Combine Opposites for More Effective Marketing
Break the rules and do the unexpected with your marketing. IBM did it with its Charlie Chaplin character. Who would associate computers with the sweet image of "Little Tramp"? It continues to do so with its clever "Small World" campaign which features fashion models on the runway talking about computer configurations and French nuns conversing about the Internet. It's called "combining opposites" and it can lead to marketing that's memorable. Brainstorm with these "starters" to determine the "opposites" that might fit together for a "jump start" to your new marketing message:
- Can you combine the known with the unknown?
- Can you combine the technical with art?
- Can you combine philosophy with how a product works?
Have you written and published a "tips" article? Make the "P.S." of your next prospecting sales letter more effective by promising to send article reprints. Example: "P.S. Call today and I'll send you a free copy of the much-published article "13 Tips That Can Make You More Productive."
Make 'Em "Read On"
Make sure that your 2-page sales letter gets read from start to finish. End the first page of copy in the middle of a sentence so that the reader must turn the page.
Soar To Greater Revenues
There's a "kid" in all of us. One of the most successful prospecting direct mail pieces we've used is a simple red paper airplane. We made sure that the copy was printed only on one side so that when the airplane was folded, the message was hidden inside, raising the prospect's curiosity. The message:
"If you're having trouble getting off the ground with your company's advertising, Jacobs/Gillen, Inc. can get you locked on to the right compass heading. We stay on budget and get you right to the center-line of your promotional efforts. But if you don't need any additional customers, you know what you can do with this little piece! However, if you would like to keep the cost of your advertising from soaring into the stratosphere, give us a call today. We'll keep your budget on the ground."
With our business card tucked inside the folded airplane, we mailed these airplanes (hand-addressed and hand-stamped in #10 envelopes) to a list of 2000 local companies that we determined were part of our target market. The result: 7% response for meeting requests and close to $100,000 in new business.