The first step is precisely that a potential client requests information. As a result of this first stage, the company gains a new prospect. The second step is to make an offer to this new prospect (along with sending the requested information) to be transformed into customer buying a product or hiring a service.
Receive requests for information is a highly important and necessary part for most companies – for some it is essential. The latter type of companies are not in the business of selling by mail (or e-mail): prospects who requested information are contacted by vendors or sales letters are designed to induce them to buy the product in a store.
Suspects is the group that includes all potential buyers of your product or service. The primary purpose of most marketing lead generation is to convert prospects suspects – raising them in essence, a step on the ladder of loyalty. Once someone makes a request for information, it automatically becomes a prospect: know about your business, but you have not bought anything.
The primary mission of the sales team, is to turn prospects into customers (if the company has no sales, this is also done by the Department of Marketing.) A customer is someone who buys you at least once. Further up the ladder is the frequent shopper loyalty. At the top of the ladder of loyalty is the follower, someone who buys virtually everything you sell. The fans are so happy with you, to tell everyone about you and your products – this is the best type of promotion, word of mouth marketing.
7 Ways to Increase Fundamental Answers
The following techniques can increase the amount of prospects that a promotion generates.
1. Title / Name of your gift
To generate large volumes of prospects, you must give a reason to push them to take the action you want taken. Many ads say, “Call us and we’ll send a salesman to your office to make a sales presentation.” Do you really think that the prospect wants a “sales presentation”?
What the prospect wants is information, solutions, help, advice, free samples, ideas, save money, service, quality, support, security, security – and to trust you. When you offer these things, your flow of prospects greatly increased.
For example, instead of “Please call to arrange an appointment with one of our vendors,” provides:
• free, no obligation consultation with a specialist in Energy Saving – PLUS – Free Written Analysis of Saving Money You get to use our new additives in industrial machinery.
What will sound better?
Make it more attractive to take action for the prospectus, prospectus and take action. Sure, a number of brochures order brochures about your carpet cleaning company, but many more will be interested if you offer “Special Report: 7 quick ways to remove stains from your carpet.” Why? Because the former is perceived as a sales spiel, while the second value to the prospectus, whether you finish using your services or not.
In short, if you’re offering a free brochure or Special Report, give a title that promises the prospect of useful information in addition to the sales pitch about your product. This information should, of course, appear in the report – and it must be directly related to the function of your product / service. Always use a direct owner – one that promises a benefit or emphasizes the supply of free information – instead of a headline is “cute” or “intelligent.”
More Examples …
• Five Easy Ways to Reduce Your Home heating costs (instead of: The history of the stove Double-X);
• How to Avoid the 6 Most Common Mistakes to modernize your kitchen (instead of: Specifications and features of the kitchens Triple-Z).
2. The Power of Specific
In describing the brochure / report in your advertising, make reference to specific pages – saying timely information regarding how you can be of practical use for the prospect.
For example, you can tell the reader that “page 3 explains how to quickly and easily achieve some benefit. Page 7 shows the methods to save time and effort when you do this or that. Page 15 shows the wrong methods that end up costing money – and how appropriate methods can accumulate substantial savings. “It also describes special features such as a table of selection, planning guide, installation ideas, and any other useful information it contains.
3. The sooner the better
Advertise your free offer at the top of your ad, about the parent it in your title or subtitle. It is proven that this simple tactic DOUBLES your answers.
4. Devotes more space to your Offer
If your free offer is part of a larger ad (this assumption is also valid for the next point), the larger the space that you spend your free offer, receive more requests for information. For example, you can put on a panel with a yellow background to draw attention to and describe in full.
5. The body of your Ad
The sooner you make reference to your offer in the body of your ad, you get more requests for information. The reason is obvious, yet often underestimated. It also uses more text to describe your offer in relation to the description of the product itself.
6. Contact Duplication Forms
Enter your name, phone number and website of your company at the end of your ad – but also use a coupon to provide this information. (And remember to use a font that is easy to read.)
The magazines tend to have a respectable amount of “secondary circulation” (people who published it was passed by the first buyers.) How can these people responding to an ad if the coupon has already been cut and what remains is not named and address of the company?
IMPORTANT: The secondary circulation of the most popular magazines in a certain country or region between 2 and 6 readers per copy sold.
• To receive a brochure about the XXX-3000, complete and mail the enclosed reply card or call FREE on 0800 123 123.
• Complete and return by fax the attached questionnaire to receive a free no obligation analysis of your financial requirements.
Tell prospects what to do, how to contact you (by giving them your phone number, fax, e-mail, and / or website), and what happens when they do. The “what will happen” can describe what kind of material about the product are you going to send, any gift you are offering as an incentive, or service you receive (such as a free analysis, obligation quote or product sample.)
7. Remove the pressure of Sale
If the request for information will not be followed by the call or a visit from a salesman, states this fact clearly in the body of the ad and the coupon. This is particularly important if your product is of the type commonly sold through a vendor. Use something like: “There will be contacted by any vendor.” Many people do not even bother to ask about something if you think that a seller or the agent to call.
If you do telephone follow-up of the prospectus but not in person, say “No salesman will visit.”
Other Ways to Increase your 7 Replies
1. Shows a picture of your brochure or catalog.
2. Includes a free 0800 number in your ad and print it as large as possible. Put a little drawing of a cell next to the number or arrow. It also uses the phrase, “Call FREE on 0800 …”
3. For a full page ad, use a coupon. You can get to double your answers.
4. Give the reader multiple-choice response: “I would like to see a show” – “They call me a salesman” – “send me a free sample by mail.”
5. In an announcement that is a fraction of a page (half page or less) put a thick dotted border around the ad. This creates the appearance of a coupon, which in turn stimulates responses.
6. Stresses the free offer in a caption. The last caption of your ad might say, “Get the Facts – Free.”
7. Do not ask the prospect to complete a lot of information about yourself – such as the type of products that currently buy, use, or when they plan to do next purchase.