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Here's How to Really WOW Everyone

Here's How to Really WOW Everyone

October 29, 2009

We have a sign in our office that says, 'If it's not a WOW, it's not a go.'

Before I tell you what that means to me, let me ask you, 'What does that mean to you?' Millions of children, and quite a few kids at heart, will try to wow each other with their Halloween costumes this weekend. They want to stand out. And so do you.

So what does it mean to create a Wow in your business?

Is it quality? Customer service? Perhaps it's a big, bold guarantee that makes people stop and say, 'I have nothing to lose with a guarantee like that.'

The worst 6 words you can hear

It can be about all of those things, but none of that really matters if you're not getting the message out. The worst thing a customer can tell you are these 6 words, 'You are the best kept secret!'

Ugh! That's like the kiss of death. I cringe when any of my clients tell me that! What does that tell you? You've got a great service, but your business could be doing so much better if more people just knew about it.

That's why you need a Wow!

And what I'm talking about is a marketing message or brand that will grab your prospects' attention. There are tons of ways to do that, but for right now I want to talk about how to do that in your marketing and advertising that will separate you from the clutter.

I'll let you in on a secret

I don't care about the competitors in your niche and whether your message is better than theirs. Here's a secret: Neither do your prospects. Your prospects don't care about what your competitors are promising! What I care about is grabbing your prospects attention from ALL the other messages out there. That's what you're REALLY competing with.

The amount of advertising and marketing we're exposed to every day is HUGE!

What's the first thing you do when you wake up in the morning? You get up and turn on the radio or TV. And what's on every 7-8 minutes? Commercials. Then you walk into the bathroom and brush your teeth and there's an ad on the back of the toothpaste. You look for a shirt. And what's on many of the T-shirts in your drawer? More ads. You have some cereal and there's an ad on the cereal box.

You get in your car, turn on the radio and listen to more ads. You can't help but see the billboards along the road. You see more ads on parking benches and on the buses driving by. Finally, you get into your office and you open your e-mail. More ads!

Do you know how many messages we get hit with everyday? More than 3,000 messages EVERY DAY! That's incredible. So how are you going to break through all of that clutter?

The answer you've been looking for 

Tell your prospects you can help them save money, or make a "fortune," with this real fortune cookie mailer. The fortune is customized with your message in each cookie. Berman Sales in Detroit used it and double their sales!

One of the best methods I've found is direct mail.

'Junk mail?' I can hear you asking right now. 'You want me to stand out from the crowd by sending postcards and letters in the mail? That's your solution?!'

No. The idea is to send direct marketing pieces that will stand out from the junk and make your prospects say, 'WOW!'

What if I sent you a box with a small trash can inside? Think you'll open it? You bet you would. And if I put a crumpled letter in the trash can that said, 'I thought you would probably throw this away anyway, so I did it for you. But you would be making a huge mistake if you don't '' Think you would read on?

Or, what if I sent you a box with a fortune cookie inside and a note that says: 'There is a fortune in your future. Read on to find out why'' Think that would grab your attention?

What if you got a message in a bottle? Wouldn't you want to open it up and find out what the message is inside? Of course!

As you can see, these are not traditional direct mail pieces. The post office calls it dimensional mail. I call it 'Lumpy Mail.' These are packages that are odd-sized and aren't just letters or postcards you would ordinarily get in the mail.

What I also like about direct mail is that it's cheaper than other forms of advertising and it's much more direct. You can be very selective about whom you send the messages to unlike broadcasting messages over TV or radio for anyone to see or hear. You can send them to as few or as many people as you want, and you can put your message in front of just the people you want.

Does it work? We've seen responses as high as 58% and have had clients double their sales as a result of just the few Lumpy Mail pieces I mentioned.

If that doesn't make you say, 'Wow!' I don't know what will. To see examples of the Lumpy Mail promotions I described as well as others that will grab the attention of your prospects ' and increase your sales -- click here or go to www.LumpyMail.com.

Remember, if it's not a Wow, it's not a go!

Always taking you from where you are to where you want to go,

Jon

Jon Goldman