The Drawer Monster Ate My Ad

The dreaded drawer monster is on the rampage...

If you use offline marketing like direct mail, flyers or some other kind of physical ad, do you know what happens to it?

I deal with a lot of small businesses selling locally on a small budget. They send out mailers or they get in a Val-Pak or some other ad that gets delivered to their target market.

I am amazed how some of these business owners show happiness in saying "we are still getting calls from our ad from 8 months ago".

My first question is always- "how many calls did you get when you delivered the ad?". Whenever we create ads and have them delivered there absolutley needs to be accoutability. More so if there is a small advertising budget.

People that call months after an ad is put out are incidentals, not response that can be counted. Direct response devices like direct mail are to do what? CREATE A DIRECT RESPONSE! That response tells you what you need to do for your advertising so you can get on track, fast.

If you mail 2000 postcards and get 5 responses you know exactly what you have. Those 5 customers may have been worth it depending on what you are selling and the lifetime value of the customer.

Ideally you want at least a 1%. Let's face it, if you can get 20 new customers out of an ad you got 5 from in a previous attempt, wouldn't you do it?

There is only one way to get that percentage higher, immediate and trackable results. The faster you get the results the quicker you can asses your marketing.

Here are a few things you can do that make tracking easy:

• Deadline- Every ad must have an offer with a deadline (I like 2 weeks from delivery)
• Use a code if you have several ads. i.e Call now and use "summer slowdown" for special
• Write/type the results! Too many of you take mental notes on results. Almost always 100% wrong

I can't tell you how many times a business will mail an ad and get a rush of calls from their Google ads. The business owner assumed that the mailing was the source. I have had this happen several times to me.

We are resistant to find out the real results sometimes. I know it sounds counter intuitive but we do not want to know the real results (unless they are great).

Why do you think small companies put out terrible ads over and over? You have seen the ads, you see them all the time.

Nothing will help your business grow faster than marketing smartly. Instant results are your best friend. Instant results help you to make more money. Instant results help you demolish your competition.

These results are your future

Go get some

Paul

Onslaught Marketing

Contact me today if you need some help on your marketing