In a direct-response marketing campaign, whether direct mail or online, there are 3 components:
1. the list or audience you’re marketing to
2. the copy that motivates a response
3. the offer itself.
The list is the most important component of the 3. Mediocre sales copy to a great list will get you some responses, but the best sales copy to a poor list won’t get any response.
In this video, filmed at the Titanium Mastermind in Phuket, Thailand, Craig Simpson gives some advice about getting your list spot on.
KNOW YOUR DEMOGRAPHICS AND PSYCHOGRAPHICS
For a successful marketing campaign, you want the list to look like your best customers. You want to match the same demographics and psychographics.
Demographics include age, gender, income and location. Psychographics include hobbies, interests, attitudes, likes and dislikes.
Be careful not to be simplistic. You might ask a list broker for men aged 50+, expecting married, affluent city dwellers. But don’t be surprised if you get 50+ men who are single, live in the country and don’t have much money.
The more specific you can get about the demographics and psychographics, the better chance you have at finding the people you want.
For best results, do a survey of your existing buyers. Find out who’s buying from you already and then target similar people in your customer acquisition campaigns.
WHEN TO USE MULTI-STEP MAILINGS
When you know your list, you will know what approach to take to get the best possible response for that particular audience.
If you have a very targeted small niche, such as just 500 members or customers, it’s better to send multiple mailings instead of just one. If you’re mailing to a hard to reach niche like bank CEO’s, you have to mail more than once.
Send a piece today, then another one next week, and a final one the following week. Multi-step mailings or sequential mailings boost the response rate and help you connect with a customer who’s hard to reach.
If you have a bigger and broader list, you may not need to use sequential mailings. It all comes down to how well you know your list and how they’re likely to respond.
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.