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Nutritionalmarketing.com Weekly Newsletter Update
- Marketing Ideas, Information and Tips Nutritional Retailers Want
and Need!!
Volume 4, Issue #35 - August 28, 2003
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In this issue:
A Special Opportunity
The Offer
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A Special Opportunity
As I walked in from
my mailbox yesterday I quickly sorted through my mail. Ok, I speed
sort like the rest of you, checks, personal letters, bills, interesting
and junk. Yes, like most of you I get way more junk than I do interesting
mailers. Very few mailers catch my attention as a consumer.
As I walked up my
sidewalk I resorted because two of the mailers caught my attention.
One was from Rotary International and the other was from Purdue University
Alumni Association.
My first thought
was OK they both want money! Maybe even for good causes, but I know
they want money.
Then they really
got my marketing attention.
The envelopes had
the same message on the outside, "A special opportunity from ...".
That is interesting that both groups have this "opportunity" for me.
Then I noticed that the envelopes were the same color, paper stock and
style (Number 10 window envelope). Then I noticed that they had the
same return address, Wilmington, Delaware.
Ok so they both
want me to get or use their credit cards. Most of the mail I get from
DE is credit card related.
So I wondered how
special is this opportunity? How special am I as a Rotarian? How special
am I as a Purdue Alumni member? Or am I just one more name on a number
of different mailing lists.
I know that companies
use the same lists, but why insult me and say that this is a special
opportunity. It’s not special, it’s just a generic credit card offer.
Here is what I would
like you to think about when you are marketing, you need to make your
offers and your communication special. You want it to stand out from
the crowd. This means that you "know" who you are marketing to and
what their fears and frustrations are. You know how you can solve their
problems.
Now you know what
to say in your offer. What will get their interest and make you stand
out from the people that just say "Special Opportunity" but don’t mean
it.
Marketing is about
knowing your target market better than your competitors so you can speak
their language. It’s like talking with your best friend, you know what
to say and how to say it to get the maximum reaction, good or bad.
Marty’s marketing
rule… if you use the word "special" make it truly special.
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The Offer
I was reading a
blurb today online and it talked about how few marketing messages actually
have an "offer" or reason to take action now versus later or not at
all. The offer is one of the most important parts of any marketing
efforts.
The marketing needs
to educate and excite and inform, but the offer is what gets the person
off the couch or to pick up the phone and call you now. Studies show
that each second that passes after a prospect sees your marketing message
the higher the probability that they will NOT respond.
This brings me back
to the offer. You want your offer to be so amazing that they are forced
to take action immediately. Please note that you don’t want it to be
so unbelievable that people don’t believe it. You want to take it to
the edge and then come back as little as possible.
The stronger you
offer, the better your response. Great offers often give something
of perceived value away for FREE. They do this so they can sell other
products or services. It’s a proven method that I often endorse.
Notice I said of
perceived value. I don’t recommend giving away what you sell for a
living. I like giving away books because they have a very high perceived
value and they can often be purchased at a deep discount. For example,
you can give away a book valued at $15.95 and have a cost of a few dollars.
This can often lead
to more and new opportunities and all it really costs you was a couple
of dollars.
Look at your offer,
is it real and does it standout? Does it cut through the clutter and
make people stop what they are doing and want to talk with you immediately.
If not, you are wasting money on marketing that isn’t going to work
as well as it could!
As always, have
fun with marketing!
Marty
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Quote
"If you haven't
the strength to impose your own terms upon life, you must accept the
terms it offers you."
T.S. Eliot
Make your offer
on your terms. Don’t do what others are doing, try something new and
see what happens.
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Information provided by Martin Baird and NutritionalMarketing.com.
Visit us at
http://www.nutritionalmarketing.com/.
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Please note that
all of the marketing ideas that are mentioned in our enewsletter or
on our web site are designed to help you grow your business. As you
know one size does not fit all and some of the ideas may work better
for specific applications.
