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The Doula Business Advisor: More on Marketing
What are the top five essential elements of an effective marketing piece?
- An Irresistible Offer (usually something is given free, known among marketers as a “widget”)
- A Guarantee (removes the risk for the customer; make it specific, succinct, and meaningful)
- A Deadline or Call to Action (convey a sense of urgency by stating a deadline in the near future rather than an open-ended offer; you want people to act now)
- Testimonials to overcome objections (what someone else says about you is much more believable than claims you make about yourself)
- A Response Mechanism (In other words, what do you want the person to do? Go to your website? Use an order form? Cash in a gift certificate or coupon? Make it easy!)
The five elements were developed by business coach Derek Freund. Before and after you develop a marketing piece of any kind, put it through this filter and see if it includes all of the five elements.
The Doula Business Advisor blog is designed to support the establishment and long-term sustainability of private doula businesses. Patty Brennan is the author of The Doula Business Guide: Creating a Successful MotherBaby Business.