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When Marketing Know Your Objective - Part 3

Yesterday we discussed knowing your objective when marketing. Here are a couple of other examples of how to do this:

California's largest SBA lending bank put together a report detailing everything a business owner needed to look out for and know about getting a small business loan. They then promoted this report in all their advertising and generated leads. A large mutual fund services company ran ads promoting a FREE audio program called "Investment Strategies: Which Ones Actually Work, And Which Ones Are Guaranteed To Drain Your Savings and Jeopardize Your Retirement..."

Doesn't the name of that program just jump out and grab you? If you were even remotely in the market for investing, wouldn't you just have to call and request the program? A corrugated box manufacturer put together an audio program that told the story of how and why they were the only company in the country that could design, produce, and deliver any custom box order in less than four hours. The CD was offered on all of the mailers and emails that were sent out to prospective clients.

A company that manufactures soaps and chemicals used in car washes put together a video that showed how their competitor's acidic products would actually eat metal on cars during the car wash. They did this by putting strips of aluminum in each of three different beakers...two beakers contained competing products, one contained theirs. The two beakers with competing products in them instantly started to foam and bubble within 15 seconds of the aluminum being put in, while the manufactures' product just sat there doing nothing. The video was titled the "15 Second Safe Test" and was offered in all of their trade publication ads and direct mail.

So Think About Your Ads.

1. What are you trying to accomplish?

2. Do you need to add another step?

3. How can you get more people to at least say they're interested?

4. Can you offer information or something to lower the risk to entice prospects?

Clarify and know your objective - the results you get from your marketing depend on it.

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