Speak with a business owner about their promotion techniques for a little while and you will learn something very interesting: marketing almost NEVER works for them.
It seems that, contrary to what's been proven over and over by thousands of other business owners, marketing actually doesn't produce new customers, leads or revenue.
Wrong!
Now, granted, not all marketing works for everybody. That's a fact, too. But the truth is, marketing does work and it can work for you if you do it correctly. Here are the 3 most common reasons why marketing hasn't worked for you:
1. You don't target your ideal market
2. You don't communicate clearly
3. You give up
Now, please notice that they all start with "You." There's a reason for that. If you take care of the points above, you will have a change of heart - and revenue. The key is to find the marketing channel that works the best for your business and industry. However, if you commit the marketing sins above, even the best marketing will fall flat. That's just the way it goes.
Okay. So let's talk about how to avoid them. For each problem, there is a way to solve it with postcard marketing.
Problem: You don't target your ideal market
Solution: Purchase a targeted mailing list based on the demographics of your current best customers.
For every business there is a smaller segment of the greater population that is more likely to need, want or respond to that business's marketing. So, say you are a lawn care company. The people most likely to respond to you are those who can afford to have someone else do the work and those who live in a free standing home. Even more specifically, you can assess your current customer list to get most common income level and home value. The key is to find who that is for your business, then purchase a mailing list of those people.
Problem: You don't communicate clearly
Solution: Use proven copywriting and design techniques to deliver your message with clarity.
If your prospect doesn't grasp the point of your advertisement in the first fraction of a second, you've lost them. That means you need to read through your copy and take out anything that would slow down the reader's understanding of the message. Be clear and to-the-point. Then, match that text with an image that supports the message.
Problem: You give up
Solution: DON'T!
Think about postcards in terms of television commercials. Do you ever see a commercial just once? The answer is no, because even if you have, you wouldn't remember it! Repetition is the key to establishing yourself in the mind of the prospect, building credibility and being remembered. If you aren't committed to marketing, it just won't work for you, so don't bother. However, if you are committed, go ahead and plan for more business!
Once you've corrected these mistakes, there is nothing standing between you and a significant increase in new customers. So what are you waiting for?
Author Resource:
Joy Gendusa founded PostcardMania in 1998 with a phone, computer and no capital investment. PostcardMania is one of the nation's most effective postcards marketing companies specializing in lead generation for small to large-sized businesses. They have been featured on the Inc. 500 and 5,000 lists and offer complete direct mail marketing campaigns with graphic design, printing, mailing list acquisition, mailing services, website development and email marketing services — all while continuing to educate clients with free marketing advice. PostcardMania serves more than 40,000 customers in over 350 industries printing over 4 million postcards every week.
Need a plan to bring in more business leads? Check out this report for free marketing ideas
For help putting together a successful marketing campaign, call my marketing experts at 1-800-628-1804.
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