‘One Step’ versus ‘Two Step’ marketing
Depending on your product or service, there are two key ways to sell via direct marketing.
Direct marketing is any marketing campaign, online or offline, that requires a response from prospects.
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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
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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
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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
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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