5 Questions to Ask a Direct Mail Agency

Scads of companies say they provide direct mail marketing assistance. You have full-service marketing agencies, who do a little bit of everything. You have freelancers, one-man shops you offer personalized service at low prices. And you have dedicated direct mail marketing agencies. How can you know who can really help you get results? Start by asking these questions:

  1. Where do you begin with a direct mail campaign? They should respond with a question in turn: What do you want to accomplish with this campaign? If they start rattling on about who will design the piece and what it will do, they aren’t listening to you. A great direct mail marketer will take the time to understand your goals and expectations. They’ll help make sure those are realistic. Only after understanding that should they start talking about nuts and bolts topics.
  2. Do you do all your work in-house? Some companies will outsource various bits and pieces of the direct mail campaign-some might not have a designer on staff, others might want a specialized copywriter. It’s not necessarily a bad thing if they outsource, but ask for a sample of the designer’s work. Make sure it’s in line with your aesthetic and the message you want to get across.
  3. Where do you acquire your lists? This is a big one. Unless you’re providing a list of your own, nothing will make or break your campaign faster than list quality. If they’re purchasing a list, make sure it’s from a reputable source. Make sure you understand if you’re leasing or buying the names (in other words, can you use them again or is this a one-time deal). If they’re compiling the list from their own internal data, understand where that information is coming from, how often they update the list and what demographics and psychographics they’re screening for.
  4. How do you measure results? If they start hemming and hawing and telling you that it’s not possible to really track the return of direct mail marketing, run away. Far away. While it’s true you can’t track every last cent, you can still track any number of factors and figure out how those affect your bottom line. That might mean measuring how many people visit a landing page, send a return mailer, call a special phone number, redeem a coupon or dozens of other success metrics. If your direct mail company isn’t interested in measuring results, you shouldn’t be interested in working with them.
  5. Does it feel right? This is the question you have to ask yourself. There are many, many great direct mail companies out there. There are lots of people who are good at what they do. But it ultimately has to be a good fit for you. Make sure they have experience working in your industry, you like the style of their work, and you enjoy being around them. That’s more important than you might think.

By asking the right questions ahead of time, you can make sure you’re working with a direct mail company with your best interests at heart. We’ve love to answer any questions you may have. Get in touch.

Which is Better – Direct Mail, Teleseminars or Webinars?

With every new technology, comes groups of users who immediately want to dispense with the old. Now that webinars are becoming mainstream, I’ve had a few clients ask which is better to use in their business: old-fashioned direct mail, teleseminars or webinars?

Before I answer the question, let’s first discuss the definition of each:

Direct Mail consist of postcards, flyers, mailings done to your prospects — anything they receive in their mailbox.

Teleseminars are conference calls where you can have as few as two or as many as 2,000 (and more) people on a call at the same time. There’s a moderator who runs the call and keeps things on track.

Teleseminars are great for solo-presentations as well as interviews where one person interviews another and a live audience listens in and asks questions.

Webinars are what I like to think of as “visual teleseminars”. You are listening in on the telephone (just like a teleseminar) AND you are watching your computer screen (just like television).

The moderator in this case is taking you through a presentation — similar to a live event slide show only you’re participating from the comfort of your own home. Webinars can also be online videos or a hybrid presentation/video format.

So which is best? The teleseminar or the webinar?

The answer, as you may suspect is “it depends”.

Marketing is about building a relationship with your prospects through your unique message (or Unique Selling Proposition). Tools which set you apart and make you more *real* to your prospects must be included in your business — this is especially true for those who market themselves online or virtually.

Which builds a better connection with your audience:

1. A flyer sent in the mail?

2. A teleseminar where prospects can hear your voice?

3. A webinar where prospects can hear your voice and see you moving things around the screen?

While you may be tempted to answer “number 3″ as webinars allow you to create a connection and bring your prospects into your world, the true answer is “all three”.

A webinar REQUIRES more of a commitment from your prospect as they are agreeing to be at their computer at a certain date and time while a teleseminar REQUESTS propsects to be at a telephone knowing that most business owners send out recordings after the fact.

Given the increased commitment requirement AND the fact that people learn best through different media (reading, watching, listening), the ideal mix, regardless of your business, is to include all three methods in your marketing: direct mail, teleseminars and webinars.

Teleseminars and webinars are not only for online businesses. Brick and mortar/retail businesses who use them define themselves as being FAR AHEAD of their competition.

Knowing this, how can you incorporate teleseminars and webinars into your business?

Your Coaching Challenge

Review your marketing action plan and ensure you’ve included direct mail, teleseminars AND webinars in your lead generation activities.

My challenge is that you schedule and promote either a teleseminar or webinar for your business within the next 30 days.

3 Marketing Techniques That Can Ignite Your Sales

If you want to make more money in your business, you have to plan for success. There are a lot of techniques out there that can make you profitable, but only a handful of them will work tremendously for you. There are some marketing activities that you will want to implement in your business if you can to be ready for success.

These tips are easy to use, and you should start implementing these strategies in your business right away. It’s what I did once I discovered these techniques.

Here’s the first tip for making more money in your business:

1) Find the market first, then give the product or service

This is a marketing fundamental that a lot of business owners don’t understand. If you want to make money in your business, you have to find the market first, and then find the product. Most people who starts off marketing have a product that they want to sell, and then goes to find someone to sell them to. This is the backward way of doing things.

Instead if you have a product along your list of products that are known to sell well, put them up for display and offer a good discount for these people so that they can take advantage of it. This will inspire a “pull” vs a “push” mentality, and it can get people to view you ask an expert in your niche.

Here’s another tip for making more money in your business.

2) Develop a USP

Your “USP” stands for your “unique selling proposition”, and it answers the following questions:

“Why should I choose you, vs any other similar option that I have at my disposal?”

If you can have a great answer to this question, you’ll find yourself with a competitive edge over your competition. I would advertise this USP all over so that you can get an influx of new customers to your business. This will be your “trade secret”, and it’s something that you don’t want to give out for any or no reason at all.

The thing that makes your USP unstoppable is that nobody knows about it. Your competitors will still try to follow your USP, but you are the true originator of them all. So people will remember your USP much more before your competitors.

Your USP can be a variety of things. It can be existing customers, money back guarantee, a newly devised product, overnight shipping, and etc. This should be enough to get the mind jogging.

Here’s the last tip for making money in your business:

3) Have a high quality product

If you want your customers to keep coming back for more, you have to have a high quality product that delivers. Nothing is more frustrating than ordering a product only to have it not deliver on its promises. This is the fastest way to inspire more refunds.

These 3 tips for making money in your business are things that you should consider doing right away. They can really help to take your business to the next level.