Use Direct Mail to Drive New Business

Use Direct Mail to Drive New Business
Whether you are trying to reach a decision maker in a
corporation or a specific type of consumer, direct mail is
one of the most powerful ways to market to your target
audience. A direct mail campaign offers many compelling
benefits including cost effectiveness, measurability, and
targeting.

Direct mail can be a postcard, a sales letter, a printed
newsletter, catalog, or any other form of marketing that
you send through the mail. Anyone in business can benefit
from direct mail marketing (DMM). However there are a few
key factors that you must keep in mind to succeed:

1) Target Your Audience. Your DMM should be targeted toward
a specific audience for the maximum impact. Having
information about your recipients and make sure they will
be interested in your offer. You can send your campaign to
your existing database of customers or a subset of them. If
you want to attract new customers, you will need to
purchase a list of names. Work with a mailing list company
that specializes in providing names and addresses. It's not
very expensive and you'll be astounded at how specific you
can get (ex: occupation, revenue, education level, marital
status, zip code, etc..

2) Create an Enticing Offer. Clearly state what your reader
will get. Remember, your audience needs a good reason to
buy from you. They also want to feel a low amount of risk
in your offer. You may try a satisfaction guarantee or a
discount to create incentive for your recipients to give
your services/products a try. If this is a prospect you are
trying to convert into a customer, give them a lot up front
based on what they will be worth to your company over time
(your customer's lifetime value).

3) Make Your Message Meaningful. You may have to work with
a direct-response copywriter, but make sure that your
message resonates with your potential buyers. This means
that you demonstrate that you understand their needs and
problems. Communicate the benefits that you provide to your
reader.

4) Include a Call to Action: What is the point of sending a
marketing campaign if you don't ask the recipient to take
an action? People are busy and don't want to take the time
to think about what to do next. If they are interested in
what you are offering, make it easy for them to pick up the
phone, send in a self-addressed stamped envelope, or go to
a website page.

5) Know Your Numbers. According to the Direct Marketing
Association, the average DMM response rates are in the 2%
range. However, if you are new to direct marketing you may
get a lower response. Therefore, it is crucial that you set
your expectations appropriately. And you must play the
numbers game - send out enough pieces to get the response
you desire: a 2% response from 2,000 names = 40 people.

6) Repeat your Efforts. Sending out just one direct-mail
piece is a waste of time and money. Most studies agree that
it takes at least six exposures to direct mail for a
recipient to take action. This means you must plan your
campaign in advance to have several cards or letters that
are sent out every four or six weeks (Note: more often than
ever 3 weeks may annoy your recipients).

7) Test, Test, Test. For those of you who aren't used to
this process, it is important to realize that different
headlines, different copy, and different offers can get
widely varied responses. Therefore, test variations on
smaller segments of your list to see which ones get the
best response. Then you can take the "winner" and send it
out to your entire list.

8) Track Your Efforts. The more data you track, the better
your campaigns will get over time. Because every business
and each list is different, tracking will help you learn
what works and what doesn't work for your company. Use
these statistics to refine, improve, and focus your future
efforts.

Begin to incorporate direct mail into your marketing
efforts. Set up solid systems to plan, create, test, and
track your campaigns. As you begin to implement DMM
campaigns, you will convince your recipients to trust and
believe in your company. Over time, more of your prospects
will convert into customers and you will see the results in
your bottom line.

----------------------------------------------------
Learn marketing techniques to attract new customers quickly
in Author Wendy Maynard's free report: "Marketing
Strategies to Fill Your Pipeline" at
http://www.gomarketingmaven.com/free_report.html

Security Doors in the Workplace - Wood or Steel Security Doors?

