How to use Three Step Direct Response Marketing

by: Abe Cherian

You may publish this article in your ezine, newsletter on your web site as long as the byline is included and the article is included in it's entirety. I also ask that you activate any html links found in the article and in the byline. Please send a courtesy link or email where you publish to: support@multiplestreammktg.com How to use Three Step Direct Response Marketing By Abe Cherian Copyright ? 2005 Three step marketing is a cost effective way for you to sell your products or services. It's also a cost effective way for you to test various offers. And surprisingly, few marketers use this marketing technique. With three step marketing, you'll be selling to people who contacted you asking for information about your product or service. And you'll be building your own mailing list from people who are interested in your products or services. Because you're building your own mailing list, you'll be able to send several offers to the same prospects. Being able to follow-up with the prospects who first asked for information from you is the key to three step marketing. Your objective with three step marketing is to locate new prospects and then follow-up with an intensive direct mail campaign. Your sales literature doesn't have to be expensive or full color, it simply has to look professional. Make sure you have written something good, have checked it for proper spelling and punctuation, and have provided a meaning behind your products or services. This gives reason for the customer to order your product. If you have a computer, build a database of customer inquiries so you can track who actually purchases, and then send follow-up letters to those who don't. Follow-up sales are where you are going to make most of your income. Your ad draws the inquiries, the first order establishes a good customer, and the rest of the orders are the selling points. Your second sales packet should be mailed a month after the inquiry was received and another a month after that. Testing is the only way to find out which plan works best for you in getting orders. You'll need to find out which sales package works best and how often to make mailings. How elaborate you want to make your response pack depends on how successful your product seems to be selling and how much money you want to invest. Always start small. A simple one page offer can work as well as a conglomerate pretty letter. After you've built up a few good selling products, you might print up a single page brochure. Even at that, you don't have to go to color unless your product warrants it. You don't need an advertising agency to put together your sales packet, but you can use one if you want. Be sure to investigate the type of agency and what it can do for you before hiring them. Your lead generating letters should target the market most likely to be interested in what you're eventually going to offer them. Your letters must state a major benefit that appeals to the readers' interests. The main purpose of your sales message is to arouse curiosity and to get the reader to move to the second step of the process. Your s