In direct response marketing, two-stage mailing, radio, TV, Facebook, press etc. campaign, first seeking inquiry, and second converting inquiry into sale.
For example, an ad offering a catalog, from which the reader may subsequently place and order; or an ad offering a brochure on a product, on the basis of which an order will subsequently be placed.
Synonyms: two-step sell, two-step sales funnel
Whether you are selling face-to-face, via social selling, on the phone, through retail, or via e-commerce channels, positioning your company and product to be unique and valuable is one of the most difficult challenges. Look at …
There are basically six major factors which affect the viability of any performance marketing operation, and it is important that you accept from the outset that each of them is variable, and you must test …
In marketing we tend to use the analogies of war. We talk about objectives and targets, about campaigns, overcoming consumer resistance and about mailing shots and the instruments of persuasion. Just as weapons have changed greatly …
Before you even begin to think about the detailed techniques of performance marketing and selling your product or service directly – the market, the design of the material, the method of order fulfillment – you …
Performance marketing is a science and I know of a few instances where a hit-or-miss approach made anyone a fortune. Countless companies have gone under, thinking that direct response advertising, large-scale Facebook, Google Ads, direct …
Far too many, both large and small, B2C or B2B businesses of all descriptions, still view "marketing" primarily as selling. The performance marketing industry may as well be the culprit as most of the performance marketers …
Whether you are sending thousands of emails or mass-produced print mailing pieces at one time, or one-by-one personalized communications, your business-to-business marketing efforts will be much more effective if you take the time - up …
By now, you should be on a lot of different lists. When you request information on a product or service you are interested in, you generally get put on a list. Similarly, when you buy, …
While copy is often secondary to the illustrations in a general ecommerce store, it plays a vital role. It is like the salesperson’s “close”. The basic role of performance marketing copy in an ecommerce store is …
Every copywriter is rightfully concerned with telling future buyers all the positive benefits of the promoted products. Benefits sell - but wait a minute! A business-to-business marketer wants solid, qualified leads from his advertising and other performance-based …
A direct response copywriter must recognize one essential fact before writing anything: normally, you are not in a one-shot business. (Unless you are. There are plenty of B2C one-shot businesses that bring hefty profits for …
Art attracts, enhances, and creates desire, but performance marketing copy sells. And that brings us to several basic concepts of getting ready for direct response copywriting. Far too many performance marketing managers are mostly concerned with …
The small to mid-size business often produces the same quality product or service as the larger firm, but has a smaller promotion budget and less recognition by potential buyers. Combating this is an ongoing necessity …
After sizing up the competition and assessing the potential strength of your product line in the world of ecommerce… well, it is time to call a meeting with the people at your company who wear …
The consumers everywhere are coming to accept ecommerce as a common means of shopping, rather than an exceptional one. This growing acceptance is making ecommerce more powerful and more competitive than ever before. As a …
Ecommerce design is, in many ways, similar to retail store design. The moment you walk into a store you get some pretty specific ideas about merchandise quality, uniqueness, and pricing. The cues are sometimes subtle, …
This article is intended to help you identify and understand the specific elements that can and should be tested when developing your ecommerce site and its promotional campaigns. Since ecommerce sites are far more complicated …
Whether it’s a $20,000 fur scarf, a high-end gaming PC, a superbly crafted tool, or an Oxford cloth shirt, the key to success in performance marketing is offering the right products to your customers. While it …
Performance marketing is not for the faint-hearted or those firms, including non-profits, who like to take big leaps without looking. Let me outline potential disasters awaiting the inexperienced or untested performance marketing ideas. Probably the first …
You did it! You have completed the greatest copywriting masterpiece of all time. You are overjoyed with the landing page, the letter, the video sales letter script, or the print ad. You are delighted with …
Radio listeners are incredibly receptive to direct response tactics. On the one hand, radio commercials are remarkably effective, inexpensive, and simple to create. On the other hand, radio is one of the most underutilized and …
Before you embark on a performance marketing program, you need to know what the benefits of your product are, who will purchase the product (the target market), where to reach prospective customers, how many there …
