What's the difference between marketing and a promotion?
You might think of marketing as all of the activities that ultimately attract clients to your business. A promotion is a specific activity designed to stimulate action to buy your products or services.
On August 1, 1984 I launched my business. And it's now become a tradition this time of year to do a special promotion for my anniversary. As of tomorrow I'll have been in business 23 years!
There are two purposes for today's eZine. One is to launch the anniversary promotion and the other is to share some ideas on how to make promotions work for your business.
Here are a few things I've learned:
Have a Reason
A promotion always needs to be associated with a reason for the promotion. It might be an anniversary such as this one; it could be on a specific holiday or upon a significant event in your business such as the launch of a new service or product.
The truth is, reasons are somewhat arbitrary. But have one anyway. A promotion based on "...just because we feel like it," doesn't work to well. It ought to be tied to something positive.
Offer a Discount or Special
Your promotion needs to give a reason to take action now, not later. And the best way to do that is to offer a time limited discount or special. If you don't offer a good deal that needs to be taken advantage of now, people won't act.
The discount or special that I'm offering is a 25% discount on any of the Action Plan Marketing products or services listed on my web site. This includes the InfoGuru Marketing Manual, the Web Site ToolKit and all my recorded TeleClasses.
Offer a Bonus
This is something extra on top of the discount or special. You can offer one or several. Just don't make it confusing. And make it something that is relevant to your business. Often this bonus can be more compelling that the discount or offer itself.
The bonus I'm offering is the recording of an Interview with Pamela Slim on "Secrets of Promoting Your Business Through Blogging." Pamela has developed a successful blog that is now the source of ALL her new clients. Pam will share her blogging techniques that have gotten great results.
Make the Promotion Time Limited
Your promotion can't go on forever, it has to have a beginning date and ending date. This creates a sense of urgency. Ever pass a business that always has a "For Sale" sign in the window? Not a good idea, as it cheapens your image.
My Anniversary Promotion starts today (July 31) and ends on Friday, August 3 at midnight Eastern time. After that the discount ends.
Remind People of the Value
If you're offering a good deal, spell it out for people. Don't assume they will calculate the value for themselves.
In my Anniversary Promotion, 25% off my major products (all are $79) means you'll be only paying $59.25, an almost $20 saving per product. Plus the bonus interview on blogging which will be sold later for $29. So that's a saving of almost $49.
Promotions for Services
This Anniversary Promotion is simple because it's based on products, not services. But you may be asking, "What promotion could I do if I don't sell products?" Good question, as a promotion where you gave 25% off your consulting or coaching services may not be as effective.
I recommend doing a promotion based on an event. One of my most successful was held a few years ago when I launched the InfoGuru Marketing Manual. I held a free one-day workshop and about 180 people showed up.
I gave away a lot of value that day, but I also introduced the Manual and launched the first version of my Marketing Action Groups. Both of these formed the foundation for my business for many years to come.
Tell People What to Do
Never assume people will do what you intend unless you direct them. Too many offers are confusing when they could be designed to be very simple.
To take advantage of my Anniversary Promotion with 25% off all my products, just click on the link below. You'll be taken to a page where you can order the products and get the discount.
The link is:
Remember, the Action Plan Marketing 23rd Anniversary Promotion starts today and ends on Friday, August 3.
What promotion will you do for your business?
The More Clients bottom line: If you want to get fast results with your marketing, hold an occasional promotion that offers real value for a limited time. It's a great way to gently nudge prospective clients and customers to take action.
What promotions have worked for your business? Please share on the More Clients Blog.