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Added for You - Two Step Marketing - An Old Idea Come Full Circle
Marketing is a multi-faceted process that can take you from where you are now to where you want to go. Let’s take a good look at what should be included in your “marketing plan,” but not necessarily in the order shown.Design a dynamite brochure that stresses the benefits to your customers and potential customers of your service and products. Very few people – except maybe your competitors – are interested in what you market as much as they are in how what you market will benefit them or further their goals. Take a look at your brochure.SIX THINGS TO CONSIDER:1. Does it convey that message? 2. Is it eye appealing?
So it goes without saying, this current evolution of the two-step classified ad, coupled with modern methods of instant information delivery, has forged one of the most powerful marketing strategies available to today's direct sellers.
Still, to achieve maximum effectiveness with two-step marketing, there are a few rules to be observed.
Rule 1 - Don't Try to Sell From a Small Ad
Once again, a two-step advertisement has one purpose only - to create int
Tip #1 Keep Choices To A MinimumMaking their purchasing easy helps maintain customer loyalty. Do not give your customer too much choice of products.When a customer is trying to make a purchasing decision they do not want to have too many confusing decisions to make. If they are not certain then they will want to go away and think about it and then you lose a possible sale.Remember this tip when displaying your products and when selling face to face.....keep choices to a minimum.....preferably just two, yes they want to make the purchase or no they don't.One method of reducing the choices follows in Tip #2<
Using a two-step approach toward market contact, employing small classified advertisements as the vehicle, they learned to validate prospect interest at the front end, increase bottom line profit, and cut cost of sale to the bone by eliminating cold broadcast mailings and other fruitless marketing actions.
To this day, one can scan magazines, tabloids, and even local newpapers to see countless offers that are still being promoted with small two-step ads. Many of those tiny ads have been running without stop for years on end, while the foundation of the entire system lies with the ad itself.
A great two-step ad is carefully worded, with only two reasons to exist:
- to create interest or curiosity in the reader
- to prompt her toward taking an action.
That is the essence of step one in a two-step mail order promotion. The reader was typically promised "further details" or a "free report" in exchange for her postcard or letter sent to a designated postal address.
In his turn, the direct marketer would then exercise step two by returning an appropriate reply, again by postal mail. While it proved immensely profitable, the process was labor intensive and time consuming at its best.
Still today, even with the advent of Internet marketing technology, the underlying concept of two-step marketing has changed little. The singular difference is that the prospect is no longer required to mail a letter, or wait days or weeks to get the information she desires.
Instead, she can acquire that information immediately by sending a simple email to an autoresponder system, by visiting a website, or by calling a toll free telephone number. Her action in step one still qualifies her as a highly targeted prospect, but there is no cooling off period while waiting for the postal mail to arrive. The opportunity for further action on her part (ie. making a purchase) is presented immediately, while her interest is at peak level.
So it goes without saying, this current evolution of the two-step classified ad, coupled with modern methods of instant information delivery, has forged one of the most powerful marketing strategies available to today's direct sellers.
Still, to achieve maximum effectiveness with two-step marketing, there are a few rules to be observed.
Rule 1 - Don't Try to Sell From a Small Ad
Once again, a two-step advertisement has one purpose only - to create int
There are major differences in the approaches to selling products versus services. Customers feel differently about the nature of the two as well. Products like a new power tool, a new line of mineral makeup, or carpeting are definitely more tangible than a massage, a way of investing, or insurance policies.The following principles can be adopted in into a seller’s technique in order to approach the idea of selling services more successfully.• What are the customers looking for? By trying to understand their true needs, you will be better able to accommodate what will satisfy them. For example, a counselor would need to address w
To this day, one can scan magazines, tabloids, and even local newpapers to see countless offers that are still being promoted with small two-step ads. Many of those tiny ads have been running without stop for years on end, while the foundation of the entire system lies with the ad itself.
A great two-step ad is carefully worded, with only two reasons to exist:
- to create interest or curiosity in the reader
- to prompt her toward taking an action.
That is the essence of step one in a two-step mail order promotion. The reader was typically promised "further details" or a "free report" in exchange for her postcard or letter sent to a designated postal address.
In his turn, the direct marketer would then exercise step two by returning an appropriate reply, again by postal mail. While it proved immensely profitable, the process was labor intensive and time consuming at its best.
Still today, even with the advent of Internet marketing technology, the underlying concept of two-step marketing has changed little. The singular difference is that the prospect is no longer required to mail a letter, or wait days or weeks to get the information she desires.
Instead, she can acquire that information immediately by sending a simple email to an autoresponder system, by visiting a website, or by calling a toll free telephone number. Her action in step one still qualifies her as a highly targeted prospect, but there is no cooling off period while waiting for the postal mail to arrive. The opportunity for further action on her part (ie. making a purchase) is presented immediately, while her interest is at peak level.
So it goes without saying, this current evolution of the two-step classified ad, coupled with modern methods of instant information delivery, has forged one of the most powerful marketing strategies available to today's direct sellers.
Still, to achieve maximum effectiveness with two-step marketing, there are a few rules to be observed.
