traditional marketing methods. Institute an incentive-based referral reward system, and let your customers bring you far more customers for far less money than any other method of attracting them. Once they’re in the store, make sure you have a systematic approach to upselling and add-on selling that maximizes the profits on every transaction.
2. 3.
DIFFERENTIATE YOURSELF “Be distinct or be extinct,” as the saying goes. This is perhaps the greatest marketing secret of all. If you can bring something to the table that nobody else in your industry has, you’ll have a tremendous advantage in the
marketplace with prospects who want and need the uniqueness you offer. For example, Chad Fos of Southern Tint & Audio offers a "7
Days of Sound Guarantee" and what he calls free "Tweak ’n’ Tunes." None of his competitors even want to go there, making him, for all intents and purposes, the only game in town.
GET A GOOD PRICE If you build a better mousetrap, it should be worth more than the standard model. Maybe
you should charge twice the price, not half! If you provide superior products and services, make sure you get what they’re worth. If you’re seven or below on a price scale of one to 10, with 10 being the high-priced leader, you can afford to raise your prices and the marketplace won’t even notice.
Matt realized he could sneak his prices up two percent easily, and put tens of thousands in his pocket with no risk at all. Almost every small business owner I know who has adopted the premium price position has had a similar experience.
4.
TEST, TEST, TEST FOR GUARANTEED SUCCESS Most of us throw money at the wall and look to see what sticks when it comes to advertising. Dumb. Test your marketing so you can see what works before you spend a bundle on it. Test headlines, offers, copy,
graphics, lists, media and more. The key is in head-to-head, or “split-run,” tests. Your goal is to minimize all the variables, including things like weather, economic news, point in prospects’ pay cycles and the like by making sure your test projects come out at the same time. Of course, you must have tracking systems in place to make sure you know which leads and sales came from which marketing effort.
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