Direct Marketing Systems For Business Success

If you are not getting the sales you want, effective direct marketing systems are probably not part of your marketing toolkit.

Marketing Effectiveness

Mass marketing methods used to work, but these days, traditional marketing to mass audiences is very wasteful. In his book, Permission Marketing, Seth Godin claims that, on average, we are subjected to around 3,000 marketing messages each day. The message we need to understand from this situation, as marketers, is that it is becoming far more difficult to get our message through to our market, because the clutter of marketing messages makes it almost impossible to attract attention.

With the effectiveness of mass marketing methods having deteriorated over the years to the point of relative ineffectiveness that they have now reached, the most important strategy for us in marketing has become identifying and targeting our most receptive audience. Marketing now needs to be up close and personal to be effective. It does not matter how good our message is and what media we use, if we are not directing our communication to someone who is desperately hungry for our product we stand little chance of success.

Target Market

Can you describe your ideal customer? To effectively target your customers you need to be able to describe the ideal customer in intimate detail. To more effectively communicate with your target market, you need to know the physical and geographic elements that describe your ideal customer, what makes them tick and why they like your product. Having identified our target market, we now need to find out how to communicate our message. This element has two aspects: what is our message and what media we use to deliver it.

Message

Our message to our market must achieve a five things:
1. Attract the attention of our target market by addressing a specific need
2. Present an attractive solution to satisfy the particular need
3. Present proof that our solution is the best
4. Create an urgency to seek the solution now, and
5. Motivate action to obtain the solution.

Our message need not necessarily be delivered in a single communication, although if it can be effectively done in one hit, only use one hit. However, for many products or services, a series of communications may be required to effectively deliver the message. Our direct marketing system is what we need to design to deliver our message appropriately. Our direct marketing system will comprise as many steps and methods as we need to work our way through these five stages of acceptance.

Our initial direct marketing messages must be directed towards generating leads by attracting the attention of the people in our market who have the need our product addresses. It will depend on the maturity of our market as to how much work we need to do at this point. For new products, lead generation may require considerable work to educate the market about the existence of the problem before you can present your solution. For more mature products, a need is often very apparent.

Once we have attracted attention, our aim is to get those people to identify themselves as having the particular need, so that we can turn our efforts towards lead conversion. This is achieved through the final four steps of our direct marketing system. The scepticism that exists in the world today means that you have to work hard to get your market to accept your product is the best solution to meet their need. You must be careful how you make this claim. It must be believable and acceptable.

We all tend to procrastinate and put off taking action to the last minute. You need to overcome this inertia by creatively communicating reasons to “do it now.” Using the concept of impending loss is the most effective method to achieve urgency. This can often be achieved through communicating scarcity and the risk of missing out if immediate action is not taken. This could also be achieved with the risk of a price rise leading to a perceived loss of the price difference if the purchase is left to after the price rise. However, there are many other ways to communicate urgency and it is best to be creative rather than use tired and unimaginative methods that customers may see through and regard as mere techniques to get them to buy now.

The most important element after getting this far is to motivate action to buy. Many marketing communications are weak at this point. Many ads we see promote a product and do everything else right, but leave out the call to action. Subtlety is an ineffective marketing tool. You need to tell your customers what you want them to do to buy your product.

Media

The final step in developing our direct marketing system is to determine the appropriate media to use. Many people make the mistake of thinking about media first and then developing the message. This often happens when you have an advertising sales person pressuring you to buy space in their media. This approach leads to poor or worse, zero results. When you have identified your target market and developed the appropriate messages, the decision about media is much easy to work out. Often, it will depend on how easy your target market is to reach. You need to use the most efficient means of attracting the attention of the people most ready to buy. In lead conversion processes, you may use a combination of direct mail, internet (email and web sites), or personal selling approaches, again depending upon the ease of reach.

Conclusion

One vital aspect of developing an effective direct marketing system and a huge advantage over traditional marketing approaches, is the ability to test your system before you commit enormous amounts of money to it. Mass media marketing is expensive and unaccountable. Direct marketing systems give you the ability to measure results and track your return on investment. You can trial your system in small quantities before you roll it out to a larger audience. Eventually, with the right fine tuning, your direct marketing system will deliver predictable results. You will be able to plan your expenditure and schedule your marketing program to deliver the sales volumes you need at any time. Ultimately, your direct marketing system should deliver you all the sales from the most preferable and profitable customers that you would ever want.

How to Market Your Information Marketing Business So You Get More Sales No Matter What!

Direct response marketing expert Diane Conklin likes to remind business owners of the difference between sales and marketing using this analogy:

It’s always easier to sell if you offer the fish instead of the fishing pole.

Marketing is the ability to create an opportunity and a desire within a prospect to buy your products or services. The big picture is, nobody wants to put forth the effort to catch the fish.

That is what makes information marketing the big business that it is today. The industry is fuelled by the lack of time available to people and a growing desire for work-life balance. As an information marketer, you can meet this great demand by gathering information and selling it in convenient forms to people who don’t have the time to do things themselves.

3 Reasons Why Diane Conklin Loves The Information Marketing Business

1. No other business provides the revenue, flexibility and lifestyle that information marketing provides. Much of the work is home-based, part-time and requires very little start-up costs.

