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Digg It - Direct Mail for Lawn Care Companies - 5 Secrets to Using It Successfully
As you take a look around, there would appear to be an unlimited number of ways a small business can spread the word about their specific product or service. While these methods range from traditional to the unprecedented, one method that has been around longer than most yet has proven to be very effective is direct mail.
Now, even though most small businesses are aware of this method and many have used it as part of their marketing efforts, the sad reality is that
Now, even though most small businesses are aware of this method and many have used it as part of their marketing efforts, the sad reality is that
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
the majority don’t know how to make the most of this powerful marketing method. Because of this, the results experienced by most are less than stellar and usually lead to the false assumption that “direct mail doesn’t work”.
While it can be one of the most powerful tools in your marketing arsenal, there are several key steps that must be followed in order to maximize the effectiveness of your direct mail campaigns. Without these, a majority of campaigns are destine
While it can be one of the most powerful tools in your marketing arsenal, there are several key steps that must be followed in order to maximize the effectiveness of your direct mail campaigns. Without these, a majority of campaigns are destine
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
d to mediocre results at best and complete failure at worst.
Here are 5 keys that when followed will help you create super-successful direct mail campaigns that produce results.
1. The right message to the right market.
First and foremost you must create a powerful marketing message that seizes your prospect’s attention, tells them why you’re uniquely qualified to solve their problem or satisfy their need and what exactly they can expect as a result of usin
Here are 5 keys that when followed will help you create super-successful direct mail campaigns that produce results.
1. The right message to the right market.
First and foremost you must create a powerful marketing message that seizes your prospect’s attention, tells them why you’re uniquely qualified to solve their problem or satisfy their need and what exactly they can expect as a result of usin
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
g your service. Your goal with this message should be to stand out from the crowd.
Once you have this powerful message, you need to make sure it gets delivered to those prospects most qualified to receive it. So often, businesses are guilty of using ‘throw mud against the wall marketing,’ which means they run around randomly throwing their message about just hoping it hits the right person. In most cases, it doesn’t even come close.
To ensure maximum results from
Once you have this powerful message, you need to make sure it gets delivered to those prospects most qualified to receive it. So often, businesses are guilty of using ‘throw mud against the wall marketing,’ which means they run around randomly throwing their message about just hoping it hits the right person. In most cases, it doesn’t even come close.
To ensure maximum results from
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
your carefully crafted marketing message, you want to meticulously select the market your message will be delivered to.
You can do this by either analyzing your current customer base (if you’re happy with the type of customer you currently have) or by making a profile of your ideal customer. What common characteristics do they have? Are they all in a certain income bracket? Do they live in a specific type of neighborhood? Are they at a particular stage in life?
O
You can do this by either analyzing your current customer base (if you’re happy with the type of customer you currently have) or by making a profile of your ideal customer. What common characteristics do they have? Are they all in a certain income bracket? Do they live in a specific type of neighborhood? Are they at a particular stage in life?
O
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
nce you’ve identified the ‘right’ market, you can deliver your powerful message with the assurance that the majority of people that receive it will be receptive to your service.
2. Get your message read.
One of the biggest challenges with marketing in general is the fact that your message is competing against dozens, better yet hundreds of other businesses all trying to capture the attention of your prospects. Each day, people are flooded with competing sal
2. Get your message read.
One of the biggest challenges with marketing in general is the fact that your message is competing against dozens, better yet hundreds of other businesses all trying to capture the attention of your prospects. Each day, people are flooded with competing sal
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
es messages and a vitally important ingredient of any successful direct mail campaign is actually getting your message read.
Unfortunately for most businesses, their carefully crafted sales message never even gets read. In order to ensure your message stands out from the crowd and gets read, it’s important to keep a few things in mind.
First of all, don’t make it look like a sales letter. If you’re sending a letter, you might consider handwriting the address to ma
Unfortunately for most businesses, their carefully crafted sales message never even gets read. In order to ensure your message stands out from the crowd and gets read, it’s important to keep a few things in mind.
