I Really (Yawn) Want Your Business

Filed in Editors Notes | Marketing Leave a comment

A few days ago, I needed some work done on my car.  Nothing major, just a few minor adjustments.

At first, I went to a name brand company and, while the service was adequate, I got the feeling I was just a small cog in a much bigger wheel.  I was cash flow.

My last project was an oil change and, after doing some deeper research, I decided on a local business.  The result was refreshing.  The owner had been in business for over twenty years and told me, honestly, that he wasn’t making any money on the oil change.  What he wanted was my long-term loyalty as a customer.

I got the oil change at a reasonable price, a twenty-point inspection, an itemized estimate of some further repairs that would be needed, and an invitation to stop in at my convenience.  I even got a tour of the bays, which were spotless.

Everything he said and did showed me that he was proud of his business and the reputation he had built.  He also showed me that he was sincerely interested in my long-term business.

Will I go back?  Yes, definitely!  The owner solved my problems, gave me a sense that I was more than just cash flow, and made me feel appreciated as a customer, everything an effective marketer does to build and maintain a business.

One side note.  A woman stopped in to get some work done on her car.  She lives in a city twenty miles away with a lot of businesses just like this one.  Why commute so far?  Read the previous paragraph.

Copyright © 2017, Moody Publishing Co., LLC

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It’s A Matter of Perspective

Filed in Copywriting | Editors Notes | Marketing Leave a comment

What does a professional copywriter/marketer do?

A copywriter provides a perspective on the product or service by thinking like a customer.  Customers buy for a single reason – the product or service enhances the quality of their lives in some way.  It can be convenience, status, simply solving a problem.

Then the copywriter creates ad copy that focuses the needs or interests of the customer as precisely as possible. Words and phrases are chosen that can break through the customer’s sales resistance and close the sale.  When done effectively, the result can not only be a strong, initial sale, it can also create a long-term buying relationship that can last for years.

A well written ad campaign, in fact, can result in a two, and even three-percent return on investment.  (The breakeven average is about one-percent even in the age of the Internet.)  The higher percentage is the result of hitting the market at the right time (they need the product now), with the right message.

Is this process drop of the long easy?  No.  It takes time, research, planning and testing.  In fact, the first rule in effective marketing is test, test and test again.  The results are evaluated at the end of each test and corrections made.

An average test for a direct mail campaign is between five thousand and ten thousand pieces.  A one-percent return on ten thousand pieces is 1,000, which is breakeven.  Two percent, represents a profit and three percent, or 3,000 responses is gold (hard to reach, but possible.)

These percentages are roughly the same for most media buys.  For example, if a radio station reaches 100,000 people per-quarter hour, the ideal return at one-percent would be one-thousand responses from a single commercial.  However, since most listeners are doing other things, like driving, or using the station as back ground music at work, the actual response might be closer to one-hundred or less.

Radio (and television) is a good example of the importance of repetition, whether the ad buy is in print, radio, television or any other methodology.

Why is a well-written ad essential?  We are hit with thousands of words and images every day, each one vying for our attention.  A well-written ad can cut through the clutter, connect with the customer who is ready to buy, and create the motivation to act.

 

Copyright © 2017, Moody Publishing Co., LLC

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