Bulk Email marketing - the secret weapon in the competition!

People do not read advertisements as such. They read what interests them, but sometimes those turn out, and advertisements (G. Gossid). This means that the customers are satisfied with the work of the competitors are rarely looking for new suppliers and do not read your advertisements or in the newspapers, nor in the references ...

Therefore, to sell something through traditional advertising media such buyers will be very difficult. Even if your product is better and three times cheaper ...

Using the tools bulk email marketing software can be as soon as possible to come up with a unique proposal for the right buyers, and not noticeable to the competitors.  And while they will only try to understand what is happening, the leading position is already behind you.

Letter and telephone can apply individually to each (!) The buyer did not even read newspapers or watch TV. As practice shows - 75% of recipients view your messages. In addition to this letter gives you many benefits:

1. 1. Quality before quantity. A letter allows you to minimize losses resulting from the sparseness of advertising in the media. Clear addressing dramatically lowers the cost of advertising exposure.

2. 2. Best alternative to traditional advertising media. Most of the advertising media - press, radio, TV, outdoor advertising - are not only expensive, but little informative. The letter - the most informative advertising medium: with it you can, using logical arguments and details to convince people of the correctness of a decision. Moreover, in a letter no advertising competitors ...

3. 3. Everybody's accurate analysis of effectiveness. To analyze the effectiveness of advertising campaigns in the media are often not easy, moreover, the analysis does not always correspond to reality. The simplest and most reliable in measuring the effectiveness of a direct-mail (mailing address). It is possible to get 100% accurate analysis of effectiveness.

4. 4. Ability testing. Before you send your advertising message to all potential buyers, you can send them to a small group testing. Monitoring the success of various options for testing will allow you to gradually pick up the appropriate means of advertising or the ideal target group.

Before you write a letter

Promotional letter - a really powerful advertising tool in the competition. But it is important to understand that he's only carrier of information and of itself does not sell ... And the recipients of the letter is nothing you can not buy, if your offer is of no interest, even if it is printed on the most expensive paper in the most high-quality printing ...

So before you write a letter to find all of your competitive advantage. Think, would you change your acquaintance at exactly the same, but a stranger? Probably not.

Only in the case of the best (!) Proposal, recipients of your letters will pay attention to you. To identify the competitive advantages of your products or services, do the following:

1. 1. Identify the most important parameters of goods / services for customers. In some cases, you will find something that is important for one group of customers who are not so important to another. In this case, define the importance of the parameters of the products for each group of customers.

2. 2. Compare the relevant parameters of the products of competitors

3. 3. Identify your key strengths and weaknesses, keeping in mind the priorities and preferences of customers.

This analysis will determine whether your product a competitive advantage, the most important for the client. The task is not to give your product in all possible parameters, but only those missing, for which the customer wishes to pay.

As an example, consider printing (A-print) and compare it with the two main competitors. Evaluate the performance will be such as five-point scale (you can compare any other way: the ten-point scale, in percents, ratios ...).

Table 1. Comparison of competitive advantage between printers

The table shows that the printer (A-Print) wins the competition by two parameters:

• high speed execution of orders (the most important parameter for the customer)
•  qualifications of staff

The data is also useful for improving one or another "weak" sites. On identifying the benefits already, you can create an offer that can attract buyers.

An important addition! Finding and identifying the benefits takes time and analytical work. Many elementary too lazy to do it. Therefore, as the benefits (so they think) lower prices. And not at the expense of improving production and cost reduction, but at the expense of profits ... So do only those who can not sell.

  The risk of price competition is that, that in the end (!) Market participants will remain with nothing. And the winners in this struggle will not be, because work in this market is simply not profitable, and to raise the prices are no longer who can not ...

Think maybe it makes sense to not be lazy and spend time searching for and identifying the benefits to earn good money in the future. If you do not know what to do, think it might be worth paying those who do the job better than you?

By the way proposed by the above analysis will identify the benefits for which the client is willing to pay. Therefore, the rest may make sense to remove, and thereby offer customers a competitive product / service at a reasonable price, without losing profits ... But before taking such steps, ask your customers whether they would buy such a product. Buyer - is the ultimate truth (Claude Hopkins). The only way you can avoid mistakes.

