| Let's talk about post-it notes. We'll do it real quick | | | | their hand and say, "I would like to hear some more |
| and do some basics in marketing. We previously | | | | about what you're doing or what you have to offer. |
| talked about this, but it's basic and it's important. | | | | Tell me some more." Then you go through into your |
| Direct Response Marketing | | | | sales process. |
| We're doing what's called direct response marketing. | | | | The post-it notes do exactly that. It will give them a |
| That means we are putting some sort of marketing | | | | couple of pieces of information, and we'll go through |
| out there and we're looking for a direct response. | | | | that tonight. It will in many cases elicit a response. |
| We're not doing what's called grandiose or image | | | | "I'm kind of interested. I've been thinking about selling |
| marketing. We are not going to put out an ad and | | | | my house. I've tried to sell it with the realtor but the |
| hoping 10 years from now the image, design, music | | | | six-month contract is just about up and nothing's |
| or whatever becomes synonymous with our | | | | happening. I would like to consider something else." |
| company. We can't afford that. We need what's | | | | You're at the right place at the right time. It elicits a |
| called direct response. | | | | response. |
| We put an ad out, and a phone call or email comes | | | | Our marketing pieces are going to have a |
| back to us. Hopefully those phone calls or emails | | | | benefits-laden headline. That never changes. It's on |
| ultimately lead to some business. That's why we do | | | | everything single thing we do. These are the same |
| direct response marketing. It's far more cost | | | | things we have gone over before. |
| effective. | | | | It's going to give a marketing message. It's going to |
| There is one-step marketing and we've talked about | | | | have an offer or offers, potentially. It's going to have |
| that. You get your entire message out in one step. | | | | a reason to respond immediately. It's going to have |
| It's great if you can do it, but for the most part it's | | | | response instructions: Please call, please email, please |
| not very cost effective. It can be very costly to get | | | | go to my website. It's going to have very specific |
| your entire message out. | | | | instructions. It's not left up to a guess. We don't |
| Two-Step Marketing | | | | allow our readers to have to do the work and try to |
| Two-step marketing is when you get out a piece of | | | | figure out what the next step response is. We tell |
| information or a couple of pieces of information, just | | | | them very clearly. |
| enough to whet their appetite that they will call you, | | | | Post-it notes meet all of the criteria. |
| email you, or go to your website and essentially raise | | | | |