Q. I just sent a postcard advertising plumbing repair
services to a database I bought of homeowners. I included
a coupon for $5.00 off repairs. I didn’t get the
response that I thought I would. What went wrong?
A. The problem could actually be several issues
going on here.
The first is that if you sent the card to potential customers
who have no idea who you are, then those customers are
going to be hesitant to call you because they would be
taking a risk on trying someone new. And, a $5.00 coupon
isn’t enough of an incentive for them to take that
risk.
Another reason could be that the image of the postcard
doesn’t match the image of the other items you use
to market yourself. For instance, if your truck is always
in the neighborhoods that you mail to, then the message
of the image has a greater chance of taking hold.
It sounds like you focused on Plumbing repairs. That’s
great because companies often try to specialize in many
things rather than one. However, did you mention in your
card why you are the specialist for Plumbing repairs?
Did you give any information to support your claim? Did
you include any uniqueness at all?
For help with Direct Mail
and other marketing, email me at:
Jill@RedClickMarketing.com
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