First of all, don’t make it look like a sales letter. If you’re sending a letter, you might consider handwriting the address to ma
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
e it look like a personal letter. You might also consider sending the letter without a return address. Another possibility would be to put your name on the return address instead of your company’s name.
Another way to make your letter stand out from the crowd is to create curiosity on the envelope. Putting an attention grabbing benefit statement front and center will go a long way towards getting your letter at least opened.
Once you’ve figured out how to get you
Another way to make your letter stand out from the crowd is to create curiosity on the envelope. Putting an attention grabbing benefit statement front and center will go a long way towards getting your letter at least opened.
Once you’ve figured out how to get you
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
r prospect to open your letter, your job isn’t over. The next task is to get them to actually read your sales message. You can do this by starting off your letter with another powerful, attention grabbing, benefit laden headline. Right off the bat, paint a picture of the benefits they’ll receive by reading the rest of your letter.
This takes us to the next key ingredient to successful direct mail campaigns.
3. Stress benefits, benefits, benefits, not features
This takes us to the next key ingredient to successful direct mail campaigns.
3. Stress benefits, benefits, benefits, not features
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
.
The one mistake I see more often than any other when it comes to marketing is talking about features instead of benefits. This mistake alone is enough to sabotage even the best of marketing campaigns.
So what exactly is the difference between a feature and a benefit?
Well, a feature is something tangible, factual, and verifiable. They’re the boring statistics and bullet points that most companies put front and center on their marketing materials. Here’s a
The one mistake I see more often than any other when it comes to marketing is talking about features instead of benefits. This mistake alone is enough to sabotage even the best of marketing campaigns.
So what exactly is the difference between a feature and a benefit?
Well, a feature is something tangible, factual, and verifiable. They’re the boring statistics and bullet points that most companies put front and center on their marketing materials. Here’s a
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ist of possible features for a lawn care business:
A benefit is the intangible results of your features. These are the ‘warm fuzzies’ that come as a result of the tangible aspects of your business. The benefits are what really sell your service because of the images and feelings they evoke in your prospe
Weekly service Licensed and insured 20 years of experience Hundreds of satisfied clients
A benefit is the intangible results of your features. These are the ‘warm fuzzies’ that come as a result of the tangible aspects of your business. The benefits are what really sell your service because of the images and feelings they evoke in your prospe
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
cts. These are the things you want to talk about in 99% of any marketing message.
Here’s a list of possible benefits that would result from the features listed above:
Here’s a list of possible benefits that would result from the features listed above:
A yard that always looks top notch Peace of mind knowing you’re dealing with a true professional The assurance that any possible situation will be dealt with in the proper manner Confidence that you will be completely satisfied with your lawn’s c
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
are
People want to know what they’ll receive as a result of selecting you and it’s the benefits that will sell your lawn care service, not the features.
4. Use multi-step marketing.
This one truly is a ‘secret ingredient’ of successful direct mail. Those businesses that understand this and use it properly, quite often go on to dominate their target markets in very short amounts of time.
So many times businesses try to move prospects from
People want to know what they’ll receive as a result of selecting you and it’s the benefits that will sell your lawn care service, not the features.
4. Use multi-step marketing.
This one truly is a ‘secret ingredient’ of successful direct mail. Those businesses that understand this and use it properly, quite often go on to dominate their target markets in very short amounts of time.
So many times businesses try to move prospects from
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
point A to point Z in one giant step. What they fail to realize is that it’s much easier to move a prospect from point A to point B, and then point B to point C, and so on until they FINALLY reach point Z.
