My favorite clients all say, “We grow mainly by word-of-mouth.”
Excellent! That must mean you do your job well. You deliver on promises made. And best of all, your customers like you! A word of warning however — word of mouth is not what it once was. Gone are the neighborly over-the-fence chats of the 1950’s. Families don’t set roots in small hometowns for generations like they once did. College, career changes and snowbird retirements are spreading families out across the nation. Clientele age and naturally drop out of your prospect pool.
Don’t count on referrals as the only source for qualified leads or risk losing the lifeblood of your business.
Good news! You can capitalize on your strong word-of-mouth and satisfied clients by turning them into a direct mail advertising message that works.
We have proven formula to help you achieve remarkable results. The success of your direct mail campaign will be influenced by three things: the list, the offer, and the design.
Be laser focused and target prospects who look and act like your clients. What makes referrals great is that people generally befriend folks who are similar to them. Their sameness makes your job of closing the lead that much easier. Understand your customer and mail to those just like them. You need consumers who are able, ready and willing to buy. One of the most desirable demographics today is the mass affluent, the 21% of homes that are responsible for 60% of spending. They are the 98% of homeowners that are twice as likely to buy, and when they do, spend 3.2 times more.**
What offer can you make the conveys real value to the reader? We often get asked “How much should my offer be worth?” We advise: Without giving away the house, what is the most unbelievable offer you can make? If your ideal customer received your postcard today, what offer would motivate them to take action today? Remember the stronger the offer, the greater the response. What is trending in your industry now? Can you entice the reader with that? Follow the lead of marketing giants and use BOGO (buy one, get one) deals or percent off sales or cash back offers. By now, everyone recognizes the trademark blue and white Bed Bath & Beyond 20% off direct mail offer. Consumers want to feel like they are special and getting a deal.
While the artwork is important, the headline and message are more critical. What can you tell me that will captivate my attention immediately? What problem can you solve? According to John Jantsch, author of Duct Tape Marketing, “Tell stories. People love stories. Often even complicated ideas can be made simple through the use of a story. Talk about how your clients use your products or services.” Avoid platitudes and generalizations like …”World’s best cabinets” or “Quality service, affordable prices.” Boring!
287 is the average number of meaningful branding and advertising messages seen daily. People are tired and bored of the everyday, the mundane, and the expected. If your message doesn’t resonate or impinge with the consumer, will they even notice it?*
This simple three-step formula can begin to fill your marketing funnel with new and interested prospects. Once you turn your new leads into clients don’t forget to keep your referral train rolling. Make asking for them a part of your selling process. Jantsch shares “One of the best ways to leverage the power of referral marketing is to make the providing of referrals an expectation of every client relationship.”
Still concerned about your message? Download the free white paper: 8 critical mistakes to avoid when marketing your product or service.
Contributed by Heather Craaybeek.
*source: Jay Walker-Smith, president of the Marketing Firm Yankelovuch
**source: Bureau of Labor Statistics Consumer Expenditure Survey