There are various types of media that you can use in promoting your business and the products you sell. You might think otherwise, but viable media alternatives outside of the internet still do exist. These options are still very effective methods of strategic marketing. No matter which type(s) you use–television, direct mail, newspapers, etc–you will need to use effective ads. You can choose to write the copy yourself, or you can hire someone else, particularly someone who specializes in in writing captivating copy for your industry. Let’s explore what this might look like in the various arenas.
For television, most stations/shows now have their own production facilities. If you allow it, they will write and produce your copy for you, but will likely charge you a premium for it. Another option is you can hire an independent production company to do this work for you. Do your research first, so you will know what the going rate is; you might even be able to negotiate a lower rate. Make sure your budget for your television campaign is generous, or the quality of your ad will reflect your limited funds.
Like television, radio stations have their own production facilities. You can allow them to handle all of your production needs for you, or you can contract third party vendors as you choose, for some or all portions of the production process, as the radio station allows. As with any form of advertising, make sure you or your writer knows the benefits of the product/service you offer, so that they are well detailed in the copy. When you know your Unique Selling Proposition and Ideal customer (your tribe) it makes the writing process easier because you know what appeals to them.
One of the print forms of direct strategic marketing that you can use is direct mail. If you decide to use printed forms of strategic marketing, this may be the ideal type for you to use, especially if you wish to write your own copy. Of course, as is the case with television, you can also opt to have someone write your copy for you. Regardless of who writes the copy, you will most likely hire someone to create the needed graphics. Also, you will likely hire out the other processes, as well, such as printing/copying, mailing, etc.
Think of direct mail as being the art of the sale, done entirely in print. So, for example, your first order of business as the salesperson is to capture the attention and interest of the customer. The next objective is to keep that attention. You will then make your presentation, or sales pitch, specifying the features and benefits of what you are selling. You have an opportunity to offer a bonus, or guarantee, or some type of incentive for purchasing immediately. Finish by simply asking for the order or purchase.
When you send direct mail, take this approach and modify it. The literature you send must be descriptive enough to tell the customer about the benefits of the product/service. Also make sure the presented information is compelling enough to make them want to buy it. You won’t be there to demonstrate how fantastic your product is, so your copy has to do that for you. Keep your focus on the benefits of the product or service, because this is what the customer is buying.
Newspapers and magazines are another option. With these options, someone typically writes your copy for you, at no cost to you; your copy will appear in their publication, so they have a stake in ensuring that it is high quality. Graphic art companies can be hired to assist with graphics, should you choose not to use in-house resources. To have a clear and effective sales pitch, know your target audience and Unique Selling Proposition so that you speak the language that your ideal customer understands.
Direct marketing, also known as one-to-one marketing, refers simply to the interaction on a one-on-one basis between the seller and the customer. As the seller, you make direct contact with the customer or potential customer; best case scenario, a purchase is made. Direct marketing can occur in one of many different ways, be it in print or non-print forms. It can also include strategies typically considered to be outside of direct advertising.
As was touched on earlier, whichever strategic marketing method you use, and you will actually most likely end up using a combination of two or more of them, you want to make sure you have budgeted enough money to pay for it. Some types of media show images more clearly than others, but all there is no easy fix to cover when you are skimping on cost or quality. Bottom line is that strategic marketing and copy-writing is not an cheap option and you want to make sure you have done your due diligence so that you are using your budget wisely.
The difference between direct marketing and traditional marketing is the direct response tool. As was clearly defined above, you can use traditional marketing in your direct marketing, but you will need to ensure that you have an element of direct response somewhere in the process. Make sure you are doing something to reach out to your customer personally and directly, particularly after they have made a purchase with you. When this is done right strategic marketing is a great resource for finding your customers.
If you want to find out more on how to find customers using strategic marketing, you can read this post.