Lead generation is crucial to the success of a business. The challenge is that a lot of it doesn’t work and the money spent on the campaign is wasted.
Here are three keys to good marketing pieces:
- Target – who are you going after?
- Offer – what do you want them to do?
- Copy – the actual verbiage you use in the ad?
Of those three, which do you think is the most important? Most people say the copy is the most critical, and spend most of their time working on perfecting the wording. Of the three, this is the least important. By far, the most important element to effective marketing is the target – who you are going after.
If you try to appeal your marketing to everyone, it will actually appeal to no one.
Understanding who your best customers are is the first step to creating good marketing strategies. You need to understand who you are after in order to reach them effectively. Open the Yellow Pages or the newspaper and you’ll see lots of ads that are geared to appeal to everyone.
To put effective marketing in place, be specific on who you want to respond to your ad. If you are looking for people to buy a new car having a headline that reads “Are you looking to buy a new car?” or “Don’t Buy a Car Until Blah, Blah, Blah…)” will reach the audience you are after.
Once you have the right target, make a great offer that gets them to contact you. Marketing needs to generate a response for it to be effective, so make sure your marketing is getting people to pick up the phone. Finally, have decent copy that is written well and is direct, but that comes after the other two.
[...] improve our targeting by making sure we only advertise in media that reaches our target [...]
[...] improve our targeting by making sure we only advertise in media that reaches our target [...]
[...] improve our targeting by making sure we only advertise in media that reaches our target [...]