Wednesday, January 09 2013
Why Snail Mail Will Make You Money
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- Word count for this issue: 520
- Approximate time to read: ~2.0 minutes @ 250 words per minute
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Do you think that sending a direct mail piece (postcard, lumpy mail or envelope) to market your business is a waste of money? Think again as it CAN BE A GREAT complement for most businesses - including yours.
Why YOU Should NOT Give Up On Direct Mail.
Direct mail is a great way to get a prospective buyer to learn more about what you are selling. And with e-mail marketing open rates running 10% to 25%, you need to know that 75% to 90% of your subscribers (the people that represent your future sales) are NOT reading your e-mail campaign with any degree of comprehension. All this said, complement your e-mail marketing strategy with direct mail - do this and YOU WILL SEE sales magic happen.
How To Maximize The ROI From YOUR Direct Mail Campaign.
Smart business owners know that e-mail marketing and social media are great venues to market their business. However, they also know that they aren't the end-all when it comes to marketing. And this is why they blend in a direct mail strategy as well. Although mailing a postcard, letter or lumpy mail campaign is a lot more expensive that e-mail marketing, they also know that it can produce huge results.
The Keys To Your Direct Mail Success Are:
- Review The List You Are Mailing: Maximize your direct mail dollars by targeting your best prospects - these could be prospects who are already using a competitor (buying what you are selling) or fit a radius profile of your best customers.
- Be Consistent: In most situations, it is better to mail 250 people ten times than mail 2,500 people once (although a lot is based on what you sell). Because if you do the latter, you are trying to find the people who are the "immediate buyers" in your database - which is an extremely low percentage (.5% to 3%).
- Provide A Risk-Free Offer: Best in class direct mail pieces use a risk-free offer that invites prospects to take the next step in the buying process.
- Develop A Great Design: Help prospects to find the value you have to offer. That said, create a great headline that makes them want to read more and a risk-free offer(s) that stands-out.
- Know Who You Are Targeting: If you are targeting CEOs of larger companies, don't waste your money on mailing them a postcard or #10 envelope campaign. Use a lumpy mail campaign as they will be your best bet in getting past someone's gatekeeper.
- Develop A Follow-Up Process: If you really, really, really want to make money from a direct mail campaign, you and your salespeople should get on the phone and call the person who just received what you sent them.
Executive Summary: Direct mail is a great way to maintain mind-share and drive sales from your database of customers, past customers and prospects; however, you must take the time to reflect upon the following elements (if not you WILL waste a ton of money):
- Design Used
- Copy Used
- Type Of Campaign, i.e., Postcard, lumpy mail, etc.
- Database Used
- Risk-Free Offer Used
- Consistency Of Mailing Someone
© Drip Marketing, Inc. All Rights Reserved & May Not Be Used Without Written Permission
Thursday, December 13 2012
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There are tons of ideas to market your payroll service but in reality, many of them WILL Be a waste of money for you. Therefore, the key is to do the things that will make you money; however, don't think for one-minute that putting out a shoddy marketing message will generate a lead/sale.
Keep Your Marketing Simple And Cost Effective; But Don't Stop Marketing.
To help you jump-start your sales on Monday morning, I have listed below a few ideas that could pay you huge dividends - the key is to be consistent, have a great marketing message and then follow-up on it.
HINT: Print this list and pass it to your sales and marketing staff for further discussion.
1. Show People The Things That Make You Different. Take a quick look at what you are saying and ask yourself, "Do we look like another small, me too payroll service with what we are saying?"
2. Focus On A Niche. Niche marketing allows you to develop a more focused database and sales message.
3. Survey Your Customers. Have you ever asked your customers what they would like for other services? How about asking them how well you are performing? Do this and your leads will soar.
4. Use A Combination Of e-Mail Marketing AND Direct Mail. Sure, e-mail marketing is dirt-cheap; however, only 10% - 25% of your subscribers are opening/reading your message; therefore, 75% - 90% ARE NOT. Don't commit marketing madness by exclusively relying upon e-mail marketing.
5. Use The Postal Service. If it makes sense for your target market, send a low-cost postcard to them. Better yet, send a lumpy mail campaign (page 145 in my book) to a select group of prospective buyers.
6. Send A Thank You Card. Sending a thank you card is a great way to remind people you appreciate their time and/or their business.
