My previous posts explained my “two-step” direct response tool. I plan to catch the attention of my ideal clients on social media with a grand opening flyer and proceed to give real life quotes from college coaches on recruiting criteria for those who are interested in The Circle Training Facility. After creating an advertisement on Facebook and getting the first step of my marketing tool out to potential customers, I wanted to know what would make them open or read the mail I sent for step two or the second part of the direct response tool.
I felt that my primary target market would be too young to give feedback on the envelope or content within my letter, so I decided to pinpoint the secondary target market, the parents or guardians. I specifically asked my clients what are you looking for when you receive mail? What entices you to open the mail? What encourages you to read the entire document?
The three components that were mentioned included:
- Eye catching material
- Something worth while (freebie, coupon, etc.)
Following my conversations, I thought of several ideas. The customers want personalization, but maybe to catch their attention, I would address the letter to Future College Softball Player. In the body of the letter I would direct it to the individual and the family but first start with something intriguing. For the eye catching material, I would experiment with designing the envelope to mimic a softball as well as using bright colors. The letter will have plenty of content but I plan on using several pictures, personal and photos of clients, to establish trust with potential clients. I didn’t really think about adding something of value but when I think of opening my personal mail, I would love to see a coupon or read I can win a free gift. By adding that element to the message, I feel it would keep attention to read the entire document. If adding a free skill lesson or presenting a coupon for a discount will entice the clients to give undivided attention and read my proposal, I would be willing to add that gift in hopes of gaining more customers.
The “Two-step” direct response tool is an excellent marketing technique. It leaves your customers wanting more information and then offers free tips, research, information, or coupons in return. This approach promotes the business and also establishes trust between company and customer. Thank you to those of you who participated in giving feedback for step two. Getting attention is the number one priority but following up with a strong response establishes trust and reduces risk when purchasing from a business.