Susan Regier’s Blog

Marketing Strategies that Work!

3 Examples of Prospect Marketing

When it comes to connecting with your ideal prospects – those people who eagerly want and are searching for your offerings – do you miss the point of what really matters to them and waste your efforts (and money) or do you hit the bull’s eye?

A couple of weeks ago we put our house of 24 years up for sale – it’s a great family home and sold within 3 days. The next step, of course, is to move. Within a few days of the “for sale” sign being hammered into the front lawn, flyers, post cards, and brochures hit our mailbox. I was pleasantly surprised at the envelopes – one day there were three envelopes from moving firms. They obviously had a system to see who would be moving (fantastic) but did their messages entice us to call for a quote? Here’s what we got…

Envelope #1 – Totally Missed The Mark!

The first envelope contained a yellow paper tri-fold brochure with black printing that was obviously printed in-house. The entire premise of the content was about their history, which dated back to 1949 and details about them. In three words, “I don’t care” about their family history. I have more pressing issues at hand.

Now you’ve heard me talk about the importance of using your story to connect with prospects – but there is a time and place for everything. And using only your story as the first touch point in marketing, without sharing anything of value, simply does not work.

Envelope #2 – Offered Options

This envelope contained a full colour glossy 2-sided flyer, professionally printed. The front was limited content but clearly depicted what they could do for us. On the back, were 8 options and a big message to “Take Your Pick! You choose Any 2” of the 8 special deals. Interesting – and two of them would definitely work for us so they will be getting a call.

Envelope #3 – Gave Us Help!

This envelope had a letter and a brochure. The brochure was a 2-colour tri-fold, professionally printed. The letter introduced the company with a lot of platitudes (“team of knowledgeable professionals,” “service excellence,” “well equipped to provide comprehensive moving assistance”) and I thought: “well I would hope so” to each one. But the brochure is what really caught my attention – it showed they cared about my situation. It offered a Personal Moving Guide of what to do 4, 3, 2, and 1 week before moving, offered a Moving Checklist, and even room planning grids for furniture placement – with scale. Extremely helpful so yes, they will also receive a call for a quote.

It’s imperative to have a system to find new prospects. But your next step – what you say when you connect with them – can easily sway them to work with you or not.

Know your audience. Know what really matters to them. Be clear. And have a call to action so they know what to do next.

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Susan Regier is a trusted copywriter and business strategist who helps entrepreneurs uncover what sets them apart—and turn it into profit. Want to grow your influence and income? Get her free Marketing Essentials guide at SusanRegier.com.