You don't have to lie to break a trust with customers and prospects. You can do that in much more subtle ways. Read more...

You don't have to lie to break a trust with customers and prospects. You can do that in much more subtle ways. Read more...

Process marketing is an action plan where every communication moves the recipient along the continuum from suspect to prospect to willing buyer. Each explains your value, illustrating and demonstrating the benefits of what you offer. This ongoing communication also cements your credibility and stability as a business. Here's the process and the results.
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An advertisement that simply gives you a presence is not going to work for you. It costs the same to run an advertisement that generates 5 leads a month as one that generates 50. So the key is careful planning and an innovative approach to your advertising.
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Traditional and entrepreneurial marketers are at different ends of the marketing spectrum. Here are the characteristics of each so you can figure out where on the continuum you belong.
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The direct approach that seeks a big sale from a prospect in the first contact is more than likely doomed to fail. Moreover, it will probably build a psychological wall between you and your prospect. Instead, try a little tenderness by offering some kind of assistance and asking for some small commitment.
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January 2004 – The 7 Myths of Direct Mail

Every business or industry has more than its fair share of myths packaged as conventional wisdom. If allowed to govern your actions these myths can booby trap the unwary and often spell the difference between a successful marketing campaign and a dismal failure.
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It's not a matter of figuring out a formula based on a fraction of the value derived from first-time sales from new customers. What you could and should spend on marketing is a lot more than what you might think. The experience of a computer products firm illustrates this.
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There are just four strategies to undertake to build your business. But a few simple tactics associated with each strategy can revolutionize your direct marketing and increase sales when executed effectively.

Most direct marketers, being the creative people they are, are continually looking for the great new idea. Very often they discard ideas they see as having been tried before, simply because they have been tried before. Most often what we see are new versions of tried and true techniques. My goal here is to encourage you to step back and consider some basic truths of our craft and use that knowledge to be more strategic in your direct marketing.
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