New product testing is a critical part of any successful business, B2B or B2C, which requires new products and niches for its business model to function. Whether you are an ecommerce looking for winning new …
Nothing is more important to the success of an ecommerce or any “mail order” operation than new customer acquisition. Both online and offline companies simply could not exist without a steady flow of new buyers …
This article attempts to answer an age-old question among performance marketers and direct marketing experts - "Why conduct market or marketing research when we can test the actual idea out in the real world?" - …
In my opinion, the single most important word in the ecommerce industry is “uniqueness.” This is not to suggest being different merely for the sake of being different, but carefully planning and creating a special …
Short- and longer-term planning have become commonplace for large corporations. But for the busy sole proprietor or the manager of a profit center in a large corporation proficient in performance marketing methodologies, planning can seem …
Success stories about the ability of performance marketing companies to grow rapidly abound. A few companies have been able to sustain a compounded growth rate of 30% to 50% per year. More important, many companies …
The RFM formula, described in the following article, is your best tool to optimize all your performance marketing campaigns which involve using your customer or prospect database and tactics that cost money per each contact …
Managing a successful B2B marketing program requires a planned, system-based approach if you wish to achieve your goals month by month, year by year. At the same time the multitude of available marketing tactics, sales …
Strategies are the use of plans and methods needed to achieve a specific program objective. Direct sale strategies have a single goal - to make a straight sale with no support from the sales staff. …
Performance marketing, direct marketing or "direct response advertising" are frequently referred to as a "disciplined," "measurable" methods of marketing. The reason for this is that, in a well planned and executed marketing effort, the cost …
As performance marketing has developed over time, it has become a succession of specialized but integrated functions. And business-to-business marketers who run comprehensive performance marketing programs use all these basic functions: plans and strategies, concepts, …
Managing a performance marketing business function requires highly honed management skills: short- and long-term planning, organization, direction, and control and measurement of the work effort to ensure that your objectives get accomplished. What you, the …
In the past years, telemarketing has become a – forgotten and then rediscovered – key element in the ecommerce business. The telemarketing professional not only may take orders (which would not happen otherwise) and help …
The purpose of testing in business-to-business performance marketing is to reduce your risk. Those marketers who use performance marketing campaigns in volume must attain preset sales goals from their online and offline direct response efforts …
One of the greatest challenges facing ecommerce marketers is finding fresh, interesting merchandise to include in each promotional campaign. If that challenge is not enough, you as the merchant must also look for special “hooks” …
Without a good traffic source, your ecommerce site will never reach all the customers who wish to buy your merchandise. The art of choosing a profitable traffic source, and the scientific methods used to refine …
The creative development of an ecommerce site, including copy, graphics and layout, gives each ecommerce store its own unique personality. Every detail of your site’s creative work should fit with the image you want to …
While this article is not about why you should use direct mail in your B2B venture, just bear in mind the direct mail is, contrary to the popular bielief, one of the most cost-effective ways …
Running a profitable ecommerce is as tough a chore as anybody in any business faces. You have to be a brilliant merchant, a tough buyer, and an accounting genius. More than that, you have to …
According to a classic direct marketing rule the relative value of the target audience, offer, and creative aspects to the total marketing effort is 40 percent, 40 percent, and 20 percent, respectively. While all three …
Everyone, it seems, wants to get into the ecommerce business. Big companies, small companies, entrepreneurs, venture capitalists, get-rich-quick dreamers and your aunt whom everyone has told, “You have such great gift ideas, you should start …
Most experienced business-to-business performance marketing practitioners consider "the offer" just as important to a successful promotion as the prospect list targeted which complies with the 40/40/20 classic rule. Stated simply, a direct response offer is …
The prime goal of any performance marketing program is to reach potential profitable markets. If you do not reach the right markets, the program will fail, regardless of how persuasive your copy or how attractive …
While ecommerce marketing has elements of both retail selling and performance marketing, there are important differences that you need to understand when you set out to create a successful ecommerce venture. First of all, ecommerce …
