ARE YOU USING ALL 7 OF
HIGHLY EFFECTIVE MARKETING TACTICS?
Copyright 2000 By Bob Leduc
Here are 7 well known, highly effective
marketing tactics many small business owners overlook when developing their
marketing program. How many have you overlooked?
1. BE UNIQUE
The best way to beat your competition is to promote a distinct advantage your
customers cannot get from a competitor. This is often called your USP (short for
Unique Selling Proposition). If you don't already have a distinct advantage,
create one. Add something to your business you're not already doing. One network
marketer I know doubled her sign up ratio by providing free sales leads to her
new distributors for their first 4 months.
2. USE TESTIMONIALS
Collect and use testimonials. Testimonials from satisfied customers are similar
to referrals. Both provide your prospect with evidence that your product or
service produced results for other customers just like them. I've
performed many tests using the same messages with and without testimonials.
Those with testimonials always increased sales, often by as much as 65% or more.
Don't wait for satisfied customers to volunteer a testimonial. Instead, follow
up with some customers soon after completing a transaction. Ask what they
liked best about your product, service or business opportunity. You'll get many
flattering compliments. Ask for permission to use them in your promotions.
3. MAKE AN UPSELLING OFFER
Upselling is a proven technique you can use to get more money at the point of
sale. Customers will never be more receptive to an attractive offer from you
than when they're paying you money. Offer your customers or clients the option
to upgrade to a better product or service at a special price. Or, offer the
option of adding a related item to the sale for a special combination price.
Many will accept your offer. An upselling offer can increase your average sale
by 30 percent or more without creating any advertising expense.
4. TRIVIALIZE YOUR PRICE
Demonstrate a low cost for your product or service by breaking down the price to
its lowest time increment. "$325 per year" frightens many customers
away. "Enjoy all of this for less than 90 cents a day" attracts them
to the low cost.
5. STRESS BENEFITS BEFORE FEATURES
A feature is what something is. A benefit is what it does. For example, my
favorite donuts are now delivered in a re-sealable box. That's a feature. The
donuts stay fresh for a week after I first open the box. That's the
benefit. Promote the benefits of your product or service before you promote the
features of it. People never buy something to get a feature. They always
buy to get the benefit produced by the feature.
6. FOCUS ON THE HEADLINE
Always include a headline with your ad, sales letter or webpage. Include your
biggest benefit in the headline to grab your prospect's attention. Otherwise,
many prospective customers won't read your promotional material. When you
develop a new promotion, test different headlines to find the most effective one
BEFORE you test anything else. After you find the headline that attracts the
most readers you can test to find the most motivating copy for them to read.
7. MAKE AN OFFER
Never advertise without including an offer. An irresistible offer is the number
one reason why people buy something. To substantially increase the response to
your advertising, substantially improve your offer. Many small businesses
advertise without including an offer. This is a costly mistake because it
doesn't provide a reason for prospective customers to respond. The best way to
get a big response from your advertising is to make an offer your prospects
Are you using all 7 of these tactics in your promotions? If not, revise your
marketing program to include those you've overlooked. You'll immediately enjoy a
big increase in your sales and profits without increasing your expenses.
Bob Leduc retired from a 30 year career of
recruiting sales personnel and developing sales leads. He is now a Sales
Consultant. 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
Phone: (702) 658-1707 (After 10 AM Pacific time)
Or write: Bob Leduc, PO Box 33628, Las Vegas, NV 89133