Teach Them With Postcards
A home repair expert we know created a postcard campaign that was truly educational and profitable. Each of the 12 postcards he created contained a useful tip for the homeowners he was prospecting. One proved to be a winner. Last September's postcard contained a tip on how to use a simple household string to ward off major water damage caused by a leaking roof until professional repair help could be summoned. When the major snowstorms hit the East Coast last January, this home-repair expert had more work that he could handle. Many of his prospects-turned-customers had saved his postcard for future reference...and referral.
Benefits Vs. Features
Prospects and customers are interested in the benefits of the products you sell, not necessarily the features. What's the difference between a feature and a benefit? A feature is usually something physical. A benefit is something you can feel. Example: A certain laser printer has the feature of printing 8 pages per minute. This same printer has the benefit of making the busy business owner more productive. Put yourself in the prospect's shoes and stress the benefits in your product marketing efforts.
"How To" Get Bigger Sales
Self-sufficiency is very important to a lot of people. Help people "help themselves". Incorporate this premise into your marketing to attract attention to your business. Examples: Drugstore - "How to Organize Your Medicine Cabinet" Computer Equipment Retailer or Cleaning Maintenance Company - "How to Organize Your Workspace More Efficiently" Restaurant - "One of Our Favorite Meals for You to Try at Home" Mover - "Last Minute Moving Checklist" Children's Day Care - "Things to Do on a Rainy Day - A Parent's Survival Guide".
A Satisfaction Survey That Really Gets Noticed
Need a better return rate when you send out customer satisfaction surveys? Next time, add some dimension to get noticed and elicit a better response.
When you mail the survey, send one of the following items along in the envelope with a catchy message:
- a small magnifying glass - "We're focusing on your needs"
- a cloth tape measure - "We're sizing up how our company can serve you better"
- a scratch-off lottery ticket - "We don't leave your satisfaction to chance*