Direct Marketing Tactics for Local Business
I am a big fan of Dan Kennedy books and information. The guy flat out knows what he’s talking about and produces results. In one of his books I’m reading he talks in the first couple of chapters about getting rid of branding as a strategy for the small business among other great tips.
Here’s why most businesses don’t succeed with their advertising efforts - they either try to copy each other or copy the big guys which have a different agenda than a smaller company should.
The big boys focus on things such as impressing the board, stockholders, looking good, winning awards, and eventually selling something. A smaller company’s goals is to simply SELL SOMETHING!
Most businesses don’t take the time to set up a winning strategy surrounded by what he calls his results triangle that focuses on message, market, and media. Then taking the time to test, track, and identify what is working and what is not.
The key is to implement a winning strategy that if there are weaknesses in the chain, the plan will not succeed as intended. We recommend either picking up his books of contact us to discuss these strategies.
Your advertising and marketing campaign needs to follow some rules in order to succeed.
Your goal is to solve your target markets problem, to get your message in front of them, so they search you out and the sales and marketing process becomes easy - you gravitate them to you so to speak.
These are the rules we work to follow in our messages and so should you…
You must always have an offer in your message.
You must have a reason to respond now. You want to envision a slug sitting on a couch reading or viewing your message and your goal is to get that slug to take action now.
Your message needs to have clear instruction on what to do.
Test, track, and measure your progress. You need to have a system in place to figure out what you ROI is, what is working, and what isn’t.
Don’t worry about brand building - it’s a by-product of the process.
Follow up is key - every business person or salesman knows this.
Make sure your message and copy is strong.
Focus on results - that’s all that matters.
Study other direct mail/marketing campaigns - copy those instead of your competitors.
Stick with any marketing plan for at least 6 months.
Many companies simply don’t attack their marketing and advertising efforts correctly. They focus on strategies that don’t work as well any longer or they just throw something up on the wall hoping it works.
Be different, unique, and follow these simple rules in order to ensure your dollars aren’t being thrown out the window.
For assistance with any of your marketing campaigns, be sure to Contact the Collinsworth Group today!
To your success,
Joe Collinsworth
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