The other day I got a great letter from a company who were holding a seminar about a product in which I was interested. The letter was excellent. There was only one problem… the event was held the day before I received the letter. So naturally there was no way I could go.
And although they have my name and address they will just think I’m a no-show and not interested. So no one will follow-up.
When it comes to making things like this happen there are four important criteria. Here is what they are and how they contribute to success.
One, the target market: and this business had me rightly in their sights. I was an ideal potential customer.
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Two, the creative: and they’d written a simple letter that got my attention and had me excited enough to go.
Three, the offer: and what they were offering me, an invite to a seminar that would probably answer my needs, did the job for me.
Four, the timing: and unfortunately their timing was dismal… no use asking me after the event.
So, of all of these four criteria, the most important one is getting the timing right. No point in advertising ice cream in winter or trying to sell Christmas gifts at Easter.
It’s a case of shutting the stable door after the horse has bolted. And, yes, I know it maybe could have been the fault of Australia Post but, whatever you’re planning, you must always allow for contingencies including mail delays.
I am hopeful that, as they had my name and address, they may have my phone number or email and make contact with me. That would be lovely!
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