2. Because there is such a demand for information products, anyone can use their own expertise to create a million dollar business within 12 months or less. Information marketing is an emerging and ever-growing field made up of knowledgeable and marketing savvy entrepreneurs who package their expertise into convenient forms such as DVDs, books, e-books, CDs, magazines, websites, teleseminars, webinars, coaching programs, seminars and conferences.

3. There is a market for creating an information marketing business for just about every topic you can think of.

Using information marketing, Diane offers her proven business building secrets including marketing systems that help you effectively market your new business. She teaches all there is to know about using direct response marketing methods which concentrate on getting clients and making sales. And, she helps you measure results so you know which methods are getting you the most return on your marketing dollars.

One of her secrets includes this…

Warning for Information Marketers: Avoid the Common Mistake of Limiting Your Marketing Program to One Marketing Method.

Don’t mistakenly assume that everyone is on the internet. By using a multi-step, multimedia approach you will maximize your profits and ensure stability. Diane recommends using at least three or four sources that deliver great results.

The key is to avoid becoming dependent on any one media type. That way if one of them slows down or dries up completely you will still have new clients, money and sources flowing into your company.

Lastly don’t forget — from newspaper to internet, no matter what the media type you choose, you should always use direct response marketing. It delivers the best results and makes the most money.

How to Get Started in Marketing Your Information Marketing Business Now

Diane is just one of 12 experts in the field of info-marketing who offer real world advice in the new book Start Your Own Information Marketing Business, an easy-to-follow manual that offers steps to building a successful info-business from the ground up. The group’s compilation of tips gives you the tools you need to duplicate their success.

What Do You Learn At Culinary School?

Going to culinary school is important for someone who wants to make their way in a professional kitchen. People who go to culinary school learn a lot of essential skills that they will use on a daily basis. When you are in culinary school, you get the opportunity to work with your classmates and instructors to create some incredible recipes. Learning how to cook is important but learning from other chefs while going through this process makes it fun and interesting too. In addition, when one attends culinary school, they get an education about food safety which means working with raw ingredients safely so as not to expose yourself or others around you to contamination and other hazards. You also learn techniques for cooking various kinds of meats and fish so that not only do they taste good but look great too. However, most importantly among all these things are leadership strategies.

Here some of the different skills you will learn while in culinary school.

How to make bread.
Making bread is one of the most basic skills a chef will needs to know, and this is one that they can learn extensively at culinary school. As well as learning how to bake yeast-based doughs such as baguettes, ciabatta or brioche; students also get an education about baking with sourdough. This type of dough isn’t leavened with commercial yeast but uses wild yeasts found in the flour and environment which makes for a longer fermentation process (this contributes greatly to flavor). It’s very different from making normal bread but it’s worth trying out!

Basic knife skills.
Learning knife skills are important for anyone considering a career in cooking. You will learn how to hold a knife, what grips are most effective and which part of the blade you use for different types of cuts. These basic skills form the foundation of your work in the kitchen so it’s important that they’re solid.

Health and safety.
The educational program at culinary school is very thorough with lots to teach students, starting with industry knowledge such as sanitation standards or food safety laws; health and hygiene are an important part of learning to cook, because there are so many laws and regulations in place for a commercial kitchen.

Management skills.
Culinary school teaches you to manage the kitchen, how to organize your time efficiently and understand what’s happening in every part of it. You’ll be responsible for keeping track of food stocks, portioning recipes out accurately and ensuring that there are enough ingredients on hand at all times.

Communication skills.
When working in a professional kitchen communication is essential! The head chef will delegate tasks so everyone knows what they should be doing; this means knowing when something needs done or not done without having to ask someone else about it.

As well as being able to work alone within a commercial kitchen, culinary students learn teamwork too. This can take many forms; from cooking with others under pressure during exams where each group member has their own specialty dish but together, they have to work in perfect harmony, or when working within a team on the same task.

Time management.
It is important for chefs to be able to manage their time well because it is not uncommon for there to be many dishes to make at once. Studying culinary arts means learning how your time can be managed most effectively so you can make sure that everything gets done and finished on time. This might include using recipes correctly, studying times of boiling points or assessing what needs doing next during prep.

How to properly peel, cut, and prep produce.
Preparing ingredients correctly means that the dishes you cook will taste better and look more appealing to your customers. Knowing how to prep for your dishes in a professional kitchen is an essential skill for any chef to have. Whether it is peeling, cutting, chopping or anything else, there are different methods to do it, and learning each method will greatly help to elevate your dishes in terms of flavor and appearance.

Knife cuts.
Different types of foods need different cuts, for example beef should be cut differently, fish differently and port differently, and it is the same with many vegetables as well. These are all things that a student will learn while in culinary school, which they will definitely need when working in a commercial kitchen.

Cooking basics.
Cooking basics are something that any culinary school will teach, and includes such things as sauteing vegetables, boiling eggs, grilling meat, and so much more. These are important skills that a student should learn and gain experience in, because if they want to work in a restaurant kitchen, then they will need to know these basic things.

The science of baking.
In addition to baking breads, another important thing that culinary school teaches is baking cakes, puddings and other sweets. These are also important, especially if the student is thinking of going into the pastry field.

If you want to be a professional chef in a fancy chef coat and hat, then you need to start at the very bottom of the ladder and work your way up. As an assistant or apprentice in a kitchen, decked out in your crisp clean cook shirt, you will be able to hone all the skills tat you learnt in culinary school.