Part II - Creative Offline Marketing: Idea No.26 - No.28 | Books Summary | Kenny Tran to Learn & to Share | Self-development, Communication, Relationship, Entrepreneurship, Business, Management, Leadership, Investing, etc.

Part II - Creative Offline Marketing: Idea No.26 - No.28

Category: Books Summary, Business — Kenny Tran @ 2:29 pm — post

Tuesday, October 16, 2007

Posts in the [Powerful Offline Marketing In The Internet Age] series:

26) CD Salesletter - People generally won’t read 90 minutes worth of copy, but they will listen to it. The perceived value is much higher than a traditional salesletter as well. They can listen to it in their cars, on their walkmans (although today everyone has an iPod…why not use a podcast instead?). The point is that you can cram in a lot more information. You can do testimonials in their own voices, have sound effects or music. Anything to help advance the sale.

27) Thank You Letters - Whether you send gift certificates, coupons, a 2 for 1 special, a free gift, or just a friendly thank you letter to stay on your customer’s radar screen, these types of letters are memorable and encourage your customers to send you referrals. As always, these types of letters should be personalized, and never use a mailing address letter on the envelope.

Example:

Dear Mr. Smith,

I hope you are very pleased with your recent purchase of my quality artwork. May it bring much viewing pleasure for you and your family for years to come.

Being an independent artist, I truly appreciate your business! I really want to personally thank you!

You should know that a recent painting I did was auctioned locally for more than $10,000.00! My work is featured at local art shows, and my original Silent Tempest painting has been on display in the Wadsworth Atheneum In Hartford since 1998. That means if you hold onto your painting, you’ll likely see its value increase considerably.

As you may know, I also paint custom portraits, landscapes, abstract art, and theme-based artwork from your choice of subjects.

What does that mean for you?

Good question. I just moved into a new, more spacious studio, and I’m having a special sale just for my best customers. Here’s what I want you to do (you’ll love this): call me right away for a absolutely FREE, no obligation quote on any custom painting you’d like me to do for you. But…

Don’t tell me you have this letter
until after I give you my free no-hassle quote.

Only then tell me that you have this letter, and I’ll knock off an additional 21% off of my already ridiculously low price.

That way you’ll know for sure I haven’t “padded” my price just to give the appearance of a sale. I’m going to let you trick me!

Why would I do this? Simple. I want you as a customer for life. Most of my customers come back again and again, because they love my inspiration and extraordinary use of colors. And they appreciate the fact that no other local artist enjoys an appreciation on the value of their paintings as I do.

So call me today at (555) 555-5555 for your FREE quote.

Very Truly Yours,

John Artist

P.S. Remember, call me right away to take advantage of this most exclusive offer for my best customers only.

P.P.S. Also, don’t tell me that you have this letter until after I give you my rock bottom price first!

Ok, obviously that’s fictitious (it’s a reprint from a sample letter I included in my Money Magnet newsletter). Plus I personally wouldn’t use price as a selling point for an artist (unless your market warrants it), but you get the idea.

One car salesman collects the name and address of everyone who comes in to check out a car. Then he sends them a personalized letter, thanking them for stopping by, and telling more about the car they looked at, it’s features, benefits, etc. Even if it results in one more sale a year (and he gets more than that), it’s worth it in his case.

28) Event Marketing - Ever see those plaza store events, like when a new Harry Potter book is released? All the stores get together and celebrate the launch of the book in different ways. Obviously there’s the bookstore release, but the local video and game rental store gets in the act. So does the family restaurant, ice-cream vendor, and arcade. Even the dry cleaning store can get involved and pump up their business, if they stick to a common theme. And this is all announced ahead of time (with appropriate press releases, etc.) so people coming down know what to expect. “Oh, great, we can get the book for little Sally, I can drop off my suit at the cleaners, my wife can go to the apparel store. What a great time this will be for the whole family!”

If you like this, just buy me cup of coffee. Thank you!

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