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Common Exhibit Marketing Mistakes: Ten Tips on How to Avoid Them
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2 Step Marketing
Do it Right.
I receive postcards all the time. The other day I received a postcard trying to sell me a copy machine. It had tiny, tiny lettering slathered all over the front and a large portion of the back of the card.
It was extremely hard to read, so hard in fact that I threw it away.
Several days later I received a postcard with 32 words on it telling me that I could get complete information on unrestricted long distance telephone service for 5.5 cents a minute with no additional monthly fee by calling the 800 number on the card.
I did call. I got the information, had my questions answered and ordered my long distance service changed.
The company who offered me the long distance service was using a time tested 2 step selling process:
Step 1. Generate a lead - Get me to call their 800 number.
Step 2. Provide the requested information - Provided to me on the phone by one of their sales representatives, who was able to answer my questions and make me feel confident that I could save quite a bit of money on my long distance bill and that the service would be as good or better.
What's So Good About 2 Steps?
It is much easier to create interest (a lead) than it is to get a person through an entire buying process (a sale).
You aren't getting the prospect or existing customer to part with any money just yet.
You can use postcards to inexpensively promote to your target prospects and customers and generate leads (inquiries about your products and services) to then be followed up on and converted to sales.
This 2 step process also helps you to create a list of people who were interested enough in what you offered to contact you. You can then recontact the one's who you didn't complete a sale with when they first inquired, preferably until they do buy from you.
IMPORTANT: Be sure to get the information you will need to recontact the people who responded to your postcard offering. Repetitive follow-ups with the people who contacted you will result in increased sales. Make it a company policy to follow up with those people who
contacted you about your products and services.
The Most Effective Use of Postcards:
The purpose of your postcard's message is to generate a sufficient level of interest in the mind of your prospect to get him/her to contact you to ask you about your offer. You are generating interest, not collecting their money (not yet anyway). That is what the 2 step marketing process is about. Generating interested prospects and customers who contact you for more information.
Your message needs 3 parts to be most effective:
1. A clear statement of the biggest benefit of your product or service (in the long distance example, it was cost savings).
2. A good reason for them to contact you NOW.
3. A simple, easy way for them to respond (an 800 number for example).
Your message should be short and to the point. Short messages on postcards produce more leads than long ones.
For example:
Call 800-555-1212 for Your Copy of Our Free Report:
What 99% of Business Owners Don't Know and Will Never Find Out About Using Postcards to Explode Their Profits
Offer ends 5-5-01 (Print a date 3 weeks from your mailing date to create some urgency)
Lots of people will respond to find out what they might not know. Don't forget, they responded, which is proof they have at least some interest in the information you have created a curiosity about.
This method works and is sure to produce a large number of inquiries if sent to your proper market.
This 2 Step Marketing Process Works.
Use the tips you have read here to create your next postcard's message and see what happens.
You will generate a bunch of leads from people who are truly interested in your products and services.
About the Author
Joy Gendusa founded PostcardMania in 1998, her only assets a computer and a phone. By 2004 the company did $9 million in sales and employed over 60 people. She attributes her explosive growth to her ability to choose incredible staff and her innate marketing savvy. For more free marketing advice, visit her website at http://www.postcardmania.com
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KnowThis: For Marketing, Market Research, Internet Marketing ... |
KnowThis.com offers a wealth of information, forums, and resources for professionals, academics and students in traditional and internet marketing, ... |
www.knowthis.com |
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Marketing - Wikipedia, the free encyclopedia |
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en.wikipedia.org |
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Marketing - Marketing Strategy - Marketing Plan - Marketing ... |
Learn about marketing careers, the stages of developing a marketing plan, how to begin marketing research, create a marketing strategy, and how to market ... |
marketing.about.com |
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Marketing.org - Home of the Business Marketing Association |
Serves the professional, educational and career development needs of business-to-business marketers. |
www.marketing.org |
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Welcome - American Marketing Association - www.marketingpower.com |
Dedicated to serving the educational and professional needs of marketing executives. |
www.marketingpower.com |
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Advertising, Marketing, Media and PR News - Brand Republic |
Find the latest Advertising, Marketing, Media and PR news from Brand Republic, the online resource for up to the minute advertising and marketing news and ... |
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Marketing Magazine - Marketing News - Brand Republic |
Marketing Magazine - Marketing News - Brand Republic. |
www.brandrepublic.com |
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Offers a Canadian source of news and articles on marketing, advertising and media. |
www.marketingmag.ca |
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BidVertiser - Pay Per Click Advertising On Sites Of Your Choice. |
Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers. |
www.bidvertiser.com |
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Online Behavioral Contextual Advertising and Marketing. |
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV. |
www.clicksor.com |
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Sales Jobs / Marketing Jobs / Advertising Jobs - MarketingJobs.com |
Employment site for marketing and sales professionals. |
www.marketingjobs.com |
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The Chartered Institute of Marketing |
The Chartered Institute of Marketing is the world's largest international marketing professional body and helps with career support and information ... |
www.cim.co.uk |
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Marketing: See what people are saying right now on Technorati |
See all blog posts tagged with marketing on Technorati. |
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Marketing Profs - Marketing Concepts and Strategies: Expert ... |
Marketing knowhow from professionals. Newsletter, articles and how-to's. |
www.marketingprofs.com |
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Guerrilla Marketing Online - The Official Site |
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds. |
www.gmarketing.com |
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Business Marketing - Small Business Marketing |
Business marketing - Read everything your need to know about small business marketing. |
www.entrepreneur.com |
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All About Marketing |
Adapted from Field Guide to Nonprofit Program Design, Marketing and Evaluation ... Inbound Marketing Includes Market Research to Find Out: ... |
www.managementhelp.org |
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Pages tagged with "marketing" on del.icio.us |
USA Network Announces a NASHVILLE STAR Marketing Partnership With ... - Yahoo! ... Direct Marketing Association: Telephone, Mail & Internet Marketing ... |
del.icio.us |
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ClickZ Internet Marketing Solutions for Marketers |
Includes columns with commentary and analysis on a wide variety of internet marketing subjects ranging from B2B marketing to search engine marketing. |
www.clickz.com |
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Direct Marketing Association: Telephone, Mail & Internet Marketing |
Trade association for users and suppliers in the direct, database and interactive marketing fields, offering seminars and resources, and lobbying for ... |
www.the-dma.org |
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