This is the first in a series of posts I’d like to offer that address how, with the right elements, you can turn an ineffective marketing campaign into one that gets results.
You’ve heard it before: the basis of your marketing should answer the question from your potential buyer:
“What’s in it for me?”
It’s the truth. You yourself don’t visit a website or look at a product unless there is a clear benefit for you doing so.
Keep this in mind for your next marketing campaign. No matter if you have a newsletter, a blog, a press release or a direct mail campaign, you have to give the reader a reason to read. Otherwise, you’re missing out on potential business and wasting your time and money.
Here are some examples of how you can offer value in each of these types of marketing tools.
If you read my blog, you know I’m a strong proponent of e-newsletters. I send two out to Egg subscribers each month. I include a personal note, links to places I’ve been interviewed, and an article on marketing. Now, while I certainly hope my readers will read the press releases I’ve included and listen to my interviews, I know the reason they open my emails in the first place is that article. I’m providing useful information they can easily digest in their Inboxes. In return, I hope they’ll explore my websites and contact me if they need marketing services.