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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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