Duct Tape Marketing Revised & Updated: The World's Most Practical Small Business Marketing Guide by John Jantsch

Author:John Jantsch
Language: eng
Format: mobi
Tags: ebook, book
Publisher: Thomas Nelson
Published: 2011-09-26T14:00:00+00:00

As the name implies, two-step advertising is simply a form of advertising that motivates readers or listeners to take a step or action (step one) that essentially signals that you have their permission to begin marketing to them (step two). Step one by the prospect signals step two by you, and the marketing dance is begun.

This powerful process is set in motion by advertising that offers the reader free or low-cost information or services only. The sole intent of a two-step ad is to generate a qualified response or action—not to make a sale. When you offer a free how-to report, tip sheet, industry insider scoop, or other valuable information, you start the process of building a relationship, building trust, with your prospects.

Once a suspect responds to your ad, you now know that you have a highly qualified lead and one that, through your special report filled with lots of reasons to hire you, already knows a great deal more about what makes you different from everyone else in your industry.

Step One: Run ads that offer the reader a free report, sample, or something of high perceived value.

Step Two: Send the report to all who respond, and market to this group like crazy.

When someone responds to your two-step ad, you have a lead that is ready to receive your full marketing kit. (Remember that from chapter 5?) Essentially, you have a lead that has said they want you to educate them. In some cases, you may find yourself with a lead that is already sold on your product or service before you ever really contact them.

Lewis Green of L&G Business Solutions attributes most of his business growth to direct advertising that employs a two-step process. First, he mails a seven-page, detailed marketing letter. He follows up by sending a postcard several weeks later. He uses both his own mailing list, built through networking, and purchased lists that are narrowly targeted. The marketing letter offers a guarantee, details about the results he can produce, testimonials, brief case studies, a client list, and a menu of services (www.l-gsolutions.com).

The reason two-step advertising is so effective is that it allows you to make a very compelling offer to your suspects, in very simple terms, with little to no risk on their part. The typical two-step ad asks readers to visit a Web site or call a phone number and exchange some basic contact information in return for what they hopefully perceive is very valuable information

The two-step concept has been around for ages. In fact, I venture to say that you have probably responded to an ad much like this at some point, but few small businesses apply this very proven advertising approach to their lead generation efforts. Any business, no matter what the product or service, can create and offer some sort of free information or trial sample.

When it comes right down to it, most small businesses are really in the information business. Properly serving your customers requires exchanging information, even if that information is simply showing a customer how to use your product.

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