Rule 1 - Don't Try to Sell From a Small Ad
Once again, a two-step advertisement has one purpose only - to create int
Dutch Disease gets its name from an economic phenomenon seen in Holland. The discovery of natural gas reserves in Holland in the 1960s led to a slump in other sectors like manufacturing. Dutch Disease is the recession that hits other sectors when one industry dominates, or increases its exports.Causes of Dutch Disease: The major cause of the Dutch Disease was the discovery of natural gas in Holland. Dutch Disease normally leads to a country’s currency appreciating in value. Since the value of the currency rises, manufacturing sector no longer remains competitive, leading to a slump in the manufacturing sector. This results in manufacturing
In his turn, the direct marketer would then exercise step two by returning an appropriate reply, again by postal mail. While it proved immensely profitable, the process was labor intensive and time consuming at its best.
Still today, even with the advent of Internet marketing technology, the underlying concept of two-step marketing has changed little. The singular difference is that the prospect is no longer required to mail a letter, or wait days or weeks to get the information she desires.
Instead, she can acquire that information immediately by sending a simple email to an autoresponder system, by visiting a website, or by calling a toll free telephone number. Her action in step one still qualifies her as a highly targeted prospect, but there is no cooling off period while waiting for the postal mail to arrive. The opportunity for further action on her part (ie. making a purchase) is presented immediately, while her interest is at peak level.
So it goes without saying, this current evolution of the two-step classified ad, coupled with modern methods of instant information delivery, has forged one of the most powerful marketing strategies available to today's direct sellers.
Still, to achieve maximum effectiveness with two-step marketing, there are a few rules to be observed.
Rule 1 - Don't Try to Sell From a Small Ad
Once again, a two-step advertisement has one purpose only - to create int
Perhaps the most controversial of all drug screenings is the random drug test. Employers have the legal authority to request a random drug test, whether they have a reasonable suspicion or not. Many companies have implemented a policy of completely random drug testing. This practice can be likened to that of a lottery. If your name is selected then it is your turn for random drug testing; the employee may have little or no advance warning in these cases.Employers often exercise their rights to administer random drug testing as a way to determine whether or not an employee is a drug user; drug use in the workplace is often blamed for absente
Instead, she can acquire that information immediately by sending a simple email to an autoresponder system, by visiting a website, or by calling a toll free telephone number. Her action in step one still qualifies her as a highly targeted prospect, but there is no cooling off period while waiting for the postal mail to arrive. The opportunity for further action on her part (ie. making a purchase) is presented immediately, while her interest is at peak level.
So it goes without saying, this current evolution of the two-step classified ad, coupled with modern methods of instant information delivery, has forged one of the most powerful marketing strategies available to today's direct sellers.
Still, to achieve maximum effectiveness with two-step marketing, there are a few rules to be observed.
Rule 1 - Don't Try to Sell From a Small Ad
Once again, a two-step advertisement has one purpose only - to create int
Teamwork is a process that can be experienced outdoors and well as in the workplace. A lesson learned in one environment can be applied equally well in another. Teamwork: We Have Met the Enemy and They Are Us, a book by Dr. Steven Stowell and Matt Starcevich, describes actual teams that have participated in a variety of outdoor teamwork training programs. These programs have been as long as five days and as short as one. Each account has been chosen as illustrative of one of the phases all teams go through in the progression from inception of a team to fully functioning interdependence. This sampling of teams has been selected for eac
So it goes without saying, this current evolution of the two-step classified ad, coupled with modern methods of instant information delivery, has forged one of the most powerful marketing strategies available to today's direct sellers.
Still, to achieve maximum effectiveness with two-step marketing, there are a few rules to be observed.
Rule 1 - Don't Try to Sell From a Small Ad
Once again, a two-step advertisement has one purpose only - to create interest or curiosity in the reader, and prompt her to take a desired action. That action is, of course, to contact the marketer for further information. Selling is not the issue at this point.
Rule 2 - Advertise Benefits and Solutions
Many experienced two-step marketers say the product or service itself should never be directly mentioned in the text of the ad. Instead, the ad should only convey benefits the reader can gain, or possibly a solution to a defined problem.
Rule 3 - Convenient Contact
Make it as easy as possible for the reader/prospect to get the information she wants. It's best to include at least two contact methods within the ad text (ie. email autoresponder, website URL, toll free telephone number.)
Rule 4 - Follow Up for the Sale
Depending on the statistics one reads, as little as 20% of all sales are made on the first contact. That means as much as 80% of potential profits hang in the balance, depending on multiple follow up contacts to close sales and render a profitable campaign. Email marketing by autoresponder has infinitely streamlined the multiple follow up process, without adding any appreciable amount to cost of sale.
Rule 5 - Test Several Ads and Track the Results
Two-step ads are traditionally small, often comprised of only three to five lines of text. Since each single word should be weighed and measured for effect, it's important to develop several different ads for any promotion, and to track the results from each ad. The pulling power of one ad will frequently outweigh all others by virtue of a few simple word changes.
Rule 6 - Consistent Placement of Ads
Small classified type ads do not carry the immediate credibility of a larger display ad, a webpage, or even an email solo advertisement. A typical reader may need to see the ad more than once in the same venue, before she feels comfortable in making a response. This writer's own campaign tracking has revealed the majority of response from two-step ads often comes after the second or third ad run in any particular venue. On the other hand, one time insertions have, more often that no
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