Advertising Secret Of A Stinky Old Door-To-Door Salesman Explodes Your Sales - Fast
If you spend even a dime of your budget on “image” advertising, then this article will show you why you’re throwing your money away, and what you can do instead to double — even triple — your sales in the next 30 days or less.
I want you to imagine two door-to-door sales reps starting their first day on the job. They both work for the same company, sell the exact same product and are in virtually identical neighborhoods selling their widgets. The only difference between the two is the way they go about selling their product.
The first sales rep (we’ll call him Sales Rep #1) goes around the neighborhood he is working wearing a fancy suit and driving around in a flashy car with his company’s logo, slogan and website address written all over it. He just drives around the neighborhood all day. Never stopping at any houses and never talking to anyone on a personal level.
The other sales rep (we’ll call him Sales Rep #2), on the other hand, does the exact opposite. He has neither a nice looking suit or flashy car. In fact, his suit is 30 years old, his pants are too short and his car is so old and beaten up, it has a coat hanger as an antenna.
And so he has no choice but to “slug it out” door-to-door and face-to-face, knocking on every door, wedging his foot inside every time the door opens, giving his pitch, telling his story and making his case one house at a time. Eventually stopping at each house in the neighborhood.
Now, really, if your life was on the line, and you HAD to pick which of the two sales reps will make the most money — who would you stake your life on?
Sales Rep #1 in the fancy car driving around randomly and not knowing if anyone is even noticing or listening to him? Or Sales Rep #2, who may not be the best-kempt fellow in the world, but who goes door-to-door making his full pitch (and actually asking for the sale) one house at a time?
Here’s the point: Image advertising, slogans, fancy logos and relying on technology to make the sale for you is no different than what Sales Rep #1 does. It’s expensive, useless and even obnoxious in some cases.
On the other hand, using the tried and true methods of direct response advertising, finding your prospects, getting their attention, telling your story and asking for the sale — while not sexy — has much bigger “teeth.” It will also make you a lot more money, and will put you head and shoulders above your richer, fancier and more technlogically savvy competitors every single time.
Ben Settle is an expert copywriter and direct marketer. If you liked this article then check out Ben’s website at http://bensettle.com — where you’ll find over 500 pages of advertising ideas, strategies and tactics just like this one — as well as rare swipe file ads and hot marketing information not easily found anywhere else.
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Signage ‘Double Take’ Strategies Considered
Does the signage in your company make people do a double take? Do they look back to see what it says? Does it spark curiosity in the viewer? What I am asking is; does your company have a signage double-take strategy to capture the mind and attention of your future customers? Well if your answer is know then you need think a little bit about how to change that. You see in my company our signage does compel the viewer to take another look and to ask the question, what is that? And your company signage needs to also.
In order to get the future customer to take a double look and concentrate on your business’s signage for that extra split second as they drive buy you have to use strategies which are automatic responses of the human brain. Many people say sex sells and if you put a pretty girl in a bikini up their then they will look. Well, sure they will, now then will they remember the name of your company or the image of perfect 10 gal in the picture?
I consider you use colors and a logo, which is unique and a three or four word catchy phrase with words of no more than three syllables. Short, sweet and too the point, but not just a catchy phrase, it also must describe your product or service and say something about your customers. Do not simply pick the first phrase you come up with think hard on this as it is very important for the success of your business. Think on this in 2006.
Lance Winslow
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There Are Benefits… And Then There Are Benefits
Not all benefits are created equal. Knowing which ones to use when can make a big difference in the credibility — and success — of your marketing campaigns.
There are three basic levels of benefit to any product or service. The first is just one step away from a feature, and is generally called a “Product Benefit” (because it is still centered on the product). Peanut Butter is made with natural ingredients and contains healthy proteins and monounsaturated fats.
The second level is stronger. It’s called the “Consumer Benefit,” because it focuses on (you guessed it!) the consumer, and the positive result she gets from the product benefit. My children get extra nutrition that tastes good — so they’ll eat it.
The strongest level is called “Values.” It’s the internal reward that comes from the Consumer Benefit. I’m a good mother because I serve healthy Peanut Butter to my children.
So if Values are the strongest level of benefit, you should always use them, right? Not necessarily.
The problem with selling to Values is that it’s easy to sound like you’re full of hype. Not only that, but coming right out and saying, “You’ll be a good mother if you serve Peanut Butter,” is downright insulting.
That’s why it’s best to hint at Value Benefits. “Choosy Moms Choose Jif.” See how the benefit is implied, rather than overtly stated? And isn’t it much more effective than, “Be A Good Mother! Choose Jif,” would be?
Marketing is all about getting the benefits across to your prospect. Unfortunately, there’s no single answer to which level to use when. It all depends on the product or service, and who it’s being sold to. But knowing more about them can help you choose the right one — or mixture of several — that’s just right for your situation.
Does your marketing forge an emotional connection with your prospects? It can. Lisa Packer delivers persuasive, targeted copywriting that dramatically increases your business. Unleash the power of words on behalf of your business by visiting http://www.dramatic-copy.com today.