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Keys to Direct Marketing Strategy (Part 3 of 3)

Wednesday, October 19, 2022

Keys to Direct Marketing Strategy (Part 3 of 3)

Clinging to the way we've always done things would have us lighting our offices and stores with bigger candles and outside pooper scooping up after our customers' horses in the street, while at home, our wives stand ankle deep in the creek drying our clothes on rocks.

Our last two days have been focused on the foundations and keys to direct marketing. If you missed them, you’ll definitely want to review them before picking up here.

Because today, we’re going to explore a quick way to automate your direct marketing, then close this 3-Part email with the keys to correctly implementing these steps into your direct marketing campaigns.

Years ago, many companies discovered that the use of a free recorded message, in answer to a phone number in their lead generation advertising, other advertising and in sales letters and otherwise, significantly increased response.

While that may be difficult to understand today, with all these automated calls about your “car’s expiring insurance”, people were more willing to call if they knew upfront that they would be calling directly to a voice message, instead of a live person who tried to sell them something.

And the free recorded message is often used in advertising offering a lead generation magnet.

This totally automates the process for you. Prospects call, listen to the message, then leave their names and address when prompted. Zero manual labor on your part or your staff's part.

Russell Brunson, who was once a student in my programs, took this idea and implemented it online, letting customers add their name, email, phone number or more to a digital optin page, automating this process even further.

With all of the ways you can implement these strategies, I'm sure that you're beginning to get the big idea here that direct marketing can dramatically change, even transform the way that you acquire your customers or clients.

Hopefully you've already gotten some useful tips, but before we conclude our session, I want to talk to you about the big overriding, giant objective here that goes beyond one or two specific techniques.

When you ask most business people what they do, they answer in a very telling, limited way. A fellow who owns a jewelry store will say that he's a jeweler. Even someone who owns a chain of jewelry stores might describe himself as a jeweler, or at least, “I own jewelry stores.” A chiropractor would say, “I'm a chiropractor,” and so on.

The first thing that's worth altering about this, purely from a marketing standpoint, takes us back to the issues of the marketing message and the unique selling proposition in yesterday’s email.

Think about this, will the way you describe what you do cause a crowd to gather at a cocktail party, everybody eager to ask questions and hear more? If not, then you have an interesting creative task ahead of you to redefine what it is that you do so that the description itself is magnetic.

For example, I never said that I am a marketing consultant or a copywriter or a speaker. I would say, “I devise marketing strategies and systems that cut out all the waste and fat out of advertising and make salespeople a thousand percent more productive.”

So a chiropractor might say, “I help people eliminate back pain, neck pain, chronic headaches, or stress related pain, often instantly and quickly, and develop personal health regimens for greater energy and longer life.”

But although this is important, it is here a distraction.

The other bigger idea about the way business people describe themselves and what they do and perceive what they do is what I call the paradigm shift that makes all the difference in the world.

Instead of being a jeweler or the owner of jewelry stores, this person must become a marketer of jewelry. The carpet cleaner becomes a marketer of carpet cleaning services. The manufacturer of electrical components becomes a marketer of manufactured electrical parts.

This shift in thinking in orientation in who you are refocuses you on the single most important and most financially rewarding aspect of business marketing - the money is in marketing the thing, NOT in doing the thing.

If you wanna become a money player, you'll make this shift.

There are actually several big shifts in orientations to be made here for the sales professional.

It is to vehemently and totally reject everything you've been taught or forced to do in cold prospecting (or manual labor intensive prospecting). You must reject this old, old way of obtaining prospects or appointments with decision makers.

You must embrace positioning instead of prospecting and set up Magnetic Marketing systems congruent with your positioning so that your targeted ideal prospects call you and request your assistance.

On the one hand, this is insurance against burnout. On the other, it is the fastest path to the very highest earnings in your field for the business owner. It is the shift from doing what you do or making what you make to marketing what you do or make.

And then, once the commitment is secure, to being very tough about only direct response advertising and direct response marketing.

As you can see, you are going to be challenged as you proceed here to make very fundamental changes in the way you view yourself and your business activities, the way you invest your advertising and marketing dollars, the value you place on your own time.

So a warning as you follow my work and materials: Be careful not to give in too easily to the past, to preconceived limits, to instant ‘Not for me’ responses. It's natural to be in the instant reject mode, natural, but spectacularly unproductive.

Clinging to the way we've always done things would have us lighting our offices and stores with bigger candles and outside pooper scooping up after our customers' horses in the street, while at home, our wives stand ankle deep in the creek drying our clothes on rocks.

This is a fantastic opportunity to give yourself the ultimate competitive edge of going completely outside the box and bringing back genuinely innovative yet proven strategies.

Don't squander it.

Our last two days have been focused on the foundations and keys to direct marketing. If you missed them, you’ll definitely want to review them before picking up here.

