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Freedom Financial tested two-step marketing. Collateral, feedback, and summary provided.
Freedom Financial conducted an experiment of sorts, aimed at measuring the effectiveness of the two-step direct response marketing method. Below, you will find the collateral used to survey three prospective customers, as well as a document outlining feedback and takeaways!
The Summary:
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Hi Zane,
Thank you for sharing this detailed summary of the Direct Marketing Response Tool for Freedom Financial. It’s great to see that the two-step approach received positive feedback, especially the success of the call to action and the appreciation for the concise, non-salesy tone.
One point I wanted to mention is that I found the step-two “report” a bit confusing in terms of what was being offered and what the value was. This might be because I’m not currently in the market for this particular service. I wonder if offering something with more immediate value could help turn step two into stronger leads, especially as you’re in the early stages of developing your company. For instance, you might consider providing a more personalized analysis of potential clients’ current marketing materials, highlighting what you see as areas for improvement and offering a “teaser” of how your services could make a difference. This approach could allow potential customers to experience your expertise and see the value of your services firsthand, making them more likely to make the switch.
While this might not be feasible long-term, it could be a powerful, aggressive growth strategy in the beginning to really convert potential customers.
Overall, the experiment clearly shows a strong foundation, and these tweaks could help further refine the approach.
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Kylie,
Thank you for stopping by and for the feedback! Your point above makes sense and is solid feedback. Transparently, as I shared in my write up, the goal in the future would be to offer a more detailed report with data analysis (and raw data). This would likely come in the form of the studies themselves or white papers (in this case, it was a 2022 study done by a competitive firm that has since been released, though it is extensive). However, in this case, sending a very broad study to a handful of prospective clients didn’t make much sense, given it was more of an experiment of the tactic itself. The goal was to take a handful of insights from that data and share those out as the test tactic. I appreciate the analysis feedback as well, which also makes sense, though within this industry that is pretty typically a service that would be offered for free, akin to a “free inspection” or sorts in the service industries, which may not provide the value add we are looking for. It also somewhat diminishes the engagement structure we have, which includes a full analysis of tactics, materials, etc. With a business built on exclusivity, we have to be mindful on the “giveaways” we approach. Your feedback is very helpful and gives me something to mull over as we move forward. Thanks again for stopping by!
Cheers,
Zane Breeding
Cheers,
Zane Breeding
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