Dozens of my readers (mostly professional speakers, consultants, and professional services firms) are complaining of declining response rates, a downturn in business, and the weak economy.
“Our direct mail isn’t pulling like it used to,” they complain.
“What can our firm do to generate more leads, better prospects, and bigger sales?”
Here’s what I have found works to turn ON your marketing efforts:
1. Take massive action. Figure out what you think you need to do to generate the level of leads and orders you need. Then do twice that amount.
2. Don’t rely on only one promotional vehicle, like direct mail or - heaven forbid - social media marketing. Do three, four, even five things: send out mailings; advertise in very narrow, well-targeted media; regularly e-mail your list; write an article; give a speech.
3. Make every communication a direct marketing communication. Offer a premium with a high perceived value. Feature your free offer in your promotion.
4. Test different offers, ideas, copy, formats, and media to see which work best. Roll out with those promotions that work. Scratch the others. If they don’t do well in a small test, doing more won’t help.
p.s. I don't subscribe to the "recession mindset." And I don't care much for the goofballs who now say we're "coming out of it." I DO very much believe what my pal, professional speaker Jim Mathis, CSP says -- the economy is not DOWN, it's DIFFERENT. And furthermore, it's NEVER coming back (not the way it was, anyway).
Welcome to the new world - and NOW is a great time for you to prepare your firm to market successfully in it!