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.