Stop being cheap and lazy- it’s costing you money!
I just called you cheap and lazy and right now, because you might feel offended, you are considering whether or not you should continue reading this article. The smart business person will read on because they have capability of digesting the hard facts without taking them personally, but that’s for another article.
Now that I’ve made a bold statement it’s time for me to justify it. Computer technology has come a long way over the years and has made a lot of our lives much easier. Automated emails and online advertising can save you time and money as a business owner, but only if used wisely and in tandem with more traditional methods of marketing and advertising.
The exponential expansion of web content aids in the dilution of any ad or marketing piece that is floating around in this virtual jungle. Because web ads and emails seemingly cost very little in comparison to print media, a credibility problem can arise even without apparent justification. For example, ABC Services, for lack of a better generic name, decides that they are going to cut costs by sending out all of their direct marketing material electronically. They abandon their postcard campaigns and design a fancy HTML newsletter. By sheer virtue of the fact that this campaign costs almost nothing, it undermines their goal of establishing trust with their potential customers. ABC Services made no perceivable investment in conveying their message which will most likely be deleted immediately.
That is not to say that Eflyers are not useful or effective, quite the contrary, but without being used in conjunction with a tangible marketing/advertising piece like a sales letter or a postcard, their effectiveness is not optimal.
A large part of branding and sales is psychology. You have to win the trust and confidence of your potential client. Making an investment in reaching out to them with an offer is one way to do this. The fact that you have spent time and money on developing a direct mail postcard or a sales flyer shows that you have confidence in what you are trying to sell.
Even when you spend money on online advertising the results of that investment are fleeting unless you have enough of a budget to consistently keep your offer in the consciousness of the customer. The big boys can afford this- most of us can’t.
Tangible marketing pieces also have a longer shelf life, especially if they serve a purpose beyond a mere sales pitch. That is why you’ll see business cards with calendars on the backside or bookmarks with a prominent special offer or promotion.
Don’t be cheap and lazy and take the easy, yet ineffective path. Visit Promotion Lotion today to see the variety of ways we can help you reach out to your existing and potential customers with tangible marketing materials of your own.