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TWO STEP MARKETING

Written by: richard mcgregor

Article Overview: Two-step marketing is a prospecting system where you break the sales process into two or more parts. It’s often the best system to use when the prospect needs to be educated before they will purchase, when you sell expensive or high risk products (investing, advertising, cosmetic surgery), or when it’s important for them to try out your product or service before buying.

TWO STEP MARKETING

There are two main advertising methods available to the small and large business owner - 'one-step' and 'two-step' advertising. One-step advertising is when the advertisement goes all out and asks for the sale. This is also known as 'selling off the page.' It is by far the hardest advertising method, and is very difficult to achieve success when selling a high value or complicated product or service. On the other hand, Two-step marketing is a prospecting system where you break the sales process into two or more parts. It's often the best system to use when the prospect needs to be educated before they will purchase, when you sell expensive or high risk products (investing, advertising, cosmetic surgery), or when it's important for them to try out your product or service before buying. Two-step advertising, or lead generation advertising is relatively easy to achieve, and your response will be much higher than if you used one-step advertising. However, to achieve maximum effectiveness with two-step marketing, there are a few rules to be observed.

Don't Try to Sell From an Ad

A two-step advertisement has one purpose only - to create interest or curiosity in the reader, and to prompt to take a desired action. That action is, of course, to contact the marketer for further information. Selling is not the issue at this point.

Advertise Benefits and Solutions

Many experienced two-step marketers say the product or service itself should never be directly mentioned in the text of the advertisement. Instead, the advertisement should only convey benefits the reader can gain, or possibly a solution to a defined problem.

Convenient Contact

Make it as easy as possible for the reader/prospect to get the information needed. It's best to include at least two contact methods within the ad text (i.e. email autoresponder, website URL, toll free telephone number.)

Follow Up for the Sale

Email marketing by autoresponder has infinitely streamlined the multiple follow up process, without adding any appreciable amount to cost of sale. A good email marketing autoresponder system is the best way to conduct your follow up sale calls with your prospects and hence tapped into the potential sales found in the 80% or more prospects who didn't take action on the first call.

Test Several Ads and Track the Results

Two-step ads are traditionally small, often comprised of only three to five lines of text. Since each single word should be weighed and measured for effect, it's important to develop several different ads for any promotion, and to track the results from each ad. The pulling power of one ad will frequently outweigh all others by virtue of a few simple word changes.

Consistent Placement of Ads

Small classified type ads do not carry the immediate credibility of a larger display ad, a webpage, or even an email solo advertisement. A typical reader may need to see the ad more than once

So by using the two-step advertising method you get more leads which means more sales.

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Article Tags: cosmetic surgery, high risk, marketing, risk products
Referred by: http://jaykubassek.com



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