Dozens of my readers are complaining to me of declining response
rates, a downturn in business, and the weak economy. "Our marketing
isn't pulling like it used to," they complain. "What can I do?" Here's
what I have found works:
1. Take massive action. Figure out what
you think you need to do to generate the level of leads and orders you
need. Then do twice that amount.
2. Don't rely on only one
promotional vehicle, like direct mail or cold calling. Do three, four,
even five things: send out mailings; advertise; regularly e-mail your
list; write an article; give a speech.
3. Make every communication
a direct marketing communication. Offer a premium with a high perceived
value. Stress your free offer in your promotion.
4. Test
different offers, ideas, copy, formats, and media to see which work
best. Roll out with those promotions that work. Scratch the others. If
they don't do well in a small test, mailing more won't help.
For more advice on marketing in a recession, see Bob Bly's book Fool-Proof Marketing, published by John Wiley & Sons.
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