Sales Strategies You Can Easily Apply to Make Your Business Sell More

 

In business, as in other things, it’s the little things that matter. It’s these little things, which will either make or break your marketing efforts. Below is a checklist of eight little things that you can do to make your business sell more…

  • What name should you give to business or product? Your marketing efforts start from your choice of name. Business or product names that suggest some benefit to the customer are the ones that attract customers naturally. Take your time. Don’t rush into choosing a company or service name. Choose a name that best sells your business.
  •  How should your position your product or service? Usually a product or service has so many ways of looking at it. For example, while other restaurants may just be happy to sell food, you can choose to sell something unique – say a romantic experience between couple. This one idea can separate you from the masses, which sell identical things. Always ask this question, ‘What am I really selling?’ This one question forces you to look beyond the obvious to see your business in a new light.
  • What’s your Unique Selling Proposition (UPS)? On a certain school campus, there were a number of pizza sellers. Some claimed theirs was ‘the cheapest’ and others said theirs was ‘the most delicious.’ Someone offered something different – and more specific. He said, ‘fresh, hot pizza in 30 minutes or less.’ It caught the market hands down. ‘Fresh, hot pizza in 30 minutes or less’ was his USP. This one statement promised the customer something specific – fresh, hot pizza in 30 minutes or less. In other words, order a pizza, and you’ll get it fresh and hot in a time of 30 minutes, or even less. He made sure he delivered on his promise, and his customers loved him for that.
  • Let your marketing message be one. Don’t confuse your customers with multiple marketing messages. Your adverts and other forms of marketing material must sing one marketing message. This way, old and new customers will know what your business stands for. It builds trust. And trust brings sales.
  • Be brutally honest with your customers. You can’t cheat the customer forever. She isn’t a moron. She’ll soon detect your dishonest schemes and cease doing business with you. Find a way to tell your customer the unpleasant truth. The following story will illustrate my point. I heard it from an online marketer. Here it goes…

An advertising executive bought an apple orchard by a mountain side. He sold his apples by mail order. He sold them with the name, ‘Uncle Jim’s Mountain Grown Apples.’ He also gave an unconditional guarantee…

‘If, for any reason, you find the apples unacceptable, just let me know and I’ll return your money with no questions asked.’

One year, hail storm blemished the apples. Yet they were tastier. Uncle Jim had more orders that year ever before. What was he to do? Send the blemished apples and hope his customer wouldn’t find out, or decline to supply the orders? This was what he did…he dispatched the apples to his customers with a note that read,

‘Notice the hail marks on the apples. These are proof of their growth at a high mountain altitude where sudden chills from hail storms help stimulate the natural fruit flavours which give Uncle Jim’s apples their incomparable taste.’

He was honest and yet turned his adversity into an advantage. As a result, he had fewer money-back requests than ever. Subsequent orders came with the inscription, ‘Hail-marked apples, if available. Otherwise, the regular kind.’

  • Create ads that sell. We have discussed these sort of ads in a previous article. You need to craft your ads like David Ogilvy, Claude Hopkins, John Caples, Mel Martin and other best ad writers. Hire a good copywriter to write the ads for you, if can’t do it yourself.
  • Sell your business through direct mail. Send good sales letters to your prospective customers. Here again, you should consider hiring a copywriter to craft these letters for you. It’s their job to persuade people to take action, through written messages.
  • Ask your clients for feedback. Display those that speak well of your business at vantage points as testimonials. But first ask your clients for their permission to use them as testimonials. Include client’s full name and address in the testimonial. Show these testimonials on your complimentary cards, brochures, stickers, web pages and other marketing material. Testimonials give credibility to your business. And credibility brings more sales. Never forget to use them.

You’d agree that these eight little things are not burdensome. Consider them in the light of the 80/20 rule, which says 20 percent of the things you do are responsible for 80 percent of your success. Follow this checklist and you’ll live to give your testimony later.

Any thoughts? I invite you to share your thoughts about the blog post with millions out there.

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What’s the Magic behind these 5 Adverts – Written by Advertising Legends – that Made them Sell So Well?

The best advice in any field has always been to learn from the best examples. In other words – copy the masters. When you copy their style, you develop your own. This applies to ad writing too.

The best ad writers know what makes an ad sell – and they always deliberately employ these things to great effect.

Let’s learn from some old ads, which really sold well. The writers knew their craft. It’s our turn to profit from their work.

Are you ready? Let’s zoom in now…

Advert one: An ad for distance learning – it appeared in 1919

The top of the ad had a picture of a man handing cash to a woman. Underneath this was the headline:

“Here’s an Extra $50, Grace – I’m making real money now!”

And the lead paragraph went like this: ‘“Yes, I’ve been keeping it a secret until pay day came. I’ve been promoted with an increase of $50 a month. And the first extra money is yours. Just a little reward for urging me to study at home. The boss says my spare time training has made a valuable man to the firm and there’s more money coming soon. We’re starting up easy street, Grace, thanks to you and the I.C.S.!”’

Now some brief lessons so far…

The picture grabs attention, and contributes to the story.

