Modeling helps you harvest
low hanging fruit for
a better ROI

Mention modeling to some small business men and visions of Victoria's Secret dance in their heads. But this message is not about the use of luscious ladies to seduce readers. Rather, it's about how to get the best ROI with behavioral models that abet your seduction of those most likely to be seduced.

Modeling is like a matchmaker who helps you wine and dine those with whom you are most likely to score. It helps you predict outcome and direct efforts where they will do the most good. And it works.

The beauty of wise allocation of resources is it eliminates waste and frees funds for other profitable initiatives (like taking more money to the bank). Casual observations by even the most astute can miss opportunities that a model makes clear.

Hey! Can you live without it? Yes, but you'll live better if you understand how and why it works so well. Use it with laser-like focus to get new customers and keep the old, sell more to existing customers, forecast a campaign's probability of success, gather leads and convert leads to orders. Whatever your business objectives --- assuming you have the right product and price--- there are models that will help you reach your goals---models that will help you direct your efforts when and where they'll have the most impact.

But, it's not a piece of cake. Goose Google with a "Marketing Models" search and it will jump up with about 7 2,000,000 references to explore. That's a tad more than you'll want to tackle. And even if you just selectively click through the first few pages you'll find enough theories and arcane formulas to make your head throb. But you will also find information that will convince you that this is marketing science that works.

Now, you have several choices. All of them cost money: (1) After due diligence hire an outfit with the credentials and expertise to do the job for you. (2) Hire a consultant to direct your efforts. (3) Buy a book(s) and do it yourself.

My recommendation is to get a book. and a consultant. Start by visiting Jim Novo's web site at: http://www.jimnovo.com/

The site is jammed with solid information you can use even if you don't want to buy his book or hire him as a consultant. But Jim Novo is the type of gutsy marketer I admire. He'll let you read the first 9 chapters of his book for free if you sign up for his newsletter.

If you're in a learning mode, you're one of his models and he makes you and offer at the right time that's hard to resist.

Another suggestion: Contact Tom Luke: tom@cornerstonelists.com. Tom has proved that modeling is high-powered marketing ammo. As Director of Direct Mail Operations for a distributor of software, he mailed 60 million pieces annually and used modeling to build and maintain a customer data base of over 4 million.

When it comes to practical application of modeling, he's been there. Done that. And did it well.
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Little Postcards solve the big problem
of getting your mail opened

Even great envelope teaser copy may not be enough to get your direct mail package opened. Why miss an opportunity when a postcard is a perfect fit?

You can show and/or say a lot on a postcard. Visit www.nmoa.org/sponsors/imp.htm where you’ll see what copywriter Bob Westenberg does with 4 x 6 “postcards. His little newsletter appropriately named IMP is full of quips, quotes and comments.

But Bob does more than entertain. He also sells his services, documents his experience and establishes creditability with a long list of impressive clients.

Here’s another example of smart marketing with postcards: Belleview Winery, located in South Jersey, combines 4 x 6” postcards and event marketing to reach prospects and customers on a regular basis. Early in the year they do a mailing which lists on one side all 12 events scheduled for the year. On the address side they promote the current event. Most are two-day events and a timely reminder postcard will go out before each one.

Owners Jim and Nancy Quarella also leverage things nicely with plenty of pre and post event publicity and a supply of cards at all their retailers.

For trade shows and exhibits, I like to send a pre show postcard to advance registrants, or even to the show sponsors’ complete mailing list when appropriate. It’s a good way to build booth traffic. Why wait for folks to show up and find you? Tell all the folks down at 42nd. Street that you will be there!

Some gurus say it takes seven impressions to move someone to action. That’s a big generalization. If your product, message and timing are right, one little postcard (remember, it’s already opened) in the right prospect’s hand is a call to action that works.

It’s like putting a miniature billboard in your prospect’s hands. And, it provides more detail than she could absorb zipping by a billboard at 60 MPH. Unlike the billboard, she can save it, review it, and pass it on to others. So while she’s out of her vehicle, you’ve used your marcom vehicle to get multiple impressions without another drive by.

And here’s another bonus: In many offices, before it gets to the addressee, your postcard is already hard at work. Any hand that handles it may be connected to a prospect, customer, or influencer...all V.I.P.'s to marketers.

Your postcard is like a sound bite. It makes the meat of the story a palatable snack. It’s economical and tasteful…a way to break through clutter without a sledge hammer. And they work. I know. They’ve worked for me and my clients.

A great source loaded with ammo on the subject is www.PostcardMarketingSecrets.com.