Combining a review of the website, the way the promotions are written and the offer can be invaluable – and can be done for free.
The most successful promotions to teachers are those in which the sales letter or email, the website, and the offer itself work together in perfect harmony, delivering a unified message as to why the product is so good and why the teacher should buy it.
In one sense that seems obvious, but my own observation (reading, as I do, dozens of adverts to teachers each week) is that the majority of promotions to teachers don’t work as well as they could, simply because the offer, promotion and web page are not unified.
And that lack of unification of the three key elements in every promotion turns out to be the prime cause for lower than hoped for sales in virtually every case we see.
To help overcome this, we now offer all our new Velocity clients a free “combined review” of their recent promotions, their offer and their website. (The review is also on offer to non-Velocity companies – details are below.)
For our new Velocity customers it comes right at the start of the Velocity campaign and does not count as one of the monthly projects that is at the heart of Velocity. So if you sign up for us to design, write and transmit three emails a month, you’ll still get that in the first month – along with the combined review. Existing Velocity customers can simply ask for the combined review at any time, and we’ll undertake it, again without any charge.
What the combined review generates is a detailed report on the overall impact your website, your emails and the offer you are making, so you can decide if you want to change anything.
Let me give an example:
The “offer” is often seen by companies as something that is fixed. “We sell history books, so that is the offer,” they might say. But in fact this is not the case. The “offer” is not so much the product, as the reason why the teacher should buy your product. In short the benefit.
The notion of benefit is then combined with the “unique selling point”, and the answer to the two prime questions, “why should I buy this?” and “why should I buy it from you?”
In short, the benefit, USP, and answers to the questions should combine across the offer in the promotion and within the landing page to give a singularly powerful message which says, “this product is something that you absolutely need, now.”
Of course, we are not the first people to talk about things like the unique selling point, but we do focus very strongly on the “unique” element of the USP. Because we watch the education market day by day we tend to know just how unique each “unique” claim is and can suggest ways in which is can be developed. To put it simply, we know what works.
Our report also considers just how easy it is to use your website and how powerful the sales point for each product is. We also review exactly where we think changes to the website will make a powerful and important difference.
In this way we ensure that the offer, the website and the promotion are all working in harmony and all generating as many sales as possible.
Then, through monitoring the number of opens each email gets and the number of clicks from email to web page, along of course with your reports about the number of sales you are getting, we can suggest what changes need to be made.
If you’ve read my commentaries on marketing on the Hamilton House blog you will know that we’ve proven over and over again that it is often very tiny changes to the offer, the website and the promotional text and design that can make huge differences to the number of sales. And that is what we aim to deliver.
As I say, Velocity customers can now have this combined review free of charge. If you are not a Velocity customer you will find more information about the service on www.velocity.ac or, if you prefer, just call 01536 399 000.
If on the other hand you would like the review, without joining Velocity, we can do this for just £100 plus VAT. Then if you subsequently choose to join Velocity, we will discount the cost of your first month in Velocity by the same amount.