Marketing Secret : What’s in it For Me ?
By: Susan Payton
You’ve heard it before: the basis of your marketing should answer the question from your potential buyer:
“What’s in it for me?”
It’s the truth. You yourself don’t visit a website or look at a product unless there is a clear benefit for you doing so.
Keep this in mind for your next marketing campaign. No matter if you have a newsletter, a blog, a press release or a direct mail campaign, you have to give the reader a reason to read. Otherwise you’re missing out on potential business and wasting your time and money.
Here are some examples of how you can offer value in each of these types of marketing tools.
Newsletter
If you read my blog, you know I’m a strong proponent of e-newsletters. I send two out to Egg subscribers each month. I include a personal note, links to places I’ve been interviewed, and an article on marketing. Now, while I certainly hope my readers will read the press releases I’ve included and listen to my interviews, I know the reason they open my emails in the first place is that article. I’m providing useful information they can easily digest in their Inboxes. In return, I hope they’ll explore my websites and contact me if they need marketing services.
Blogs
Why are you reading this blog? Probably because you find information that helps you solve a problem, like how to market online or how to write a press release. So free information is what’s in it for you. I do this out of the goodness of my heart. Again, I provide this information, hoping that when you need extra help with marketing, you’ll consider me, The Marketing Eggspert, who gave you all the free goodies to begin with!
Press Release
Think press releases are designed to help you promote your company? Think again. Their purpose is to help solve a problem a potential client has. Say you’re shopping for birth announcements online and you stumble across this press release Egg put out for Baby’s Here Inc. You find out that this company sells unique, customized birth announcements online. It piques your interest, so you visit the site. You end up ordering all your announcements here. Problem solved.
It’s important to relay your news in a way that answers that question, “what’s in it for me,” for your potential customers. Address the problem your news can solve. A new office location can provide easy access to your store for people in your new geographic area. A new pet product may solve the problem of fleas on your dog.
Direct Mail
We all get direct mail. We usually glance at it, and if it doesn’t catch our attention, into the trash it goes. Having attractive graphics is half of the battle. But once you’ve drawn in the eye, you have to attract the mind. Make sure your postcard or letter directly addresses how you can help the reader. Make them hold on to the card long enough to want to know more.
Susan Payton is Managing Partner of Egg Marketing & Public Relations, an Orlando marketing firm. She assists small businesses with marketing strategy and communications. She is also the author of 101 Entrepreneur Tips, a guide that helps entrepreneurs make repeat customers, close the sale, and delegate work. For more information on Susan and Egg Marketing, visit www.eggmarketingpr.com or email her at smpayton@eggmarketingpr.com. Get marketing advice on The Marketing Eggspert Blog, www.eggmarketingblog.com.
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