4 Speed Dating Tips That Can Improve Your Marketing
Makeup and hair, check. The hottest dress you own, check. Confidence that helps you get the most calls, double check. Ok, so you may not “date” your potential customers, but your marketing makes a lasting first impression, and just like a date, you want it to be a good one.
Here are some tips that every marketer should apply to win the sale.
1. Pay Attention to Your Appearance
- The appearance of your marketing (whether it's postcards, email or TV) should appeal to your target audience. If your target audience is “moms with kids under 7,” the look will be different than if your target market is “women CEOs.” Just think about exactly who will be seeing your material.
- You may not come face-to-face with everyone you market to, but you should design your ads as an extension of your brand and convey a consistent message.
For example, all age groups (even kids) know McDonald's for their golden arches. Let's say one day they decided to change the arches from gold to green. Would you recognize the restaurant when you pass by? Would you still go there? That seems extreme, but companies do it all the time.
- Make sure that the quality of the direct mail piece or ad you send out is the same quality as the services you provide. This one can be a bit tricky – everyone thinks their service is top notch (and I hope it is), but sometimes if you look too slick and professional you can scare off your market. So think with all the data – if your target market is blue collar families and your material is designed to look soooo upscale you may scare them off before they even inquire.
2. Keep the Conversation Going
All of your marketing pieces should make your prospects want to continue their conversation and find out more about your products or services. Once you have an interested audience, build a rapport by asking what they're looking for in regards to your business.
- Listen and gather data. Finding out more about who you're marketing to will help you pinpoint exactly what they are looking for and how to further the sales cycle.
When you discover a new business, you want to know more and possibly try it out. Direct people to your website and have them sign up for a free trial of your product or service if possible. If you can't give them a free trial, offer them free valuable information in exchange for their contact info. Whatever you offer has to have a high perceived value and be of little or no cost to you. This enables you to gather their contact information, plus shows the prospect what you're about. If they like you, they may buy. If not, it's no money lost on their part and they still retain a good image of you – they may even refer you to a friend.
3. Focus on the other person
When you see an ad, what do you think? Most say, “what's in it for me?” That's exactly what you need to tell your prospects. Focus on benefits of what your product or service will do and how it will help them.
- Benefits vs. features
When I get an email or catalog from my day spa, I don't really care if they have “4 qualified doctors on staff.” That statement means nothing to me and it won't to your prospects, either. Instead, list benefits such as, “Early and Evening Appointments” or “Comfortable, Relaxing Atmosphere” or “Look Years Younger.” These all appeal to different lifestyles.
Some may be pressed for time, some want to look younger – you have to tell them why they should come to you. Think of what you'd want if you visited your own business.
- It's not all about you
It's natural to want to show off what's in your life. I get tons of clients who say, “I want to put my kids on the front of my postcard.” That may be ok if you live in a small town and people know you. But what are you promoting other than that you're family-oriented? If I received that ad from a dentist, I may look at it, but my time is so limited, I'd probably throw it away. A person with unhealthy teeth (your potential client) wants to see an attractive person with a bright, white smile. That would catch their attention because they want to look like that. You have to think what your recipients want to have, see or feel.
4. Follow up with no pressure
Nobody likes feeling pressured during a sale, but everyone likes being courted. One thing I can't stand is when I'm shopping for furniture and I have a salesperson following my every move. Even if I want to buy something, I'll leave and come back another day or go to another furniture store!
Depending on your product or service, some people will make quick decisions right on the spot, but if they're buying a boat, they may need months to decide. However, there are ways to nudge people without pushing them over the edge!
- Send a “Thank You” or “Nice Meeting You” Email
It's great to acknowledge someone who is interested in what you have to offer. It shows you're serious about customer service and want their business. We send multiple emails to our customers before and after they buy just to say thanks, get their feedback and offer any additional help in the process. It will go a long way and may be a deciding factor on whether they choose to buy with you.
While I steer clear of playing matchmaker, you can definitely improve your marketing results by applying the above tips.Our marketing consultants can help you put together a complete marketing plan from client “wooing” to following up, professional and effective design and website campaigns. For more free marketing advice or to start a campaign, call us at 1-800-628-1804.