3 Things For July 3rd, 2023How good is free?, Google Maps – update coming August 2023, What does a direct ad look like?
The problem with free.Sometimes we love what we do so much we’d give it away for free! Very benevolent, yes. A good idea? 🤔 Maybe not. The problem with free is the associated value that comes with it. Free=zero dollars= zero value (or it equals an impending sales pitch). I understand that as marketers and business owners we want something that offers a low barrier to entry so that people can see for themselves the value that we offer. But the problem with that is that the value can’t be seen past all the zeros. And cheap is the same effect or worse. I’m not talking about the value we give through sharing white papers, resources, videos, etc. on our website and social platforms. Those are crucial for sharing great insights, building our brand, and helping people understand what we’re all about. But if we are giving something that takes our time and resources that is specific to a person or business, and we want the weight of what we’re giving to be appreciated and accepted for the value that it has, we need to price it accordingly. No amount of logic is going to change the feeling people get when we give away our offering on the cheap. Feelings aren’t logical but they still have to be managed (to the best of our ability).
Direct Advertising: What do these ads look like?It’s July already! I’m not sure how that happened! So, building on from the last few months of Awareness vs Direct Advertising. In the old days, your primary place for Direct Advertising was the Yellow Pages! We cursed those salespeople always complaining about how expensive the ads were. (Leah and I both came from the YP business, so we have some experience here!) Now, your direct advertising is Google search results and those pesky ads that follow us around after we searched for something! So, first and foremost the SEO that is in the background of your website, along with your Google business profile, is critical. Google and other search engines are constantly changing their algorithms to provide users the most up-to-date results possible. With direct advertising ads, we are going to focus on a pain point, and a solution to that. Here’s one of my favs from over the years, a Every Door Direct Mail piece that we sent to addresses with older homes, most likely to have the in-window air conditioners. It complemented Ranger’s programs in magazines and on social media. Key things:
- Identify the pain point: STOP MELTING!
- Provide a solution: Be comfortable and save money!
- Build trust & brand recognition: the back of the card is focused on building trust, focusing on our efforts to match needs with equipment, etc.
- And, of course, call to action and our phone number!