Co-op Advertising: Getting the Word Out
By Jeffrey A. Babener
Excerpted from Network Marketing: What You Should Know, Jeffrey Babener, Legaline Publications
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The Follow-Up Package
Most co-op advertisements direct readers to respond to a 1-800 number for free information. When they call the number, a package is then mailed to them, which generally contains a cover letter, a product brochure, a product order form, an opportunity brochure, a distributor application, and possibly an audiocassette or some other type of information.
The cover letter will inform the prospect that a follow-up telephone call will be made within five days, and provide an additional number to call in the event that they are not contacted.
At the same time the initial package goes to the prospect, a "lead package" is sent to the distributor who gets the lead. This information includes the name, address, and telephone number of the prospect, together with a sample of a second follow-up letter and a postcard reminder, as well as suggestions for the content of follow-up telephone calls and further follow-up materials.
The distributors should follow up with telephone calls during the next few days, the follow-up letter, another follow-up telephone call, another follow-up letter or postcard, a letter to the prospective recruit to send in a distributor application or order, and so on. It may take several follow-up telephone calls to sell a product or sign up a new distributor.
The key is follow-up, follow-up, follow-up.
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