Not All Mailing Lists Are Created Equal

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Not All Mailing Lists Are Created Equal – Maximizing Your Return With Mailing List Savvy

It’s ironic, really. The lists that we struggle to be removed from are also the same lists our companies strive to obtain. The truth is, for many businesses, targeted mailing lists are the bread and butter of their marketing efforts. Being able to create niche-marketing materials and then putting those materials into the right hands is essential to a company’s survival.

Not all mailing lists are created equal, though. Understanding the different types of mailing lists is critical in maximizing the return on your investment of content and quality marketing materials.

Consumer Mailing List

Consumer mailing lists are comprehensive lists of people associated with their demographic, economic, and psychographic information. The consumer mailing list helps your business target individuals with very specific profiles for maximum return on investment. Typically, you can choose to filter these types of lists by the following data:

– Gender
– Age
– Ethnicity
– Marital Status
– Estimated Household Income
– Children Present
– Home Value
– Single or multiple family homes
– Hobbies and Interests

Consumer mailing lists are more expensive than say, a neighborhood mailing list, but your ability to filter out non-ideal recipients can make your investment worthwhile, especially for high-quality mailings such as multi-page letters, brochures, or large, high-quality postcards.

Neighborhood Mailing List

Neighborhood mailing lists are by far the most cost-effective list you can get. Many local businesses will target specific neighborhoods within a particular zip code or geographic location that falls within a specific radius of their business location.

This type of list is effective for obtaining new clients, particularly if your business wants a broad reach without regard to specific demographic or psychographic categories. Deliverables commonly associated with this type of mailing list include coupons, smaller postcards, and tri-fold 20# paper-stock brochures.

Business Mailing List

Business mailing lists are the "Holy Grail" for B2B companies, enabling them to maximize new targeted opportunities. This list type includes data pertaining to:

– Business Type
– Number of Employees
– Annual Sales
– Credit Rating
– Geographic Location
– Executive Names
– Phone Numbers
– Years in Business
– Owner Gender
– Public vs. Private

By targeting specific business data points, your company can identify and market directly to your ideal clients. You can also use the data points to differentiate the type or content of your marketing materials. For example, if you are a woman-owned business wanting to connect with other women-owned businesses, this type of list can help you do that, while still allowing you to send similar content to non-women-owned businesses with a different slant.

Specialty Mailing List

Specialty mailing lists are, just like they sound, lists of people filtered by special categories that you determine. Common types of specialty mailing lists include:

– New Parents
– New Movers
– New Homeowners
– Homeowners
– High-income Homeowners
– Renters
– Investors
– Health Conscious
– Green Consumers
– Sports Enthusiasts
– Voters (by political party)
– Seniors
– Consumers by Hobby

The list goes on. Essentially, if you can think of a niche that you want to market to, you’ve got yourself a specialty mailing list.

Truly understanding the individuals and businesses that your product or service is ideal for is the key to success. Combining a highly targeted mailing list with marketing materials that speak directly to the people or businesses on your list will boost your chances of making that next sale.

Jim Grant
www.GrantPrinting.com
6109 Pembroke Road
Hollywood FL 33023-2213
954-962-1020

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Highly Effective Print Sales Collateral

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Super-Charge Your Sales Force With Highly Effective Print Sales Collateral

Converting prospects into clients is often a difficult and expensive process. Sales reps can spend weeks, months, even years trying to get a prospective client converted into a buyer. A large part of that process involves face time between the sales rep and the prospect in an attempt to forge a relationship built on trust. Seldom does that face-to-face meeting end in a solid sale.

Sales reps hate leaving a prospect without a signed contract, and the days of hardline sales techniques are long gone. So, how do your reps keep the conversation going and the interest building when they’re away? The answer is simple: put high-quality, effective print sales collateral in their hot, little hands.

Armed with the right mix of marketing materials, your sales reps can leave their prospects with some subliminal messaging that subtly invades the prospects’ subconscious after the sales rep leaves. Think of it as a little beacon whispering “buy me…buy me.”

Highly effective print sales collateral doesn’t just mean you leave a brochure and a business card and hope for the best. To super-charge your sales force, you need well thought-out, quality-designed materials that will continue to grab the prospect’s attention and not end up as a coaster or at the bottom of a hamster cage. Top sales experts have weighed in with the following best practices.

Case Studies

The single, most effective piece of sales collateral that you can leave with your prospects is the case study. Including one or two case studies targeted to the prospect’s needs can do more for your sales than a holiday gift basket. Your case studies should concisely discuss:

What the client’s greatest challenge was prior to purchasing your product or service
How the client implemented your product or service
How the client’s challenge went away or was reduced by implementing your product or service

These three things will communicate more to the prospect about how your product or service works and the value that it can provide to them, than merely listing the things your company does. Be sure to include solid numbers about money and time-savings, as these are the top two complaints companies have.

