Rabu, 01 Mei 2013

How to make a marketing campaign appealing?

Marketing campaigns cannot survive if they boring. Everyday there are more than three thousand marketing messages reaching out to the customers and it is really a huge competition if one expects to be recognized among the crowd. This message should talk to the customer and influence his mind. Strong, creative, confident and exciting are the key factors that a message should have, as that will embed it into the customer's thinking and he remembers it for a longer time. The customer should feel empowered and should think of taking some action right away. For instance Nike's catch line is Just do it, it's a line that has such a great impact on the minds of the people that they use that line even when talking about everything else, along with Nike products. It is obvious that by adding certain features, the marketing appeal can be multiplied.

Scientists agree to the fact that using visuals to make a person learn something is the best option than any other means and as one of the famous saying goes "a picture speaks a thousand words". So the best bet is to add visuals to promote marketing. Visuals can be anything like pictures, animations, or graphics. See yourself what wonders it does by placing a picture of a representative and products on the company's website. This not only brings the customers close but also strengthens the relationship.

Different colors depict different types of emotions. Messages can be delivered to people suing colors and meaning can be added to it. Red and blue are colors liked by aggressive shoppers where as yellow color can catch good attention of the on lookers. Green reflects health, money and nourishment, so it can be used in food advertisement. Black means strength and power that is why it has been used by Jaguar, on their website background and advertisement. Wealth and royalty means purple. Colors used on business cards can also be used to attract the customers. But the colors should be carefully played with, too much can be distracting. A professional help can be sought when selecting colors for business cards, website font, website background, logo, etc., to send the right message. On websites, fonts can be added which change colors and graphics that move.

There are lots of options available when thinking of what technology to use. The good news is that most of the options are cheap and easy to use. Audios and videos can be added to your website to attract attention. Like when one visits the Pepsi homepage, they are greeted with energetic music, which attracts teenagers instantly. To make a more realistic approach, welcome message, introduction video, interviews, or how the goods are produced, can be added to the website. Hearing a voice can be very touching and a rapport can be immediately developed with the visitor. Like Adidas' website opens with a video which truly fits their punch line, Impossible is nothing.          

Business cards should be outstanding and at its creative best. Professionally designed graphics can be added to a brochure type of card. Information about the company, contact information, quotations, and picture can be added on four sides of it. The fonts should be the same.

Just listing the benefits isn't enough. Customers want more, they want their needs to be met. Like if some is thinking of buying an exercise equipment, don't just say that the machine has display, automatic incline, cooling device, CD player, programs, but also add that there is a program with audio instructions which encourages the person to do exercise, which is meant for people who need real motivation to get out of their couch and to start sweating out. So convey exactly why the customer should use the product, be more precise.

Uniqueness is the biggest key factor. Not only should the products and services be unique, the marketing campaign should be unique too. Not only will the effort be appreciated but also the impression will be everlasting. Once faith of customers is gained, they will be like free walking advertisement and will spread the word to their friends and acquaintances like anything. 


How to write a winning sales letter?

Writing a sales letter is tough and writing a winning sales letter is even tougher. Many sales managers break their heads thinking why they can't get it right. Well, to answer this question they should put them in people's shoes and ask what "benefit "would I get by reading this sales letter? Remember that word "benefit" which is the crux of this discussion. Many sales people take bits and pieces of information from here and there and create mess out of a sales letter. They literally throw everything on people and then get what they deserve, instant rejection.

One should always remember that a sales letter works only when you have a product to sell and an offer to make. A sales letter should not be an introduction of your product or company. Remember every word is important in the sales letter and do not waste a single one which would distract your potential customer's attention. They are not interested in the features of you product but an offer or a benefit to them. Think from the customer's point of view and ask yourselves why should I read the letter? Is there any benefit or offer to me which cannot be refused? Can you convince me that it is really a good offer?

After keeping in mind these things, sales managers should apply thought in presenting their letter. The header or the headline is very crucial to any sales letter. It should target directly to the customers of your product. One also needs to be little tactful in use of words. But if you are not good at the trade do not attempt to do it and rather be simple in writing it. The headline should not be more a line, so try to be as specific as possible but with maximum affect. Nobody has time to read each and every letter in this fast paced era of instant satisfaction. If you are not able to convey your message to the audience in stipulated time, then you have lost those customers. The headline should start with a benefit being offered to the customer. This ensures that the customer goes to the body of the letter at least.

Now, having made a good effort with the heading, it's the time to work on the body of the letter. How to maintain the level of enthusiasm that you created in the customer's mind with the heading? Once again it is important to remember to not to focus on features of the product you are trying to sell but on the benefits and offers you are making to them. Things like how much money it is going to save them and how it would affect their lives should be mentioned in the body of the letter. Make them realize a need for it and compare it competitor's product. Remember, a person reading your sales letter will constantly get questions in mind as to how this will benefit me, after each and every sentence. So be ready to clear those doubts and answer the questions. Being little informal in the approach wouldn't do a harm and try to grab the attention by relating things to real life things. You can add a little bit of humor but unless you are sure that it won't be in the bad taste of the reader. Bring in few previous clients to give testimony of your products. But keep the testimonials believable and something that people can relate to.

Once you've made clear about the product, do not forget to prompt your audience to take action. If it is an email, prompt your reader to click on a link to act now or provide a contact number if it is a direct mail. Also remind them again that if you don't act now you will forfeit the offer as the offer is for limited time only.

Once you are done with the letter, one of the important parts of the sales letter is P.S. Many people simply read the beginning and end of the letter. So, try to convey something that will prompt them to go back to the letter and read it. It will be a perfect end to the sales letter.