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How Much Is Your Popcorn Worth?: Powerful Lessons In Marketing & The Psychology Of Selling - Part 5
Let's continue to discuss the various marketing principles that are involved in "popcorn marketing":
6. Exclusivity
During the few hours that you're in the theatre, they have the market cornered by being the only ones to sell popcorn....
Marketing a Professional Practice Free Through Writing
Since I'm a writer and a coach, I grow my coaching practice by writing; it gets my name around, establishes my expertise, promotes my services and also the field of coaching. Always do your marketing in areas that you love! It works best. Writing...
SIX Trade Show Marketing Mistakes and How to Avoid Them
Six Trade Show Marketing Mistakes and How to Avoid Them. Trade Show Marketing has changed a lot in the past few years. As they say, there is the easy way and the hard way. I learned my trade show mistakes the hard (and expensive) way. I didn’t...
Successful Marketing for Home Based Businesses
'A successful marketing strategy is not based on doing what you like but liking what you do...'
Are you looking for information to build and grow a home-based business? If so, you are in the right place! Here you will find information on...
What is a Marketing Plan Anyway?
Building a business that grows steadily in size and profits is like building your dream house. First, you identify what kind of home you want, then you and your architect plan and create blueprints for your house, then you'd build it, move in and...
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Free Sample Sales Letter: Example of How to Write a Persuasive Business Marketing Letter
Here is an example of a business-to-business sales letter mailed to auto dealers by a firm that markets gift cards that replace paper gift certificates. Anything in brackets [like this] did not appear in the letter but simply appears to describe the mechanics of the letter
Author: Alan Sharpe
Target audience: General managers of auto dealerships
Mailer: Sharpe AutoCards [a fictional company for the purposes of this sample letter]
Purpose: Generate appointments for salespeople
[MAILING ENVELOPE]
[Is 5 x 9 inches in dimension and has a window, through which appears a portion of a gift card, personalized with the prospect’s name. The envelope has a teaser headline: Inside: A win-win-lose proposition for your auto dealership.]
[LETTER]
[Is 8 1/2 x 11 inches, copy on both sides]
December 27, 2007
Brad Carling, General Manager
Tri-City Chev-Olds
123 Any Street
Anytown OH 12345-9163
[Right here, beneath the prospect’s name, is affixed to the letter a sample auto gift card, personalized with the prospect’s name, and this headline: As you can see, this card has success written all over it.]
Dear Mr. Carling:
Go ahead, pull this amazing little card off the paper.
It’s made of plastic. It costs you $2 to buy. But it’s worth the price of a new car, sold off your lot. This card is worth the lifetime value of a loyal customer. In sales, service, parts, accessories and referrals. And goodwill. And free word-of-mouth advertising.
Hold it in you hand for a minute, and think of your competition. Consider your revenue goals for the next quarter. Do you need to increase your new and used vehicle sales? Boost your parts & service department revenue? Multiply your accessories department revenue? Retain customers after their warranty runs out?
This card will help. Big time. It’s a vital part of Sharpe AutoCards, a custom-branded loyalty and gift card program that generates revenue for your dealership. But first, how it works.
Take a look at the front of your card. As you can see, you customize the card to match your dealership’s brand image and visual identity. Now turn it over. See that magnetic stripe across the back? It stores information about the card’s dollar value and each transaction.
You hand cards like this to everyone whose business you want to attract and whose loyalty you must keep. Walk ins. Be Backs. Looky-Lous. Current customers. Even former customers. They all use the card to buy products and services at your auto
dealership only.
You manage the program using a simple card reader hooked to a personal computer at your dealership running our software. For an average auto dealership, the start-up cost of buying the system and operating it for one year is less than $2 per car sold that year.
That’s what the card does. Here’s what it does for you.
Please read the brochure I’ve enclosed for the compelling specifics. You use the Sharpe AutoCards card to:
1. Close more sales by beating competitors’ discounts
2. Boost your service department revenue and repeat business
3. Multiply your accessories department revenue
4. Retain customers for years after the sale
5. Attract potential customers and increase traffic in your showroom
6. Increase referral business
7. Increase revenue on the back end
8. Promote brand awareness of your dealership
The Sharpe AutoCards system is up to five times less expensive than competing offerings. Plus, you pay no transaction fees and you don’t have to buy any annual maintenance contracts. I call that a win-win-lose proposition for you, your customers and your competitors.
