postal mail message. Similarly, use the YouTube post to re-package or leverage your earlier email or postal mail messages. Articles are another good way to leverage content that you’ve created for your direct marketing program.

A word of caution is needed. The best results from any marketing program are obtained when the marketer carefully chooses only those marketing weapons that she can effectively deploy consistently. There are more than 100 marketing weapons available to you but don’t use them all. For the marketing calendar above, you may find it difficult to produce the volume of content needed for each of those marketing weapons. If that’s the case, scale back and deploy only those that you can use consistently and effectively. Quality counts.

Remember, frequency and consistency build familiarity. Familiarity builds trust. Trust generates sales.

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