Security Doors in the Workplace - Wood or Steel Security Doors?
For any business considering an investment in high security
doors and are unsure whether to opt for wood or steel doors
the following real life story will help make that decision;

A high-rise apartment building wished to offer residents
the highest possible security. Double steel security doors
were installed in every unit. One day whilst out & about,
an elderly tenant had an accident and was taken to the
hospital. Neighbours became worried when they noticed his
untouched newspaper outside his apartment the following day
and called the police to break in to see if the elderly
gentleman was in trouble. The police and fire departments
thought the door was a painted wooden one and attempted to
break their way in. Upon realising it was a steel security
door, they sent for additional assistance. After almost an
hour using two determined workers with special tools the
rescue team pried the steel framework apart enough to
disengage the locks on this 30 year old steel door. The
high security steel doors had done their job!

Statistics reflect that more than 70% of burglars focus on
a building's door to gain entry. No matter how high
quality the locks may be, if a wooden door can be broken
the locks are useless, unlike steel doors.

If the workplace consists of several offices/rooms in a
commercial building open to the public a business is at
even greater risk and security alarms often do not bring
authorities until 10 or 15 minutes have passed. This is
plenty of time for a wooden door or doorframe to be broken,
the workplace entered, and valuables taken. There is a
reason that most safes and safe deposit boxes aren't made
of wood!

With steel security doors tests on their strength are an
industry requirement. These tests guarantee buyers that
steel doors cannot be broken into in such a manner.

Every aspect of steel security doors' design, manufacture
and installation guarantee that a buyer is obtaining the
optimum in security. This offers a peace of mind that is
hard to find with other types of high security doors, and
should be a priority to most business owners. Plus,
although "fire doors" can be purchased, businesses still
receive excellent protection against the spread of fire
with steel security doors. (Providers should have their
doors' fire ratings and fire resistance standards available
for discussion.) Steel doors also provide increased energy
efficiency, since they insulate the cold air from outside
up to 4 times better than wooden doors.

Steel doors are made to a building's specifications, with
many factors measured for an exact fit. Openings for the
locks are expertly engineered with no room for error. The
metal framework fits perfectly to eliminate any space in
which to slide the slimmest tool or crowbars. Installers
take special measures to ensure the heavy doors are hung
with perfect balance and all hardware is flush with
surrounding surfaces. The entire process, including
manufacture and delivery, can take several weeks, and the
installation can require 5 hours, but the steel security
door can last forever. It can't rot, warp or otherwise
change shape, thus eliminating a potentially dangerous
situation!

There are many choices open to a business which is
considering steel security doors, and after discussing the
many options with a professional supplier, the buyer will
know that they are getting a door that meets their unique
needs. However, there are some aspects of high security
doors that are standard, such as protections from rust and
corrosion, various designs and finishes (most which require
no maintenance), and the opportunity to choose locking
mechanisms and the direction of swing. Some doors offer
anti-lever cover plates, anti-crushing surfaces, anti-jimmy
strips and reinforced steel edges to further enhance
protection. With more than 65% of homeowners choosing
entry doors made of steel, it makes sense for a business to
consider them as well! Since every kind of steel security
door can be accommodated by existing structures, even a
business located in an old garage, carriage house, or
condominium can take advantage of the protection it offers.
Materials used in construction include galvanized or zintec
steel. A few points to remember are that, when comparing
types of steel, the stronger the steel, the lower the gauge
number it carries. (Plus, the stronger it is, the more the
steel will resist dents.) This number should be referred
to as "true gauge" and not "nominal", since the latter
means it's not quite at the rating it's carrying. In
addition, hot-dip galvanizing appears to offer more
protection against rust than electro-galvanizing, which may
leave some areas uncovered.

A steel door specialist can discuss what may be best for a
buyer's needs, and can explain the guarantee of parts,
manufacture and anti-perforation abilities. He or she can
also explain the pricing options; steel security doors
range greatly in price, depending on customer choice.
However, it is possible to purchase a high quality, high
security door for less than expected. Although it may be a
little more expensive than a standard wooden door, the
benefits are definitely worth it!

----------------------------------------------------
NPM-Sinoph Steel Security Doors
http://www.npm-sinoph.com/Technical.aspx