To an Oklahoma country boy, the two-step is a dance of love.
But to a direct marketer, whether on the Net or off, it’s a most effective and profitable marketing method that has successfully stood the test of many decades of continued use.
Two-stepping is also a dead-shot technique for overcoming a potential customer’s objections, and getting her to place the order. The beauty of using this system on the Internet is that it can be fully automated, for the marketer and the customer alike.
First Timers Usually Won’t Buy It seems many marketers today are dancing out of step. They expect to sell directly from a single advertisement – when the tested and proven fact is that it usually takes several contacts with any prospective customer to garner the sale.
Wise and cost conscious mail-order moguls figured that out many years ago, and developed a simple two-step marketing method to cash in on sales they had otherwise been losing.
Two-stepping is also quite cost effective, in that it employs small and typically inexpensive advertisements designed to do one thing and one thing only – tweak the prospect’s interest and get her to send for more information.
To this day, one will still see uncounted myriads of products promoted with that type of small advertisement in magazines, tabloids, and even local newpapers – all having one thing in common – they grab the reader’s attention and motivate her to “send for details.”
Step One – Starting Off on the Right Foot Most two-step ads are limited to twenty-five words or three to five lines. So it goes without saying the ad must have pop. Lazy ads won’t work at all.
A “telegraphic” writing style works best, where any unneccesary words are weeded out. A strong use of keywords and emotional motivators, coupled with an offer to provide a benefit or solve a problem, will get the best response. And that is all the ad needs to do – get a response – the essence of Step One.
Step Two – Follow-Up Marketing Here is where the boot-heels hit the dance floor. In return for her expressed interest, the potential customer receives your full sales message. It should not only have some degree of informational value – your sales message should spell out in clearly defined terms why and how the customer will benefit from owning your product or using your service.
But still, one dance may not be sufficient to convince the prospect to place an order. Repeated and progressive contact will help to keep your offer in the forefront of her mind. Sooner or later, one of your follow-up messages will serve to convince her that it’s in her own best interest to buy.
Internet Two-Stepping – The Ultimate Dance Floor While mail-order two-stepping is a costly and labor intensive exercise – on the Net it’s a comparative breeze.
Rather than stuffing hundreds or thousands of envelopes and shelling out cash at the local post office, today’s Internet email marketer can quickly configure any autoresponder with an entire series of effective follow-up messages.
The prospect will receive details of your offer by email, within a couple of minutes while her interest is still active. Then, at selected intervals, she will automatically receive additional reminders and further incentives to buy.
It’s a known fact that 80% of all sales* happen only after the fifth contact is made. If you’re looking for a way to maximize sales from whatever amount of traffic you may currently be getting – we suggest you start dancing right away.
*National Sales Executive Association
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Dan B. Cauthron runs several websites and publishes his 100%
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