Ask our Experts
Question: Should I put a picture on my postcard?
Answer: People are hit with literally hundreds if not thousands of marketing messages every day. As a marketer, our job is to stand out and try to get our message acted upon. In order to do this, we must capture a prospect’s attention and create relevancy with that person.
Ask Our Experts - What If We Sell A High Ticket Item That People Are Not Going To Buy Just As A Result Of A Mail Piece?Tuesday, March 22, 2011
Question: What if we sell a high ticket item that people are not going to buy just as a result of a mail piece?
Answer: In this case, it is important that your mail piece focuses on the task at hand. It might be to encourage people to set up an appointment with a sales representative. You might also want people to visit your store or location where they will then be “sold” on a product or service. Therefore, it is very important to market the value of that action.
Question: If I offer something free does it damage the perceived value of the product?
Answer: Not as long as your messaging supports the value. It is always important in your marketing to talk about the benefit (value) of your product or service to the customer. Using a free offer works especially well when offering something that the customer will continue to buy or use on a regular basis.
Question: Should I offer something for “free”?
Answer: The free or trial offer is one of the best things you can do if your product or service will support it. In my presentations, I always ask my audience to name two Fortune 500 companies that became powerhouses using the Trial Offer.
One example is AOL, which used what began as a 40 hour free trial and became One Free Month. The other was Xerox, which started selling small business copiers by putting one in an office for 30 days with an offer to pick it up if the prospect didn’t like it. Considering the Xerox replaced the old mimeograph machines, infamous for the purple sheets and alcohol smell, how many do you think ever came back? Less than ½ of 1 percent.
Companies in both the business to business and business to consumer markets have very successfully used free trial offers. I highly recommend them.