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Hub You - How to Make Direct Response Work One Step at a Time
Criminal justice is a vast field and covers various topics such as criminal detection, investigation, prosecution, adjudication, detention, correctional supervision and rehabilitation. For students pursuing criminal justice, there may be a myriad of topics for them to focus on like law enforcement, forensics, crime scene investigation, prosecution, private security and many others. When pursuing a career in criminal justice, there are many degrees, diplomas and certificates to consider. Anything from an associate to bachelor to even a doctorate degree is available. Some of the jobs that are related to criminal justice are prosecutor, defender, police investigator, judge, prison guard, administrator, security guard, probation offic
They are asking the prospects to do way too much. In fact, for seminars, I recommend only doing an ad that offers a FREE report. The FREE report then offers the seminar to make the steps more non-threatening and easier for people to digest.
You see, the bottom line is that people are afraid and confused. The old single-step marketing the old "shove it in their face" approach, does not work. For the present and the future, to get people interested and wanting to do business with you, you have to take it slow and easy! You can not expect your marketing to do things that it is not capable of doing.
If you think you need single-step marketing to create sales instantly, just forget it. Please don't forget this lesson about the multi-step approach, and please don't forget this concept of asking each step to do only what it is supposed to do.
You should not try to incorporate multiple steps into a single step. You don't wa
Of the companies that contact for a true team “building” event, the vast majority are looking for an activity to assist the team in managing change within their organization. This article has compiled some of the thoughts from James O’Toole, James Champy, Michael Hammer and Noel Tichy to address these very concerns.With change, comes resistance. That’s simply Newtons Third Law of Energy and Inertia. Unless an external force acts upon us, we like to stay on the course we are headed. James O’Toole has come up with Thirty-Three Hypotheses for Why People Resist Change. I’m not going to list them all here, but if you want to check them out you can find them in his book Leading Change: The Argument for Value Based Leadership (pp.
Now, true - you may run the same ad more than one time in your paper over a period of a few months, and you may send out farming flyers or postcards to people over a period of time. But that is not what I'm talking about here, because each of those particular efforts is really a single-step process. You send out the piece, and prospects are supposed to call.
Now, while this seems easy and logical, it also has been proven over time to just not work. The real secret to direct response marketing is to use little, bite-size chunks for people so that they are responding to what is easy and non-threatening, allowing them to take little steps, one at a time.
For example, let's say you run an ad that says, "Do You Worry That Your Filthy Air Ducts Could Be Making Your Family Sick?" "If so, call. 1-800-000-0000, 24 hours, for a FREE recorded message to get a copy of an amazing report. It reveals the secrets of 99.9% pure indoor air your allergist will never tell you! Call NOW to get this eye opening FREE report!"
When you run that ad in the paper, what is the purpose of that ad? Is the purpose of that ad to sell a product? Is the purpose of that ad to secure an appointment for a presentation? No - the purpose of that ad is one thing only - to get people to call your 800# and listen to the recorded message!
In fact, we should take it back a step farther. The purpose of the headline on the ad is to get somebody's attention and cause them to stop going through their publication.
The purpose of the headline is not to sell or solve anything. The headline, then, has a single purpose. The headline's function is to get people to read the copy of your ad. The copy is, then, the next step, keeping people interested enough to follow through and call the 800#.
Now when prospects call the 800# and listen to the message, what's the purpose there? Is the purpose of the message to make a sale or get a client? No - again, the purpose of the message is only to get people to leave their names and addresses.
Once prospects leave their names and addresses, and you get their phone number through the Caller ID, what is the purpose of the follow-up that you would do on the phone and the report? Is it to sell? Is it to get prospects to hire you? No - the purpose of the report going out is to get people familiar with you and your company, and to get them familiar with what you have to offer, and to answer the questions they have.
Once they've gotten the report, you move into the multi-step sequence and follow-up. See, the real secret of direct response marketing is, after you've gotten somebody's interest, you must try not to make them do any more than they are comfortable with doing at any particular step. To make all the steps combined work up to the sale of products and services.
But each individual step is small, and simple, and doesn't ask people to do more than ease them into the next step. The purpose of each individual step is to do only what it is supposed to do. The purpose of the recorded message is not to make a sale; again, it is to get a prospect to leave his or her name and address.
The only purpose of the recorded message is to get prospects to leave a name and address. You're not trying to sell them or convince them of anything. I see people running seminars, for example, and their recorded message talks about how great they are and how big they are and how smart they are, etc....all these things that are of no interest to the prospects whatsoever.
They are asking the prospects to do way too much. In fact, for seminars, I recommend only doing an ad that offers a FREE report. The FREE report then offers the seminar to make the steps more non-threatening and easier for people to digest.
You see, the bottom line is that people are afraid and confused. The old single-step marketing the old "shove it in their face" approach, does not work. For the present and the future, to get people interested and wanting to do business with you, you have to take it slow and easy! You can not expect your marketing to do things that it is not capable of doing.
