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Direct Mail Campaigns Versus Relationship MarketingTip! Be relevant: Direct marketing efforts should offer something your clients might want to buy. Direct mail campaigns are the first marketing strategy most new Network Consultants think of. Unfortunately, direct mail campaigns are not always the most efficient or cost effective means of advertising; especially when you are first starting out. Direct Mail Campaign Comparison To launch a direct mail campaign you typically use postcards. Think about how many postcards you would have to mail out to get 100 people's attention for a few minutes. Now think about how easy it is to get 100 people's ears for a few minutes if you are on a panel for a Chamber of Commerce event and there are 100 people in the audience. Direct mail campaigns pale in comparison.
Suppose you run a direct mail campaign with a 1% response rate (which is very high unless you have an awesome bribe attached or an ace advertising copywriter). If you mail 10,000 postcards and you have to buy an expensive list of names it will cost you a minimum of $5000. This $5000 investment in your direct mail campaign would get you 100 leads. Of those leads perhaps another 1-2% will convert to clients. If you built a relationship with 1% of the people your direct mail campaign would have reached, your conversion rate would be much higher and you would not have had to part with $5000. Tip! Follow up: If you don't follow up, the results of your direct marketing efforts could crash to a halt. Initiate a conversation with people on your list. With direct mail campaigns you are a stranger - you might be a stranger with a good sounding deal but there is no trust. You are also an intrusion. With relationship marketing you achieve the opposite effects and as a result, much better outcomes. The Bottom Line on Direct Mail Campaigns Although direct mail campaigns are the things that new network consultants turn to for advertising they are not the best choice. Direct mail campaigns are impersonal, expensive, and ineffective when compared to relationship marketing. Spend your time building relationships rather than stamping postcards - the personal touch is what will win you the business. Copyright MMI-MMVI, Computer Consulting 101. All Worldwide Rights Reserved. {Attention Publishers: Live hyperlink in author resource box required for copyright compliance} Joshua Feinberg, co-founder of Computer Consulting 101, helps computer consulting business owners get more steady, high-paying clients. Learn how you can too. Sign-up now for your free access to field-tested, proven computer consulting secrets at Computer Consulting 101. Tip! The Message – This component of direct marketing is what you are saying to your market; to your audience; to your list. This is also where you develop and communicate the offer that you are seeking a response to. |
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