The goal of each step in this multi-step process should only be to get the prospect to the very next step. As it relates to a lawn care campaign, the goal of any letter sent should NOT be to get a new customer. Yes, that’s the ultimate goal, but that would be t
The goal of each step in this multi-step process should only be to get the prospect to the very next step. As it relates to a lawn care campaign, the goal of any letter sent should NOT be to get a new customer. Yes, that’s the ultimate goal, but that would be t
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
e equivalent of point Z in the process. The goal of your direct mail campaign should be to get any interested prospects to identify themselves.
One way you could get them to identify themselves would be by responding to an offer for a free estimate. Now, because the goal of the letter is to give them a free estimate, keep your message consistent with this. Talk about all the benefits they would receive from your service, but don’t mention anything about weekly visi
One way you could get them to identify themselves would be by responding to an offer for a free estimate. Now, because the goal of the letter is to give them a free estimate, keep your message consistent with this. Talk about all the benefits they would receive from your service, but don’t mention anything about weekly visi
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
ts, yearly contracts, year end service, etc. Paint them a picture of what their yard will look like and then tell them they could explore the possibility of making it a reality by requesting a free estimate. Nothing more, nothing less.
Of course once they’ve called to request their free estimate (step A), the next message you deliver would have the goal of moving them one step closer to the end goal of making them a paying customer.
5. Don’t do ‘one-shot’ mail
Of course once they’ve called to request their free estimate (step A), the next message you deliver would have the goal of moving them one step closer to the end goal of making them a paying customer.
5. Don’t do ‘one-shot’ mail
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
ings.
This is another key ingredient that when used properly is guaranteed to skyrocket the results of your direct mail efforts into the stratosphere. You see, people go through cycles in their lives. One minute they’re busy, the next minute they’re not. One minute they’re thinking about one thing, the next it’s something completely different.
As it relates to marketing your services, just because someone’s not interested right now doesn’t mean they won’t be
This is another key ingredient that when used properly is guaranteed to skyrocket the results of your direct mail efforts into the stratosphere. You see, people go through cycles in their lives. One minute they’re busy, the next minute they’re not. One minute they’re thinking about one thing, the next it’s something completely different.
As it relates to marketing your services, just because someone’s not interested right now doesn’t mean they won’t be
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
n another week or month. Or, just because they don’t respond initially, doesn’t mean they’re not at all interested.
To combat these cycles, the best thing you could ever do is to do sequential mailings. Instead of sending just one letter to your list of targeted prospects, send another follow-up letter a few weeks later and then a third a few weeks after the second.
Follow the same steps you’d follow in creating your initial sales letter, but on these follow up le
To combat these cycles, the best thing you could ever do is to do sequential mailings. Instead of sending just one letter to your list of targeted prospects, send another follow-up letter a few weeks later and then a third a few weeks after the second.
Follow the same steps you’d follow in creating your initial sales letter, but on these follow up le
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
tters, reference the previous messages you’ve sent. You might even consider making a time-sensitive offer right from the very beginning and then referencing this impending deadline in the subsequent mailings.
What you’ll find is that you’ll capture the attention of your targeted prospects even more and you’ll double the effectiveness of your direct mail campaign. In fact, studies have shown that you’ll get half of your responses from letters 2 and beyond!
Direc
What you’ll find is that you’ll capture the attention of your targeted prospects even more and you’ll double the effectiveness of your direct mail campaign. In fact, studies have shown that you’ll get half of your responses from letters 2 and beyond!
Direc
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
t mail can be a powerful tool in your marketing arsenal IF done properly.
Even though there are many marketing mediums available to today’s small business owner, direct mail has proven itself again and again to be a highly effective means for delivering your sales message to interested prospects. To ensure maximum effective from your direct mail campaigns, follow these simple guidelines and you’ll quickly see why direct mail has proven to be such a powerful tool
Even though there are many marketing mediums available to today’s small business owner, direct mail has proven itself again and again to be a highly effective means for delivering your sales message to interested prospects. To ensure maximum effective from your direct mail campaigns, follow these simple guidelines and you’ll quickly see why direct mail has proven to be such a powerful tool
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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