This is really important, and it’s also really difficult to remember to do. Every time, and I mean every single time, you get in front of a customer or prospect, give them an easy way to ask for more.

Do you use direct mail? Does your direct mail include a real, compelling reason for the recipient to act — not just because they need the replacement windows you’re offering, but because there’s something in it for them? Like, “Go to our website to order your free window washing kit.” (Where you just happen to have a great video demo comparing your windows to the competition, and where you can capture their e-mail addresses when they order their free window washing kits.)

Do you advertise in publications? Do your ads include a real, compelling reason for the reader to act — not just because their company uses the product you manufacture, but because there’s something in it for them? Like, “Don’t consider any furniture purchase until you read our free report, How to Save 50% in Costs with Creative Workspace Furniture Planning.” (The extra space afforded in the report allows you to soft-sell about how your product is the best solution, while you also give valuable information about the topic of your report.)

Do you call on customers in person? Do you have a leave-behind that includes a real, compelling reason for the customer to act — not just because you left him a brochure and he might need your services some day, but because there’s something in it for him? Like, a card with an invitation to go to your website and enter his name in a drawing for a free product, service, or a few hours of consulting? A loss leader to lower the cost of entry?

You get the point. If you’re doing promotion anyway, add in something to leave them wanting more. Always let customers and prospects know the various ways they can contact you and learn more about your products and services. Never miss an opportunity. Always include an offer for something more.

[tags]special offers, compelling reasons, sales promotion[/tags]

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This entry was posted on Friday, July 27th, 2007 at 4:18 pm and is filed under Marketing Strategy, Tactics and Techniques. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.