As a new business owner, your primary role is a direct response marketer.
That means you gather an audience that has a general interest in what you offer, or a problem that your offer can solve.
Then, you communicate on a regular basis to inform, entertain and position yourself as a credible leader.
Finally, you use “direct response” techniques to identify a segment most interested in buying. In other words, you ask those people the right questions and give them instructions to identify their interest.
I explain the role of a direct response marketer in this video.
BUILD YOUR LIST
Direct response marketing starts with building a list. Pick one traffic method, whether it’s Facebook marketing or something else, with the purpose of building a list.
When I started in direct response marketing, I struggled to build a big list. After 3 months, I reached 100 subscribers and I thought I’d reached a major milestone. I thought I had a big list.
Then I heard about other marketers whose lists were in the hundreds of thousands, and I felt disheartened. I’d struggled enough to get just my first 5.
Now, I can tell you that I didn’t need to get so worried. Building a list is the easy part. It’s all about paid traffic in large volumes, and being willing to take bigger bets. These days, MOBE might get a thousand new leads every day, thanks to our paid traffic campaigns and our affiliates.
SEND OUT OFFERS
As soon as you get your first lead, start sending out offers to your list every day. This might be by email, direct mail or social media.
Every time you make your offer, give people a clear instruction of what they need to do if they’re interested. This is why it’s called “direct response” marketing. You must give them a way to respond.
Most will not respond. You might send out an offer of a 7 day free trial to 100 people on your list. Maybe 3 of them put up their hand and tell you they’re interested. But now you know who’s ready to buy and who’s not.
ISOLATE THE TAKERS
With the few who are ready to buy, isolate them to the side. Contact them individually and hold a sales conversation.
You might say, “Hey, I noticed you took a 7 day free trial. How are you finding it?”
Don’t send a message like that to everyone. Only those who have identified themselves as potential buyers. That’s the principle behind direct response marketing.
The MOBE Gold Masterclass goes into more depth on this topic. It will show you how to find customers, sell to them and build a consistently profitable business using a Customer Acquisition Process. To learn more about the Gold Masterclass, click HERE.