Mr. Muhamed Muneer

Whether it is small or large, maintaining a competitive edge is always a challenge in today's business environment, especially when dealing with prospective customers. It does not matter if your advertising budget is large or small: If you are not working smart you will not see any return on your investment.

So what do you do when you have only your name, product or service, and reputation to go on? Some direct marketing may help you work smarter and generate more profits. Here are a few pointers, which may set you on the right path:

* Capitalise on your name. If you have a well-known name, you already may have built some credibility with prospective customers. Take advantage of that and use your name prominently throughout your advertising. Consumers are more apt to buy products or services with brand names they are already familiar with rather than the latest brand BOOM, made by who?

* Don't capitalise on your name. Yes, this is a direct contradiction to the above. But it is important to remember that change with purpose can be positive. If you are mailing the same list repeatedly, try a sneak-up-on-them approach.

If you normally use an envelope with your name highlighted, prospects may no longer be paying attention. So instead of using your name as the main focus of the envelope, alter your approach by changing the colour or size or even by not listing your name on the comer card. It may re-attract your prospect's attention. And always test and track your efforts so you can see if they have an effect on your response rate.

* Try an editorial approach. One successful example of an editorial approach was a "guide," targeted to small businesses, that Xerox produced on how to select a copier. Xerox designed the brochure from the third-person perspective. The question-and-answer strategy contained the information the consumers would most likely ask. Most important, prospective customers viewed this information as objective.

* Try using the direct approach to build trade show traffic. For a recent trade show, one company sent a playing card to everyone registered. Prospects used the cards to complete a game at the company's booth. It was a great way to build traffic and get a conversation going.

* Stop talking about yourself. Here is an actual quote from a direct marketing mailer: "I want to tell you about the new computer processing abilities we have. When we receive orders, they're inputted into our computer using our tag, which automatically triggers the orders in the warehouse so we can begin pulling products from inventory." This person is talking to himself about himself. Switch the emphasis from "I" to "you." Talk about your customer and his needs: "You can cut your order processing time, reduce your costs, and make your customers deliriously happy with your quick turnaround when you work with ABC Corporation."

* Never assume anything. Always assume your prospects do not know anything about your product or service. Even those who do know you probably do not have the time or inclination to think about you. If you want people to make a purchase from your advertising, you will need to give them as much information as possible. Will people read all that copy? That depends on how you handle it. Use headlines, subheads, and short sentences and paragraphs to break up copy and highlight your most critical sales points. Break up copy further by adding colour to the subheads. This makes it easy to skim, and readers will go back and read more. People who want to buy will read long copy.

* Break some rules. Direct marketing tradition says to recap your offer on your order card. Try recapping your benefits as well. It is harder to resist "Yes, I want to save money and be a hero in my job" than "Yes, I want to order 10 parts at quantity discounts of 18% for every 15." Make it harder for prospects to say no. Yes/no choices to make people say yes work to some extent, but you can enhance the rate of "yes" responses by giving a summary of what they'll lose if they say no. This type of copy will make a prospect pause before answering no.

* Do not try to convince your customers; let them convince themselves. "Quiz" questions provoke thought and pique interest. Prospects actually guide themselves through a step-by-step sales story that plays to your strengths. At the end of your quiz, your product is the only logical choice.

* Make sure your premium or gift actually performs. Do not be shy. Include your company's name, logo, and telephone number. If you pick a premium that is valuable enough to keep, make sure it works for your image and your message. Premiums are daily reminders to customers and prospects, so make sure they are in keeping with that relationship and are business-oriented.

* Match your message to your market. Follow through on your initial impact with the right hot buttons. A middle manager is interested in being perceived as a superstar in making budgets, making projections. Office managers want a good price on a good product. Just as the recipients are different, so are the hot buttons.

* Do not bury your response number. People cannot respond if they cannot get in touch with you. Feature your telephone number in all of your advertising.

These are some ideas that have worked well for others. Often, a simple change in approach will work wonders. If you find these useful and succeed through applying these in your businesses, please share your views with readers by writing to us.

(By arrangement with Innovative Media)

Feedback and queries may be e-mailed to him directly at muneermuhamed@hotmail.com