Because today, we’re going to explore a quick way to automate your direct marketing, then close this 3-Part email with the keys to correctly implementing these steps into your direct marketing campaigns.

Years ago, many companies discovered that the use of a free recorded message, in answer to a phone number in their lead generation advertising, other advertising and in sales letters and otherwise, significantly increased response.

While that may be difficult to understand today, with all these automated calls about your “car’s expiring insurance”, people were more willing to call if they knew upfront that they would be calling directly to a voice message, instead of a live person who tried to sell them something.

And the free recorded message is often used in advertising offering a lead generation magnet.

This totally automates the process for you. Prospects call, listen to the message, then leave their names and address when prompted. Zero manual labor on your part or your staff's part.

Russell Brunson, who was once a student in my programs, took this idea and implemented it online, letting customers add their name, email, phone number or more to a digital optin page, automating this process even further.

With all of the ways you can implement these strategies, I'm sure that you're beginning to get the big idea here that direct marketing can dramatically change, even transform the way that you acquire your customers or clients.

Hopefully you've already gotten some useful tips, but before we conclude our session, I want to talk to you about the big overriding, giant objective here that goes beyond one or two specific techniques.

When you ask most business people what they do, they answer in a very telling, limited way. A fellow who owns a jewelry store will say that he's a jeweler. Even someone who owns a chain of jewelry stores might describe himself as a jeweler, or at least, “I own jewelry stores.” A chiropractor would say, “I'm a chiropractor,” and so on.

The first thing that's worth altering about this, purely from a marketing standpoint, takes us back to the issues of the marketing message and the unique selling proposition in yesterday’s email.

Think about this, will the way you describe what you do cause a crowd to gather at a cocktail party, everybody eager to ask questions and hear more? If not, then you have an interesting creative task ahead of you to redefine what it is that you do so that the description itself is magnetic.

For example, I never said that I am a marketing consultant or a copywriter or a speaker. I would say, “I devise marketing strategies and systems that cut out all the waste and fat out of advertising and make salespeople a thousand percent more productive.”

So a chiropractor might say, “I help people eliminate back pain, neck pain, chronic headaches, or stress related pain, often instantly and quickly, and develop personal health regimens for greater energy and longer life.”

But although this is important, it is here a distraction.

The other bigger idea about the way business people describe themselves and what they do and perceive what they do is what I call the paradigm shift that makes all the difference in the world.

Instead of being a jeweler or the owner of jewelry stores, this person must become a marketer of jewelry. The carpet cleaner becomes a marketer of carpet cleaning services. The manufacturer of electrical components becomes a marketer of manufactured electrical parts.

This shift in thinking in orientation in who you are refocuses you on the single most important and most financially rewarding aspect of business marketing - the money is in marketing the thing, NOT in doing the thing.

If you wanna become a money player, you'll make this shift.

There are actually several big shifts in orientations to be made here for the sales professional.

It is to vehemently and totally reject everything you've been taught or forced to do in cold prospecting (or manual labor intensive prospecting). You must reject this old, old way of obtaining prospects or appointments with decision makers.

You must embrace positioning instead of prospecting and set up Magnetic Marketing systems congruent with your positioning so that your targeted ideal prospects call you and request your assistance.

On the one hand, this is insurance against burnout. On the other, it is the fastest path to the very highest earnings in your field for the business owner. It is the shift from doing what you do or making what you make to marketing what you do or make.

And then, once the commitment is secure, to being very tough about only direct response advertising and direct response marketing.

As you can see, you are going to be challenged as you proceed here to make very fundamental changes in the way you view yourself and your business activities, the way you invest your advertising and marketing dollars, the value you place on your own time.

So a warning as you follow my work and materials: Be careful not to give in too easily to the past, to preconceived limits, to instant ‘Not for me’ responses. It's natural to be in the instant reject mode, natural, but spectacularly unproductive.

Clinging to the way we've always done things would have us lighting our offices and stores with bigger candles and outside pooper scooping up after our customers' horses in the street, while at home, our wives stand ankle deep in the creek drying our clothes on rocks.

This is a fantastic opportunity to give yourself the ultimate competitive edge of going completely outside the box and bringing back genuinely innovative yet proven strategies.

Don't squander it.

That wraps up Part 3 of this email series. More insights are on their way, but I hope you won't stop here. My hope is that you'll move on to using the magnetic marketing system with our full introductory training included in our ‘MIFGE’ training and monthly newsletters.

If you’re already a NO B.S Letter subscriber, then this training is available to you right now for FREE inside your member portal.

If you’re not a member of the NO B.S. Letter yet, you can subscribe here (and I’ll give you over $19,997 Of Pure Money Making Information for FREE).

Join The NO B.S. Letter Today (And Get The ‘Most Incredible Free Gift Ever’

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