If you think you need single-step marketing to create sales instantly, just forget it. Please don't forget this lesson about the multi-step approach, and please don't forget this concept of asking each step to do only what it is supposed to do.
You should not try to incorporate multiple steps into a single step. You don't wan
The primary differences between a Post Office box (PO Box) and a Private Mailbox are:* The PO Box is only accessible when the Post Office is open, and perhaps an hour before and/or after normal Post Office hours. The Private Mailbox is generally accessible 24 hours a day - you get a key to the front door to come and go as you please (in most cases)!* The PO Box cannot accept any parcels on your behalf. If you receive an overnight letter via UPS, the Post Office cannot sign on your behalf and hold the letter for you; therefore, most common carriers will not accept for shipment any packages addressed to PO Boxes. The UPS Store can act as your Commercial Mail Receiving Agent and can accept parcels on your behalf. The st
For example, let's say you run an ad that says, "Do You Worry That Your Filthy Air Ducts Could Be Making Your Family Sick?" "If so, call. 1-800-000-0000, 24 hours, for a FREE recorded message to get a copy of an amazing report. It reveals the secrets of 99.9% pure indoor air your allergist will never tell you! Call NOW to get this eye opening FREE report!"
When you run that ad in the paper, what is the purpose of that ad? Is the purpose of that ad to sell a product? Is the purpose of that ad to secure an appointment for a presentation? No - the purpose of that ad is one thing only - to get people to call your 800# and listen to the recorded message!
In fact, we should take it back a step farther. The purpose of the headline on the ad is to get somebody's attention and cause them to stop going through their publication.
The purpose of the headline is not to sell or solve anything. The headline, then, has a single purpose. The headline's function is to get people to read the copy of your ad. The copy is, then, the next step, keeping people interested enough to follow through and call the 800#.
Now when prospects call the 800# and listen to the message, what's the purpose there? Is the purpose of the message to make a sale or get a client? No - again, the purpose of the message is only to get people to leave their names and addresses.
Once prospects leave their names and addresses, and you get their phone number through the Caller ID, what is the purpose of the follow-up that you would do on the phone and the report? Is it to sell? Is it to get prospects to hire you? No - the purpose of the report going out is to get people familiar with you and your company, and to get them familiar with what you have to offer, and to answer the questions they have.
Once they've gotten the report, you move into the multi-step sequence and follow-up. See, the real secret of direct response marketing is, after you've gotten somebody's interest, you must try not to make them do any more than they are comfortable with doing at any particular step. To make all the steps combined work up to the sale of products and services.
But each individual step is small, and simple, and doesn't ask people to do more than ease them into the next step. The purpose of each individual step is to do only what it is supposed to do. The purpose of the recorded message is not to make a sale; again, it is to get a prospect to leave his or her name and address.
The only purpose of the recorded message is to get prospects to leave a name and address. You're not trying to sell them or convince them of anything. I see people running seminars, for example, and their recorded message talks about how great they are and how big they are and how smart they are, etc....all these things that are of no interest to the prospects whatsoever.
They are asking the prospects to do way too much. In fact, for seminars, I recommend only doing an ad that offers a FREE report. The FREE report then offers the seminar to make the steps more non-threatening and easier for people to digest.
You see, the bottom line is that people are afraid and confused. The old single-step marketing the old "shove it in their face" approach, does not work. For the present and the future, to get people interested and wanting to do business with you, you have to take it slow and easy! You can not expect your marketing to do things that it is not capable of doing.
If you think you need single-step marketing to create sales instantly, just forget it. Please don't forget this lesson about the multi-step approach, and please don't forget this concept of asking each step to do only what it is supposed to do.
You should not try to incorporate multiple steps into a single step. You don't wa
I am not going to try and sell you on some Hokie-Pokie way of starting a business. Nor am I going to get you to check out some fabulous business opportunity.What I am going to tell you is not being done. In fact, what you want to know about internet marketing and what professionals want you to know are two different things.If you are think about buying into some membership site that promises to teach you how to cut the corners and quickly get you to untold millions; think again. What works best in this field are three things; willingness to learn, hard work, and diligence.Here are three basic facts that you need to wrap your brain around and be committed to:Fact # 1 - Have the attitude that you want
The purpose of the headline is not to sell or solve anything. The headline, then, has a single purpose. The headline's function is to get people to read the copy of your ad. The copy is, then, the next step, keeping people interested enough to follow through and call the 800#.
Now when prospects call the 800# and listen to the message, what's the purpose there? Is the purpose of the message to make a sale or get a client? No - again, the purpose of the message is only to get people to leave their names and addresses.
