I made my routine trip to the post office to check the PO Box this morning. Among the stacks of credit card offers, ads, coupons and my monthly CD from my CD club was a very thick envelope.
The outside of the envelope said, “Free gift for you inside.” I thought, heck, it’s thick, why not see what the gift is? I opened it to find a 10-page survey of about 200 questions that would take me at least an hour or two to fill out, an envelope to return said survey, and against the envelope was a brand new crisp $1 bill. Yup, a whole $1. At first I thought, Cool! I can get myself a Snicker’s with this.
Then I realized, they expected me to fill out the survey… for $1. Which I guess is a brilliant marketing technique since I did spend a few minutes looking over the material. Call me greedy, but for $5 I would have filled out the survey. My business requires I spend time working it, and $1 for two hours’ worth of my time is a total waste. Yeah, maybe $5 for two hours isn’t that great, either, but it’s a bit more of an incentive.
So how do you guarantee your message will be opened? Offer a free gift. But make it a good gift, something worth their while.
How to make sure your message will actually be read? Go above and beyond in giving that gift. Instead of a thank-you note, send a gift basket. Instead of a 2-page report, give them an ebook chock full of awesome information. Instead of a 1-minute video, give them a 5-minute video tutorial that will actually help them.
And almost more importantly, give them consistent, good information on a regular basis.
And they’ll ask themselves, If this is what she/he gives away FREE, imagine what the paid stuff will be like!
And you’ll get more business – guaranteed.
Do you have more ideas as to how to make sure your messages are opened and read? Comment below!