Both headline and lead sentences are testimonial based. Good testimonial always sell ads. The headline also uses the factor of curiosity to effect. It makes the reader ask questions. It prompts the reader to find those answers in the ad.

But there’s more…

The lead paragraph gives want-based benefits. The paragraph after it gives need-based benefits and exploits the emotions based on fear. Then comes another paragraph telling the reader it’s easy to do, since thousands of people have done it. Following this is the paragraph that makes the whole thing credible. Human being always doubt. So credibility helps to them to buy. And the last paragraph pushes the sales in this form:

‘You have the same chance they (referring to successful students) had. What are you going to do with it? Can you afford to let a single priceless hour pass without at least finding out what the I.C.S can do for you? Here is all we ask – without cost, without obligating yourself in any way, simply mark and mail this coupon.’

What a perfect way to push a sale? This ad was to get interested people to request more information. Such ads are called lead generation ads. The idea is, once they have these interested people, they will then target specific follow-up messages to them to seal the sale.

You can get a complete analysis of the ad by clicking this link.

Advert two: an ad for a bathing soap – used as a natural beauty treatment

It had editorial lay-out and three pictures. The first picture, located top right of the page, showed a woman washing her face. In the middle of the page was a larger picture of a woman observing herself in the mirror. And the third picture appeared far below the page. It contained the picture of the soap and its retail price.

The headline read, ‘Why Ordinary Beauty Treatments Fail – you must wash your face, too.’

And the lead paragraph also went like this:

‘The secret of a successful beauty treatment lies in protecting the natural loveliness underneath rouge and powder. Cosmetics can enhance beauty but they cannot create it. And many woman, unaware of the importance of washing for beauty, are unconsciously endangering complexion loveliness every day.’

The other paragraphs detailed how exactly women were endangering themselves with cosmetics. It gave washing of their faces with their soap as the solution to this danger. It concluded by inviting women to even go beyond washing their faces with the soap to using it for bathing, because it’s inexpensive.

Other smaller side bars contained instructions for both night and day treatments. And at the bottom border was the inscription, ‘KEEP THAT SCHOOLGIRL COMPLEXION.’

The main lesson is this…the ad is information packed about what constitutes beauty treatment. It’s also an easy and enjoyable read. It invites you to read further.

Advert three: ad for beer

Headline, ‘Perfection of 50 Years

The lead sentence read, ‘Back of each glass of Schlitz Beer there is an experience of fifty years.’

The next two paragraphs tell a story of how the brewing business started from its humbling beginnings in a hut. Human being love stories. So this strategy tempts the reader to read further. The ad goes ahead to detail all the work the brewery does to get the best for the consumer. From the selection of hops and barley to bottling and sterilization. The reader sees the work and feels that these people have her interest at heart. She must buy from them.

Now see the conclusion for yourself. See how the ad pushes the sale…

 ‘Ask for beer, and you get the beer that best suits your dealer. He may care more for his profits than for your health. Ask for Schlitz, you get the best beer that the world ever knew.’

Advert four: A 1959 ad for a car

Mr. David Ogilvy wrote this ad. It had editorial lay out as usual. Top of page had picture of the car being advertised. With a man in the driver’s seat..waiting for two ladies. Beneath this came the headline:

‘“At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock”’

This is another testimonial based headline. Below the headline was another inscription, ‘What makes Rolls-Royce the best car in the world? “There is really no magic about it – it is merely patient attention to detail,” says an eminent Rolls-Royce engineer.’”

The writer proceeds to list all the features and benefits to this car. Over 12 of them. But he begins with a testimonial from Technical Editor of THE MOTOR. This gives credibility and promotes sales. The ad gives specific details about testing, brakes and things that matter to car owners.

How does Mr. Ogilvy push the sale? Check this out, ‘If you would like the rewarding experience of driving a Rolls-Royce or Bentley, write or telephone to one of the dealers listed on the opposite page.’

Advert five: An ad for men shirts

Another work of Mr. Ogilvy. So what do you expect? Editorial lay out and a picture, of course. The picture has man with an eye patch, wearing a long-sleeved shirt and tie – with people taking his measurements.

The headline exploits curiosity of the human being. It makes you think of a story.

It says, ‘The man in the Hathaway shirt’.

Now, take a look at the lead sentence: ‘AMERICAN MEN are beginning to realize that it is ridiculous to buy good suits and then spoil the effect by wearing an ordinary, mass-produced shirt. Hence the growing popularity of HATHAWAY shirts, which are in a class by themselves.’

The second paragraph gives want based benefits. The third paragraph details how fabric for shirts are got and how the shirts are made. The fourth paragraph tells the reader the people who make these shirts and how long the company has been doing it – one hundred and fifteen years. This gives credibility.

How does Mr.Ogilvy push the sale? He does it this way, ‘At better stores everywhere, or write C.F. HATHAWAY, Waterville, Maine, for the name of your nearest store. In New York, telephone MU 9-4157. Prices from $5.50 to $25.00.

Finally, you’re done. I hope you found a thing or two worth adding to your knowledge bank. You may contact me for full copies of the ads for study. Send a request through the contact page of this blog. Once you receive, take time to study them.  And see what happens.