ARE YOU USING ALL 7 OF THESE HIGHLY EFFECTIVE MARKETING TACT
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
can't refuse.
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.
About the Author
Bob Leduc retired from a 30 year career of recruiting sales
personnel and developing sales leads. For more information...
mailto:BobLeduc@aol.com. Phone: (702) 658-1707 (After 10 AM Pacific time)
Or write: Bob Leduc, PO Box 33628, Las Vegas, NV 89133