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  • AMi Direct

AMiable Solution #243: 10 Points of Focus

Does your market see your company the way you do?  You’ve stared at your logo and read your marketing collateral so many times that you think everyone must know about your company by now, right?  What if they don’t?  What if they see things that aren’t there or don’t see things that are?  First impressions are hard to change.  See why you should give your company a fresh-eyed glance

Sometimes it seems like you’re running through the production of every promotion at warped speed. Every campaign needs to get out right away, and every project is of the utmost importance and priority. When that happens, we tend to make mistakes. We tend to overlook things we’d catch if only we could catch our breath.

While the following checklist won’t guarantee the success of your promotion, it will guarantee that your most basic bases are covered. It will help ensure that you’re putting your best foot forward and getting the most out of every marketing dollar you put into it. So, before you send out your next promotion, take a minute to make sure it does the following:

  • Delivers an emotional message, one that addresses one of the seven “hot buttons” that make people act: fear, greed, guilt, anger, exclusivity, salvation, flattery

  • Focuses on the customer or prospect (“you”), not your company (“us,” “we”)

  • Highlights benefits, not features

  • Makes an offer

  • Includes your company name, address, phone number, and website on every piece and every page of the promotion

  • Provides an easy way to respond

Also, make sure you do the following before the promotion drops:

  • Provide customer service with copies of the promotion so that all representatives know about the offer and/or product before customers start responding

  • Call advertised phone numbers and check promoted URLs and email addresses to ensure they’re active and accurate

  • Enter the promotion code or key code into the system so that customer service can start processing and you can start tracking orders right away

  • Include “seed” names on your distribution list so that you’ll know when and in what shape your promotion arrives

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