Be sure you check out this link to get the June issue of your monthly 3D Mail Newsletter.

First, one step selling.  In one step selling, the only job of your ad, whether that is a sales letter, post card, website, yellow pages ad etc, is to sell your product or service.  It requires an immediate “Buy Now” reaction whether that be pick up the phone and order, visit our website and order, come in for an appointment etc.  This biggest drawback to one step selling is it only works if they want it now.  We’ll talk about some of the other elements of one step selling later in the week.

With lead generation, you’re able to grad the attention of the prospect if they’re ready to buy (usually less than 20% of all who are even interested), or even if they’re luke-warm or just slightly interested in your product or service. 

With lead generation, all you’re doing is getting your prospect to raise their hand, and say, “Yeah, I might bet interested in what you’re offering.”  Then you’re able to put them in your marketing funnel (a whole other topic for another day).

Most advertising and marketing you see on a daily basis is what we call one-step marketing.  In fact, most of the “institutional” and “Madison Avenue” marketing you see is one-step.  Its only job is to get a sale right then and there. 

There are certainly some drawbacks to this.  First, you’ve got to be there at the exact right moment, when your prospect is hot and bothered about what it is that you sell.  It needs to be perfect timing.  Research has shown that only about 20% of the people who are even interested in your business, are ready to “Buy Now!”

Further, your time or length of your message is severely limited by most one-step sale strategies.  How much can you possibly say in a 30 second TV or radio spot, a yellow pages ad (even in a full page ad), a billboard, a simple postcard?  Can you really sell your product in that limited amount of space?  If so, you’re probably in a highly commoditized business.  To that I say “GET OUT, AND GET OUT QUICKLY!”

Next week we’ll talk about business you’re really in.  I know some of you may think you know the answer to this, but my answer may surprise you.  Until then keep on marketing.

Marketing Tip Readers Only Special

Looking for a way for your direct mail to stand out, but don’t want to spend a fortune on postage?  Then the 3-HIT postage saver options are for you!  I know the important ace of trying to keep marketing costs down so I’ve put together 2 postage saving bundles that will boost your sales, but not cost you an arm and a leg in postage.

All six items in the bundles add no postage increase (foreign banknote, express envelope, and million dollar bill), or very little (add $0.20 for worry doll, round TUIT and aspirin tablets).  From now until June 30 both postage savings bundles are 15 % 0ff!

See postage saving bundle #1 here.

See postage saving bundle #2 here.

Here’s Bundle #1

 

Here’s Bundle #2