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Low Cost Fax Broadcasting |
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Telesales for £9.97 Hour
We offer a team of
up to 32 agents for data cleansing, appointment setting and general prospecting.
Call 0845 222 0053. |
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Voice Broadcasting for Under 2p
Send out phone
messages by the hundreds, thousands or even millions. From as
little as 1.5p per message. Call 0845 222 0053 |
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| The Demanding Advertiser |
| By: Henry Newrick |
You don’t walk up to a stranger in the street and say ‘Will you marry me’ and hope that the subject of your attentions will fall at your feet in undying love. And yet this is exactly what many advertisers expect when placing a one off advertisement whether it is a newspaper ad, a radio spot or in our case a one time fax broadcasting shot or email flyer. Winning a prospect’s confidence is all about nurturing the relationship, gaining their confidence, becoming a friend. It was Abraham Lincoln who said ‘If first you would win somebody to your cause then make them your friend’. Unless you have an absolutely unique product where the demand is going to exceed the supply then it is most unlikely that you will receive an overwhelming rush of business with a single advertisement or fax shot. In fact I’m safe in saying that in at least 50% of cases you will, on the surface, not even break even on your advertisement. I say ‘on the surface’ because there’s a concept in marketing that many people do not recognise which is the ‘lifetime value of the customer’. Smart marketing people understand this; the not so astute don’t get it. Simply put, let’s say an ad costs £250 and produces a sale worth £200. Superficially it’s a disaster. The ad produced a £50 loss, and if the product cost £50 to make/distribute, then the loss increases to £100. But if the customer re-orders every two months and stays with the advertiser for an average three years then the order value has now become £200 x 6 x 3 = £3,600. And of course by giving good service the happy customer may in turn refer other customers which could quite easily double the £3,600 to £7,200+. Not a bad return on £250. Now back to the original premise. It was one of the world’s finest copywriters, the late great John Caples who wrote that it can often take up to seven exposures of an advertisement before a prospect responds. David Ogilvy wrote in similar fashion. A prospect who has never heard of you is unlikely to do business on seeing your ad for the first time (unless you are leasing a Mazda MX-5 for £100 month and there are only 5 available!!). The prospect needs to get to know you; he/she wants to feel comfortable about doing business with you; they want the confidence that you will be in business for the long haul and won’t be gone tomorrow when they need you for back up service. This expectation is not at all unreasonable given that many businesses don’t even make it to their first anniversary. All too often we get clients coming to us for fax marketing with the attitude “We’ll do one fax broadcast and see how it goes. If we make a great profit we may repeat”. This is of course the wrong attitude and does absolutely nothing towards winning the prospect over. The errors of this approach are further compounded when both the offer and headline leave a lot to be desired. Ads need to be tested; one headline against another, variations on the offer – until such time as the best pulling ad is found. One tool for measuring response is to have different phone numbers for each advertisement. This allows us to then tell the client which ad pulled the best. To summarise. Don’t expect miracles from a one off ad, unless you are offering a sensational product, in limited quantities, with an attention grabbing headline. Instead, be smart, take a longer term view, plan your campaign and monitor results (both short and long term) at every step of the way – and in this way you will almost certainly build your business. Henry Newrick Director www.promofax.co.uk Tel. 0845 222 0053 |
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