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:
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.
Why are you reading this blog? Probably because you find information that helps you solve a problem, like how to market online or how to write a press release. So free information is what’s in it for you. I do this out of the goodness of my heart. Again, I provide this information, hoping that when you need extra help with marketing, you’ll consider me, The Marketing Eggspert, who gave you all the free goodies to begin with!
Think press releases are designed to help you promote your company? Think again. Their purpose is to help solve a problem a potential client has.
It’s important to relay your news in a way that answers that question, “what’s in it for me,” for your potential customers. Address the problem your news can solve. A new office location can provide easy access to your store for people in your new geographic area. A new pet product may solve the problem of fleas on your dog.
We all get direct mail. We usually glance at it, and if it doesn’t catch our attention, into the trash it goes. Having attractive graphics is half of the battle. But once you’ve drawn in the eye, you have to attract the mind. Make sure your postcard or letter directly addresses how you can help the reader. Make them hold on to the card long enough to want to know more.
Stay tuned for Part II: The Marketing Offer!