If you're running a promotion you must make sure it seems exciting and sexy to your clients and prospects. Here's how
I was chatting to an MSP owner this week about a hardware promotion he's going to run in January.
For every new Dell order made by the end of the month, his clients will get 10% off the hardware, and won't be charged any setup fees.
Problem is, you tell anyone they'll get 10% off something... and they'll stifle a yawn in return.
Why? Because...
Get 10% off and no setup fees when you order by the end of January
... is the least sexy marketing thing you could say to anyone, ever! It just doesn't move the needle. It's boring, predictable and doesn't motivate them to take urgent action.
So here's something that's better...
Save up to £350 / $445 per device when you order by the end of January
Now we're talking... quoting a cash amount makes it more tangible. If something is easier to understand it feels more appealing, and is more likely to spur them into action.
By the way, the secret here is that these are both exactly the same promotion. It's just the packaging that has changed.
You take 10% off a top end XPS laptop, and remove your setup fees, and there's your £350 / $445 per device cash saving.
"But Paul," I hear you saying... "we don't charge setup fees for new hardware."
Are you mad?
You should absolutely charge a setup fee, because
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It's how you bump up your gross profit margin for every device sold
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It's a one off fee that clients will forget they paid (the pain of paying is replaced with the pleasure of new toys)
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You can drop the fee for promotions like this
