The Biggest Mistake Originators Make in Their Marketing Campaigns - So your goal...
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So your goal is to have the prospect take action at the earliest stage of the buying process as you can. You want to establish a relationship with them BEFORE they become serious, but the only way for this to happen is to have them respond to your marketing piece early in the game. And you do this by lowering the resistance to call to action.
One thing that you can do to lower resistance is to give them more ways to contact you. Give them your mailing address, cell phone number, email address, etc. Some people are more comfortable writing letters. Some prefer email or phone calls. And some like the face to face meeting. If you limit your choice to just one, you will exclude a large percentage of potential leads.
Another thing you can do is make it as easy as possible for them to take the call to action. For example, you send out a direct mail campaign to your former customer base. Your call to action in this campaign is for them to fill out a survey and mail it back to you. How do you make it easy for them? You provide them with a preaddressed envelope.
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