7. Provide People A Low-Risk Way To Learn More. No matter what you sell, always promote some type of special offer to your target audience. By the way, it doesn't have to be a dollar off or discount to buy what you sell.
8. Pick Up The Phone. The fastest way you can increase your sales is to pick up the phone and call someone AFTER they have received one of your marketing campaigns.
9. Change The Way You Do Things Starting Monday Morning. If you want to change your sales results you need to change the things you are doing today. The key will be to drop the one that don't work for your business and fine-tune the ones that do.
10. Don't Always Lead With A Payroll Message. Many payroll service salespeople fall victim to calling a prospect about their "payroll service." Why not change the message once a while and lead with an ancillary business service discussion like time and attendance, HR outsourcing, etc.
Executive Summary: Being consistent AND persistent with a finely tuned (and creative) marketing message will be you success. Remember, some people take 30 touches/calls before they talk with you while others could be just a few. Just because someone doesn't want to talk with you today doesn't mean they won't tomorrow.
© Drip Marketing, Inc. All Rights Reserved & May Not Be Used Without Written Permission
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Thursday, December 13 2012
Whenever I run a boot camp on e-mail marketing, my goal is to help people think both strategically and tactically about writing content for their e-mail marketing campaigns. That being said, I will always ask everyone in the room to write down the answers to these questions:
What is your e-mail marketing strategy?
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What is your strategy to increase the size of your e-mail marketing database?
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What type of information would make your target audience want to open/read your e-mail?
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What type of offer would get someone (the Tire Kickers and Immediate Buyers) to take the next step in the buying process?
The Key Is To Think Strategically.
For most everyone reading this e-mail, they tend not to think about what they can send to someone to buy RIGHT NOW.
Unfortunately, this oftentimes yields a low result (especially if not followed up with a phone call) because of these very realistic marketing statistics:
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75% to 85% of your e-mail marketing database DO NOT WANT to buy/learn about what you selling.
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8% to 15% of your e-mail marketing database are Tire Kickers (active and passive) - meaning they are ONLY interested in very low-risk offers and often times are in the INFORMATION GATHERING stage.
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1% to 3% of your e-mail marketing database WANTS TO BUY in the very near future and will be open to high-risk offers (this means they will be receptive to your phone call and/or take advantage of your offer/s).
Now that you know these stats, you can see that 97% of the people you are e-mailing DO NOT WANT to buy what you are selling right now; however, 9% to 18% DO have an interest. That said, you need to ask yourself a few more questions.
Three (3) Questions That Will Help You Develop Content For An e-Mail Marketing Campaign.
As you read these questions, write out as least five (5) answers to them. I recommend using a whiteboard if you are in a group situation.
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What type of information could we send that would help a prospect make a better buying decision (on what we sell)?
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What type of content could we send that would motivate someone to open/read our e-mail?
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What type of call to action or offer could we premiere on a campaign? Will it be of value to the Tire Kickers or just the Immediate Buyers in our database?
After you answer these questions, you can begin to take the next step in developing content that will be of value to your database of e-mail subscribers.
Executive Summary: When creating or updating your e-mail marketing strategy, recognize that only 1% to 3% of your database wants to buy from you in the near future. Although it is tempting to send an e-mail that sells, sells, sells, you should consider a series of e-mail marketing campaigns that DO NOT SELL BUT EDUCATE AND INFORM.
© Drip Marketing, Inc. All Rights Reserved & May Not Be Used Without Written Permission
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Thursday, December 13 2012
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 Most people who write a marketing message for their payroll service tend to use a lot of generalities and platitudes. And should you or someone at your organization fall victim to writing like this too, there is a good chance you are losing the interest of a reader -- and sales to the competition.
Here Are Some Actual Examples Of Generalities And Platitudes:
- Salesperson at a chamber event (actual quote): "We do payroll better that anyone else. I'm your sales rep and we've been in business for almost 20 years."
- Website content: We treat you as the valuable client that you are-not a number. Our customer service is immediate, personal, and effective. We also offer you pricing options that are competitive and predictable.
- Website Content: With unmatched customer service and personal attention, we can make payroll fast and easy so you have more time to dedicate to running your business. And best of all, our payroll solutions will save you money over the large national payroll firms.
