Direct Marketing Mastery: The Link Between Profits and Success! (It’s Stronger Than You Might Think)

“Good Marketing can’t overcome bad math.”

Dan Kennedy.

Good marketing is all about getting better response rates, but if your math isn’t good then you’ll go broke.

Now, math basically means profits. If you make $1,000 when you put a bum in a seat at a seminar it had better not cost you $2,000 to do it.

That is really bad math. It can be fixed. Find higher priced options to sell to them at the seminar, get sponsorship – you can change the math more readily than you can change the response rate.

The better your math the more you can spend to get a customer and the more you can make from a given transaction.

Assuming the percentage margin is the same, do you think you’ll make more selling the $50 product or the $100 product?

The close rate isn’t; going to be that different when you actually know how to sell. And that is often the catch – the businesses relying on being the cheapest are the ones who don’t know how to really sell. In fact the additional profits allow for more sophisticated selling and they allow for more sales effort on the back of this you may very well sell more of the $100 than the $50.

You need to be able to sell value and show that the extra investment is worth it. I’ve got a client who sells hosting and support for enterprise software applications. I can tell you right now that he is at least double the price of the ‘cheapest on the market.’

Now in lieu of differentiation, every buyer will resort to comparing price and buying the cheapest. We’ve worked very hard to explain why his solution is better and is actually a steal in terms of the additional value he provides. We can probably raise his prices further on the back of this.

However, most people act as if their math is fixed. NEVER assume this. Because it means you are now consigned to the better marketing camp. Personally, I would rather have terrible response rates and awesome math than great response rates and terrible math. I’d take a $15,000 cost of sale on a 80% margin in a $100,000 product – even if it was happening at a 1/1,000 response rate.

Direct Mail Services

Running an advertising campaign can take much of your time, effort, and money. And if you are using direct mail marketing or advertising as a medium, you are bound to worry about many things like logistics, addresses, and the mailing system.

Just generating a mailing list can be tedious and time-consuming. But with an agency to help you, you can sit back and count on effective and creative direct mail advertising.

Agency Services

The success of an advertising campaign rests on the quality of the mailing list that you use. You must be able to target the right set of people to avoid wasting resources. People do tend to delete mail that seems to be selling them something. But if you reach the right audience, your communication will not be in vain. The advertising agency can procure the right list for you–one that features people with profiles important to your business.

Content of the mail is also very important. It has to be creative and interesting. It must be client-centered. People are turned of by blatant advertising. They must always find something in your product or service that they can benefit from. Great copywriters can get your readers hooked on your message and convince them to buy your product or patronize your services.

Layout and the total look of the mail must be attractive enough to sustain reader interest. This is where artists come in with their expertise in using visual materials, fonts and other design gimmicks. An agency can also present new ideas on advertising your product and capturing your audience’s attention.

Mailing in bulk costs money. But an agency that is in the business for a long time would have established networks and connections with mail service providers. They can arrange for special discounts for you and can assure you of fast delivery.

With the help of an agency, you do not have to spend so much time on the logistics of your advertising campaign.

farm safety 31 december 2021

The term housekeeping, when applied to farming and agricultural operations does carry some sense of what it means in the hospitality industry, and in general domestic and commercial service.

Housekeeping is a word that prefers really to all areas of a operation being kept in good order, being kept clean and being kept safe.

On a farm or agricultural operation, there are a number of different areas that need to be kept continually safe and clean, both the good running of the business itself, but also for the safety of the employees and of the family who own or run a company.

Farms traditionally revolve around agricultural machinery, mainly tractors, combine harvesters, utility vehicles, as well as a number of different cars and trucks.

Depending upon the nature of the work at the farm is involved in, there may well be different chemicals, different pieces of machinery and different tools all of which could pose a potential hazard.

Housekeeping is are keeping all of these areas safe, on a continual basis, and making sure that anyone involved in any area of this work has an attitude that these areas are important and need to be kept free from any risk or danger to any individual, whether an employee, a member of the family or a member of the public who may be on the farm for different reasons.

Any area that is considered a work area, whether it includes machinery or livestock or anything else, needs to be designated as a potential risk zone, and such strict housekeeping protocols need to be in place in order to safeguard the well-being of everyone who may on any occasion be there.

Housekeeping practices include the need to recognise appropriate storage, how any materials or equipment that are kept in this area are used and also how any mistakes or spillages or damage machinery are cleaned up or dealt with for repair.

Where good housekeeping practices are protocols are not in place it creates a potential hazard. Housekeeping is a preventative measure, and is about attitude and practice.

Encouraging people to keep an area clean is a prerequisite of most good housekeeping protocols. This can include informal picking up of rubbish or debris that may be lying around, as well as a more formal cleaning protocol with certain people designated to make sure that all areas are kept clean on a regular basis.

Storage is crucially important, both at a practical level and also has an attitude of good housekeeping practice. The old expression a tidy mind applies very much to this area. If an area looks unkempt, it is likely that there are a number of practices that could be considered unsafe or sloppy, which could ultimately lead to more hazards and risks.

Housekeeping is primarily about preventing injury. Health and safety has become a term that many people either slightly ridicule, or think it’s just an excuse to be risk averse. It is in fact quite the opposite. It is about understanding the nature of risk in order to evaluate the acceptability of a risk, and take whatever precautions may be necessary.