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The Use Of A Multi-Step Process
Another gigantic secret we are going to teach you here is the use of the multi-step process in direct response marketing.
Let me explain what the opposite is first, so you have a better idea what I am talking about when I describe how to use multi-step marketing.
For example, single-step marketing could be defined as sending out a flyer in the neighborhood, telling people about a neighbor's home that has just been sold by you...or as running a one-time ad in a local paper advertising an product offering you have...or as running an ad in the paper that says "Call me before you redecorate (or landscape)!" and so forth. In other words, anything where you do a single step in the hope that you will get responses.
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 we are 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. In fact, if any of this stuff did work, we wouldn't be here, and you wouldn't be reading this program right now.
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:
"Tired Of Dirty Carpets?”
If so, call 1-800-XXX-XXXX, 24 hours, for a FREE recorded message to get a copy of an amazing report that reveals the secrets of how to keep your carpets clean all the time. Discover what carpet cleaners won’t tell you!"
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 toll-free number 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 identify potential prospects and get those 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 toll-free number.
Now when prospects call the toll-free number 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 we get their phone number through the Caller ID, what is the purpose of the follow-up that we 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 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.
We see members repeatedly doing things like using the recorded message to talk about their company, and how big they are, and how many clients and customers they have, and so forth. Things that are totally inappropriate for that step.
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. We 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. 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! Remember the sale is a process not an event. 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, for example. That is not the time or the place to bring that up. 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?
Here is a sample flow chart of getting customers (from the customers’ point of view) using a multi-step approach with recorded messages: Step 1 -A headline in a publication interested you.
Step 2 -You stopped and read the ad, either entirely or
Step 3 -You were encouraged to pick up the telephone and dial the toll-free number to listen to a
Step 4 -You listened to the message and left your name and address.
Step 5 -You received a report in the mail.
Step 6 -The headline of the report was supposed to get your interest and stop you and make you want to read it. Step 7 -You read the copy of the report. Step 8 -You called the business to ask a question, but don’t go into the business. Step 9 -You received another report. Step 10 -You received a third report. Step 11 -You got a postcard. Step 12 – You know you have to get whatever the business offers, and finally go in or call the business.
Now, we know that the majority of the people who make a decision take time to do it, unless it’s an emergency. People don’t like to feel “sold” or any pressure.
If you use a multi-step approach, whenever they’re ready, at the right step...you’ll make it easy and non-threatening for people to respond when they are ready to!
They don't feel threatened, and there is no sales pressure. Your business will change in many dramatic ways. The pressure will be off of you!
And once the pressure is off, your life will be something that you could only imagine in your dreams. So stick to this concept and feel the difference in your attitude and your responses— immediately!
Your sequence may not involve 12 steps; the product or service may lend itself to a 8, 9, or 10 step sequence. The point of the Special Report and follow-up is to position you as the Knowledgeable Expert in your field, and to educate the consumer to the scams or rip-offs in your industry.
So, when the prospect calls another company that provides the same product or services as you (and they will), they will be using your information as the measuring stick, the bar, that others in your field must come up to.
If the information you provide is good, helpful and has value to the prospect, he or she will almost always give you a shot at their business.