- Direct marketing it is about sending physical letters.
- Cold calling it is to get clients on the phone.
- Those who don't cold call are lousy, lazy, afraid, have not man up, etc...
Nothing further from the truth!!!!!
That is why I have decided the principles and power of direct marketing with a real life example.
I have used this EXACT method in 2 different and non-related industries, one of them it is a very tough industry: The Debt Consolidation industry, I started generating leads for a small company that was starting at Toronto, as you the players in this game have very deep pockets, so you need to be smart to win this game.
So I started applying the direct marketing principles and this is step by step what I did.
a) "One persons trash is another persons treasure" . Many people throw to the garbage the mail advertising they receive, I just don't keep them, I study them, one of this letters had a great headline.
"When doctors are sick this is what they do"
Lesson number 1: Do not re-invent the wheel, re use and adapt to your market, I took this great headline, tweak it and test it to see if it works, this was the title:
"When a banker its in debt this is what they do"
After that I created a 2 page website, the first page was a landing page with an aweber form collecting name, email, phone number and debt amount, in exchange for these information I was giving them a set of videos explaining the debt consolidation process, nothing fancy.
I went to craigslist, into the service section, finance and I wrote this exact ad:
Title: "When a banker its in debt this is what they do."
Ad: Secrets about <a href="http://www.my2pagesite.com"> debt consolidation </a> bankers don't want you to know.
I mean if somebody goes to craigslist, financial section, read you ad, clicks on it and fills up the form, I guess it is a pretty good lead don't you think?... I did and so my client.
This simple strategy brought me 1 lead every time I post the ad, so I posted the ad in 3 different cities, those were 3 leads per day.
Lesson number 2: Test your message and once its working, escalate it. When I realized that this specific message was converting then I started to passing go to to a different media, same message, different media.
Lesson number 3: Direct marketing allows you to create marketing assets, material, ads, landing pages etc... that will bring you a steady number of leads.
So I started escalating the message to other media.
Lesson number 4: Marketing is not about jingles, smart phrases, catchy slogans etc... it is about SALES, this boring and simple message was doing the work.
Next step, I went for a free $75 dollar Google Adwords coupon and I wrote the same message in the adwords ad, with Image ads.
This was creating more leads and I have not spent money yet, I was working still on a low budget, next step I created a free blog, wrote 10 debt consolidation articles and on the right side of the blog I add a banner, can you guess what was the message??? YES, the same one that was working.
At this moment I had 3 different lead generation sources that were generating a constant flow of leads.
I have created some money so I started escalating my marketing with "low cost" mediums like: fliers, business cards, stickers, variety stores boards, yes, you guess right, SAME MESSAGE over and over again.
As you can see I was still one men operation, but I have leveraged my efforts with direct marketing, again instead of spending money hiring another telemarketer or another sales person, I decided to spend my money in MORE MARKETING!!!!!!, getting my message to MORE PEOPLE!!!.
I started buying classified ads in the newspapers sending the people to the same ugly 2 page website, magazine ads, voice mail broadcasting, fax broadcasting campaigns, postcards and I did not created physical mail cards because I could not arrive to that phase for some other reasons.
And that my warrior fellows its how I bet ALL THEIR OTHER MARKETING METHODS TOGETHER, you can believe it or not, but do not leave this thread without trying the direct marketing techniques.
Can you see the power of the direct marketing? why should I be cold calling when I can leverage my time and assets?
I don't know if 1 single technique that can bring you 12 clients per day, but I know 12 different techniques that can bring you 1 client per day.
What if you start testing these method in your business? I read many people stories, many people are struggling and this is my little advice to help those who are still hesitating about how to sell their services.
Please feel free to DUPLICATE THIS METHODS, GET THE HEADLINES AND START NOW, what about:
For SEO's "When Google wants to send you more clients this is what they do"
or for real estate agents "When Real Estate Agents Want to sell a house this is what they do"
Want to buy a house?, no problem "When Real Estate Agents want to buy a house this is what they do"
Are you a dentist "When dentists have tooth pain this is what they do"
... and so on and so forth.
To your success and wealth
Miguel "patadeperro" Pancardo