Marketing can seem like a hit and miss affair and if not correctly planned and implemented it can miss more often than hit!
The aim is not just to get your name in front of people but to make it connect. When you get to connect with someone the longer you can do it the better, and the more effective the connection, even better still!
Here’s how it could work. If you put an advert in a newspaper and all it says is your business name and contact details, you might get a few calls, however if it has some degree of emotion connected to it, you have a better chance of connecting with the reader.
An example… a motor mechanic, if they play on the pain of a car breaking down and the hassle that can cause, chances are the people who know the pain would relate to the advert. Instantly you have a point of difference from the advert with just the details. And you are more likely to get people to take some notice.
It’s even better if the person wants the service you are delivering at the time when they need it most, so if you have played to the idea of connecting and your opposition hasn’t you will probably win more often.
So think deeper and figure out ways to connect so you can set yourself apart from a competitor.
Here’s another step… Let’s say you did a basic connect with the first step and you added a call to action in the advert “Mention this advert and receive a free gift when you come in” then you have a chance to connect again, let’s say the gift is a stress ball with your contact details on it and a tagline which says “We take the hassle out of your vehicle repairs.” Then there is a connection to the first message and you get to be the one to be remembered longer.
Freebies are just one way of connecting with your target customers over a longer period, but avoid just giving them out, make the people work for it, like bring in the advert and get a quote and we gift you.
Put your thinking cap on and see what you can come up with using the connecting rule as a starting point, if you need to, chat to a friendly branding expert to get more information, you will then have a head start.
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