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~~ The Outstanding Results in Marketing ~~
Leading Small Business Marketing Newsletter
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Welcome back to Outstanding Results in Marketing!
In this issue:
The best kept secret of postcard marketing with difference - revealed!
1. Golden Rule #14 of Successful Advertising.
2. Introduce Yourself To Your Customers Even Before You Open Your Business!
Business Booster #3
3. “I spy with my little eye - great marketing ploy” Today you’ll see 2 brilliant marketing angles
implemented by real businesses in real life - no BS.
Word count for this issue: 1161 Approximate time to read: Less than 4 minutes.
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1. Golden Rule #14 of Successful Advertising.
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You must test every advertisement, sales letter or marketing campaign before betting your Shirt (or your business’s future) on it. Don’t be seduced by the media reps or the list brokers with promises of huge readerships and hot buyers lists. Test everything on a small scale before you commit large amounts of your money to it.
What the large (and successful) companies always do is test a campaign in one region, city, suburb or newspaper first. If it works they expand it. If not, they change it until it does work.
This way even failures can make you rich. Because when the 8th, 9th or even the 10th test you run is a winner, you just keep on repeating it. And will it more than make up for the failures. And this is what you have to do if you want to make money.
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2. Business Booster #4 - Introduce Yourself To Your Customers!
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Introduce Yourself To Your Customers Even Before You Open Your Business. Politicians do it –
going door-to- door, shaking hands. Does it work?
Well a Chinese restaurant owner dressed up in a suit and went to all the real estate agencies within 3km of his restaurant with a sample of his food and a menu. He dressed in a suit and personally introduced himself as the owner of a new restaurant.
He said”I’d love to have you come in and here’s a sample of our food.” He also gave them a menu to go with it. Within 30 days he had a booming lunch and dinner trade. Another example is a chiropractor who wanted to set up in an area already over serviced with other (well established) chiropractic services.
He went around for 3½ months, 10 hours a day introducing himself to people. He knocked on over 12,000 doors and spoke to over 6,350 people inviting them to an open house at his clinic. In his first month he earned over $71,800 and saw 233 patients.
Who else could do this? Plant nurseries, car repairs, dentists, accountants, lawyers, convenience stores, in fact anyone who gets business from their local area. Once you’ve gone around you could always follow up with a letter saying . . .
“Dear Friend, As you may recall I came to your house a little while ago to introduce myself to you. Well my (your type of industry) business is now open and I’d like to offer you a (free offer) to see you come in and try my service. Please bring this letter with you to get this offer. Regards, John”
Beats spending thousands of dollars on advertisements, or just sitting there for 2 years, paying dead rent, hoping people will come in, doesn’t it?
And now long awaited secret being reveled DRRRRRRRRRUMS
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3. “I spy with my little eye”
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Postcards increasingly become the tool of choice when it comes to successful marketing promotion. One of the reasons for this is that one doesn’t need to open it - the postcard is already opened. There’s no other option for the recipient to glance over it and here comes the next step - your post card should have a great benefit driven headline that appeals to your target market.
Let me explain - say you are in the business of fitness, you are running a busy gym and you wanted to make use of the direct marketing postcards. For the purpose of this exercise let’s assume that your intention is to help people to loose weight. So the target market description would be anyone who’s concerned with excessive weight…
A great example of post card marketing with the twist.
Not only they appeal to their target market - people who are concerned with excess of weight, but they also made the card - so that it prompts action, that you “win”… in this example I “won” half price joining fee.
The postcard is a great tool to keep in touch with your existing customers, ask them to buy more while keeping your name in the front of them:
More to come. Stay tuned, sell more, prosper and most importantly - have fun!
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In Next issue:
1. Golden Rule #15 of Successful Advertising.
2. Business Buster #5 Secrets of designing irresistible
offer that sell to your best customer.
3. More of “I spy with my little eye”