Some marketing experts recommend that in creating a direct mail program, you should devote half your time to creating the reply form. Most clients are surprised, if not shocked, when they hear this very revealing rule. The rule is revealing because it suggests that most marketers spend too much effort on the sale and too little on the “buy.”
Think how often you have been virtually sold on something, but chose not to make the purchase because it was too hard to buy. The salesperson offered all sorts of options, for example, or made you worry about the value of an extended warranty. Perhaps they offered more complicated financing packages than you could intelligently choose among. The product was too hard to buy. Now, think of your opposite experiences. Something appealed to you a little, not necessarily a lot and the ease with which you could order, pay for, and receive the product ultimately led you to make the purchase.
Good marketing must focus on the buy. How clear is your offer? Can the prospects sample the service, thereby reducing their risk? How clear is the price? How easy is it to buy?
Save your customers some hassle and make your product easy to buy.
We’re trying to come up with a title of our e-newsletter. Some ideas – “Tip of the Week,” “Paragon Insider,” “Marketing Solutions.” As you can imagine, there are tons of ways you could combine compelling and logical words to come up with a catchy title, but we want the title to convey what it is. It won’t necessarily be about marketing every week. It won’t necessarily be about any one specific topic every week. Looking for a general description, but one that conveys the content nicely. We plan to launch next week. Excited! It’s just one more thing Paragon Press Shreveport is doing in an effort to become great modern/inbound marketers! And generate qualified leads that turn into profitable sales!
Al Ries and Jack Trout said it best in their book Bottom-Up Marketing: “Managers who plan from the top down are trying to force things to happen. Managers who plan from the bottom up are trying to find things to exploit. Top-down managers chase existing markets. Bottom-up managers look for new opportunities. Top-down managers are internally oriented. Bottom-up managers are externally oriented. Top-down managers believe in long-term success and short-term losses. Bottom-up managers believe in short-term success and long-term success.” Which one are you and why?