Today, I want to write about some DM Magic. But first, a confession.
I really didn’t think this idea was all that special. I mean, I’ve been in the DM business a long, long time, and I thought that all my fellow marketers used this little bit of magic to increase their profits. But then, one day…
I was meeting with a prospective new client. To protect the innocent, I will not use his real name, or the name of his company. Let’s just call him Wile E. Coyote at Acme Inc.
His company sells tons of products, music videos and CD’s, health products, household goods. They do a good business. They promote their products in a very efficient and economical way: the use Direct Response Radio to send tons of traffic either to a phone operator or directly to a Web site. Listeners to the radio ads can buy the product from the telemarketers 9who do an excellent job of up-selling and cross-selling products. Naturally, on their Web landing pages, they offer the “special promotion” featured in the radio ad, plus the opportunity to purchase from the full catalog of products.
So far, so good. I thought I saw an opportunity to sell some of my copywriting services, as I have a background in radio and understand the media perfectly.
But, early in the first meeting, Mr. Coyote said, “We really don’t have a need for a Direct Mail writer… we don’t do any Direct Mail.”
You don’t do Direct Mail?
So I asked one question: After the purchase of your product by your customer, how do they get the product?
His answer… haltingly he said, “We m-m-m… we send it to them.”
I asked, “Do you mean you mail it to them?” Yes, he replied.
Then I guess you are in the Direct Mail business, right? Well, no he said. All we do is ship out the product.
And do you include an offer with the product? A chance for these “hot and ready to buy” customers to make another purchase… for you to up-sell or cross-sell the way your phone operators do?
Well… no.
So, here’s the little bit of magic that I see missing so often.
PUT AN OFFER IN EVERYTHING YOU DO!
Shipping out product? Include an offer. Sending out a rebate? Include an offer. Mailing a refund? Include an offer. Answering a customer service issue? INCLUDE AN OFFER!
Why do so many marketers ignore this simple, yet amazingly effective, opportunity to MAKE SOME MONEY!?!
If you sell, directly to someone, in a B2C or B2B environment, and you must send this new customer something in the mail (the product, a warranty or membership registration, a rebate… anything!) you MUST include an ordering opportunity. Up-Sell! Cross-Sell! Sell more… sell different!
After you read this blog, I challenge you to look over all the ways you send out letters, packages, notices… whatever. Ask yourself this: “Am I including an opportunity for this person – a customer or prospect – another opportunity to buy something?”
In everything you send, include an offer.
That way, you make more money!
Thank you for reading. Feel free to share (or comment) on this idea...
Peter T. Britton
Idea Generator. Wordsmith. Resultant.
PeterTBritton@novuscom.net TWA@novuscom.net
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