success - Turbo Coach, achieve breakthroughs - Brian Tracy

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type of program during which you advertise must match
your ideal customer profile. As with print media, have a professional
create your commercials.
Have you considered marketing on the Internet? If so,
again work with a specialist who knows how to optimize
a marketing message for online media as opposed to more
traditional media. Maria Veloso’s Web Copy That Sells is a
good source.
In some cases, a carefully targeted direct mail campaign
can be very effective. Lists can be purchased from many
sources. The quality of the list—in terms of currency of information,
validity of addresses, and specificity of targets—is of
paramount importance. It is well worth paying a higher price
per name in order to ensure fewer pieces are returned because
of an incorrect address and to optimize the chances of
reaching a qualified prospect.
Telemarketing is another option. In the early years of the
twenty-first century, some countries are attempting to pass
laws limiting this growing industry, but it is unlikely telemarketing
will disappear.
In some cases, your marketing plan might include more
than one promotional strategy. One of our coaching clients is
a financial planner who offers investment products to senior
citizens and whose most effective promotion involves presenting
free seminars on the subject. In the three weeks preceding
such an event, he uses radio commercials, newspaper
ads, and direct mail to enroll his seminars. His ads and direct
mail pieces are carefully crafted to induce only seniors with
a minimum net worth of $1.5 million to attend. In addition
to offering real value, his seminars also afford him the opportunity
to establish enormous credibility with the audience. At