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.

How Tiger Wood’s Life Confirmed a Marketing Lesson

A few days ago, I saw a documentary titled, ‘Tiger Woods: Rise and Fall.’ From start it gripped my attention. It related how the child Tiger Woods was ‘conceived and birthed’ by Earl Wood, a military veteran.

Earl Woods knew what he wanted. He looked forward to a child who would startle the world with sheer talent and achievement. So, he introduced toddler Tiger Woods to golf. He saw him as master golfer from start. To make his dream a reality, Earl Woods created a system which would mould his son into a golfer of the future. How did he do it? He hired an expert golf trainer for his boy. He reduced his boy’s daily routine to…school and golf lessons. Little Tiger Woods had no friends – sorry, his only friend was his golf trainer.

Earl Woods also wanted something more from his son. As a military veteran, he realised, judging from the sort of racial intimidating climate that existed at the time, that his son had to be trained as a soldier…to be FEARLESS. This determined father engaged the services of a military psychologist to train his boy’s mind through hypnosis and other military strategies.

And the result? The outcome was a never-before-seen golfer who marvelled the white-dominate sport for years. He became the ‘golf standard.’ So was Earl Wood surprised with the outcome? Why should he? Because he saw from a distance what he wanted and spent good money to put together a whole system to achieve that.

You may be asking by now, ‘so what has all this got do with marketing?’ A lot more than meets the eye. I learned from Glazer-Kennedy Inside Circle that successful businesses have SYSTEMS. They have systems for manufacturing, for quality control…and for marketing. They have systems by which they can predict the end from the beginning.

If a business would succeed, Dan argues, then it must employ a workable marketing system…one that’s predictable and measurable. Marketing mustn’t be a trial and error process forever. Trial and error approach should rather be used to generate a tried and tested system which produces similar results every time.

Whether direct mail, web pages or traditional advertising, the business must have a winning formula to all these…the business must have a swipe file of the best direct response marketing copies which can be deployed over and over again with similar success rates.

When it comes to writing effective copies, Jack Turk top copywriter at DKIC said as part of his system, he uses checklist extensively to check every part of his sales copy from the headline to PS. He even takes the pains to dial the contact number on the copy…and sends an email to the contact email. He never leaves anything to chance. He said he rarely begins any sales copy on a terrifying blank page. He either uses a headline or a sentence from one of the best copies in his swipe file.

So, if marketing is a system, what is yours? How do you go about marketing knowing the outcome from the beginning? Feel free to share your thoughts with the many friends out there. I trust you will.

How a Guy Used Direct Mail Techniques from His Mum to Land His Dream Job

This story appeared in the January 2013 edition of the No B.S. Marketing Letter of Glazer-Kennedy Inside Circle.

Tyler Hershberger is a graduate from college with a degree in graphic arts and video production. He gets a job with sales section of a dance studio. Later he decides to find a job in his field of specialty. He doesn’t want to join the teeming applicants online. At this point, he approaches his copywriter mum Nina Hershberger for help. Nina deploys her knowledge from Dan Kennedy’s 3-step Mailing Programme to her son’s aid.

This new job hunting process starts with a compilation of the contact information of the CEOs or the owners of 100 companies Tyler would like to work in. After this he goes ahead with the multi-step mailing process as follows:

1st mail: file folder mailing, with cover letter, fake job interview form customised with each company’s logo at the top and a very visual resume.

2nd mail: one week after the first. It contains inscription ‘X-RAY FILM – DO NOT FOLD’ on 6×9” envelop. The contents are fake piece of X-Ray film with clever headline and illustration, newsletter-format cover letter, duplicate resume

3rd mail: fake handwritten, yellow legal pad piece.

4th mail: ‘How many mailings will it take?’

5th mail: a letter from his dog, with photo of dog clipped with paper clip.

And the result? Two companies take Tyler out for lunch; 5 companies invite him for interviews and he receives calls from others too. Finally he lands a lucrative accounts executive job with a production company with clients worldwide.

What lessons can we learn from Tyler’s story?

  1. First he doesn’t send his resume online like other job seekers. He uses direct mail to distinguish himself from the masses. He makes sure he gets attention.
  2. He chooses his dream companies and mails to them without their asking.
  3. Both Tyler and his mum did some research.
  4. They applied the multi-step mailing sequence as Dan Kennedy teaches.
  5. They applied creativity every step of the way.

Dan argues that what Tyler and his mum did was essentially B2B marketing. Indeed, he says all job-hunting is B2B marketing. Dan further argues that their story proves that traditional direct mail still outperforms online approach. He concludes on the point that it’s necessary to violate industrial norms, common practices and rules to get a head start. Many writers and businesses people seem to share Dan’s last point about rules. They say some rules unnecessarily cripple creativity.

Dear reader, what do you have to say about the post? It’s freedom of expression. Share thoughts now.

Sorry, Marriage isn’t for You – But Copy is for You

Kim’s husband (Seth) was right when he wrote that marriage isn’t for you and me.

That said, there is really something for you. That’s a sales copy. Yes, a sales copy is uniquely you-centred. It is for you and about you…your benefits…your dreams…your emotions…about what makes you a better person. But it’s neither for the company writing to you nor is it about them. That’s how come there’re so many ‘you’ words in it. Some copies even go the extra mile to have your name splashed in the copy. Simply because it’s for and about you…the cherished recipient.

A darn good copy is a problem-solver. It makes you feel Smarter. Happier. Healthier. Richer. And you like that feeling. If not you wouldn’t continue to read the copy and even finally take the action it recommends to you. Here is the proof. You’ve ignored some sales copies before, haven’t you? Good. That was because those sales copies failed to speak to your concerns…they failed to speak like you. They either talked about the company or how excellent the product was. Some even offered you nothing beneficial. Worse still some of them even spoke in a manner that was unnatural to you. In a nutshell, these copies weren’t you-centred. They didn’t have you in mind. So you detected it and stopped reading them.

See another proof. You’re probably reading this post because the titled ‘promised’ you something. So you wanted to find that ‘something’ for yourself. We all have concerns and only copies that ‘speak’ to us and offer us solutions that we’ll read and even respond to.

Now, why break your head because marriage isn’t for you when there’re copious sales copies that are for you in every sense?

Share your thoughts. What else in a sales copy makes you feel it’s actually for and about you?

4 Reasons Why Your Business Must Join the Direct Response Marketing Campaign Now

  1. Direct Response Marketing (DRM) is the surest and most reliable way to get and maintain your ideal customers through any medium, because it’s direct and measurable, unlike arbitrary marketing.
  2. DRM helps you ‘speak’ to your customers directly to get instant responses.
  3. Copywriters are the brains behind successful DRM. These people have learned the art of persuasion, and they use it to craft tailored messages to elicit specific responses from any target group.
  4. The good news is any type of business can use Direct Response Marketing to get customers and increase their sales.