Words and phrases such as we can save you money, we are the largest, biggest or best are examples of platitudes - just try and avoid them whenever you write a campaign.
Six Elements Of A Winning Marketing Message.
Here are the six elements/steps to creating a money-making marketing message:
- Describe your prospect's problem: Your prospects want to be assured that you clearly understand their unique situation. Acknowledge their frustrations, problems and fears (that are common when using your product or service).
- Explain how you can solve this problem: Once you identify a prospect's problem, provide specific reasons as to how your company can solve them better than anyone else.
- Describe the benefits: Provide specific benefits rather than features your prospects will receive once they try your product or service.
- Obtain testimonials from customers: Nothing builds credibility better than a testimonial from a customer who has experienced your company's service or product firsthand.
- Provide someone a low-risk or risk-free method to try your product or service: Prospects are much more likely to try a new product or service if you reduce their risk.
- Provide a guarantee: Offer your prospects an unconditional guarantee - if they are NOT happy with your product or service, you will refund the money or redo the service until they are completely satisfied.
Executive Summary: When writing your marketing messages, make sure the words and phrases have some tangible and specific value. And once you crack the code to writing a marketing message/campaign, use this same technique for your brochures, website, direct mail pieces, sales scripts and e-mail marketing campaigns.
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Tuesday, November 27 2012
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 In the past 10+ years Drip Marketing, Inc. has helped thousands of business owners, sales leaders, marketing pros and salespeople become more effective sales and marketing machines. Not only have we watched many companies grow, we have seen a number of companies stall and falter. And as you can imagine, you start seeing a pattern as to why this happens.
To help you avoid these same pitfalls, I have listed some of the top sales and marketing mistakes companies make.
Mistake #1: Having A 'One And Done' Mentality When It Comes To A Marketing Campaign - To succeed at marketing, you need to target the most qualified prospects on a continuous basis - especially since 97% to 99% of your prospective buyers are NOT ready to buy what you are selling.
Mistake #2: Keeping Poor Performing Salespeople On The Company's Payroll Too Long - It will behoove you to provide your salespeople with a written goal of what they need to produce in sales to be employed at your company. Although this can sometimes be a grey area, you do need to provide salespeople with written guidelines to help set their expectations (and to light some drive in them too).
Mistake #3: Not Building An Accurate Database Of Customers, Past Customers And Prospects - Successful businesses know that having an accurate database of prospective buyers to target will give them the greatest ROI on their sales and marketing efforts.
Mistake #4: Not Creating A Business Development Center For Your Salespeople - Salespeople need to not only have ad slicks and brochures at their fingertips to send to a prospective buyer, but they also need sales tools like whitepapers, articles, press releases, customer testimonials, success stories (cost-saving or money-making), etc. That said, create an "electronic" folder they can all tap into for this resource.
Mistake #5: Not Creating A Hunter's Mentality For Your Sales Team - There are many elements that go into creating a hunter's mentality; however, one of the best things you can do is to give you salespeople a high commission/spiff on a new sale.
Mistake #6: Not Focusing On A Niche Market - One of the best things you can do for your sales and marketing team is to focus on a specific vertical(s). Do this, and you will be surprised to see how quickly you can increase your sales.
Mistake #7: Not Having A Sales Follow-Up System In Place - Companies that have the most sales success have a formal follow-up system in place - a system that integrates both their sales team and their marketing campaigns.
Mistake #8: Not Measuring The Right Sales Metric For Their Salespeople - It is not all about measuring the number of telephone calls or appointments a salesperson makes, it is more about measuring the events, e.g., webinars, demos or decision-maker meetings, that trigger the sales process.
THE #1 MISTAKE YOU NEED TO AVOID IS THIS:
Mistake #9: Not Willing To Change Or Modify Their Current Sales And Marketing Strategies, Tactics And Behaviors - If you are not willing to change your current sales and marketing efforts, don't expect to see things change in a positive direction any time soon.
Mistake #10: Relying Upon Salespeople To Stay In Touch With Their Database Of Prospects - Our research has proven that 50% of all salespeople stopped contacting, for at least 9 to 12 months or altogether, a prospective buyer after their FIRST unsuccessful attempt at getting the sales process started or moved forward. This number skyrockets to 99% after their third unsuccessful attempt. If you are the sales leader for your organization, don't think YOUR salespeople will perform any differently.