Once prospects leave their names and addresses, and you get their phone number through the Caller ID, what is the purpose of the follow-up that you would do on the phone and the report? Is it to sell? Is it to get prospects to hire you? No - the purpose of the report going out is to get people familiar with you and your company, and to get them familiar with what you have to offer, and to answer the questions they have.
Once they've gotten the report, you move into the multi-step sequence and follow-up. See, the real secret of direct response marketing is, after you've gotten somebody's interest, you must try not to make them do any more than they are comfortable with doing at any particular step. To make all the steps combined work up to the sale of products and services.
But each individual step is small, and simple, and doesn't ask people to do more than ease them into the next step. The purpose of each individual step is to do only what it is supposed to do. The purpose of the recorded message is not to make a sale; again, it is to get a prospect to leave his or her name and address.
The only purpose of the recorded message is to get prospects to leave a name and address. You're not trying to sell them or convince them of anything. I see people running seminars, for example, and their recorded message talks about how great they are and how big they are and how smart they are, etc....all these things that are of no interest to the prospects whatsoever.
They are asking the prospects to do way too much. In fact, for seminars, I recommend only doing an ad that offers a FREE report. The FREE report then offers the seminar to make the steps more non-threatening and easier for people to digest.
You see, the bottom line is that people are afraid and confused. The old single-step marketing the old "shove it in their face" approach, does not work. For the present and the future, to get people interested and wanting to do business with you, you have to take it slow and easy! You can not expect your marketing to do things that it is not capable of doing.
If you think you need single-step marketing to create sales instantly, just forget it. Please don't forget this lesson about the multi-step approach, and please don't forget this concept of asking each step to do only what it is supposed to do.
You should not try to incorporate multiple steps into a single step. You don't wa
We live in a world of noise – not just auditory noise but total sensory overload. Everywhere we go marketing messages are shouting at us day and night. Hundreds of TV and radio stations, thousands of newspapers, magazines and books, millions of ezines, brochures, and leaflets, billions of emails and web pages. And unfortunately much of it is junk so it’s hard to find the important stuff.You have got to cut though the noise and get people to see and hear your message. If people don’t see you or hear you then there is no way they are going to buy from you. If people don’t visit your web site, read your articles, brochures or sales letters, attend your seminars etc., why even bother to produce them.Now I know this i
But each individual step is small, and simple, and doesn't ask people to do more than ease them into the next step. The purpose of each individual step is to do only what it is supposed to do. The purpose of the recorded message is not to make a sale; again, it is to get a prospect to leave his or her name and address.
The only purpose of the recorded message is to get prospects to leave a name and address. You're not trying to sell them or convince them of anything. I see people running seminars, for example, and their recorded message talks about how great they are and how big they are and how smart they are, etc....all these things that are of no interest to the prospects whatsoever.
They are asking the prospects to do way too much. In fact, for seminars, I recommend only doing an ad that offers a FREE report. The FREE report then offers the seminar to make the steps more non-threatening and easier for people to digest.
You see, the bottom line is that people are afraid and confused. The old single-step marketing the old "shove it in their face" approach, does not work. For the present and the future, to get people interested and wanting to do business with you, you have to take it slow and easy! You can not expect your marketing to do things that it is not capable of doing.
If you think you need single-step marketing to create sales instantly, just forget it. Please don't forget this lesson about the multi-step approach, and please don't forget this concept of asking each step to do only what it is supposed to do.
You should not try to incorporate multiple steps into a single step. You don't wa
If you are like most businesses owners, you’ve experienced overwhelm in your business at one time or another. Maybe you experience it regularly and for good reason. Hundreds of things are pulling at you at one time. You’ve got marketing going, production to oversee, calls to return, employees that need your advice. It’s never ending right? How do you possibly handle it all?Most of the small business owners that I talk to keep almost all of these things in their head. I ask them where their business plan is. It’s in their head. I ask where their employee training manual is. It’s in their head. About the only thing that’s written down is their calendar of appointments. Even a lot of their to-dos are in their head.
They are asking the prospects to do way too much. In fact, for seminars, I recommend only doing an ad that offers a FREE report. The FREE report then offers the seminar to make the steps more non-threatening and easier for people to digest.
You see, the bottom line is that people are afraid and confused. The old single-step marketing the old "shove it in their face" approach, does not work. For the present and the future, to get people interested and wanting to do business with you, you have to take it slow and easy! You can not expect your marketing to do things that it is not capable of doing.
If you think you need single-step marketing to create sales instantly, just forget it. Please don't forget this lesson about the multi-step approach, and please don't forget this concept of asking each step to do only what it is supposed to do.
You should not try to incorporate multiple steps into a single step. You don't want to mix up your product presentation stuff into your copy in the ads. If you follow this process you will see your leads go up and you will see your business go up. But even more important, if you follow this process, the pressure will be off. There will be no more feeling like you have to close, or that you have to make a certain step do multiple things. It doesn't work anyway, so why put yourself under all that pressure?
Copyright 2006
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