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November 20, 2007 at 07:00 PM
What we’re looking for in our marketing is a response. We want people to read our direct mail, see our advertisements, attend our seminars – and then respond immediately.
Often, businesses are disappointed in the responses they receive from their marketing efforts. I’ve heard financial advisors say, “My marketing is quality, my message is good, and I have made a great offer. Yet I’m just not getting the kind of responses I want. The phone is not ringing!”
What I have found is that the best way to increase your chances at response, and to facilitate an immediate response, is to have a response vehicle. A response vehicle is often a postcard mailer that the individual can send back postage-free. It is done through a business reply account that can be easily set up at the post office. Yes, it costs more than a first class stamp (approximately $.78 per response), but what is a response worth to you?
