By consistently providing valuable information to your prospects you stay at the front of their mind until they are ready to buy your product or service. This is also true for repeat business. Business people often forget to continue providing value to their customers after the first purchase. By continuing to provide value, you transform customers into loyal advocates of your business who potentially will refer you thousands of dollars worth of business.
By providing value you are also telling your prospects something about your brand – that not only are you an expert in your field but you are also enthusiastic and helpful. By implementing a marketing mix that includes both digital information and hard copy, you will gain greater interest since your prospects will be receiving your message in different mediums. People comprehend information in different ways. Some people love a printed newsletter, some prefer email. Remember to test, measure and tweak a variety of methods to see what works best for your business.
If you can successfully provide perceived value to your prospects, your phone will ring with customers who are highly interested in your products or services. There are ways you can present an offer to make it look more attractive to a prospect. Use ‘Value Adding’ techniques in your graphic and web design material. An information pack is a great example of this. In many cases it is simply a matter of tweaking your existing messages to include your special value.
If you are supplying a commodity and differentiating your business through price, display the exact amount that they are saving or the total value of extras they are getting free. If you are giving something away for free, make sure the value is clear to your prospect and that this extra value is something freely available.
Your headline can attract your target market, motivating them to read your entire ad, dramatically increasing the success rate of your ad. Businesses that have slightly tweaked their headline have experienced a substantial increase in enquiry response rates. A great way of wording the headline of your ads to generate a better response is to identify the target market’s problem and provide the solution. Giving away something of value is an effective way to generate hot, qualified sales leads.
Once you have material ready to drive people to order your Information Pack, you need to place it in front of as many people in your target audience as possible.