Marketing is what happens while you’re being good to your customers. What could be more satisfying than being “good” to someone by fulfilling his/her needs? What could be more “noble” than telling the truth about your product? What could be more rewarding than making money — lots of money — at the same time?
Concept Number One: People are silently begging to be led. They are crying out to know more about a business’ product or service.
Concept Number Two: Tell people what specific action to take.
Concept Number Four: Advertising is nothing more than salesmanship.
Concept Number Six: Bonuses can make a profound contribution to your overall sales proposition.
Concept Number Seven: Turn the table on the risk factor when making a sales proposition.
Marketing Mistake Number One: Not testing.
Direct-response advertising’s very name is self-explanatory. It is designed to evoke an immediate response or action — a visit, a call, or a purchasing decision from the viewer or reader. Direct-response advertising tells a complete story. It presents factual, specific reasons why your company, product, or service is superior to all others on an analytically and factually supported basis, as opposed to the mere conjecture used in institutional advertising. Direct-response advertising is salesmanship in print or over the air.
Marketing Mistake Number Three: Not ascertaining and developing your “Unique Selling Proposition” (USP) and articulating it clearly as an integral part of all of your marketing.
Marketing Mistake Number Four: Not having a “back-end.”
Marketing Mistake Number Five: Failing to determine and address your customers’ and prospects’ needs.
Let your customers tell you which specific needs they most want filled, then determine which of those needs you can actually fill. Then, don’t merely fill those needs silently. Make sure your customers, prospects, salespeople, and your entire marketplace learn that your business listened and that you finally did something to satisfy the needs of your customers. Continuously (albeit tactfully) inform, educate, and outright “point out” that your company is filling those needs for your customers. Change your ads to feature these specific need-filling advantages. Have your field or in-store salespeople point out what you are doing. Send out letters that do the same. Phone your customers and inform them that you’re prepared to fill their needs. Once you determine precisely what your customers’ needs are and you commit to fulfilling those needs, then do it.
Marketing Mistake Number Six: Forgetting, or never recognizing, that you have to both sell and “educate” your way out of a business problem. You can’t just cut the price.
Marketing Mistake Number Seven: Failing to make doing business with your company easy, appealing, desirable, and even fun.
Marketing Mistake Number Eight: Failing to tell customers the “reason why.” Whenever you make an offer, ask for a sale, run an ad, have a salesperson make a proposition to a customer or prospect, or offer a product or service for sale at a specific price, always tell the reason why.
Most ads or commercials produce only a modest percentage return every time they are run. Direct-response ads usually produce a .5% to 3% response. You may have to run them 200 times before you even begin to saturate your market. Just because you are sick of seeing, hearing, or watching the same marketing does not mean your marketplace is also sick of it.
Remember these points: 1) Attract the attention of your target audience in your headline or opening remarks. 2) State your proposition or offer. 3) Use the rest of the ad to develop, support, and present your offer and your reasons why the prospect should embrace it. 4) Finally, tell the prospect how to act. From now on, always telegraph your message only to the people who are your primary prospects. And never again be content with humorous, nonspecific, or abstract headlines or ads.
Stealth Marketing Technique #6: Bump and Upsell I almost laugh at this technique. It’s so easy, effective and a veritable “no-brainer,” that it’s amazing so few people employ it. If you offer every customer you sell a better or added deal right at the point of sale — like a larger quantity at an advantageous price…or a package of items or services in addition to the one the customer is buying — 30% to 40% of the customers you offer it to will say “yes.” This simple little technique could immensely “double” your profit and quadruple your cash flow effortlessly.
When a relationship goes bad, don’t lower yourself to the other person’s level of conduct. Rather, ask yourself, “How can I nobly conduct myself at the end?”
We just took for granted that they were in the bag and we had a franchised, guaranteed perpetual lock on their money. And you should learn from this instruction, because it cost us $75,000. We never got those customers back. You can’t take a customer relationship for granted.
There is a well-known formula for writing a sales letter. It’s the AIDA formula: 1) Grab the reader’s ATTENTION 2) Deepen the reader’s INTEREST 3) Increase the reader’s DESIRE 4) Motivate the reader to ACTION.