Valuable, insightful marketing lessons can be found wherever we choose to look. Here is a home business success tip from the automobile industry.© GT Bulmer
Web Biz Opportunities - StarrBizz.comA few days ago, an advertisement for a new hybrid vehicle from a major automobile manufacturer arrived in my email. Normally, I would trash such material without giving it a glance or a second thought.
Except ... certain unique features of this vehicle caught my eye. In other words, the copywriters knew who their target market was, wrote the copy accordingly, and succeeded in getting my attention as a likely prospect.
However, that's not what I was thinking about when I clicked the link to get more information about the vehicle. I just took notice of the key features and was motivated to learn more.
This may not seem unusual, but you have to realize that I RARELY click on ads or promotional material that comes in my email. In some cases, I do not know or do not trust the sender. In many cases, the info or ad copy simply fails to draw my interest.
In the case of this new vehicle, the copywriters pushed the right buttons.
Although I seldom receive email from this company, this message wasn't unusual because we had purchased a pre-owned vehicle from one of their dealerships a couple of years ago and that is where we continue to take the vehicle for servicing. The spinoff is that the parent company has access to my name, contact information ...
and thanks to a customer survey ... my interests and preferences.
Thus, this targeted email promoting a vehicle they knew would get my attention. I clicked the link for more information.
Specifically, I wanted to know the manufacturer's suggested retail price.
The site was contemporary and professional. The features and benefits presented in detail and with enthusiasm. The qualities of the unique hybrid automobile and the environmental benefits all covered completely.
But no suggested retail price was given.Further research on the website revealed that the vehicle is not presently available for sale and will not be launched in Canada until 2011.
Needless to say, I was disappointed and my first reaction was to question the wisdom of releasing promotional material so soon and without a projected retail price.
However, as a
home based Internet Marketer, I do understand the purpose and value of advance promotion and of priming your prospects to be ready for the release date of a product, whether it's a
web biz product or a traditional product like an automobile. It creates interest and excitement, plus it alerts the consumer not to purchase any competitive products until this one is available for proper comparison.
Aside from that one little disappointment, I am impressed with the marketing campaign designed for this unique new hybrid vehicle. Thinking about it, here are a few key points we, as
Internet Marketers, can take away from this:
- Survey your customers: Get to know them, their interests, their tastes.
- Stay in contact with your customers: Send them regular updates and offers, but not so often that they begin to devalue or ignore your messages.
- Target your market: Make sure messages sent have meaning and purpose to the chosen recipients.
- Write effective copy: Make sure your copywriting is clear and focused. You have only an instant to get their attention and motivate them to read more of the message, so identify the feature that will have the strongest impact on the recipient and make it jump off the page.
- Anticipate questions and objections and be certain to build the answers into the website where you send the prospect for more information. Few things turn a buyer off faster than failing to provide answers, or providing weak, inadequate answers.
- Invite and allow feedback: Provide options for the prospect to contact you for more information. Sometimes, this element alone gives the prospect enough confidence to make the purchase, even if they don't actually try to contact you.
A lot more goes into running a
successful marketing campaign than just placing ads and sending emails to lists. An effective and thorough marketer designs every step of the campaign specifically with the target market in mind.
I can't say that I'll be in the market for this new vehicle when it is available, or that I will buy it even if I am in the market. But one thing is for sure; their marketing campaign succeeded in getting my attention and I am now signed up to be kept in the loop as more information comes available.
Now, if I can just take today's
home business success tip and learn to apply these same marketing lessons to my own business!
Sincerely, GT Bulmer
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