CREATE A HAND-OUT OF HANDY TIPS AND SIMPLY GIVE THEM AWAY
This is a well worn marketing idea that worked well in the 60’s and 70’s and has just as much clout today. however, very few people either know about it or are using it. Yet, this is perhaps one of the best ways to get your message across in any mail drop, or whenever you’re canvassing for new business, whenever you finish a sales call or even when you get an enquiry over the phone.
The possibilities are endless. But what this give-away will achieve are two things: (i) The prospect is more likely to hold onto your brochure, (ii) You gain instant credibility as an expert in your field that’s not afraid to pass on information.
These days while so many guard so many of their “secrets”, the public finds it refreshing to know that there are still those who are prepared to “give before they get” – and that is the way the consumer market has been heading for a while now.
An accountant may advertise 10 new tax tips; a solicitor may give out 10 ways to avoid going to court, 10 tips on creating a will, or 10 divorce hints (if that’s what they specialise in; a cleaning contractor can advertise 10 easy ways to keep the house of office cleaner; a landscaper could offer 10 ways to prepare your lawn for summer on a mail drop in the winter and then a further 10 ways to prepare a lawn for the winter on a mail drop in summer; a pharmacist may offer 10 tips on how to avoid colds; a pre-school centre could provide 10 ways to keep children from getting bored; a stationer may pass on information about 10 new product lines; a computer expert could hand out 10 hints on how to make your computer time more productive – and so on.
Once this has been done, prioritise those that would be best in a specific target media. You may want to incorporate them into advertising, brochures, mail-drops, press releases and a host of other marketing activities that could help promote our business. But above all, be aware that the tips you provide establish your expertise – giving them away will create gratitude with both in the area of potential as well as help generate more referrals.
Between us, I bet if we spent just an hour or so working on this idea, we’d probably come up with 30, 40, 50 or even 100 hints. The if we narrowed that down to the 10 that would suit target market A, then do the same for target markets B. C, D and so on.
A page or two back I detailed Speciality Groups and how we could target market them. Well, is there are cheaper and easier way for us to achieve that end. A speciality Give-Away Page could be used to gain interest to get them to the Group Seminar, and a second Speciality Give-Away page could be used to keep them at the tables after the Seminar concludes.