Don't you just love great and simple marketing examples? Those ones you really wish you had thought of yourself (or wish you could use the same for your own business?)
What is proper marketing in fact?
- Knowing what problem your prospect/client has
- Introducing your business' solution for that problem
- Highlighting the main benefit of your solution for your prospect/client
Effective, proper marketing goes one step further: it gets that message across in the most simple way.
How often do you receive long sales letters that indeed recognises one of the problems you might have (and which business hasn't problems or 'pains'), puts forward a solution for that problem (with a ongoing list of features etc) and ends with a promise of plenty benefits for you.
One of the problems most business owners have is: we're all pressed for time.
Having to read through a whole sales letter to find out exactly what the solution and those benefits are takes time (I know, there are some really good long sales letters out there that can capture your interest from the word go - but they are rare and more exception than rule, no matter how long or often you study everything from the copywriters-gang).
Last week I received a piece of proper and effective marketing it put a smile on my face and made me reach for the phone almost immediately. (And I did thought: how on earth can I turn this example into something for our own business, this is just so great and so simple!)
A half A4 rather sturdy postcard landed on the doormat. When I turned it over - the card had landed in such a way it showed the simple address label on the white card, no other markings, message or anything on that side - I was presented with a 'comic' strip of only three images:
- The problem
- The solutions
- The benefit
(do click on the image to see the enlargement)
I took two actions: I called them to ask if they also solve a specific underfloor problem some of our clients have (removing that terrible tacky, sticky old fashion bitumen adhesive) - which they do - and pinned the card to a wall in our 'office' part of the showroom.
We might need it soon!
And of course the marketing department/marketing bureau (whoever they might be) receives my K.I.S.S.-award.