This incident got me thinking about how our customers and prospects are not always able to respond to our calls to action in emails or direct mail for a variety of reasons. Here are a few:
Timing Many times, we don’t receive the response we expect due to poor timing. Depending on what you sell, there are times of the year when your customers are most receptive to your message.
If you sell swimming pools in Minnesota, for example, winter when the ground is frozen is probably not the best time to send out a sales message unless you’re offering a “Buy Early” deal. If you provide flu shots, June isn’t the best time to promote those. If you provide pest control in northern states, early winter isn’t the best time to mail a sales message. For marketing services for a seasonal service like pest control, sales messages in the winter when pest control companies are less busy and gearing up for spring work best.
Economy If you sell an expensive item/service, your customers may not actually be candidates for your product/service depending on the demographics of your list. So it’s very important to develop a list of qualified leads and prospects who are likely to be willing and able to buy what you sell.
Not aware of the Value The customer/prospect may not be aware of the value of your service or how it will make their life easier. You haven’t made a plausible case for the benefits of your product/service. Of all the marketing tasks you do, this is the most difficult because marketing your own service/product is very difficult.
That’s why I’m offering to help you clarify your message. For just $49.95, I’ll review your marketing message (email or direct mail) and give you at least three workable suggestions to improve it. If I can’t improve it, I’ll not charge you at all! How can you pass that up? Just click this link and let me know you’re interested!
Let me hear from you!
June Van Klaveren
Compelling Communicaitons, Inc.