…And The Last Thing You Say In Marketing
People seldom remember the details of a marketing message the first time they see it. They read your message (see: The First Thing You Say In Marketing…) because something about it appealed to them. How you end the communication determines how they “walk away” from your marketing.
On your website, when someone signs up for your newsletter or completes an order, how do you acknowledge their action? Your website gets many visitors, but few actually communicate with you. How do you thank them for their time and action? If you have a landing page, do you summarize your offer? Do you have a P.S. postscript (many people who scan long web pages simply read headlines, look at graphics, and postscripts).
After you meet someone, do you request their business card or contact information? Do you quickly move along to someone else or do you genuinely thank them for their time? If you promise to follow-up with them, do you?
In your emails, what’s in your signature line? Do you sufficient contact information? You want your email recipients to easily contact you.
In your correspondence, does your last sentence summarize the points in the letter and provide a clear call to action?
In your advertising, is your contact information clearly displayed, the offer concisely described, and the “after-image” of your advertising memorable and tied-in to your company? You want viewers to be able to quickly associate your image and company.
When you answer the phone, do record the gist of important conversations and have a system for following up with callers?
When you leave a message, do you repeat your name, company name, and phone number at the end of the message clearly?
When you give a presentation, do you summarize your main talking points, and give the audience a clear “take-away” to remember your talk by?