Marketing B2B products was relatively inexpensive in the past while costs for data processing were out of reach for all but the largest companies. Now, the picture has been reversed, with marketing and selling costs …
This guide will help you develop leadgen offers that will generate high response rates and the best qualified sales leads your sales force has ever experienced. While the guide is geared toward B2B industry, the …
Short copy is never written. It is rewritten as short copy. That is, the method is to write your message out in as much detail and as great a length as you wish - in …
Every organization, program, or task has a goal. And that is simply a statement or identification of the result sought - what we want or need to accomplish. For planning and control purposes it is …
This blog post is directed primarily to the general marketer who is looking for practical, proven ways to: Reduce risksCut costsImprove performance, andGet more value for the dollar. Small-budget considerations are highlighted throughout the article in an …
Lead generation (a.k.a. inquiry advertising) is simply advertising designed solely to elicit leads (inquiries) from individuals. These inquiries then become sales leads, in the case of those enterprises where each such inquiry is to be …
Even after years of experience, sometimes selling the same item or kind of item for many years, I still find myself surprised by the results of my campaigns. Often I discover that what worked very …
Several checklists are provided here for you in the form of worksheets and planning guides. But first there let's discuss key considerations in making up a performance marketing offer for your online (Facebook, Google Taboola …
Back in elementary school, do you remember trying to be the first one in line to go to the lunchroom, go out for recess, or start a game? Regardless, at some point in your life, …
“Anything that won't sell, I don’t want to invent.’’ - Thomas Edison That idea of Thomas Edison’s is shared by most companies today. It’s the principle behind new product concept testing - trying to evaluate the …
The Four Ps of marketing are product, price, place, and promotion. If you have the right product costing the right price, available at the right place, and you promote it properly to the right market, …
The first step in deciding what the offer is to be is to have a realistic view of what an offer is. Surprisingly few entrepreneurs, whether Amazon sellers, independent ecommerce venture owners or actually anyone …
Head to this blog post on Demographics and Psychographics for any necessary explanation before filling out the checklists below. Performance-Marketing-Checklist-4Download Part 1: The Demographic Profile of Your Market Step 1. Make several copies of Part 1 so you …
The U.S. Small Business Administration (SBA) attributes the lack of planning as the single biggest cause of business failures in the United States. It’s simply not true to say if you build a better mousetrap …
Often, top management will decide that the company’s products can be sold by direct response / performance marketing methods and will then lay the responsibility for such sales on an existing department. To ensure success, …
Opening doors is what lead generation is all about. A lead is a positive response from a potential buyer about a product or service offered in an offline or online ad, a phone call or …
Everyday we see people drive through dangerous intersections without bothering to look to see if the intersections are clear of oncoming traffic. These persons assume that there is no danger to themselves. Study this blog …
A firm belief in and commitment to the idea of performance marketing is essential to the success of any performance marketing program. If you aren’t well armed with facts, you will waste money. An inadequately …
Here are some of the highlights of this exciting and dynamic subject: How changes in visual design can make a significant differences in response rates and affect the quality (either upscale or downscale) of the customer …
Here are some of the highlights of topics you’ll learn about in this blog post on performance marketing tests: Why you should have a well-defined objective before doing any A/B split-test with your landing pages, Google …
The old joke was: Now you can borrow enough to get completely out of debt! - sign in window of a Chicago loan company This sign makes an offer that is difficult to refuse, particularly if you …
Like almost everything in marketing, performance marketing doesn’t come cheap. But when it’s based on a strategic plan that’s been developed with absolute precision it can be impressively, even spectacularly, cost-effective. A successful performance marketing …
Facebook ads? Email copy? Landing pages for your Google Ads, Taboola or Bing traffic? Free standing inserts? Brochures? E-commerce product descriptions? eBay listings? Amazon or Kindle/KDP book sales copy? Direct mail packages? IVRs producing sales? …
This is a start of a new expert series in a form of easy-to-use performance marketing checklists. Each and every one of them will save you time and boost your marketing effectiveness. They'll enable you …
Producers of products or services selling directly to the consumer are by definition direct marketers (or more appropriately direct sellers using direct to consumer marketing). These companies bypass the normal methods of distribution by …
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