Arizona Marketing Association
Marketing Basics
What is Direct Response Marketing?
You know the Commandants of Direct Response Marketing, Right?
1.There shalt always be an offer. 2.There shalt be a reason to respond now. 3.There shalt be clear instructions.
4. There shalt be tracking and measurement. 5. There shalt be follow up. 6. Results, Rule!
Target Marketing
Types of Target Marketing Geographic Demographic Geographic and Demographic Affinity Target Marketing Past and Present Customers
You want to know: • Where they live. • How they live. • How much money do they make / have.
• What they do on weekends. • What kinds of products do they buy. • How many kids. • What they eat for breakfast.
Lead Magnets
For Info Marketers • Book • DVD • Full information package • Video they can see online • Something they can download online
For Physical Products • Free sample • 2 for 1 • Buy one, 2 nd at 50% off • Free Gift “You Gotta Sell the Magnet”
Choosing the Media There’s no good or bad media, its all situational. You must do the math.
Do you know your: Cost per lead Conversion Rate Avg initial sale Avg 1 year sale Avg lifetime customer value
What’s the reach of your media? Do the math for all media being considered.
• Keep in mind it may be more effective going negative on the first sale over a less expensive media. That’s where your first year and life time knowledge is used.
• ir·re·sist·i·ble • ˌ i(r) rəˈzistəb(ə)l/ • adjective Keys to Creating the Irresistible Offer ir·re·sist·i·ble adjective too attractive and tempting to be resisted. Synonyms Enticing, alluring, seductive, enchanting, magnetic
An irresistible offer has a: • Value build. • Presentation of price – if we’re going to ask people to give us money for it.
• Deadline or other urgency because it has to go away. • Clear call to action and response instructions. Can add gift with purchase.
Does anyone know the INTRAV story?
The offer needs to be as big as we can build the value and still be able to afford making the offer.
Don’t Promote Your Brand- Promote Your Offer!
As you describe your offer focus 90% on the outcome that people will experience when they work with you. TRANSFORMATION!
Name Your Offer
First: Pick a Descriptive Adjective Ultimate Rapid Fire Step by Step Sure Fire Jumbo Proven Or ??????
Second: Identify the Key Problem Back Pain – Walk Pain Free Slice – Hit it in Fairway Thinning Hair – Restoration Belly Fat – Score Again?
Pick the Noun That Describes the Offer
Tool Kit Formula Machine System Process Package Bundle Resource Secret
Name Examples • Proven Back Pain Formula • Sure-Fire "Hit It Long and Straight" Toolkit • Ultimate Kitchen Remodel Package • Irresistible Romance Resuscitation Offer • Advanced Retirement Acceleration Program • Forbidden Hair Recovery Formula
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