If you don\u2019t tell them EXACTLY what they need to do, by when, how to do it, what they should expect in return, and what they lose if they don\u2019t do it, your order rate will be a fraction of what it could be.<\/p>\n
2.\u00a0\u00a0 \u00a0Not leveraging the customer testimonials he has<\/strong>.\u00a0 Why is it that entrepreneurs will work their tail off 24×7 to build a business, and are scared of asking for a testimonial?\u00a0 If you have done a great job and delivered what you promised to your customer, don\u2019t you have the right to at least ASK for a testimonial? Of course you do!<\/p>\n Once you have delivered on your promises, you owe them nothing more.\u00a0 And it is time to get some thick skin and get out there to ask for a testimonial. Then make sure to ask if you can use it.<\/p>\n Best?\u00a0 Get their picture or a video and use that too.\u00a0 These new postcards have testimonials scattered throughout front and back and will always make a marked improvement in the response you get.<\/p>\n 3.\u00a0\u00a0 \u00a0Too cutesy. <\/strong> I understand some of his rationale, but all of his postcards used either puppies or little kids as the main graphic. While that may work once to your prospects (if worded properly), over doing it like this is setting you up for failure.<\/p>\n I am a huge believer in using a theme in your marketing (could be pets\u2026 or kids), but all cute pictures is defeating the purpose of the marketing piece\u2026 to MAKE MONEY.<\/p>\n Mixing in a great variety of graphics, with a much more compelling sales message will see a better quality of client that responds to the copy\u2026 not how cute the puppy was.<\/p>\n 4.\u00a0\u00a0 \u00a0Not enough copy. <\/strong> There is an age-old debate out there about if people will read those long sales letters.\u00a0 The \u201cno\u201d advocates argue that your readers are ADD, are overwhelmed, have short attention spans, and just refuse to read long copy.\u00a0 While this may fit some of them, it definitely doesn\u2019t fit the real buyers out there.<\/p>\n What you will find is that when you increase the amount of copy you use, you\u2019ll start getting better clients.\u00a0 Qualified prospects are willing to read more of your message, meaning they are more susceptible to your \u201cpitch\u201d.<\/p>\n And don\u2019t let yourself get distracted by using a bunch of cute graphics and expec t them to convey your message.<\/p>\n If you were making a one-on-one sales call\u2026 would you stand there without talking?\u00a0 Of course not! You\u2019d look stupid and your prospect would think you lost it.\u00a0 But that is what a pretty ad with no copy does\u2026 looks nice but says nothing.<\/p>\n All your marketing materials are sales people for your company.<\/p>\n Are they saying anything useful?<\/p>\n Or just looking cute and pretty with lots of white space?<\/p>\n With the busiest shopping season of the year almost upon us, NOW is the time to review your small business marketing.<\/p>\n Make sure to avoid the 4 marketing mistakes detailed above. Take each of your holiday marketing pieces (websites, blogs, postcards, autoresponders, etc) and put each of them through the 4 \u2018gotchas\u2019 above. And, with your marketing getting a better response after all it will be a much more enjoyable (and profitable) fall!<\/p>\n –\u00a0\u00a0 Troy<\/em><\/p>\n
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