Brighter Marketing

Here are 5 simple ways you can use to increase the effectiveness of your next marketing campaign.

1. You must know who you are selling to

This may sound simple, but you must be clear who you are selling to. The more focused you are on the individuals who really want to buy your products and services, the more successful your marketing campaign will be. It is vitally important that you laser beam your marketing activities on those people who will be receptive and actually have an interest in what you have to offer. For example, it is much better to send out 20 direct mail pieces to a carefully selected target audience, than to issue 100 random direct mails, hoping that at least one will reach the right person.

So before you embark on your next marketing campaign, take some time out and think “Who am I really selling to?” Research the market and come up with a profile of your ideal customer.

2. You must know what you are selling

Just as in tip number one, you must also be crystal clear about what you are selling. If you have taken the time to profile your ideal customer, then you need to let them know exactly how they can benefit by buying your product or service. And it doesn’t necessarily involve a long and complex description; just think what your product or service does for your potential customer. The best marketing campaigns don’t focus on the actual product; they paint a picture of the future and solve the potential customer’s current problem. For example

• Reduce the time you have to spend…
• Improve the way you do…
• Gain a great new way of doing those things that…
• Increase your production with…
• Save time and effort with this amazing new…
• Enhance the way you currently carry out…

3. The message must be focused and clear

If you know who you are selling to and what you are selling, then make sure the marketing messages you use to gain their attention are clear and easy to understand. Your potential customers are bombarded by advertising and marketing from the moment they wake up till the time they go to bed. Therefore you only really have seconds to grab the attention of your potential customer. Make every word count and don’t include unnecessary information. Use headlines such as…

Create amazing marketing campaigns that will drive customers to you door

There is no need for any prior marketing knowledge, all you have to do is…

Entice them with a clear benefit, leave them wanting more, rather than trying to explain everything that your product or service does.

4. WIIFM

WIIFM or What’s in it for me, is a vitally important part of any marketing campaign. You must give the potential customer a reason to get back in touch with you – there has to be something in it for them. You may have written a great headline that has grabbed their attention, but you need to follow it up with a WIIFM statement such as:

• Get your free guide to
• The first 25 responses will get free access to
• Get a no obligation review of your
• Find out how other customers have benefited
• Attend our “all you need to know” seminar
• Get a free copy of…

If you really want to boost the effectiveness of your next marketing campaign, make sure you give your potential customer a real reason to get back in touch with you. And I’m afraid telling them that they can get “further information” just won’t cut it.

5. Tell them what to do next

This is a vitally important step in any marketing that you undertake, but one that many people miss out. If you want potential customers to get in touch, you have to be explicit and tell them what to do. Give them a call to action, let them know what they need to do next. It is amazing how much of difference this simple step can make.

• Call 0113 224 67222 NOW to get your free guide to…
• Make sure you email your details today…
• There are only 25 places to make sure you complete the form NOW
• Time is of the essence, last time we ran this offer we sold out in 1 hour

Make sure you review these five tips and the next time you run a marketing campaign you should see an improved response. Alternatively you could take a look at our book The Brighter Marketing for Small Businesses on Amazon.co.uk and Amazon.com where you will find lots more tips and advice just like this.