Your Entrepreneur Home Based Business Success Series – #13 – Direct Response Marketing

When you enter the fascinating world of the Internet Industry, some of the most important skills that you will acquire are those of an expert Marketer. All of the top earners in this Industry utilize the proven successful techniques of Direct Response in order to achieve the high results in their sales campaigns.

The key to effective sales is to elicit a “Buy Now” instead of a “Waiting till Later” reaction from your prospect. The Direct Response is a process whereby the Buyer’s normal sales resistance is converted to the action step of a “Buyer’s Rush.” “Later” usually means “Never.”

My Mentor is a Master of Direct Response Marketing. He teaches a course that is dedicated to the subject. You want to build into all of your sales tools and materials, the elements of Direct Response. These are directed toward guiding your prospect, through the use of your high value products or services, to want to take action to buy.

Your Capture Page, your Website, Videos, Articles that you write and the Ads that you place on the Internet should all have woven into the materials that you present the messages directed to influence the prospect to take some action. By the simple way that you word your opt-in button, you can start to influence the prospect into taking action. Getting your prospect to always take an action, is a parallel to the response that you want in the sales closing process, of leading with questions that result in “Yes” answers.

Of course you must prove your trustworthiness, be knowledgeable, and be a professional, and conduct yourself with the highest integrity.

You must further establish good will with your prospect by demonstrating your knowledge and reliability. Understand that he or she will most likely follow his or her normal buying patterns and only close when he or she is ready. Your task is to make that as painless as possible for them. Your skill in asking questions in order to determine the prospects buying pattern will give you an insight that will assist you in the process.

Offering incentives, utilizing scarcity and deadlines are some of the techniques that will assist the buyer to change his behavior and want to act in your favor. These techniques should not be considered as ways to “Trick” people to behave, as you desire. The system is designed to understand Human Nature and to offer real value in a way that will be recognized by your prospect.

IF IT’S NOT A GOOD VALUE, IT WON’T SELL

THIS IS THE ROAD TO SUCCESS

Direct Sales Tips – What is Direct Sales?

Direct sales is a method of selling a consumer product or a service, person-to-person and away from a fixed retail location. These consumer products are sold through in-home product demonstrations, “home parties” and one-on-one selling by salespeople. Such products or services are usually marketed to customers by independent salespeople or teams of salespeople. Depending on the sales company structure, the salespeople may be called consultants, distributors, representatives, or a number of other different titles. Direct selling can be a part time job or a full time business, depending on the needs and wants of the salesperson. Direct sales is one of the oldest sales methods still going strong today.

Industry representative, the World Federation of Direct Selling Associations (WFDSA), reported that its 59 regional member associations had accounted for over US$114 Billion in retail sales in 2007, through the activities of over 62 million independent sales representatives.

According to the WFDSA, consumers and customers benefit from direct selling and sales because of the high quality of service, convenience, delivery method, and the satisfaction guarantees provided. A major benefit to an individual that wants to begin a career in the independent direct selling business is the usually low startup costs. Most companies require little or no required inventory or other cash commitments to begin. If a company you are interested in joining does require high costs for inventory and startups, be very careful. These companies may actually be pyramid schemes, not direct selling or sales companies.

Research by the United States Direct Selling Association (DSA) reported that in the year 2000, 55% of adult Americans had at some time purchased items or services from a direct sales consultant and 20% reported that they were currently(6%) or had been in the past(14%) a direct sales consultant.

Direct selling is different from direct marketing because it is focused on individual sales agents contacting, networking, and dealing directly with clients and customers. Direct marketing is business organizations more focused on seeking a relationship with their customers without going through a salesperson or retail outlet.

Direct sales companies also usually offer a multi-level compensation plan that greatly benefits the individual consultants. Not only does the company pay commission to the salesperson for their own individual sales, but they will also pay bonuses on sales of other salespersons that were introduced and trained by that particular salesperson. Not only can someone make decent income by networking and selling the services or products, but by building and training a large successful team of individual consultants.

Direct selling can be the key to running your own business and being able to control your income. With a successful direct sales company and a well thought out plan of attack, Direct Selling can be your ticket to freedom from bosses, commutes, and time restraints.

Marketing Or Advertising, Which Will You Choose

So many times, as a new business owner, I wish I had understood the difference between advertising and marketing. I am sure many people have a different definition of these words. Let’s explore this topic for today’s article.

Wikipedia defines advertising this way: Advertising is a form of communication intended to persuade its viewers, readers or listeners to take some action. It usually includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand. I think that pretty well sums up what we think of as advertising. We are all very familiar with it in all of its forms. TV, radio, print, billboard, word of mouth, and direct mail just to name a few. Now let’s look at Wikipedia’s definition of marketing. Marketing is used to create the customer, to keep the customer and to satisfy the customer. You can also market using TV, radio, print, billboard, word of mouth, and direct mail; so what is the difference. I believe that ROI or return on investment is the greatest difference. Anybody can advertise but few can market. Let me give you some examples.

1. How often do you get your oil changed? Why every 3,000 miles? Your owner’s manual says every 5,000. Quick lube places have set themselves up as an expert. When they say every 3,000 miles we believe them.

2. How often do you have your teeth cleaned? When do you schedule the appointment? Dentists have done this better than any service provider I know. They make you feel stupid if you do not schedule your next appointment 6 months from your last. And you schedule it before you leave the office. Brilliant. Continued business and the customer thinks it was their idea.

3. One more “So Easy a Caveman can do It” The slogan for Geico is powerful stuff.

So anyone can throw money at advertising but few take the time and effort to market themselves or their product. Here are some simple tips to help you as you learn to market.

1. Learn from other people, life is too short to learn it all. Find smart and successful people in this area and copy what they are doing.

2. Learn some copywriting skills. Dan Kennedy is a superb writer and will help you greatly to read his books.

3. Test, test, test. Do two or three ads and measure the results of each.

4. Keep great records of every piece of marketing you use. Know which ones work and which ones do not.

5. Be patient, this is not a quick process and there is no magic bullet. Keep fine tuning your ads until you reach the greatest returns on your investment.

6. Do not be afraid to pay for help. PICK WISELY. Many will take your money and provide poor returns. There are some very good companies. Just do your homework before ordering.

Taking these steps can help your budget decrease as your return increases.