Are Your Marketing Basics Adding Value To Your Business?


What exactly are the marketing basics when it comes to direct response marketing?

  • Clearly Defined Goals for Your Marketing Campaign
  • Concise Call to Action
  • Targeted & Segmented List With A Good Message to Market Match
  • A Compelling Offer & Guarantee
  • A Unique Delivery Device and Compelling Headline to Get Noticed Amongst The Clutter of Other Messages
  • Use of Multiple Media & Integrated Marketing Systems
  • Follow-Up

It sounds easy, doesn’t it? It’s a pretty simple formula. The place where most businesses and entrepreneurs fall down a little bit is on the follow-up. They get the rest of the equation mostly right. Right enough to have a nice business, but they could be making a lot more money, in most cases tens, possibly hundreds, of thousands of dollars every year, because they don’t put the systems in place for follow-up.

How many times have you asked for and received a free CD, DVD, or other information from a company you were considering doing business with – AKA buying from, spending money with – to receive the free material and then never heard from them again? It’s happened to all of us. It probably happens more times than you can remember, because you so quickly forget about the company and spending money with them.

The question to ask yourself is are you letting clients slip away because you haven’t put good follow-up systems in place? I’m not talking about an auto-responder or two that thanks them for their order and then puts them into your weekly ezine or tip.

That’s not really following-up.

I’m talking about powerful stuff that will make a lasting impression. Things like:

  • Free bonuses you didn’t ask for and they aren’t expecting
  • Show stopping content presented by you in a way they’ve never heard before that’s so compelling they have to stop to get through it
  • A hand-written note from you thanking them for requesting your complimentary information
  • A live customer service phone call from your staff asking if they have any questions or if you can help them in anyway
  • Direct mail asking them to take the next step with you in your funnel

It really doesn’t do you any good to spend money on the front-end marketing to people if you aren’t going to follow-up on the backend to actually make the sale.

We know most people aren’t going to buy the first time they hear from us anyway, so if you aren’t willing to and planning to follow-up with your prospects and clients, you might as well save your money and not waste your marketing dollars.

Recently, we designed and implemented a marketing campaign for a client of ours where a full half of the sales he made came on the follow-up sequence that was put in place. It’s really amazing when you think about those numbers. Half of the sales from the campaign would have been lost had he not been willing to invest in his follow up campaign.

Even if you have smaller ticket items you’re selling – say a $297 program or course, and you develop a campaign and sell 50 of them, bringing in $14,850.00. Based on the above example, with a properly constructed follow-up campaign in place, you would have added $7,425.00 more to your bottom-line. Even if you only brought in half of that, it’s still an additional $3,712.50 in sales. Not too bad for a little sending a few follow-up messages via email, fax, and mail, huh?

Don’t disappoint your prospects and clients by not following up with them after they ask for your information. If you do, you’re leaving a lot of money on the table and losing clients with lifetime values of tens of thousands of dollars, probably more.

For more great marketing & business strategies and your free CD “The 9 Key Building Blocks To Building Your Business” go to www.CompleteMarketingSystems.com or call (866) 293-0589.

About the Author

Tripp Braden’s corporate clients include many of the world’s most successful leadership brands. He partners with clients, transforming their organizations by reimagining their recruiting efforts and succession programs for the digital age. He has proven success recruiting, assessing, and onboarding executives that match clients’ unique culture and business goals.

Tripp does strategic recruitment and team building for privately held early stage, high growth, and mid-market organizations. He understands the unique challenges privately held and family led organizations have in recruiting, onboarding, and retaining executive leadership.

If you want to discuss what your options are for building and retaining key leaders for your high performing teams you can reach Tripp Braden at 440-293-8811. You can find Tripp’s other leadership blog at Developing Serving Leaders.

Tripp Braden – who has written posts on Market Leadership Journal.


Be the first to comment on "Are Your Marketing Basics Adding Value To Your Business?"

Leave a comment