Instantly Boost the Response To Your Print Marketing
...Or any marketing you do for that matter
Have you ever embarked on a promotion, eagerly waited for the orders to flow and the phone to ring… and what… nothing… silence… or a tiny whimper from your target market? There can be a huge difference in response from the same market to different marketing. A lot of it has to do with the ‘secret’ underlying structure of the print marketing.
You can look at almost any successful piece of print marketing and you’ll find that they all use a variation on the formula P.A.S.P.O.G.S. If you follow the formula step by step you are guaranteed to boost response to your print advertising.
You need to get your prospects attention by highlighting a problem that they have. This is usually done in the headline.
Make the problem worse for the prospect. Remind them how hard things are because of that problem. If you make their problem seem bad enough then your prospect will read on and if they do there is a good chance that they will take action.
Provide a solution to the problem you’ve identified, explain how your product/service/freebie will help your prospect solve this problem.
You need to prove that you can deliver. Proof can be testimonials, facts, statistics, before and after photos, photos of you or your product, the track record of you and your business. You can never have too much proof. More sales fall over because of the skepticism of the prospect than anything else. Be sure to prove everything beyond a shadow of a doubt.
At this point you need to make an offer. It might be to visit a website for a free video or request a free information kit be mailed out to them. It might be to place an order – but this is much harder than you might think. So where possible delay the sale by asking them to register for something free, like free information or a report. Then you can market to them later and for longer.
Response goes up when you include a guarantee, so advertise your guarantee. It should remove all risk from your prospect and show that you stand by your work. There is always something you can guarantee. Dominos originally guaranteed the delivery of the pizza, not the pizza, when they said ‘Fresh, Hot, Pizza Delivered in 30 minutes or it’s free’.
People are lazy, so you need them to take action now. They also do not want to miss out. So limit supply or give them a deadline to respond.
Then you need to TELL YOUR PROSPECT WHAT TO DO NEXT. Spell it out – tell them how they can get what you are offering – phone, fax, email, website, mail a coupon, come into your offices/store… If you don’t tell them what to do, they will probably do nothing.
So the choice is yours – you can keep doing the same old boring in-effective print marketing, like everyone else. Continue displaying your colourful logo and listing all the things you’re really, really good at and waiting for them to beat a path down to your door… unfortunately this kind of print marketing will not generate more sales for you, although most printers will not tell you that.
We have a team that can assist you from the design phase right through to distribution and everything in between.