The channels through which we conduct our marketing have evolved. Catalogs and other forms of direct mail were our marketing staples, but e-marketing has become the predominant channel. Media is important; however, our preoccupation with media can cause us to lose sight of the message. In the final analysis, sales success depends upon the message.
Success depends upon our ability to communicate benefits.
Experts define direct marketing as comprising several components. In order of their impact on sales results, they are product or service benefits, offer, media, and timing. Product or service benefits explain the advantage the buyer gains from purchasing the product or service. The offer is the selling proposition, which could include a discount, payment options, a satisfaction guarantee, and more. The media is the sales channel- sales rep, email, direct mail, online, or retail.
Success in marketing relies on our ability to communicate the benefits of our products or services, along with the sales proposition or offer we are putting forth. In most cases, our product or service has multiple benefits. The challenge is choosing those that will generate the greatest level of readership.
Readership is driven by self-interest.
Readership is often motivated by self-interest. Educators serve their leaders, their institutions, and their students. In doing so, they also earn the right as teachers and administrators to serve themselves. If a product or service aids or enhances their ability to fulfill their responsibilities, they should be able to consider its purchase.
A strong offer can increase readership. Which is more important — the benefit derived from the product or service, the price, the payment terms, or the warranty? Our goal is to attract readership by calling out the most appealing benefits of the offer.
A strong offer is the key to success.
Every product or service has a single offer that delivers the highest return on investment. Our marketing goal is to identify this offer. Equally important is our ability to communicate the main benefits of our offer quickly within the few seconds that prospects are willing to spend. One of the biggest mistakes we can make is assuming that prospects will take the time to understand our message. A strong offer is essential for success.
Some offers have become staples in the education market. These include “buy one get one”, “buy now, pay later”, “educator only discount”, “event related sale”, “free shipping”, “free trial”, “gift with purchase”, “gift with trial”, and “time limited discount”. Some offers work better with certain products and services than others. However, a strong offer can increase demand for a product or service. It is so important that some organizations consistently test to see if they can improve upon their leading offer.
Make the market think it is taking advantage of you.
A strong offer can make the market think it is taking advantage of you, even though it benefits you. For example, a free trial offer raises concern among some companies that prospects will take the trial and neither pay for the product nor return it. Historically, free trials work well when offered to a qualified audience. Educators are a highly qualified group. The key to managing the risk associated with this offer is by limiting the number of free trials until the pay-up rate can be determined.
Much of the sales activity in education is seasonal. An initial round of purchasing takes place in the spring, followed by a second in the fall. For most companies, the spring season is the busiest. The decision-making process depends on the selling price of the product or service. Higher prices involve more educators in the approval process, and the decision-making takes longer. It is difficult, if not impossible, to change the timing of the purchasing process, regardless of how strong your offer.
Testing for the next best offer provides a path forward.
Few variables in your marketing program can increase sales as much as a successful new offer. The objective is to secure sales to carry the business forward. Marketing programs can suffer from overuse. Testing for the next best offer provides a path forward when sales lag behind past performance.