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Will they get faster service? Go ahead and
dramatize it, but keep the customer at the focus... ”Get free overnight
delivery!” Hey, it tells the customer...you get quick service and a discount on
shipping. Two definite benefits in one statement.
Why should someone buy from you and not your
competitor? I hate to deal a blow to your ego, but it really has nothing to do
with you , your product, or your service. Yeah, its a little self-centered, but
customers are attracted by offers that point out the things that benefit THEM.
Don’t go out on a limb to create new products
and services to get attention. Just, add a special benefit to the ones you
already have... maybe it’s quicker service. The most effective things to
emphasize are benefits that your competition cannot or is not willing to give.
2. Use Testimonials Hey, we all know that
business owners think their product or services are the best thing going, but
it's what the current customers think about it that really matters to your
prospective customers. They're the ones who see things from their point of
view... what they have to say about the business has an impact.
Testimonials play an important part in
advertising - especially for small businesses. Yeah, big businesses with
well-known names don't have to worry about it, but small companies can use
testimonials as marketing tools to build credibility.
Think about it...how else can we gain
credibility than by creating a group of satisfied customers and shouting what
they have to say? Let's look at some ways we can make testimonials an effective
part of our marketing campaigns.
3. Upsell Upselling is one of the most
successful marketing trends today. Everywhere you go, someone is trying to get
you to buy more. From McDonalds with its supersize options to clothing stores
that try to sell you shoes to match your outfit, everyone's jumping on the band
wagon. Why? It works!
Your customers already know that you have great
products and provide satisfactory service. They trust you to come through for
them. Think about it... it’s much easier to make sales to someone you already
have a relationship with.
Use every opportunity to increase your sales
volume within the customer audience you already have. Do you have a product that
goes with the one they are purchasing? Offer it to them at the register. It’s a
proven and effective method for increasing sales. You may be shocked at the
additional sales you can generate from those who are already buying from you.
4. Make Your Price Seem Smaller Divide and
conquer... The old war tactic works in marketing too! When the price seems too
steep, break it down into "buyable" size bites. An $120 item is only 12 low
monthly payments of $10. A $365 purchase would only cost $1 per day. Now that
sounds affordable!
5. Paint The Benefits Pretty Customers buy
because they want to enjoy the benefits of the purchase. A lady might buy a
dress because she wants to feel sexy, or a man will buy a book because he finds
pleasure in reading. Emotions are the key element that drives purchases.
Use word pictures to stir up the emotions that
will instigate the sale. Let them “feel” the benefits, and they’ll be more apt
to head for the cash register. Put them where you want them.
6. Create Attention Getting Headlines Are you
ready to capture your reader’s attention with great copy? The headline is the
place to start. How often do you scan the newspaper’s headlines before you
decide whether or not to read the article? Yeah, that’s where we lose or gain
the reader’s interest, so it’s a pretty important part of the advertisement.
A good headline should telegraph its message in
twelve words or less. Double check those headlines. Do they make a promise of a
positive benefit, or ask a provocative question? Don't settle for less than
attention grabbing statements.
7. Provide An Offer They Can't Resist Is your
deal too good to pass up? If not, you need to improve it. Hey, I'm not talking
about cutting prices even more...you've still got to make a profit. You can make
the deal sweeter just by increasing the readers knowledge of the value of the
product, or adding bonuses that are perceived as valuable, but cost you little.
Motivate buyers with expirations. Yeah, an open
ended offer encourages procrastination...which leads ...yep, nowhere. When the
customer knows he has until Saturday to purchase an item he'll pay more for on
Sunday, he'll make it a priority to head for your shop.
Copyright 2005 Cutts Group, llc
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