Testimonials

Finding three or four clients to rave about you is also a fantastic way to show your prospects that (1) you have clients, (2) your product/service is LOVED and (3) why your clients love it. Just like the case studies, if you can guide your clients in crafting a testimonial that discusses how your company changed their life for the better, the more effective the testimonial will be. Including their name, business name, and even a picture can go a long way in building credibility. Nothing says, “Trust us” like someone else saying, “Trust them!”

The Sales Page

Sales and Marketing Strategist Walter Wise notes that successful marketing messages use the "Marketing Equation of Interrupt, Engage, Educate, and Offer.” Let’s break down that equation (don’t worry, it’s even less to remember than the FOIL method from back in middle school):

Interrupt: your main headline, designed to interrupt your prospect’s attention
Engage: your sub-headline, crafted to keep the prospect’s interest and get them to keep reading
Educate: this is where you add some valuable information on solving your clients’ problems
Offer: this should be a low-risk, free report, checklist, white paper, or e-book that will position your company as a thought leader in the field.

Take the time to provide your “offer” in your sales package. The longer you can keep that prospect engaging in your company’s materials, the more likely they will be to buy.

Putting It All Together

It goes without saying that all of your materials should be printed on high-quality paper stock and designed by a professional graphic artist so that the materials are aesthetically pleasing. Too much text and low-quality graphics can be an instant turn-off regardless of the quality of your product.

Have your sales reps present the documents to the prospect in a snazzy, branded folder that will catch your prospect’s attention when the rep leaves, and one that will beg them to open it up and read what’s inside.

Jim Grant
www.GrantPrinting.com
6109 Pembroke Road
Hollywood FL 33023-2213
954-962-1020

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Bringing Out the Best From Introverted Employees

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The Power of Leadership: Bringing Out the Best From Introverted Employees

As a business leader, one of the core requirements of your job is to make sure that you’re bringing out the absolute best in your team at all times. Every employee working under you not only needs to excel on their own terms but must also be contributing towards the larger whole at the same time. Having quiet, introverted employees can certainly make this difficult, but therein lies the challenge. If you want to use your leadership skills to bring out the best from your introverted employees, you’ll certainly want to keep a few key things in mind.

Work on Your Pace

One of the biggest mistakes you can make in terms of dealing with introverted employees is trying to force them to adapt to the way you like to work. Introverted employees typically don’t like fast-paced, high-stress situations. They need time to think, to plan, and to ultimately prepare for the task ahead. Part of the way you can help bring out the best in these employees involves embracing this idea wherever possible.

Say you’ve got a big meeting coming up and you know that an introverted employee will need to contribute as much as possible. Instead of springing this on them at the last minute, let them know as soon as possible. Give them time to get their thoughts straight and make sure you give them a clear, actionable agenda to work from. If you allow them to build up to the meeting, you’ll find that they’ll be much more engaged than you probably thought they would.

Acknowledge Accomplishments

One of the most important things to keep in mind about introverted employees is that they will rarely, if ever, take outward pride in their own accomplishments. They typically don’t like attention, even if it’s positive, which means that a lot of the hard work they’ve been doing will likely go unnoticed. As a result, it becomes your job to take pride in those accomplishments for them. If an introverted employee absolutely nails a project, make sure everyone on the team knows it. Make the announcement on their behalf, allowing them to feel great while embracing their personality at the same time. Just make sure you spread the love – all team member accomplishments should be acknowledged equally, both for introverts, extroverts, and everyone in between.

Use Technology to Your Advantage

Another factor to consider about introverted employees ultimately comes down to communication. An introvert doesn’t necessarily like to keep in constant contact either in person or by phone, but luckily, technology has made it easier than ever to adapt to this idea. Utilize virtual communication for projects when possible, either via text messages to your team or instant messaging conversations, e-mail threads and more. This will allow your introverted employees to not only contribute to a larger project but to do so in an environment they feel the most comfortable in.

These are just a few of the ways you can bring out the best from your introverted employees all day, every day. Remember that just because someone is quiet and prefers to work in a solitary environment does NOT mean that they aren’t contributing. In the same way, a loud, boisterous attitude doesn’t make someone a good employee either. Your primary goal is to strike a balance. You need to provide ALL employees, regardless of their personality type, exactly what they need to thrive.

Jim Grant
www.GrantPrinting.com
6109 Pembroke Road
Hollywood FL 33023-2213
954-962-1020

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Business Lessons From a Sailor

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Succeed in Business Without Undue Stress: Lessons From a Sailor

Whether you’ve been in business for 40 years, or you are a startup waiting for the perfect time to enter the marketplace, you want to know how to succeed in the fast-paced world of capturing market share. Let’s see how your business can benefit from the lessons learned in the daily life of a salty sailor.

Sailors are known for their exciting tales of far-off worlds and adventure beyond a landlubber’s imagination. The trusted captain and crew have a few pointers to share for a successful voyage.

