Here’s an analysis of a winning Marketing Piece and an explanation of why it worked.
This will help you understand how the Core Elements work in harmony with this particular Marketing Piece and show you how to do the same.
The other important thing to mention about the proven winners I’ll show you in this newsletter, is you can ‘swipe’ them for your own business.
Swiping doesn’t mean copy, but you can use the basic fundamentals of each Marketing Piece and apply them to your own business.
In this first issue we’re analysing a ‘Customer Offer Letter’, which will show you, firstly, how easy it is to generate significantly more sales from your existing clients, customers or patients and, secondly, how simple offers to customers on a regular basis will multiply your sales and profits.
Remember it costs very little to market and sell to existing clients, customers or patients.
If you’re NOT creating an offer every month and sending it to your existing customers, you’re missing a huge opportunity!
Here are the details…
Industry: Eyewear Distributor
The Results: This offer letter was sent to existing customers in an effort to sell off excess stock.
Within 7 days the entire stock was snapped up by existing customers.
Why It Worked So Well (see letter):
- When the offer (1) is strong it’s so easy just to lead with it in the headline.
- The opening (2) is a proven way to start any letter on the proviso that your letter is going to be short and to the point!
- Communication of the offer in full (3). Remember, a good offer has to be easy to understand and include a ‘stimulator’ (getting people to respond now—rather than later).
- Expansion of the offer and the added incentive that the offer is only available to existing customers (4).
- As I said above, scarcity is important with all your offers. What you want to do is reduce procrastination (5). The more specific you are, the better. As I explained earlier, this offer actually sold out in just under 7 days (not 10 as we initially thought).
- Strong call to action. (6).
In this instance, testimonials weren’t required because these customers had already bought the product. Notice the P.S.—it reinforces the offer! (7).
See how easy this is?
That’s the power of a ‘Customer Offer Letter’. Now it’s your turn—good luck!
