One step versus two step marketing

| November 17, 2009

Depending on your product or service, there are two key ways to sell via direct marketing: one step and two step.

What’s the difference between one step and two step campaigns?

Direct marketing is any marketing campaign, online or offline, that requires a response from prospects.

  • One step: when your offer is simple and straightforward you can send one communication. Make a strong proposition, provide plenty of ways to buy, give a help line email address or phone number and you’re off
  • Two step: when your product or service is complex, innovative, new or very expensive it’s usually more of a challenge to sell. The first part of a two step campaign makes a powerful offer and persuades hot prospects to apply for more information. The second bit delivers responders all the info they need to make a buying decision

Examples

  • One step: You receive a mailed offer. It includes an application form and reply envelope, order line ‘phone number and details of how to apply online
  • Two step: You get an enticing email that includes a link to a landing page. You fill in a form on the landing page, which you enter to find out more before you buy

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Category: copywriting and marketing

By Kate Goldstone - ()

Originally from Middlesbrough, I lived in Brighton for many years before moving to North Devon. I’ve had a passion for words all my life and this is my twelfth year as a freelance writer. In my spare time I draw, paint, sculpt, carve wood and rock, garden, read, write poetry and enjoy long distance hiking. I sing and play the recorder. I collect modernist paintings, vintage rugs and mid-century German art pottery. I’m a member of The Poetry Society. And I am an experienced volunteer shepherd, a ‘Lookerer’.

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