Money-Making Secrets of Marketing Genius

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Mr. X Book.

Want to Know the Real Benefits of Direct Marketing
For Your Business?

The following article excerpt comes from:
"Money-Making Secrets of Marketing Genius
Jay Abraham and Other Marketing Wizards"

(Also known as the famed "Mr. X Book")

DIRECT RESPONSE
Chapter 7

Direct Response Brings Measurable Results

Direct response brings measurable results. And all at a
fraction of the cost of "traditional" marketing methods. If
I had to give you a good working definition of direct-response
marketing, I'd say it directs your efforts to a qualified
audience, using one or more media for the express purpose of
soliciting a response by mail, telephone or a personal visit
from your customers.

It's your total marketing effort - each part orchestrated in
harmony with the whole. I honestly don't believe you'll ever
find a safer, lower-risk, higher-profit method of increasing
your business or profession than direct-response marketing.

What's more, any business or profession can add at least one
facet of direct-response marketing to its present operation.
And it's worthwhile for many reasons:

1. It augments whatever you're already doing in your operation.

2. It's an affordable way to target specific segments of your
customer base.

3. It's an indispensable tool for reaching people or
businesses outside your general market area you wouldn't
normally be able to access.

4. It's an alluring way to "upsell' your products or services.

5. It's a low-cost way to obtain new business that might
otherwise be exorbitantly expensive.

6. It's a powerful way to leverage modest amounts of increased
sales into large profits, because the cost to obtain sales is
so low.

7. It's a productive way to constantly communicate with your
audience, enabling you to cement professional relationships
while making a profit in the process.

It's also a great inventory and payroll balancing vehicle.
Whenever your employees have time on their hands or you have
too much product in inventory, you can use direct response -
targeted at your active customers and prospects to keep the
dynamics of products and personnel in balance.

My wife sends out a postcard every month to her customers
offering a slightly reduced price on salon services on the
three slowest days of the week. Consequently she is booked
up on Tuesday, Wednesday and Thursday, and her employees
(who would be there anyway) are kept busy.

Let's say you're stuck with too much inventory. Make a
special, discreet private offer to old customers and
prospects. You're going to lose money anyway, so why not
use it as a loss leader to get people to buy from you.

If your business enters a slack period, you still have
payroll running and your employees may not have much work.
Direct response allows you to launch an immediate campaign
to stimulate business activity.

You can announce a sale or make a special offer. You can
usually get something going fast and thereby keep your
staff busy. The unprofitable lulls in business activity
can be nullified by an active, direct response program.
Every business needs to employ these tactics aggressively
to keep sales up.

Adding direct response advertising allows you the
flexibility and ability to constantly manage and balance
your inventory, personnel and payroll.

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