Direct media is media that you create to go out
to your target market with your focused message. Your direct media could
be your brochures, it could be your white papers, it could be your
"shock & awe" package.
Your direct media could also be contained on your website, in the blogs that you write or the videos your create for your YouTube channel. It could be information that you're sending in the mail. It could be postcards that you're creating and sending out to a prospect. It could be an email campaign that you have created that begins when somebody requests a copy of your book.
Smart marketers establish an automated system that initiates when someone requests a copy of their book. You then mail them a copy of your book with some other information about your company, then they get put into a drip email campaign where they are going to receive messages from you over the next three, four, five weeks (or months) educating them about their needs and their issues and how you can solve their problems and perhaps offer them a one-hour consultation to discuss their issue. That's direct media.
When they're requesting information from you, they obviously have a need. They're not going to be requesting your book if they have no interest in what you do. Obviously they have some interest, they've raised their hand, they've said, "Yes, send me a copy of your book."
Well, they're going to get a copy of your book all right, but they're going to get some other information-some direct media-that you've created that's going to make you stand out in a category of one. They're going to get all this and they're going to say,
"WOW!, this guy's incredible. He really knows what he's talking about. Look at this. Look at this. Let me go here."
They'll go to your YouTube channel and see some videos that you've created as direct media. They're going to see the information that you've provided. They're going to see you as different from everyone else.
Media is not just what the salespeople who are knocking on your door every day are trying to sell you; radio, television, magazines, newspaper, SEO, etc. Those are a different type of media.
Direct media is media that you create for the purpose of engaging directly with those interested prospects who are requesting information. People you are interacting with. People you are wooing to become a client. People who are searching for answers.
You want a series of direct media created specifically to position you as the expert in their mind. This doesn't happen immediately. It takes place over a period of time because people don't contact you, most of the time, having a need today. They have some interest, they know they have a need, but there's a process that they have to walk through.
In my book I call this process The Alphabet Maze. People have to walk through the Alphabet Maze to come to know, like, and trust you before they feel comfortable taking the next step with you. You have to be patient and be willing to wait for them to be ready to make take the next step.
Inside the Alphabet Maze is a lot of direct media that you create to show up like nobody else does. You're going to be touching them through a variety of media both online and offline - it's what we call Combined Media. It's combined direct media where you're touching them with emails, which are online, but also through physical products that you're sending them offline.
You're calling them to thank them for requesting information, making sure they've received everything, seeing if they have any questions. You and your staff, through direct media, personal media, and personal contact are winning their hearts. You're positioning yourself as the expert. You're not hounding them, you're not chasing them, but you're providing information and you're becoming the source of information, the expert, in their mind. That's the position you want. That's personal media and direct media.
Create your book as your personal media. Use your book as part of your direct media. Build a relationship by talking directly to them about their needs. When you follow these steps you'll build a thriving business that will serve many people for years to come.
Your direct media could also be contained on your website, in the blogs that you write or the videos your create for your YouTube channel. It could be information that you're sending in the mail. It could be postcards that you're creating and sending out to a prospect. It could be an email campaign that you have created that begins when somebody requests a copy of your book.
Smart marketers establish an automated system that initiates when someone requests a copy of their book. You then mail them a copy of your book with some other information about your company, then they get put into a drip email campaign where they are going to receive messages from you over the next three, four, five weeks (or months) educating them about their needs and their issues and how you can solve their problems and perhaps offer them a one-hour consultation to discuss their issue. That's direct media.
When they're requesting information from you, they obviously have a need. They're not going to be requesting your book if they have no interest in what you do. Obviously they have some interest, they've raised their hand, they've said, "Yes, send me a copy of your book."
Well, they're going to get a copy of your book all right, but they're going to get some other information-some direct media-that you've created that's going to make you stand out in a category of one. They're going to get all this and they're going to say,
"WOW!, this guy's incredible. He really knows what he's talking about. Look at this. Look at this. Let me go here."
They'll go to your YouTube channel and see some videos that you've created as direct media. They're going to see the information that you've provided. They're going to see you as different from everyone else.
Media is not just what the salespeople who are knocking on your door every day are trying to sell you; radio, television, magazines, newspaper, SEO, etc. Those are a different type of media.
Direct media is media that you create for the purpose of engaging directly with those interested prospects who are requesting information. People you are interacting with. People you are wooing to become a client. People who are searching for answers.
You want a series of direct media created specifically to position you as the expert in their mind. This doesn't happen immediately. It takes place over a period of time because people don't contact you, most of the time, having a need today. They have some interest, they know they have a need, but there's a process that they have to walk through.
In my book I call this process The Alphabet Maze. People have to walk through the Alphabet Maze to come to know, like, and trust you before they feel comfortable taking the next step with you. You have to be patient and be willing to wait for them to be ready to make take the next step.
Inside the Alphabet Maze is a lot of direct media that you create to show up like nobody else does. You're going to be touching them through a variety of media both online and offline - it's what we call Combined Media. It's combined direct media where you're touching them with emails, which are online, but also through physical products that you're sending them offline.
You're calling them to thank them for requesting information, making sure they've received everything, seeing if they have any questions. You and your staff, through direct media, personal media, and personal contact are winning their hearts. You're positioning yourself as the expert. You're not hounding them, you're not chasing them, but you're providing information and you're becoming the source of information, the expert, in their mind. That's the position you want. That's personal media and direct media.
Create your book as your personal media. Use your book as part of your direct media. Build a relationship by talking directly to them about their needs. When you follow these steps you'll build a thriving business that will serve many people for years to come.
