| |
| |
|
Marketing Information |
|
|
|
10 Important Steps to Mail Order Success
There are a number of difficulties a beginning entrepreneur may encounter that can "torpedo" his business almost before he knows it. But the wise mail order dealer can sidestep some of the pitfalls of operating his own business by recognizing and avoiding the following common mistakes. 1. Figuring that the one "How-To" book, booklet, or report that you read about starting a mail order business told you everything you need to know. You never really stop learning about this business as long as you're in it, and you need to continually seek out new information and advice from those more experienced than you. 2. Planning your entire business around only one product or service. It is best to have several different items to promote; give your customers a choice. And always have something to follow-up an order or inquiry with. It costs too much to obtain the names and addresses of potential customers to simply try to sell them one item, one time. 3. Spending too much of your advertising money on only one or two untested ads in only one or two untested publications. Start smart... test your ads (2 to 3 concurrent insertions) in a variety of publications that are likely candidates for the product or service you are selling. This means studying many different magazines, newspapers, adsheets, and so on to determine where your ad will best fit in and has the best chance of being seen by readers who will be interested in what you are offering. 4. Believing that your advertising only 3 or 4 times will be enough to establish your business and earn your fortune. There is one theory that states that people need to see your ad a minimum of 3 times before it makes an impression on them. Another theory states they must see it 7 times! 5. Failing to adequately "key" your ads so you know which ads in which publications are pulling inquiries or orders for you. Without this knowledge, you'll continue to throw your money away by advertising in totally unsuitable and unresponsive publications. 6. Trying to sell a $10 or more item in a small space or classified ad. Not enough information comes across in a small advertisement; people won't part with this kind of money on the basis of your 40 to 50 words. It is best to ask for inquiries and offer free information. Once you have the customer's name and address, use your full size circulars, brochures, and sales letters to convince your customer of the benefits you are offering. 7. Not keeping adequate records on the customers who do respond to your ads. These people have demonstrated their interest and faith in your company and your product. If they have bought from you once, they may very well buy from you again. Keep track of their names, addresses, date of sale or inquiry, what ad(s) they responded to, item(s) bought from you and amount paid, and then mail your promotional pieces to them periodically. Your customer list can be one of your most valuable business tools. 8. Not using proper postage on your mailing pieces. You should weigh everything you're mailing first class (an inexpensive postage scale cost about $6.00), and then affix the correct stamps. Most people overestimate how heavy their mailing piece is and put two first class stamps on an envelope that only weights one ounce. Wasteful habits at such a basic level in mail order can be the start of financial ruin. 9. Thinking that how your mailing piece looks doesn't matter, it's the content that counts. The content of any circular, program, report, booklet, etc., is of course important, but a poorly laid-out job, badly copied piece which is barely readable does a poor sales job, no matter what it says. The "look" you are presenting matters more than you may realize. 10. Believing that once you have your customer's money, you have done your job. Always respond quickly. Mail out the order or requested information within 48 hours. Take care of any problems or complaints immediately; refund their money if they are dissatisfied with their purchase. Always give your customer more than he expects, and he'll want to do business with you again in the future. Copyright 2004 by DeAnna Spencer Note to editors: This article may be redistributed freely on the Internet as long as the resource box remains intact.
