March 2, 2005
14 Ways to Boost Every Corner of Your Marketing
By: Adams Hudson
Sometimes my brain gets crowded (which doesn't take long) and I need to purge it of great little items that aren't big enough for an entire article, but are still quite valuable. Here you go:
When you make a statement about your product or service, it's a claim. When your satisfied customer makes the same statement about you, it's a fact. Put testimonials on every piece of sales literature you have, including your bills, fax cover sheets, web sites & brochures.
Junk Mail Junkie:
Open and read all your "junk mail". Keep the ones that strike you as interesting and effective. Millions of dollars have been spent to get your attention and you're getting the education thereof for free.
Direct Response Facts:
An offer without a deadline or limitation is not an offer. Repeat your offer, "bonus" and deadline in the P.S. Repeat your offer and guarantee on your order form.
Poor list selection is the worst mistake you can make in direct mail. Customer Facts:
A loyal customer is nine times as profitable as a disloyal customer. A customer who buys from you two times is twice as likely to repurchase as a customer who only buys from you once.
The more you treat your customers as friends - and not walking checkbooks - the more they'll refer and continue as customers. The less you do, the less they will. Customer retention is king. Holiday Cards are an inexpensive, great idea now. See ours at www.hudsonink.com
Major Marketing Truths
People don't buy products or services; they buy the benefits of having it. Quit saying what a product does and tell them why they should care.
The only 3 ways to grow your business:
(1) Increase the number of customers.
(2) Increase average dollars per sale.
(3) Increase frequency of sale.
If you'll commit this to the mind of every employee, your sales will skyrocket.
Major Sales Truths
There are only 3 reasons why people don't buy:
(1) Not interested.
(2) No money/can't afford.
(3) Don't believe you.
Determine which one and clearly demonstrate the counter-option.
Call "non-sold" prospects and ask why they did not buy. This helps you overcome future objections and make adjustments.
Have an "Upfront Agreement" with prospects. Say why you're there, what you'll do, how long it will take and that you expect an answer to your proposal. The answer can be "no", or "yes" (to the proposal or follow-up). Either is fine. This eliminates "We need to think about it!"
Adams Hudson is president of Hudson, Ink “Creative Marketing that Works.” His company creates a full line of marketing tools for contractors including Customer Retention newsletters, Yellow Page ads, “turn-key” Marketing PowerPacks and custom copywriting. You can get a free subscription to his “Sales & Marketing Insider” by faxing your letterhead to 334-262-1115 with the request. Also check out www.hudsonink.com on the web for free marketing tips or call 1-800-489-9099 for more info.
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