Double Your Client Base Using The Two Step Approach
By Shawn Meldrum

What do you think the biggest mistake most companies make in advertising?

My belief is that it is using the wrong overall marketing strategy.

Most companies advertise with a one step approach. They place an ad with the immediate goal of getting sales. If the first call or visit doesn't lead to immediate business they often scrap it all together.

In my opinion that's an awful lot to ask from a single ad and a terrible waste of potential business.  Especially when you look at how pathetic and predictable most advertising really is. (Just open up your phone book if you want to see what I mean)

A much more profitable strategy for marketing and advertising is a two step approach.  This method is not new.  Direct marketers have been using it for years.

They learned that it is much easier to get people to raise their hands first and say “I'm interested in that” and then offer the sales piece rather than just hitting everybody with a sales piece. This approach is much more cost effective and profitable as well.

So instead of asking your ad to convert readers into immediate customers it gently moves your prospect along with baby steps in a comfortable non-threatening way.

With the goal of simply getting their name and contact information.

Once you have that, you've got it made. Rather than one chance of selling them from your ad you can now follow-up as often as you like knowing that the dollars spent are being targeted like a high-powered rifle at prospects that truly have an interest in what you are offering rather than the typical shot gun approach.

So, you ask, how do I get them to raise their hands and give me their name and contact information?

It's simple. You make them an offer they can't refuse.

The best way I have found is to offer a free sample or  free highly useful information that they cannot get anywhere else.  Let's say, for instance, you are a mortgage broker and want to target prospects who would be interested in re-financing or debt consolidation.

By offering a free report like “How To Escape The Debt Rat Race” or “6 Things Your Credit-Card Company Hopes You Never Find Out” you peak their interest and automatically know they are interested in what you have to offer. If done in the correct way this can massively increase the number of leads you receive.

Once they have requested the free report you have already set yourself up as the expert and can continue to follow-up with the prospect until they convert into a client. This follow-up should be low pressure offering additional information, free financial analysis, etc. in the attitude of offering a service to your community as the local expert.

You should not be afraid to ask if you can help them, but you should never beg either. Always keep the “expert” attitude in mind.

By using the two step approach, continually building your database and using regular follow-up you will not only get business for right now but you will be planting a business crop that will bring you an abundant harvest for years to come.

Shawn Meldrum has spent the last two decades marketing everything from almonds to landscape lighting. He currently specializes in marketing for mortgage brokers, loan officers and real estate agents. For free mortgage marketing articles and much more visit: Mortgage Marketing Resources