Lust
Of course you crave more profits. But trying to appeal to everyone all the time isn't the way to boost sales.
You must target your efforts. Forget about all the people who aren't interested. Focus instead on the 5 to 10 percent of your list who are. These are the leads you'll convert into sales.
Pride
Your company mission statement may bring tears to your eyes. But all that proud, chest-thumping verbiage is just empty noise for your prospects.
Face it. People don't care about you, your company, or your product. They only want to know what you can do for them. So talk about benefits and save the corporate banter for your annual report or the golf course.
Problem, what problem?
Which sounds more appealing? Winning money, or reducing debt? Try to give meaning to your promotional offer by getting beyond the simple cash benefit. Compare for example, "your savings is a thousand dollars." with "we’ll pay your gasoline bill for the next 6 months".
A local radio station is currently running a promotion where their current tagline is: "The station that pays your bills!" Much more attractive than "you may win up to $500."
Marketing Tips posts authored by Leslie Goldstein of the USPS.