How to run a
Successful Emotional Response Marketing Campaign:
Ad Copy
Contact your local classified ad copy
sales person, negotiate a good rate for the length of your
marketing campaign. Print and give the ad copy to the
salesperson. Ask for a 100% guarantee. "If they make one mistake
during the marketing campaign you don't pay" or “If they make a
mistake you get a 2 for 1 make-up”
Tracking
Each week cut and paste the
classified/display hard copy ad at the top of your ad tracking
sheet.
Follow-up
Follow up on each lead using these
guide lines as a filter;
HOT Audio E-lead
with attached voice mail message. “WOW!” the caller with
your service by calling them back immediately and dealing
promptly with their needs and information request. Place this
caller in your contact management system and continue to build
the relationship. See sample follow-up script below.
WARM Audio E-lead
the caller listened to the script but did not leave a voice mail
message. This call must be followed up within 24 hours or the
caller will not remember their motivation for calling your 800
service. The follow-up must be polished, professional and non
intrusive. Place this caller in your contact management system
and continue to build the relationship. See sample follow-up
script below.
COLD Audio E-lead
The length of time they listened to the message should determine
your follow-up activity. If less then 15 seconds (.2 of a
minute) I would delete. If more than 15 seconds I would follow
the same routine as a warm call.
Action
Record each lead, action taken and
short term and long term result.
Lead Rotator
If you are the office manager call
Excalibur so we can set-up your lead generation campaign with
the lead rotator.
Special Reports
The Special Report
are available FREE of charge for all Excalibur Subscribers in
PDF files. Simply call 1 888-302-6593 or email
support@excal-com.com. You also receive the rights to reproduce
as required for your clients.
Examples of follow-up scripts
HOT Audio E-lead
Suggested follow up script when calling potential Hot Audio
E-lead
"Hi. This is (your name) . I’m with (your company)
and I noticed you or someone at this number just called my
information hotline regarding our special report for (Name of
the Report). [Pause} I would like to confirm your mailing
address so I can send this free report to you. (Confirm address
and enter into your database). Do you have an email address or
fax number?
Is this a convenient time to talk? Or (Buyer or Seller) a home
is one of your biggest financial commitments is this a good time
to assist you?
(IF YES) Start gathering details and lead to setting up an
appointment
(IF NO) When is a convenient time for me to call you?
WARM Audio E-lead
Suggested follow up script when calling potential WARM Audio
E-lead
"Hi. This is
(your name) . I’m with (your company) and I noticed
you or someone at this number called my hotline regarding our
special report for (Name of the Report). [Pause} This is
a free report that I would like to either mail or email to you.
Would you like to receive it?
(IF YES) Prompt for mailing address, email address, etc.
(IF NO) (Depends how aggressive you are) respond with another
question or terminate the call with "Thank you for calling our
hotline service and have a great day"
Is this a convenient time to talk? Or (Buyer or Seller) a home
is one of your biggest financial commitments is this a good time
to assist you?
(IF YES) Start gathering details and lead to setting up an
appointment
(IF NO) When is a convenient time for me to call you?
