Free Jay Abraham's secrets

Want to Know the Real Benefits of Direct Marketing For Your Business?

The following article excerpt comes from: "Money-Making Secrets of Marketing Genius Jay Abraham and Other Marketing Wizards" (Also known as the famed "Mr. X Book")

Chapter 7
Direct Response Brings Measurable Results

Direct response brings measurable results. And all at a fraction of the cost of "traditional" marketing methods. If I had to give you a good working definition of direct-response marketing, I'd say it directs your efforts to a qualified audience, using one or more media for the express purpose of soliciting a response by mail, telephone or a personal visit from your customers. It's your total marketing effort -- each part orchestrated in harmony with the whole. I honestly don't believe you'll ever find a safer, lower-risk, higher-profit method of increasing your business or profession than direct-response marketing. What's more, any business or profession can add at least one facet of direct-response marketing to its present operation. And it's worthwhile for many reasons:
1. It augments whatever you're already doing in your operation.
2. It's an affordable way to target specific segments of your customer base.
3. It's an indispensable tool for reaching people or businesses outside your general market area you wouldn't normally be able to access.
4. It's an alluring way to "upsell' your products or services.
5. It's a low-cost way to obtain new business that might otherwise be exorbitantly expensive.
6. It's a powerful way to leverage modest amounts of increased sales into large profits, because the cost to obtain sales is so low.
7. It's a productive way to constantly communicate with your audience, enabling you to cement professional relationships while making a profit in the process. It's also a great inventory and payroll balancing vehicle. Whenever your employees have time on their hands or you have too much product in inventory, you can use direct response - targeted at your active customers and prospects to keep the dynamics of products and personnel in balance. My wife sends out a postcard every month to her customers offering a slightly reduced price on salon services on the three slowest days of the week. Consequently she is booked up on Tuesday, Wednesday and Thursday, and her employees (who would be there anyway) are kept busy. Let's say you're stuck with too much inventory. Make a special, discreet private offer to old customers and prospects. You're going to lose money anyway, so why not use it as a loss leader to get people to buy from you. If your business enters a slack period, you still have payroll running and your employees may not have much work. Direct response allows you to launch an immediate campaign to stimulate business activity. You can announce a sale or make a special offer. You can usually get something going fast and thereby keep your staff busy. The unprofitable lulls in business activity can be nullified by an active, direct response program. Every business needs to employ these tactics aggressively to keep sales up. Adding direct response advertising allows you the flexibility and ability to constantly manage and balance your inventory, personnel and payroll.

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