Whether you use direct mail, print ads, email or social media, marketing that looks professional goes a long way. While design and style matter, it won’t mean a thing if there is no substance to your message. So as you prepare to launch a new marketing campaign, give some thought to your copy. Here are seven questions to ask to make your next campaign more compelling and effective.
# 1 – What is the Purpose of the Campaign?
While the obvious answer is more sales, you can get there in a lot of different ways. Do you want to generate new business for existing products, get current customers to buy more (or again) or maybe create buzz and sales for a new product? Never create a campaign without a clear purpose and goal.
#2 – WHO Do We Want to Reach?
The best marketing starts with a clear ‘audience’ in mind! The more specific, the better. In most cases, it’s not your entire target market – but a sub-set or niche. Depending on your purpose, it may be your ideal, class A customers, lost customers you want back, prospects in a new market, etc. Be clear on who you want to reach.
#3 – What Would They Buy NOW?
As a small business, your marketing needs to sell, not just get your name out there. Timing has a lot to do with it – along with which product or service you choose to promote. Most businesses offer more than one product or service, so pick one based on the timing and audience – and make it the focus of your campaign.
#4 – What Offer Would Compel Them to Act?
Offers are a must for small businesses to get people to take action: call, visit your website, come into location, sign up for an event, etc. So based on ‘what’ they would buy, come up with an offer to create a sense of urgency. While many go with a special price, it doesn’t need to be price based. Offers like buy 1 get one free or packaging the service with something else can also work. Don’t be afraid to be outlandish! Remember, it’s not a one-time sale you are seeking – but a lifetime customer!
#5 – Why Would They Buy?
What’s the pain or gain for the customer – it’s the emotional reason they say yes. How would this purchase solve a problem, fill a need, make life easier, etc.?
#6 – Why Should They Buy From Us/You?
If customers have a need, they still have a lot of choices. Give them a reason to choose you. An outlandish offer may do the trick – but you aren’t limited to that. You don’t need a lot, just one solid reason that makes you the better choice. If you don’t give them a reason, customers naturally default to price.
#7 – What Results Can We Expect?
When it comes to results, you need to consider two elements: what will it cost and how much revenue will it produce? A successful campaign should, at a minimum, pay for itself. So it’s a good practice to calculate the break-even — how many sales do you need to generate to pay for the cost of this campaign?
Whether you create your marketing campaigns in-house or outsource the work, take the time to answer the questions. A little clarity and forethought can really help improve the results you get.
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