Saving
Time with the Two-Step
Dear
Associate,
If
you're involved in marketing products, services and coaching
programs for niche markets, one of the best strategies to
screen your company from the nation of tire kickers is using
the two-step marketing approach. The two-step increases your
ability to work with serious prospects that are more likely
to become loyal paying customers. This also reduces the time
you waste with energy zappers.
What
is the two-step?
In
a nutshell, instead of making the sale on the first contact,
you instruct your targeted market to jump an extra hoop. The
ones who do would become your best customers. These are the
ones you want to spend your time with. These are the ones
who look to your company to solve their problems. And they
are the ones who will buy more from you again and again.
Here
are some examples of how the two-step system is used today...
1)
If you're an affiliate marketer: you can use the two-step
in e-zines and blogs where the prospect clicks on a link to
a sales landing page, an audio or video presentation that
can be forwarded to friends, or in an article that tells the
whole story behind your amazing product. This way, they won't
overload on information. It's really not a good idea to throw
the whole enchilada at the prospect at first contact.
2)
If you're promoting a high-ticket product or coaching program:
the two-step can disqualify those prospects who wouldn't make
a good fit for you. And who might later cause more problems
that could tarnish your reputation or put a black mark on
your merchant status. You know them because they're usually
the ones who buy from you and then quickly take advantage
of your guarantee by returning the product.
3)
If you're promoting through direct mail, you can use the two-step
to pre-qualify customers by asking them to send one dollar
(to cover shipping) to get a special report or CD. The ones
sending in the dollar are the more serious prospects and make
better leads. Those who are interested after reviewing your
report or CD will contact you either for more information
or to make a purchase.
4)
Another approach is using the two-step to build your database.
You can offer a gift with a high perceived value to collect
contact information. By running these offers in online and
offline ads, mailer inserts or in related industry rags you
can quickly build a highly targeted list that you can market
to, or rent to other related companies.
5)
Let's say you're promoting a mid- to high-priced niche seminar,
summit or boot camp. To reduce the amount of unsatisfied attendees
who may ask for a refund, you can use the two-step to screen
out the wannabes who have no real desire to learn from you.
Or who might copy your copyrighted materials and then ask
for a refund. You can require them to complete and return
a homework assignment that will tell you if they would make
a good candidate for your upcoming event.
If
you incorporate the two-step process you'll spend more time
with favorable leads who can become your best customers. You'll
screen out the unfavorable time wasters who can generate more
grief. Then you'll have more time for product development,
customer service and joint venture deals.
Warm
regards,
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Tommy Yan helps business owners and entrepreneurs make more
money through direct response marketing. He publishes Tommy's
Tease weekly e-zine to inspire people to succeed in business
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