The Great Direct Marketing Conundrum
Many a home business owner has spent sleepless nights thinking of ways to turn his venture into a higher profit-making unit and build it to be his primary source of income. This is never easy for a home business because most start-ups face initial lack of money and cash flows. A small cash strapped business would also find it a little uphill to get outside funding. The best way, anybody will tell you, is to advertise... all big companies do it, and get good returns. Undoubtedly, advertising, even PR, has a great impact on sales, but for a home business owner these may be cost prohibitive in the beginning. The trick is in getting a little creative and using low cost - high impact strategies. Go through help sites on the Internet and you'd be spoiled for choices.
We suggest putting direct marketing on top of your list. Why? There are several reasons:
- It is more cost effective than mass media strategies like Advertising
- There is lesser "spill - over" than mass media like advertising and public relations
- You can "measure" the effects of direct marketing
Solving the direct marketing riddle
By definition direct marketing is a sales and promotion technique in which the promotional materials are delivered individually to potential customers via direct mail, telemarketing, door-to-door selling or other direct means. Direct marketing is one of the most effective marketing tools a home business owner can employ to expand his business and make it more profitable. It can help you create visibility for your company and educate the targeted audience about the products and/or services you sell.
www.onlinewbc.gov/docs/starting/glossary.html
Direct marketing is not a complicated, puzzling marketing option that will leave you frustrated and down with a few thousand dollars. If executed with proper planning, focus and some creativity, these tools can do wonders for your home business. Some of the most popular and time-tested direct marketing tools are:
- A compelling covering letter is a must to getting the prospect to read the whole brochure
- A well-designed brochure must keep the target audience in mind, the level of sophistication in style and content and the market you are operating in.
- A brochure must be aimed at finally getting the prospect to send in a business enquiry. Don't forget to add the contact details; a postage paid business reply envelope attached with the brochure would be a good idea.
http://www.powerhomebiz.com/vol134/brochure.htm
Before you begin a direct marketing exercise, spend considerable time on evaluating what tools would be the best for your business; effective but not cost-prohibitive; how would you tailor your message for brochures, mailers, emails etc., so as to break away from the clutter and maximize impact. Once you are through with this, spend time on creating the mailing list with the right names. If you are able to bring down the cost of your direct mailing exercise to even 30 cents, but have a mailing list of 20, 000 people, all wrong names?. every cent has gone down the drain! Someone once said, "There is a difference between Efficiency and Effectiveness. Efficiency is doing the right thing, but Effectiveness is doing the thing right!" So work at making an effective direct marketing plan and see your business expand and become financially more robust.
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