Use your card today to receive free coffee and donuts for four.
The gift card you are holding in your hand has been pre-loaded with $10 worth of coffee and donuts. Get a first-hand demonstration of how the card works by inviting me to your showroom for a complimentary consultation about the Sharpe AutoCards system. Hand me your gift card, I’ll swipe it, process your transaction, and hand over your free coffee and donuts. Like the gift cards you’ll use one day, this one can only be redeemed at the place of business on the card, which is to say, Tri-City Chev-Olds.
When is a good time for us to get together for coffee and a chat at your showroom? Call me at 123 456-7891 today and let’s set up an appointment.
Yours sincerely,
[signature in blue ink]
Brad K Phillips, Director, Sales
Sharpe AutoCards
© 2005 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the "About the author" message).
About the Author
----
ABOUT THE AUTHOR
Alan Sharpe is a business-to-business direct mail copywriter who helps businesses attract new clients using direct mail marketing. Learn more about his services and sign up for free weekly tips like this at www.sharpecopy.com.
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KnowThis: For Marketing, Market Research, Internet Marketing ... |
KnowThis.com offers a wealth of information, forums, and resources for professionals, academics and students in traditional and internet marketing, ... |
www.knowthis.com |
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Marketing - Wikipedia, the free encyclopedia |
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en.wikipedia.org |
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Marketing - Marketing Strategy - Marketing Plan - Marketing ... |
Learn about marketing careers, the stages of developing a marketing plan, how to begin marketing research, create a marketing strategy, and how to market ... |
marketing.about.com |
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Marketing.org - Home of the Business Marketing Association |
Serves the professional, educational and career development needs of business-to-business marketers. |
www.marketing.org |
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Welcome - American Marketing Association - www.marketingpower.com |
Dedicated to serving the educational and professional needs of marketing executives. |
www.marketingpower.com |
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Advertising, Marketing, Media and PR News - Brand Republic |
Find the latest Advertising, Marketing, Media and PR news from Brand Republic, the online resource for up to the minute advertising and marketing news and ... |
www.brandrepublic.com |
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Marketing Magazine - Marketing News - Brand Republic |
Marketing Magazine - Marketing News - Brand Republic. |
www.brandrepublic.com |
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Marketing (Canada) |
Offers a Canadian source of news and articles on marketing, advertising and media. |
www.marketingmag.ca |
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BidVertiser - Pay Per Click Advertising On Sites Of Your Choice. |
Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers. |
www.bidvertiser.com |
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Online Behavioral Contextual Advertising and Marketing. |
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV. |
www.clicksor.com |
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Sales Jobs / Marketing Jobs / Advertising Jobs - MarketingJobs.com |
Employment site for marketing and sales professionals. |
www.marketingjobs.com |
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The Chartered Institute of Marketing |
The Chartered Institute of Marketing is the world's largest international marketing professional body and helps with career support and information ... |
www.cim.co.uk |
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Marketing: See what people are saying right now on Technorati |
See all blog posts tagged with marketing on Technorati. |
www.technorati.com |
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Marketing Profs - Marketing Concepts and Strategies: Expert ... |
Marketing knowhow from professionals. Newsletter, articles and how-to's. |
www.marketingprofs.com |
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Guerrilla Marketing Online - The Official Site |
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds. |
www.gmarketing.com |
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Business Marketing - Small Business Marketing |
Business marketing - Read everything your need to know about small business marketing. |
www.entrepreneur.com |
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All About Marketing |
Adapted from Field Guide to Nonprofit Program Design, Marketing and Evaluation ... Inbound Marketing Includes Market Research to Find Out: ... |
www.managementhelp.org |
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Pages tagged with "marketing" on del.icio.us |
USA Network Announces a NASHVILLE STAR Marketing Partnership With ... - Yahoo! ... Direct Marketing Association: Telephone, Mail & Internet Marketing ... |
del.icio.us |
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ClickZ Internet Marketing Solutions for Marketers |
Includes columns with commentary and analysis on a wide variety of internet marketing subjects ranging from B2B marketing to search engine marketing. |
www.clickz.com |
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Direct Marketing Association: Telephone, Mail & Internet Marketing |
Trade association for users and suppliers in the direct, database and interactive marketing fields, offering seminars and resources, and lobbying for ... |
www.the-dma.org |
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