MORE RESOURCES:
Marketing - Google News |
|
|
|
RELATED ARTICLES
Recipe for Success Special event and a special recipe- hand it out on a business card.I have seen many real estate people, give out recipes with their newsletter. Successful Marketing Through Seminars One of the best ways for potential clients to find out about you and your company is through public speaking. Free seminars attract potential clients. Marketing Hat for Graphic Designers or Wannabe's Many people think that the quality of any graphic design is determined by how aesthetically pleasing it is: Although making the card look good is important, this couldn't be further from the truth. The only true measure of any design, at least commercially, is "How well does it pull?". How to Put Law & Order into Marketing Your Legal Practice First in a series of three articlesRegardless of your law firm's focus - criminal, civil, corporate, family, business, etc. - the greatest challenge most small to mid-size firms face is the lack of a strategic and disciplined approach to business development. Break Even On Your Next Direct Mail Campaign...And Still Generate Huge Profits With direct mail, you can break even and still claim success. The reason for this can be understood only when determining the lifetime value of each customer brought in and the likelihood of those customers responding to subsequent offers. The Forgotten Market There are a great many online business people who are forgetting the potential that this particular forgotten market can be providing them. The forgotten market I am referring to is the off-line market and as for the potential, it could prove to be quite profitable for you. What Does It REALLY Take to Be Making 6-Figures as a Service Professional? Over the past 30 years, I've read so much on how to makemoney that I know I can write a series of books on thetopic, books that would cut through the junk and you don'thave to buy 101 things for each area. Most of the information repeats itself -- same author,different title and packaging or different author repeatingsomeone else's list. Two Methods of Marketing Using Joint Ventures Whether you're a contractor a local merchant with 150 employees, whichever, however or whatever, you've got to know how to keep your business alive during rough economic times. Anytime the cash flow in a business, large or small, starts to tighten up, the money management of that business has to be run as a "tight ship. A Look at Brochure Printing Services A brochure can be a wonderful promotional tool for a wide range of professionals, but getting them set up can be daunting. There are many brochure-printing services available that cater to both the amateur and professional. Marketing Flat? Is It Your Plan or Your Vision? 60+ hour workweeks, cash flows that constantly keep you up at night, stress and more stress again. Payroll due in two days (where the heck is that going to come from?) Does this sound like your business? Is your business a job with the most fickle, disloyal boss of all. Marketing Yourself and Your Business to Thriving! We all watch the commercials on TV. We hear them on the radio. The Top Ten Ways to Get Beyond Networking And Generate Cash-Building Exposure Gain the exposure you need to succeed with these ten tips:1. Present yourself as a specialist and/or an authority in your field. Color Part 1: Accuracy Color is one of the most difficult parts of a design to show accurately to a client.Color perception can be affected by many factors, including:Human perception:The way each person sees color can vary, depending on the structure of the individual's eye. The Greatest Business Tips are FREE The best way for someone to hang on to a tip is on a business card.Do you remember seeing the TV commercials of OSH Hardware stores, the ones where they give out time saving tips on things like squeaky floors and a host of other common household problems? The tips are well received and they are getting their name associated with "the answers are out there". Cave Paintings, Baseball and Connecting There's no such thing as a captive audience--any of us can tune out at will. It may surprise you, then, to know that keeping people's attention in this high-tech age takes the same know-how we had in neolithic days. Digital Printing vs. Press Printing - A Comparison Guide When it comes time to print your brand identity materials, there's one overarching question for you to consider - whether to print the resulting materials on a digital printer or traditional press. There are many differences between the two processes, some of which are outlined below. Powerhouse Marketing With Persuasive Postcards The lowly postcard?it's more than just a "having fun, wish you were here" delivery system. This tiny billboard is actually a powerhouse of a marketing tool with almost unlimited uses. Make Your Marketing Solve a Problem You may be engaged in a marketing activities that are working against you. Or, at the very least, are making sales more difficult. Testimonials - FREE Quality Advertising FOR YOU! Every business person who has any kind of product or service, and the merest beginning of marketing sense, invites TESTIMONIALS. These might be called "reviews" or "peer reviews" or "customer comments" but they are all testimonials - a third party endorsement as to the merits of a product which helps another potential customer decide whether they wish to engage with this product or service. Customer Lifetime Value - The Key To Maximizing Your Profits! The greatest asset to your business is your Customer, specifically, your Customer Lifetime Value.In my many years in Sales and Marketing, I've met many CEOs and business owners who don't have much clue as to what Customer Lifetime Value is, much less its importance and the impact it has on their bottomline.
|
| home | site map |
| © 2006 |