Executive Summary: There are many costly sales and marketing mistakes that ALL businesses make -- including yours and mine. If you take a really close look at your organization, you will see how you can overcome a lot of the challenges listed above.
© Drip Marketing, Inc. All Rights Reserved & May Not Be Used Without Written Permission
The home of payroll newsletters, payroll prospecting postcards and referral partner marketing packages
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Tuesday, November 27 2012
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Whenever we run a boot camp on e-mail marketing, our goal is to help people think both strategically and tactically about writing content for their e-mail marketing campaigns. That being said, we will always ask everyone in the room to write down the answers to these questions:
- What is your e-mail marketing strategy?
- What is your strategy to increase the size of your e-mail marketing database?
- What type of information would make your target audience want to open/read your e-mail?
- What type of offer would get someone (the Tire Kickers and Immediate Buyers) to take the next step in the buying process?
The Key Is To Think Strategically.
For most everyone reading this e-mail, they tend not to think about what they can send to someone to buy RIGHT NOW.
Unfortunately, this oftentimes yields a low result (especially if not followed up with a phone call) because of these very realistic marketing statistics:
- 75% to 85% of your e-mail marketing database DO NOT WANT to buy/learn about what you selling.
- 8% to 15% of your e-mail marketing database are Tire Kickers (active and passive) - meaning they are ONLY interested in very low-risk offers and often times are in the INFORMATION GATHERING stage.
- 1% to 3% of your e-mail marketing database WANTS TO BUY in the very near future and will be open to high-risk offers (this means they will be receptive to your phone call and/or take advantage of your offer/s).
Now that you know these stats, you can see that 97% of the people you are e-mailing DO NOT WANT to buy what you are selling right now; however, 9% to 18% DO have an interest. That said, you need to ask yourself a few more questions.
Three (3) Questions That Will Help You Develop Content For An e-Mail Marketing Campaign.
As you read these questions, write out as least five (5) answers to them. I recommend using a whiteboard if you are in a group situation.
- What type of information could we send that would help a prospect make a better buying decision (on what we sell)?
- What type of content could we send that would motivate someone to open/read our e-mail?
- What type of call to action or offer could we premiere on a campaign? Will it be of value to the Tire Kickers or just the Immediate Buyers in our database?
After you answer these questions, you can begin to take the next step in developing content that will be of value to your database of e-mail subscribers.
Executive Summary:When creating or updating your e-mail marketing strategy, recognize that only 1% to 3% of your database wants to buy from you in the near future. Although it is tempting to send an e-mail that sells, sells, sells, you should consider a series of e-mail marketing campaigns that DO NOT SELL BUT EDUCATE AND INFORM.
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Tuesday, November 27 2012
10 Ideas That WILL Grow
Your Payroll Service
On Monday Morning
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- Word count for this issue: 498
- Approximate time to read: ~2.0 minutes @ 250 words per minute.
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There are tons of ideas to market your payroll service but in reality, many of them WILL Be a waste of money for you. Therefore, the key is to do the things that will make you money; however, don't think for one-minute that putting out a shoddy marketing message will generate a lead/sale.
Keep Your Marketing Simple And Cost Effective; But Don't Stop Marketing.
 To help you jump-start your sales on Monday morning, I have listed below a few ideas that could pay you huge dividends - the key is to be consistent, have a great marketing message and then follow-up on it.
H
INT: Print this list and pass it to your sales and marketing staff for further discussion.
- Show People The Things That Make You Different. Take a quick look at what you are saying and ask yourself, "Do we look like another small, me too payroll service with what we are saying?"
- Focus On A Niche. Niche marketing allows you to develop a more focused database and sales message.
- Survey Your Customers. Have you ever asked your customers what they would like for other services? How about asking them how well you are performing? Do this and your leads will soar.
- Use A Combination Of e-Mail Marketing AND Direct Mail. Sure, e-mail marketing is dirt-cheap; however, only 10% - 25% of your subscribers are opening/reading your message; therefore, 75% - 90% ARE NOT. Don't commit marketing madness by exclusively relying upon e-mail marketing.
- Use The Postal Service. If it makes sense for your target market, send a low-cost postcard to them. Better yet, send a lumpy mail campaign (page 145 in my book) to a select group of prospective buyers.
- Send A Thank You Card. Sending a thank you card is a great way to remind people you appreciate their time and/or their business.
