Good Morning
Last week I wrote asking how you reach people who are not searching or surfing social media looking for you or happen to run across your message. Well, no one won; I guess that’s what happens when you run a contest just before a major holiday weekend!
The answer is you use assertive media, not passive media. Assertive media is media that invade and disrupt your space; think radio or podcast ads, TV or YouTube ads, or any social media ad. Some of these you can skip or fast forward past.
But there is one that does work. It might cost a bit more, but it enters the mind before people realize it. Direct mail! Yes, that old media. A well-designed post card with a great irresistible offer and call to action targeted to the correct market WORKS!
You might throw the post card away, but chances are that you looked at it before you tossed it. “Big deal” you say, but think. You looked at and read it. That means that your brain processed what was written on it as well as processed the picture or graphics. That information entered your consciousness and maybe into the subconscious memory. That’s half the battle. Much better than the email that you deleted unopened or the social media post you never saw!
A couple more impressions and I might get you to take action! So think about that the next time you want to reach your target market!
But if you don’t do it correctly, it will fall flat. Yesterday I got what looked like an invitation from BCE South, a printing company. The outside had a full color graphic of books, backpack and globe with a stamped message stating “School Supplies Enclosed” so I opened it.
Inside was a card that stated “printing has transformed access to knowledge” with some facts about printing. Also a bookmark? on what to know about specialty services that I think they offer, or maybe it was a glossary of terms.
There was no call to action, no phone number and no web site. Nothing. If I’m interested, I have to do all the work to find and contact them. What a waste of labor, printing and postage!
This is why people think direct mail does not work!
When you use any media you must think out clearly what you want as a final goal, more customers or to waste money just getting your name out there. Then design it to accomplish your goals!
As always, if you need any help with your marketing, just reply to this email or email me at Phil@MyMarketingCure.com .
Until next time!
Phil
P.S. If you have enjoyed these marketing tips, you can leave me a review at this link.
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