One of the purposes of this site is to promote, attract people to, and educate people in this new form of marketing that I am calling “direct response content marketing.”
In order to do that, I will be periodically sharing key principles of direct response content marketing (DRCM).
Today, I’ll be sharing the first principle that is important to understand.
DRCM Principle #1: Only a Small Amount of People Are Ready to Buy Today
As Chet Holmes, the late corporate trainer, strategic mastermind, business growth expert, and lecturer revealed in his book, “The Ultimate Sales Machine,” only approximately 3% of your market is ready to buy right now. The rest of your market is not.
In other words, only three out of every one hundred in your market is ready to buy right NOW, today.
The Mistake of Only Focusing on People Who Want to Buy Today
But what are most businesses and marketers mainly focusing all of their marketing and effort on? They are focused only on those who are ready to buy TODAY.
Think about that for a second. When you do, you’ll realize that that’s the reason why the response rates are so low!
“The average rate of return on direct mail campaigns is generally 1/2 to 2 percent, according to JWM Business Services; in a campaign involving 100 pieces of mail, two to four people can be expected to respond and half that number to make a purchase. “
– What Is the Average Rate of Return on a Direct Mail Campaign? on Chron.com
When we’re focused only on those who are ready to buy, we’re not reaching the majority of potential customers. We’re only reaching a tiny piece of the market.
That’s why direct response content marketers know that besides focusing on getting people to buy today, we must also focus today on the people who will buy in the future.
Two Things That Direct Response Content Marketers Focus On
This understanding is the reason why direct response content marketers to focus on two things:
- Building lists
- Building an audience
I will elaborate on these two important things in a future post when I explain DRCM principle #2.
But for today, I will leave you with this thought.
It is the unique, coordinated focus on both of these things that enables direct response content marketing to produce greater results for businesses both today and tomorrow.
Stay tuned to future posts where I will share other principles.
In the meantime, if you’d like to know more about direct response content marketing, then I’d suggest you take two steps:
- Read “The Direct Response Content Marketing Manifesto” – You’ll learn more about what direct response content marketing is and the purpose behind this site.
- Become a free member today –You’ll be kept up to date on all that’s going on here in our community and in the DRCM world.
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