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“the Biggest Single Advantage you Have Over All your Competition…and How to Use it to Send your Profits Straight Up!”How To Create A Celebrity Public Personality…
What do Donald Trump, Dave Thomas, Richard Branson, and that crazy guy on TV that sells cars have in common? “the Most Incredible Marketing Lesson I Learned…i Got From Nasa”I was reading the other day about the space probes sent to Mars. The article told about the distance to Mars, the timing of the launch, and how accurate the math had to be. Mars is about 35 MILLION miles from Earth at it’s closest. (I’m doing this from memory. I may be off a little). “is This Headline so Compelling That it Forces you to Read the Rest of the Article?”OK, I admit it, that was my attempt to be cute.
Do you want to create ads that really sell?
The one glaring mistake that I see over and over again is that the headlines don’t make the reader want to read the rest of the ad.
Here is the main reason your ad fails. Using Exclusivity in your Ads to Skyrocket ResponseOne of the most important parts of marketing is deciding who you want to attract to your business. Please don’t say everyone. Do you want shoplifters? People who regularly return everything they buy? The people who only buy the very cheapest thing & then complain when they break it because “We paid GOOD money for that!” ? Think about your most profitable customers….. Who is your Market and Why are They Different?“My customers are different. My market is different. That won’t work in my market!”
Listen closely while I show why this is absolutely wrong.
I have a friend who tells me constantly “That idea will work fine in your area. But my market is different. My customers won’t go for that.” The Real Reasons Customers Buy, and How to Use That Information to Send your Sales Straight Up!There was recently a survey done with retail customers. They were asked what they considered important when deciding who to purchase from.
Most retailers would jump on Price as the most important.
Nope. Price came in number five. There were many considerations listed after number five, but here are the top five, with number one being most important; Your Unique Buying Advantage; and How to Use it to Skyrocket your Store’s SalesIf you read marketing books; almost any marketing book, it will talk about your USP or Unique Selling Proposition. This is the one thing that the customer sees that sets you apart from your competition. Usually this is a Huge Promise of some sort.
The most well known example is this; “Fresh hot pizza delivered in 30 minutes or it’s free”. That promise propelled Domino Pizza to world pizza dominance. Notice it didn’t say “World’s Greatest Pizza”.
The secret is... How to Use a Guarantee in your Headline to Force Increased Profits“Try the new ___ Risk Free for 30 days! Keep the ____even if you return the _____ for a full refund”
That’s the template for the ad.
Fill in the blanks.
How about ;
“Try our new 8 pound upright vacuum cleaner Risk Free for 30 days! Keep the $69 Air Purifier even if you return the vacuum cleaner for a full refund” Your Single Best Emerging Market to Sell To…besides your Current Customer ListWhat group of consumers is least price resistant? What group makes their buying decisions the quickest?
What group of Americans spends the most money, on the best quality (and most profitable) stuff?
Who are these people?
Salivating yet? What is your Store Personality?When people talk about your store, what do they say?
When one person says to another “Oh, the Vac Shack? Yeah, that’s the guy that……” or “They’re the guys that…..” . How are people going to finish that sentence?
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