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A Quick And Easy Promotion

By Eric Ruth

Just so we’re clear, what I’m about to share with you is a TACTICAL marketing application.  I’ve chosen Mother’s Day as the holiday “reason why” for doing this promotion, but you can substitute just about any holiday.

It is NOT a magic bullet (although you may land a handful of new clients as a result).

It is just ONE of multiple different marketing tactics you should be employing within your STRATEGIC marketing framework to consistently, predictably and profitably grow your business.

There are numerous “hot points” to this promotion which can and SHOULD be used in almost any promotion you do.

If you decide to run this promo, you can change various aspects of it (at your own risk), just be sure to follow my guidelines for the envelope (if it doesn’t get opened, it won’t get read or acted on).

 

#1:  Go buy one of those big boxes of generic greeting cards – you know the kind with the general message that you can get 50 for $15 or so.

#2:  Hopefully, you have some of those return address labels that the charities send out, or that you can buy from the junk mail inserts you see all the time – you know the kind that have a flag or a snowman or a little dog on them along with your name and address.  If you don’t have these, then your next best bet is to print your own using the small Avery return address labels you can get at Office Depot or Staples.  If you print your own, it’s critical that you do NOT put your business name on these labels.  They should have just your name and return address, or just your return address with no name.  Affix one to each envelope.

#3:  Open your Sphere Of Influence (SOI) database.  In blue ink, hand-address the envelopes to each woman on your list (regardless of whether they’re a mom or not).

#4:  Get COMMEMORATIVE 37-cent stamps from your post office (hopefully they have something with a Mother’s Day theme, if not, get a LOVE stamp or just anything other than the regular Flag stamp).  Affix one to each envelope.

#5:  Inside each card, handwrite “Happy Mother’s Day” and sign the card with your first name only.

#6:  Create a letter in your word processing software with a mail-merge field for the person’s name.  Your letter will read something like this (NOTE – do not put your logo or company name on the letterhead):

A Mother’s Day Gift For You!

Dear [mail merge first name of woman],

Our mothers are so precious.

My mom, [her first name], is an amazing woman.  She [reveal a few details about your mom – be emotional].

If you’re a mother, I’m sure your children are equally proud and appreciative of you.

In honor of my mom, I would like to give you a special Mother’s Day gift.  The most important gift I could ever give you.  A gift of health.

You see, I’m a health and fitness coach specializing in helping women reclaim positive feelings about their bodies.

Many women, particularly mothers, are so busy putting the needs of the family ahead of their own, they just don’t have time to take care of their needs, their bodies, their peace of mind.

Whether you’re a mother or not, if you would like to reclaim control over your body, take simple but active steps towards improving your appearance and how you feel about yourself, then I encourage you to take advantage of this special gift:

[make an irresistible offer] [following is just an EXAMPLE of an irresistible offer.  you know best what you can offer]

ONE WEEK OF HEALTH AND FITNESS COACHING

Here’s what’s included:

  1. A complete health and fitness assessment by phone or in person [describe what this entails, just be careful about “bodyfat analysis” – many people don’t want to get that intimate that fast]
  2. Your choice of:
  • Two 45-minute phone-fitness coaching sessions; or
  • Two 45-minute in-person fitness coaching sessions
  1. A complete nutritional analysis and 30-day dietary program
  2. My new book, “The 30-Day Miracle: How Any Woman Can Reclaim Her Body In Just 30 Days” [keep in mind that TITLES are critically important – this title is NOT hype because studies have proven if you can stay on a new regimen for 30 days, it will become habit]
  3. One 30-minute relaxing and therapeutic massage from [your town’s] most acclaimed massage therapist.

 

[You need to flesh out your offer a little more than I have done here – load up each feature of your offer with corresponding benefits.]

Treat yourself to this wonderful gift of health and fitness, or you may give it to your mom, your daughter, or any woman who you feel will benefit from it (but I sincerely hope you will choose to reward yourself).

This week of services normally costs $139, but if you call my office by [deadline date, e.g. May 16], you can get it for half price, just $69.50.

One week of health and fitness coaching will not suddenly change your body, but it will change your mind!  You will get momentum.  You will get a real jump-start on your fitness program (getting started is always the hardest part).  Of course, you can continue to work with me after the week is over, if you choose.  Just keep in mind that there is no obligation whatsoever to continue with me.  There are no strings attached to this special Mother’s Day Gift.

Please call now to claim your gift: [phone].

Happy Mother’s Day,
[your name]
[your business name and phone number]

P.S.  Here’s what one of my clients has to say about me [insert your BEST testimonial from a woman].

P.P.S.  If you don’t have time right now to accept my Mother’s Day Gift, please call my office anyway (or email me at [address]) and request your FREE copy of my special report “7 Steps to Your New Body.”  This report reveals a 7-step program for implementing your own simple health and fitness program.

**END**

#7:  This letter gets printed on nice paper, folded and inserted into the card.

#8:  Mail the cards to all the women on your list.

#9:  For better results, follow-up with a postcard (no need for hand addressing) reminding them of the offer and the deadline date.

#10:  For maximum results, follow-up a day or two after Mother’s Day with a phone call (premise: to see if they received your card and to offer your free report).

Keep in mind that this promotion, like any promotion, will work BEST if you have been maintaining fairly regular contact with your SOI, so they already know you, like you and trust you.

I repeat, this is NOT a magic bullet.  There is no such thing.  There is no single tactical marketing application you can implement that will suddenly bring you a flood of new business.

This is (or should be) just one more “reason why” you are contacting your SOI and making a special offer.

It should be part of your strategic positioning as THE health and fitness resource for your SOI (your market share).

BTW: Mother’s Day presents a great opportunity for you to get publicity.  Create a special report just for Mothers that you can use as the “hook” in your press releases.  Submit the release offering a free copy of the report at your website, via email and/or via snail mail.  Write compelling bullet point copy of the BENEFITS revealed in your report and include them in the release.

One more thing.

You can also send a letter to all the men on your list with the same offer as above, just position it as a GIFT they can purchase for their mom, wife or daughter.

I read that Mother’s Day is a bigger gift-giving holiday than even Valentine’s Day.  Use this to your advantage.

Get out there and make some sales.





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