Two-step marketing means the prospect must respond to your (step 1) advertisement to (step 2) get more info. This info may be a letter, a free report, and tips. The intention is that the letter or brochure does all the pre-selling of your product or service. The two-step (1) advert normally directs your customer to a web page. (2) At the web page they exchange their name and email for the free information. Let’s look at…
One-step advertising is when the ad goes all out and asks for the sale. This is also known as ‘selling off the page.’ It is by far the hardest advertising method, and is very difficult to achieve successfully when selling a high value or complicated product or service. [I call this kiss on the first date advertising]
On the other hand, two-step marketing, or lead-generation advertising is relatively easy to achieve, and your response will be much higher than if you used one-step advertising. Two-step marketing
Therefore when you start using two-step marketing you will attract more potential clients. Now that you have them you can cultivate the relationship until they know, like and trust you. And when they do they’ll find it easy to take out the purse and pay you good money.
But How Do You Get People To Respond To Your Ad
Let’s look at an example:
If you read the following ad and you had a problem at home then I am sure you’ll respond.
Are You Ashamed of
Smells
In Your Home?
Get Your
FREE Report
On
How To
Get Rid Of Smells
Visit
ProudSmellingHome.Com
Today
Do you think this advertisement is enticing enough that people would be moved to ask for the free report?
This is an example of a free gift that would make your prospects eagerly anticipate receiving it. These reports costs you almost nothing to produce but it could transform your business, reduce your advertising cost and make you more successful.
Let me conclude with a nice idea from a blogger who reminds us that two-step marketing also allows you to measure the success rate of your advertisement. And if you are in advertising you know how much more business you can have if you can show the success rate. The number of prospects that asked for the free stuff.
The work you do today creating your two-step marketing approach and tools will pay back many times.
Have Fun
Johan
P.S. Say Good By To Cold Calling When You Use Two Step Marketing
John Jantsch wrote an excellent article on two-step marketing. His idea on cold calling is excellent and I recommend it:
Set-up a 2 step lead machine and you can say goodbye to cold calling while generating all of the qualified, permission based leads you can handle. I know, I know, you shouldn’t ever need to cold call but, if you do, do it this way.
Call up those prospects on your list and instead of trying to convince them to give you 5 minutes of their time a week from Tuesday, offer them the address of your power-packed free info and then shut-up. Your prospecting time will be much more productive if you can use it to turn cold calling into 2-step prospecting.
[...] I have written many articles on the subject but this one may be the most relevant as it covers cold calling. [...]