5. 6.
7. 8.
44 Mobile Electronics August 2012
ASK PEOPLE TO BUY You’ve got to ask people to do what you want them to do. It’s axiomatic in the world of sales that the biggest failure of salesmen is not asking for the order. The same can be said of the marketing
and advertising efforts of most companies. You’ve got to make offers and they’d better be good ones. Ten percent off wouldn’t entice you, so what makes you think it will entice your customers? That doesn’t mean you have to discount. Many times value-added offers work
better. “Buy the base unit and get the speakers at half price,” is an example. Everybody wants an exceptional buy. Give that to them by adding value to your offers.
CREATE POWERFUL HEADLINES Whether print or broadcast, on the Web or face-to-face selling,
every marketing effort has a headline. On paper and on the Web, it’s easy to see headlines. They’re usually at the top and always in
big letters. In broadcast and face-to-face applications, they’re tougher to see, but they are there, nonetheless. They’re the first words out of your mouth. Unfortunately, most headlines fail miserably at their two main functions, which are to capture attention and convert that attention into interest. Headlines are the ad for the ad.
Headlines do at least half the work of your marketing efforts, and perhaps more. Headlines can easily account for up to 80 percent of the success of your ad. Headlines get 14 times the readership of body copy.
DO YOU GET THE IDEA THAT HEADLINES ARE INCREDIBLY IMPORTANT?
Spend more time on the headlines for your ads and the opening lines of your sales presentation than anything else. If the headline fails, you fail. Most people treat headlines like an afterthought. This
is one of the biggest blunders mobile electronics retailers make. I once changed two words in a headline and increased response to the ad by 1,000 percent. Yeah, that’s right, I increased sales ten-fold. Headlines are worth the effort.
UTILIZE LOW-COST, BELOW-THE-COMPETITIVE-RADAR TECHNIQUES If you happen to hit a home run with your marketing, what’s to stop your larger competitors from stealing your proven marketing gems and using them for their own profit? Look for programs that
are hard to duplicate and ideally never pop up on the competition’s radar screen. Joint Ventures is an example. This is where a complimentary, non-competing company actually endorses you to their customer base. You cut them in for a piece of the action, but you never have to pay until after you have a new client. The promotion
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72