Duct Tape Marketing

One of the services I provide for my clients is sales copy critique, and one of the problems that I see very often in sales copy is "too good to be true" syndrome. I understand the importance of highlighting the great benefits of your product or service; but it's important to address the downside also.

Postcard advertising is one of the most efficient and cost effective forms of advertising that a company can use to get information out to potential clients.  However it is not enough to just have a plan to send out postcards to make a postcard campaign work for you.  You need an integrated plan for your business which incorporates the postcard campaign and has the mechanisms in place to handle the results you are seeking from the campaign.

If you’ve ever taken your car to get service done and seen one of these signs, you are reading their ‘marketing’. And, it is one of the strongest marketing tools a service department can have.
Why? Because they are providing a service FREE to you that has a high value. But is actually more beneficial for them. What they are really doing is getting your okay to look through your car. And find more things that are wrong and more things for you to purchase. Brilliant, huh?

Now, the point of this is not to reprimand the car service companies but to help you to create something similar.

Create something you can offer that IS OF VALUE to your customer but also gives you the opportunity to provide additional service. It is absolutely imperative the offer has valuable to them, or it won’t work.
So go out there, create a “21 point inspection” type offer and see what happens.