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Respond to a response

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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?

Individuals can always call, e-mail or go to your Web site if they are motivated to respond to your call to action. But, through the use of a response vehicle, you will see the fruits of your marketing much quicker. The goal should be to always make it as easy as possible for your prospects to respond to you through whichever means they feel most comfortable.

We work so hard to get our prospects in “closing distance” – something I call the Red Zone. The Red Zone in business is the most critical and magnified time in the sales cycle. It is where you will close the sale or not. Why not give yourself a great Red Zone marketing advantage and use an easy, unobtrusive response form. Give yourself the best chance to score more sales!


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