4 Simple Promotional Ideas

By: Dan Kennedy on: June 29th, 2010 8 Comments

In your last Success Marketing Strategy I wrote about the courage that a supermarket realized by giving away with ‘no strings attached’ offers for free products that they sold.

This was a great example of how anyone can succeed in promoting their business by following these four simple ideas:

  1. Worry less about image than everybody else does.
  2. Write like you would talk – selling face-to-face, person-to-person.
  3. Be friendly, not stuffy
  4. Be courageous.

As a final comment on this subject, I’d like to encourage you to really work at putting together a good small business direct marketing campaign. Don’t just hastily throw something together or just wholesale copy an idea you got from one of my posts.

It takes time, effort, research and sweat to make direct marketing work. One friend of mine in the business forces himself to write at least fifty different possible headlines for the same ad before settling on the best one.

I recently talked with a telemarketing consultant in Las Vegas who does a lot of work with banks and savings and loans across the country. When she goes into a market area to plan a campaign for a bank she first wants to see all the advertising and mailings being used by all the competitors. Then she calls every competitive bank pretending to be a customer inquiring about their advertised services to see how they handle things over the phone. That’s research.

I have extensive files of samples and ideas and dozens of reference books and materials that I wade through, jotting down notes before even beginning work on each new project or campaign. I know one copywriter who always tests his basic pitch either face-to-face, door-to-door or over the phone with fifty or more prospects before finalizing his copy.

Simply put I’m talking about paying a high price in preparation so that you get maximum results in the implementation. The payoff can be a predictable means of adding customers or otherwise increasing sales that you can use over and over again for your business used to expand your business, even franchise, license or sell to others.

The competitive edge you can gain in your marketplace through this process is mammoth because odds are none of your competitors will have the knowledge and the discipline necessary to go through the same process.

I am often introduced at seminars and speaking engagements as a genius in direct marketing and I’m paid consulting fees in recognition of this genius but I assure you that genius is incorrect. My genius, whatever degree there actually is, has manufactured purely through the same king of research, study, investigation, observation and experimentation available to anybody and everybody. Yet there are very few willing to pay that price for this priceless capability.

Direct marketing can be the tool you use to turn a small business into a big business, a struggling business into a successful one, a modest income into wealth.

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    ABOUT THE AUTHOR:

    Dan Kennedy is internationally recognized as the 'Millionaire Maker,' helping people in just about every category of business turn their ideas into fortunes. Dan's "No B.S." approach is refreshing amidst a world of small business marketing hype and enriches those who act on his advice. For more money-making marketing tips, tactics and strategies, go to www.GKIC.com

    8 Responses

    1. Another great post guys

    2. I would suppose that most businesses don’t feel that they have the time to research, develop multiple headlines, and test.
      Question is, do they have time NOT to?!
      Interesting theory though, particularly as many of us GKIC members will S&D in order to produce mailings that we feel should work.

    3. Charles Ra says:

      It takes time, effort, research and sweat to make direct marketing work
      write at least fifty different possible headlines for the same ad before settling on the best one.
      My genius, whatever degree there actually is, has manufactured purely through the same king of research, study, investigation, observation and experimentation available to anybody and everybody.
      Yet there are very few willing to pay that price for this priceless capability.
      thank you for the encouraging words

    4. Julia Kline says:

      ” …none of your competitors will have the knowledge and the discipline necessary to go through the same process” is right! Doing effective research requires certain personality traits that most people lack. And unfortunately (or fortunately, depending on your side of the fence), you can get results without doing research. You can either get lucky, or intuitively stumble upon the right answer, or whatever. But people who pay big, big dollars to their copywriters don’t want luck or intuition. They want predictable results. They want research.

    5. Rob Anspach says:

      Swipe and deploy is good to use when you understand the market you are deploying the swipe. The key is understanding. It’s still always beneficial to study your market and then create an ad based on the information you obtain from that study.

    6. “am often introduced at seminars and speaking engagements as a genius in direct marketing and I’m paid consulting fees in recognition of this genius but I assure you that genius is incorrect. My genius, whatever degree there actually is, has manufactured purely through the same king of research, study, investigation, observation and experimentation available to anybody and everybody. Yet there are very few willing to pay that price for this priceless capability.”

      Your graciousness is amazing. You are rightfully the king of direct marketing, and deservedly so!

    7. I agree with the Rabbi, Dan: A big part of your genius is your astute awareness of the discipline and character needed to generate consistent results, and your willingness to put in the work required.

      Thanks for your leadership by example in what it takes to be successful.

    8. Thanks for sharing your thoughts….. Sometime We come up with a great idea that will give us success but drop it before it has been properly executed to go on to the next big thing or something that’s more exciting. Promotional product are used to execute the promotional strategy to increase the sale. These products can be in any form like gifts, banner, books, bags or any other accessories because Gifting is used to motivate the employee. if you used your company logo on the gifts. This will be great idea to promote your business and this type of gifts is called promotional gifts.

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