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It’s been a momentous few weeks for the country, but as you and I both know … the real work of running and operating our businesses continues apace.
I believe that regardless of what happens on the national stage, and (perhaps more pertinent to business decisions) the international stage, with the continuing crisis in Greece, etc., it’s an important time for businesses to not give in to overly-positive or negative emotion, and to continue building their businesses with smart offerings and marketing.
Unfortunately, many businesses do a nice job with putting together sales pieces, etc., but when it comes to giving their prospect a reason to take action, they fall on their face.
You wouldn’t think an accountant would pay attention to this stuff, but it plays itself out in my firm as well. So here are some thoughts…
Stephen Venuti on Making Effective Offers and Getting Your Prospects to Actually Respond
“Live daringly, boldly, fearlessly. Taste the relish to be found in competition – in having put forth the best within you.” – Henry J Kaiser
Moving into and towards the end of summer, we’re about to see many different, creative excuses to reach out to customers or clients and cross-sell other services, or reach out to prospects and give them a reason to “get over the hump” so to speak, and make a purchasing decision.
However, one of the things I’ve noticed is that many small business owners or marketing directors write or deliver great sales messages … then when they get to the “offer” (the *reason* for the recipient to respond), the whole message falls apart.
The sale that was about to take place winds up in the trash.
So, here are some tips for making effective offers to match your powerful copy:
Don’t be ashamed of the price. Especially in this environment, too many companies try to skim past the offer, hoping their prospects won’t pay attention to the price. Guess what? They are going to pay attention! But, if you’ve written a good enough letter to sell them — then they’re sold. Don’t suddenly apologize for giving your product the price value it’s worth.
Give your prospects multiple options for purchasing. This one is close to my heart. Prospects need a variety of ways to pay for the product. Clearly present the payment methods you’re willing to accept (the more, the better!). Furthermore, give your prospect a variety of ways to order: phone, fax, mail, online. The more diverse you make it, the more orders you’ll receive.
Write the offer clearly. Be sure to include the price, exactly what the product or service is, and any additional bonuses you might be including.
Be sure to include your contact information! You wouldn’t believe how often this occurs to marketers and small businesses. Some really incredible marketing messages have been ruined by simply neglecting to give prospects a way to reach the company.
But most of all — plan ahead, and don’t miss the opportunities out there these next few months.
Feel very free forward this article to a Newtown Square, PA business associate or client you know who could benefit from our assistance — or simply send them our way? While these particular articles usually relate to business strategy, as you know, we specialize in tax preparation and planning for Newtown Square, PA families and business owners. And we always make room for referrals from trusted sources like you.
Warmly (and until next week),
Stephen J. Venuti, CPA, MST, LLC