Promotional Items And Grabbers Significantly Boost Response Customers
What is the most important part of the marketing process?
The marketing process, or the process of acquiring new customers, can be broken down into what’s considered the oldest sales and marketing formula in the book. The AIDA formula -- or Attention, Interest, Desire, and Action.
I know, you’ve probably heard it a million times, but the AIDA formula holds true. The only way to make a sale is to grab your prospect’s attention, get their interest, create desire, and guide them to take action.
If you skip a step or take a short cut you won’t make a significant number of sales.
There are many different takes on how to accomplish each phase of the AIDA formula, but where most businesses and sales-people fail is in this first step. The first and most important step in sales and marketing is getting the Attention of your customers and prospects.
Studies show that you only have 3 seconds to get your prospects attention. In other words if you don't get your prospects attention in 3 seconds, you won't get their business. In direct mail, which is alive and well, your fist goal should be to get your prospect to open their envelope (or package), because if you don’t get them to open your envelope they won’t read your letter. And if they don’t read your letter they won’t respond (or, if you follow up on the phone they won’t know who you are and your mailing efforts are a big waste of time.)
The good news is there are several ways to get your envelopes opened. One of the most effective strategies is to use “LUMPY Mail.”
What is LUMPY Mail?
Lumpy mail is a mailing strategy that incorporates promotional products and/or gadgets that make your mail (your envelopes or other packaging) look and feel lumpy. Lumpy Mail doesn't look or feel like your standard flat and symmetrical mailer. Lumpy mail arouses curiosity and gets your envelopes and packages opened.
This is not theory. It's a proven strategy that often gets amazing results...
What exactly are promotional products and gadgets?
Promotional products are items such as pens, key chains, giant paper clips, mugs, coins, magnets, hats, shirts, clocks, and thousands of other items that can have your company name or marketing message printed on them. You probably have a couple promotional items at home or in the office from vendors yourself.
"Gadgets" are basically variations of promotional products. Gadgets are items such as coins, funny money, fake jewelry, candy, band aids, and just about anything else you can think of that you can attach to your sales letter or marketing package to make it lumpy and more interesting.
SIDE BAR: Do not simply drop a gadget or promotional item into your direct mail package for the sake of using it. They key to effective direct mail (or lumpy mail in this case), is to tie your gadget or promotional item in with your marketing message. For example if you use a round TUIT (a wooden nickel sort of thing that has “Round TUIT” written on it) you might want to consider this approach…
“I Know Saving Money On Insurance Is Not A Priority, But When Are You Going To Get Around To It? I Guarantee You’ll Save…”
Or, how about using a bag of peanuts…
Are You Saving Peanuts For Retirement When You Could Be Saving Real Dollars?”
Or, how about using a miniature magnifying glass?
“Discover How To Magnify Your Tax Savings Without Spending A Dime!”
If you simply put a bag of peanuts, a magnifying glass, or a pen with your company name into your package and you do not explain why you did so, you are wasting a marketing opportunity and your prospect may not take your offer seriously.
Since getting the Attention of your prospect is the most important step, focus some of your energy on testing creative strategies for accomplishing this in your direct mail and other marketing efforts.
Using gadgets, grabbers, and promotional items in your marketing and using them effectively can dramatically increase your response rates.
You’ll see a significant boost in response. You might even achieve huge breakthrough!
Brian Maroevich has developed a unique prospecting and lead generation marketing system which is available at ==>
You’ll get marketing tips, secrets, and letter templates guaranteed to increase sales! You can also order all kinds of promotional items with your company name emblazoned on them as well email Brian for more information (serious inquiries only. Minimum orders of at least 500 or any item required.)
Here are the links to three of my best products...
Amazing Prospecting Letters.
Million Dollar Bills.
PS: Can you think of any agents or planners you know that would be interested in this site:
Insurance Leads Advisor.