Know your vessel. Is she seaworthy? Is she built and maintained by people who take pride in their work? What are her quirks? Not all vessels are the same by any means. Know what makes her unique and tend to those details. What is the greatest strength of your enterprise? What is your core competency, or what is the distinguishing feature of your product? Having a well-defined product or service and a good understanding of how it compares to similar items in the marketplace is crucial.

Choose a good crew. Your crew will make or break the voyage, and as the captain, all the responsibility is resting on you. Is the “crew” of your “vessel” the best in the business, or did you hire your brother’s high school best friend out of some misplaced sense of obligation? You have to constantly assess the skill and knowledge of your crew. Do you have the right people stationed at the right post? Just as you wouldn’t put a deckhand in charge of navigation, you must insist on having all of your staff working in the areas of their expertise.

Know where you’re going. As a sailor, you must always be aware of your latitude and longitude. You have to know where you are in order to chart a course to where you want to go. The tools available today are changing rapidly and technology is great, but do not lose sight of the basics: quality, consistency, value, and customer service. Knowing where you are in these key areas and how you stack up to the competition will allow you to get where you want to go, be it increased market share, growth, innovation, or profitability.

Sharpen your senses. The wind will change direction and velocity and make your life terrible if you aren’t in tune with Mother Nature. The same goes for rain, thunderstorms, and squalls. Know what conditions are in the forecast, but always keep watch to discern subtle changes and patterns. Business journals and analysts are out there making predictions and it can be hard to figure out who has the best information. Sharpen your senses and your gut will guide you in the direction of success. Look at the forecast, but know that your gut is rarely wrong.

Know how to adjust your sails. When the wind changes direction or a storm system builds, sailors understand that they’ll make no progress fighting the forces of nature. They know that by simply adjusting their sails, they can harness those forces, adjust their course, and continue on. They may even adjust their destination to make the most of the situation. Similarly, a leader of any enterprise must know how to adjust his plans to accommodate changes in the market. Market forces can be infinitely stronger than your iron will and can crush your business if you fight. If you accept the change and adjust your course, you may find yourself in a different place from where you intended to go, and it may be far better than you expected.

Whether you are a captain on the high seas or a captain of industry, you old salts have a lot in common. Next time you are in a pub near the marina, strike up a conversation with the weather-worn sailor in the corner. You just might learn something.

Jim Grant
www.GrantPrinting.com
6109 Pembroke Road
Hollywood FL 33023-2213
954-962-1020

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What’s Going on at the Post Office

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Understanding What’s Really Going on at the Post Office

If you had a tough time during the Great Recession of the last few years, you are in the same boat with many, including the United States Postal Service. With computers, e-mail, and the rise of similar types of technology, total mail volume was already on the decline – and then, the most troubling economic times in decades hit. All types of mail volume dropped dramatically in a short period of time.

According to the official USPS website, total mail volume in 2006 was roughly 213.1 billion pieces of material. The total mail volume in 2015, on the other hand, was 154.2 billion. While that’s still a lot of mailers, flyers, and other items being delivered across the country on a daily basis, a drop of that magnitude is still pretty staggering.

What is an Exigent Rate?

Because of this situation, the USPS asked for something called an Exigent Rate Case. That meant that due to demanding circumstances, the Postal Service was allowed to "raise market-dominant prices above the CPI-U (consumer price index) price cap" for a limited time. After an approval process that required a submitted proposal and a hearing conducted on the record with an opportunity for public comment, that increase was granted – leading to the current rates that we’re experiencing.

So Why are Rates Dropping?

Exigent Rate Cases are not permanent – they have a limited lifespan as, theoretically, the special circumstances that required them in the first place will resolve themselves eventually. This is exactly what is happening. When the emergency rate expired on April 10, 2016, most of us experienced the first postal rate drop in our lifetime. With the price of a first-class stamp dropping to 47 cents, it represents the first decrease in nearly 100 years.

The good news is that mail volumes have actually recovered pretty significantly. This is especially true in terms of packages, as more people than ever before are choosing to buy their everyday items online at retailers like Amazon.com. The news may be great for consumers and marketers, but it is doing little to actually relieve the problems that the Post Office is still going through.

Megan J. Brennan, the current Postmaster General, said that multi-year revenue declines are still a very real concern and were in excess of $7 billion in 2009 alone. In a statement she would go on to say that "Removing the surcharge and reducing our prices is an irrational outcome considering the Postal Service’s precarious financial condition."

Looking Ahead for the Post Office and Marketers

Not to worry, though. The United States Postal Service isn’t going anywhere anytime soon – however, exactly what these rate decreases will do to their bottom line remains to be seen. One thing is for sure, as previously stated, there has never been a better opportunity to truly experiment with the benefits that direct mail has in terms of your overall marketing efforts. If you’ve moved more in a digital direction due to increased mailing and shipping rates over the last few years, this rate drop is the perfect incentive to dip your toe back in these proverbial waters. Call Jim at Grant Printing.

Jim Grant
www.GrantPrinting.com
6109 Pembroke Road
Hollywood FL 33023-2213
954-962-1020

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