Create letters that sell

Continuing the example from the printers. We have identified two main advantages over its competitors, as well as the importance of various parameters for the buyer. However, the mere enumeration of the characteristics obtained in the advertisement was unlikely to convince someone ...
In order to found the benefits of interested buyers and convinced the need to translate them from the ordinary characteristics of the benefit for the customer (selling point). People do not need a product, they need solutions to their problems.   T. Levitt (T. Levitt) wrote "A quarter-million drill was sold not because people need to have quarter-inch drill, but because they needed the quarter-hole" ...

Example:

These selling points will form the basis for the letter. To obtain the maximum benefit should be all (!) Selling points of your business.  Because each individual to decide whether to be his motive. Eliminating at least one selling point, we lose part of buyers, and to do so we can not ...

The most important selling point shall be made shall be in the title, taken as a basis. The text of the remaining selling points are arranged in order of importance to the client.

The title should always be present. People read the headlines in 5 times more than the text.  A good headline should convince the reader that he will not lose its precious time in vain if you read the letter.

Besides that people do not like change, they also criticize any new information. Recipients of letters do not believe in your great advantage, if they appear in the form of platitudes such as: "quality", "fast", not "expensive" ... People do not believe such assurances as it may be written by anyone and do one.

Compare the two options (continue the example of printing):

1. 1. Intelligence.  Warranty.
2. 2. Making your orders for the night. If you do not meet the deadline, give the order for free.

Which option will you believe? Probably the second, because it makes it clear. Not one of superlatives can not be convincingly real numbers and dates. The only way you can convey to customers their arguments and convince that the cooperation with you - this is the best option.

How to get more feedback

People can be lured, but not to drive. Everything they do, they make for my own pleasure. The advertisement would be lo ¬ be far fewer mistakes if its creators did not forget about it. (Клод Хопкинс) (Claude Hopkins)

He (R. Hopkins) wrote that all people, to which you are applying - such as selfish, like you and me. They do not care a whit about your interests, your profits. They want to be by himself a favor. For each ad text is: "Buy my product!" Give me the favor! Pay me! The call is not the most attractive.

Good advertising anything of anyone is asking. It often does not specify a price, says nothing about the places of sale. She represents a favor.She said the necessary information. She lists winning hand goods. She offers samples, discounts, free opportunity to try the product and then return or pay for, so as to negate any risk to the buyer.

Encourage potential clients to make the first step - is not difficult. Ask him to send the attached letter to the order form (feedback form). Letters to the distinct forms of feedback produce 5 times more feedback than without them ...

For the scope of B2B marketing, the most effective forms of feedback are the order form by fax.

Consider this in our example. In the letter, we reveal the advantages of working with printers, and offer to make the first easy step to cooperation.

Example 1: "As a token of our friendship, give you a certificate for 10% discount on any service our company. Please fill out and fax the attached order form "

Example 2: "You can see the speed and high quality of our printing, ordering a free set of business cards. Please fill out and fax the attached order form.

Perhaps some of you, dear readers, it seems too high a price. But before you think so, count how much money you gain from each buyer, say within a year?

Deems it in our example. Customers printing - a company that regularly buy print products and bring in good income during the year. Suppose that in a normal average customer brings $ 100 income per month. За год эта цифра возрастает до 1200$. For the year, this figure increases to $ 1200. Is the price $ 10 (cost of business cards, discount) is great for attracting new customers?

Naturally, in practice, the ultimate cost of attracting new customers will be higher. Heed the order of 5% of the entire distribution. Although in our practice, there were several cases when the number of responses reached 15-20%. Some people who have sent the application would be "free riders" and neither of which do not buy. Therefore, all costs are distributed on the real buyers. But in the end - is a small fee, compared with earned income. Kossman wrote about bulk email marketing: "I do not know any other business that would require so little investment and promised to such huge profits."

The effectiveness of direct marketing campaign depends on your offer of only 40%. On how the proposal set out to go to 20% of success. The most important aspect for the success of the campaign will be to whom you're sending the letter. It is considered that depends on 40%, but if you send a well-written letters to the wrong people, I think the results will be zero ...

If you select the right target audience then the results can be increased several times. How to find the group of people who will actively respond to your letter? This is simple. Look at their regular customers. Highlight one of those about whom you say: "I have such a dozen of the other and you can enjoy life." Locate the common characteristics of these clients, there you have a portrait of a buyer ...

Send a letter to them in the first place and success will not take long.

PS Technologies Direct Marketing gives you a powerful weapon in the competition. With it, you'll be able to attract new customers, expand their business and make high profits ...

Only if you first ...