Direct Marketing News

If you’re involved in marketing products, services and coaching programs for niche markets, one of the best strategies to screen your company from the nation of tire kickers is using the two-step marketing approach. The two-step increases your ability to work with serious prospects that are more likely to become loyal paying customers. This also reduces the time you waste with energy zappers.

What is the two-step?

In a nutshell, instead of making the sale on the first contact, you instruct your targeted market to jump an extra hoop. The ones who do would become your best customers. These are the ones you want to spend your time with. These are the ones who look to your company to solve their problems. And they are the ones who will buy more from you again and again.

Here are some examples of how the two-step system is used today…

1) If you’re an affiliate marketer: you can use the two-step in e-zines and blogs where the prospect clicks on a link to a sales landing page, an audio or video presentation that can be forwarded to friends, or in an article that tells the whole story behind your amazing product. This way, they won’t overload on information. It’s really not a good idea to throw the whole enchilada at the prospect at first contact.

2) If you’re promoting a high-ticket product or coaching program: the two-step can disqualify those prospects who wouldn’t make a good fit for you. And who might later cause more problems that could tarnish your reputation or put a black mark on your merchant status. You know them because they’re usually the ones who buy from you and then quickly take advantage of your guarantee by returning the product.

3) If you’re promoting through direct mail, you can use the two-step to pre-qualify customers by asking them to send one dollar (to cover shipping) to get a special report or CD. The ones sending in the dollar are the more serious prospects and make better leads. Those who are interested after reviewing your report or CD will contact you either for more information or to make a purchase.

4) Another approach is using the two-step to build your database. You can offer a gift with a high perceived value to collect contact information. By running these offers in online and offline ads, mailer inserts or in related industry rags you can quickly build a highly targeted list that you can market to, or rent to other related companies.

5) Let’s say you’re promoting a mid- to high-priced niche seminar, summit or boot camp. To reduce the amount of unsatisfied attendees who may ask for a refund, you can use the two-step to screen out the wannabes who have no real desire to learn from you. Or who might copy your copyrighted materials and then ask for a refund. You can require them to complete and return a homework assignment that will tell you if they would make a good candidate for your upcoming event.

If you incorporate the two-step process you’ll spend more time with favorable leads who can become your best customers. You’ll screen out the unfavorable time wasters who can generate more grief. Then you’ll have more time for product development, customer service and joint venture deals.

Tommy Yan helps business owners and entrepreneurs make more money through direct response marketing. He publishes Tommy’s Tease weekly e-zine to inspire people to succeed in business and personal growth. Get your free subscription today at http://www.TommyYan.com.

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