- Provide People A Low-Risk Way To Learn More. No matter what you sell, always promote some type of special offer to your target audience.By the way, it doesn't have to be a dollar off or discount to buy what you sell.
- Pick Up The Phone. The fastest way you can increase your sales is to pick up the phone and call someone AFTER they have received one of your marketing campaigns.
- Change The Way You Do Things Starting Monday Morning. If you want to change your sales results you need to change the things you are doing today. The key will be to drop the one that don't work for your business and fine-tune the ones that do.
- Don't Always Lead With A Payroll Message. Many payroll service salespeople fall victim to calling a prospect about their "payroll service." Why not change the message once a while and lead with an ancillary business service discussion like time and attendance, HR outsourcing, etc.
Executive Summary: Being consistent AND persistent with a finely tuned (and creative) marketing message will be you success. Remember, some people take 30 touches/calls before they talk with you while others could be just a few. Just because someone doesn't want to talk with you today doesn't mean they won't tomorrow.
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Tuesday, November 27 2012
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5 Ideas To Win
More Payroll Sales
(For Business Owners)
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- Word count for this issue: 416
- Approximate time to read: ~1.7 minutes @ 250 words per minute.
If you are a business owner or leader within your payroll service, you no doubt realize the importance of creating a positive culture within it. However, savvy business owners know how important their employees' mental and fiscal health is to the growth of their business.
To help you and your executive team to create a rewarding company culture -- a culture that can have a positive impact on your sales, we have listed below a few tips (and yes, there are many more to list) to ensure everyone's success.
5 Ideas To Help You Win More Sales And Increase Profits.
1. Embrace The Advantages Of Being Small. Smaller sized companies have some very big advantages over their largest competitor. First, they tend to be quicker to react to market conditions instead of being caught-up in the establishment. Second, and most importantly, they are willing to use innovative ideas, strategies, and tactics.
2. Hire Good People. For the most part, great employees don't walk through your door, they are developed. Sure, you need to make good hires, but you need to ensure you find enthusiastic, confident and honest people who are willing to learn. The key is giving them an environment in which they can.
3. Use Performance-Based Compensation Programs (For Non-Salespeople). Most employee compensation plans are based on a dollar rate but not on your company's success and/or production. Many successful owners offer bonuses based on hitting sales goals, cost savings or customer retention. With a progressive compensation program, successful managers and staff can't afford to leave.
4. Pay Your Salespeople Handsomely: If you want to create a hunter's mentality within your sales team, reward them handsomely for a new sale (one that isn't heavily discounted either). Do this, and you will find that it will be easier to recruit new salespeople and motivate your current sales team. Remember, it is their production on generating new business that you really want.
5. Ask Your Salespeople For Their Input. If you want to know what a new change will do to your product or service line(s), float the idea past your best salespeople. This will allow you to get some honest (and raw) feedback based on their direct interaction with your client base.
Executive Summary: A business owner's role is to create a rewarding environment for his or her staff. One that rewards people mentally and fiscally. To build a business, have a vision and hire the right people to implement it - one that rewards them handsomely too!
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Tuesday, May 01 2012
4 Tips To Solving A Prospect's Payroll Problem
Think about the last 10 prospects you spoke with - now ask yourself, how many payroll salespeople have already contacted them?
The reality is that each and every prospect you meet has been in contact (and all too often) by salespeople who just want to "sell them something." That said, great payroll salespeople bring more value to a prospect by helping them by solve or expose a particular problem(s) - and provide a cost-saving or money-making solution to that problem.
4 Tips For Helping A Prospect Solve Their Payroll Problem(s).
1. Take A Product/Service You Offer And Do This: Reflect for a moment on what you sell and then write down all of the problems it solves for a prospective buyer. After that is done, write down how it solves each specific problem.
2. Write Down The Things That Make Your Product/Service Unique: After step 1 is done, start writing down the things that make what you sell any better or different. If you can't think of anything, now would be a great time to innovate your business product of service offering.
3. Create A List Of Business Questions You Can Ask A Prospect (That Exposes A Problem): Now that you know what problems your product or service solves, start writing down questions you can ask a prospect. Questions like:
1. How has the economy affected your business?
2. How often do you get price increase from ABC Company?
3. If you could wave a magic wand over your current payroll service, what would you change? Why would you change it? How much would this change save or make you?
