Here are 3 powerful marketing tactics you can use to get
more sales the next time you advertise. All 3 work for any
business. And you can use them effectively on the Internet
or in traditional media.
1. PROMOTE 1 THING AT A TIME
Most people dislike making a decision to buy something when
it forces them to reject or delay buying something else they
also want. They're afraid to make a decision they may regret
later. Many prospects faced with this choice spend a lot of
time evaluating their options. They can't make a clear
choice so they make NO decision at all ...and you lose a
sale.
That's why it's more effective to promote only 1 product or
service each time you advertise. Develop separate ads, web
pages, sales letters, etc. to promote each product or
service you offer. Limit your prospect's decision to only
"Yes" or "No" instead of "Yes", "No" or "Which One". You'll
get more "Yes" decisions this way.
TIP: Sometimes you can successfully combine 2 or more
related products or services into a special offer. But limit
your customer's decision to "Yes" or "No". Don't include an
option to buy any of the items separately.
2. DRAMATIZE THE GOOD FEELING
Customers buy from you because they want to enjoy the
benefit produced by using your product or service. They want
to get that benefit fast. And they want your product to be
easy to use -- or your service to produce results without
disturbing their daily routine.
Keep this in mind as you develop your ads, web pages, sales
letters and other sales tools. Use vivid word pictures to
dramatize the pleasant feeling your customer will experience
when he or she enjoys the benefit produced by your product
or service.
Here are 3 examples of descriptive word pictures used by
different businesses...
"No boss. No schedule. No debt. Money to buy what you want
and time to spend
having fun." (Business opportunity offer)
"More prospective clients than you can handle will call you
every day." (Sales lead service)
"You'll feel good, look younger and enjoy playing active
sports without getting tired." (Weight loss product)
3. FOLLOW UP PERIODICALLY
Most prospects will not buy from you the first time they
hear about your product or service ...or the first time they
visit your web site. They may be very interested in what you
offer. But other priorities prevent them from buying NOW.
You can recover many of these "almost sales" with a follow
up system. Follow up systems produce very profitable sales
because they don't involve any advertising expense.
Your follow up system can be as simple as periodically
contacting previous prospects with a new offer for your
product or service.
Another effective follow up method is to distribute an
informative newsletter with topics related to your product
or service. A newsletter automatically reminds prospects
about you every time they get it. This is especially
effective for marketing on the Internet where your
newsletter can be distributed free by email.
TIP: Develop a method to capture and save the names and
contact information of prospects who didn't buy from you.
You need it to follow up.
Use these 3 marketing tactics to make your advertising more
effective and more profitable. They will increase the number
of sales you get without increasing your advertising costs.
About the Author
Bob Leduc retired from a 30 year career of recruiting sales
personnel and developing sales leads. Bob recently wrote a manual for small business
owners titled "How to Build Your Small Business Fast With
Simple Postcards" and several other publications to help
small businesses grow and prosper. For more information...
Phone: (702) 658-1707 (After 10 AM Pacific time)
Written by: Bob Leduc
