Page 159 - Duct Tape Marketing

Duct Tape Marketing

Once a suspect responds to your ad, you now know that you have
a highly qualified lead and one that, through your special report filled
with lots of reasons to hire you, already knows a great deal more about
what makes you different from everyone else in your industry.

Step One: Run ads that offer the reader a free report, sample, or
something of high perceived value.

Step Two: Send the report to all who respond, and market to this
group like crazy.

When someone responds to your two-step ad, you have a lead
that is ready to receive your full marketing kit. (Remember that from
chapter 5?) Essentially, you have a lead that has said they want you to
educate them. In some cases, you may find yourself with a lead that is
already sold on your product or service before you ever really contact
them.

Lewis Green of L&G Business Solutions attributes most of his
business growth to direct advertising that employs a two-step process.
First, he mails a seven-page, detailed marketing letter. He follows up by
sending a postcard several weeks later. He uses both his own mailing
list, built through networking, and purchased lists that are narrowly
targeted. The marketing letter offers a guarantee, details about the
results he can produce, testimonials, brief case studies, a client list, and
a menu of services (www.l-gsolutions.com).

The reason two-step advertising is so effective is that it allows
you to make a very compelling offer to your suspects, in very simple
terms, with little to no risk on their part. The typical two-step ad asks
readers to visit a Web site or call a phone number and exchange some
basic contact information in return for what they hopefully perceive
is very valuable information

The two-step concept has been around for ages. In fact, I venture
to say that you have probably responded to an ad much like this at
some point, but few small businesses apply this very proven advertis-
ing approach to their lead generation efforts. Any business, no matter

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