Question

Topic: Copywriting

Call To Action For Cabinets Mailer

Posted by Anonymous on 3/7/2011 at 7:50 PM ET 125 Points
I am doing a direct mail campaign for cabinets. I used a company to narrow my demographic to consumers with a net worth of 125K. My cabinets sell between $8,000 - $12,000. I don't have any financing set up as of now, which is why I am targeting a high end customer. I am looking for a good message/catch to get the customer to call, email or come in. Any ideas? Thanks in advance
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RESPONSES

  • Posted by Jay Hamilton-Roth on 3/7/2011 at 11:22 PM Accepted
    Focus the message on why/when your prospective clients will want YOUR cabinets. Are they made of sustainable hardwoods? Do you reface the cabinets in a day? Do you specialize in exotic woods or design one-of-a-kind cabinets that fit unique spaces?

    Instead of focusing your message on the consumers, why not make some direct connections with people likely to recommend your services - architects and high-end builders?
  • Posted by michael on 3/8/2011 at 12:49 AM Member
    Brian,
    125K net worth? Do you mean income?

    As Jay mentioned, you want to have something for builders and remodelers etc.

    Keep in mind this isn't the kind of money anyone spends an a whim. You'll need to reach people at every stage of the buying spectrum....from slightly interested to the ones who are just about to call your competitors to give them the business.

    Call to action: Can they "build them" on your website? Does your showroom have room for a non-profit get-together?

    Michael
  • Posted by CarolBlaha on 3/8/2011 at 6:37 AM Member
    126K net worth (or even annual income) isn't high end. It alerts me that you may not have capital to finance a job. That 8 -12K for cabinetry-- is that for a whole kitchen - or?? Again, 8- 12K for kitchen cabinetry is more "normal" than high end.

    You state you don't have financing "yet". I wouldn't put the cart before the horse. I also think you need to do some market research to determine where in the market your products fall. See how others do business and learn what you need to know and do. And as Jay points out-- define why someone would choose you over others.

    Instead of trying to market direct to the individual- target the kitchen and bath designers and builders. With limited resources, go slow and make the goal only one or two good relationships. Make those relationships work -- cater to them. Then you'll have more resources to attain further growth.

  • Posted on 3/9/2011 at 1:01 PM Author
    I am sorry for not putting down enough information for you to get a good idea on what I am doing. I will get more detailed info. Thanks and sorry
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