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Marketing: Drive Leads & Sales With A Get It Done Attitude

I think most business-to-business marketers should aim for “get it out and
good enough” rather than aim for perfection when it comes to marketing to
drive leads and sales.

Why?

Because aiming for perfection, in addition to being nearly impossible to
achieve, results in your marketing campaigns and materials spending far too
much time in the concept and development stages. This causes significant delays in delivering your leads generating messages to prospective customers.

Or worse, your marketing messages never get delivered at all.

With all this in mind, here are some ideas and resources to consider for
your marketing:

Instead of constantly re-inventing the marketing wheel, consider
re-purposing or refreshing your existing materials.  

The reasons someone should engage your company are often the same as in the past, so why not update the marketing materials that were successful in the past. We are usually sick of our marketing materials long before they stop working with our prospects.

Instead of trying to come up with oh-so-clever copy, focus on crafting
clear, well-targeted headlines and messages, which offer real solutions to
your prospective customers’ problems or pains.

If you think you have a knack for writing, a great book on the subject is
“The Copywriter's Handbook: A Step-by-Step Guide to Writing Copy That Sells” by Robert W. Bly.  Or you can find copywriters who can do the job for you by searching on the Internet using phrases like “copywriter” or “direct
mail copywriter.”

Avoid typos and grammatical errors by using a proofreading service like
proofreadnow.com.

Instead of using costly give-aways, make compelling how-to information
offers or buy now calls-to-action that will get prospective customers to
respond.

Mark Joyner’s book, “The Irresistible Offer: How to Sell Your Product” or
“Service in 3 Seconds or Less” is worth reading.

Instead of spending a lot of time creating fancy, expensive mailers, fire
up your laser printer and send personalized letters to your prospects. Then
use window envelopes so the address on the letter shows through to avoid
having to address the envelopes too.

Or use one of the online lettershop services like mailersclub.com or
usps.com/netpost to mail-merge, print and mail your business letters.

Remember, longer copy that is easy to skim (i.e. using subheads, bullets,
call-outs, boldface, etc.) works with both those prospects who prefer to
read all the details and those who prefer to get right to the bottom line.

You can also use real estate postcards as a less costly alternative. Companies like postalrealtor.com can help you get Realtor postcards designed, printed and mailed cost-effectively.

E-mails to your opt-in list of prospects are another option to developing
more costly mailers.

Instead of creating printed brochures, consider printing pages from your
Web site instead.  If you’re worried about your company’s image, place them
in a glossy file folder, imprinted with your logo.

Instead of developing seminars, workshops, or executive briefings on your
own, consider partnering-up with another company to or organization to
co-produce an event, or simply take your prospects as your guest to
Microsoft or other large organization events on the subject.

Instead of paying for custom photography, consider low-cost stock photo
websites like istockphoto.com or photos.com.

In addition to hiring full-time people, consider part-timers to help get
the marketing job done.

As my oldest daughter just started kindergarten, I’ve met a number of =
Moms (and a few Mr. Moms) who are ready to go back to work after taking a few years off to raise their children, but now only want to work part-time.

If you need specialized expertise on a project-by-project basis, consider
hiring independent contactors like copywriters, designers or event coordinators.

And if you’re willing to trade experience for enthusiasm, consider hiring
one or more interns from your local college or university.

So, next time you find yourself thinking about how to make your marketing
perfect, I challenge you to think instead about what constitutes being good
enough, and how to get it done sooner rather than later.  After all, no one
can respond to your business-to-business marketing / real estate postcards if it doesn’t reach them
in time, or even worse, never at all.

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