4. Send Educational Marketing Messages That Exposes And Solves A Problem: The key to your sales and marketing success will most likely hinge on educating a prospect about their problem. You also need to outline how much this problem will cost them/their business if they do nothing to solve it, e.g. Geico's tag line of "15 minutes could save you $500." In addition, outline the steps they need to take to solve this problem.
Executive Summary: The key to your sales success is not just highlighting a problem, but to help QUANTIFY the problem for a prospect from a time and money standpoint. By using a solution or value selling approach, you help expose the financial gains by a prospect.
In our "tighten our belts" economy, prospects are more focused on bottom-line costs and results. To do this, you need to show a prospect their problem, and then help them solve it. Here are some things to do (and avoid):
· Ask business related questions early in the sales process.
· Before sending a proposal to someone, have a follow-up meeting (and strategy) in place.
· Don't send any literature without first determining a prospect's reason(s) for requesting it.
· If applicable, get an advanced deposit on your services and/or products.
· THIS IS A BIGGIE -- Don't quote a price before you have had a chance to build value.
Friday, October 28 2011
How To Get A CPA To Take Your Call
I have talked with no less than 1,000+ business owners, CEOs, sales leaders, marketing pros, and sales people from hundreds of industries in 2011. Everyone had one common concern: How to increase their sales. Although there are few key elements to making this happen, I found that 90% of them are not willing to do anything different (in their marketing and sales efforts) to make this goal happen.
Are You In The 10% Group?
If you are in the 10% group who wants to work a little harder and smarter, I have listed below four key elements to increasing your sales (the key areas of the DRIP Marketing System).
1. Develop a database of clients, past clients, tier 1 prospects (these are prospects who buy what you sell), prospects, and referral sources.
2. Work on developing a Unique Selling Proposition (USP) for your business. This is a critical step, because it will help you flush out the primary motivators – the things that trigger your target audience to buy what you sell. Once you determine these motivators, you need to do two things with this information. First, use it in your marketing campaigns, and second, use it to help you identify areas in which you can innovate your business.
3. Develop a proactive sales follow-up system.
4. Learn how to write a more motivating marketing message.
Here Is An Example Of What To Send To A CPA.
First, create a database of your top 25 or so accountants in your sell zone -- a database that contains each of their mailing addresses AND e-mail addresses. Once your database is done, write a letter for a “lumpy mail campaign” that reads like this:
(First name),
I know that you are getting many salespeople stopping by your office to sell you on the idea of you recommending their payroll service to your clients. Sure, we would like that, too. But, instead of wasting your time with the usual visit and dropping off a bunch of literature, I have arranged for you to spend a relaxing moment at your home or office.
Take A Break On Us.
Please accept the enclosed voucher for a cup of your favorite beverage at your local Starbucks as well as a bag of popcorn. When you get a chance to enjoy them, all I ask is that you do me one small favor: Please watch this short, 3-minute DVD to see what makes us different. By the way, we had some fun making it, so I can promise you that it is not boring!
Thanks for taking the time to learn about what makes (insert your company’s name) different -- and enjoy a quiet moment on us.
What Do You Think The Chances Are Of Your DVD Being Watched?
Just about 100%. That’s right, virtually 100% of your target audience will watch this DVD. So tell me, what kind of impact will this have on your target audience? Highly favorable. Another thing: This approach will make your follow up easier as most people will take your call as everyone’s reaction will be positive – which will have a direct impact on landing some new business from a large percentage of them.
What Should You Say On Your DVD?
The DVD has to be fun, quick to watch, and to the point. Another thing: If you put together a cheap, boring, and self-promoting DVD, you will ruin your chances of landing a new account before you even pick up the phone. On the flip side, if the DVD production is done right, there’s a good chance your prospects will not only take your call, but pass it on to another person who is involved with the purchasing decision.
Executive Summary: The point of this e-tip is to show you how easy it is to stand out from your competition so that more people notice the things that make your business different – just use a little thought and creativity. But the key to this campaign falls in two critical components: 1. You have to call each prospect within 36 to 72 hours of receiving your campaign. 2. You have to continuously send each recipient a series of drip marketing campaigns repeatedly for it takes a number of touches to build trust, credibility, and brand recognition in you and your business.
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