Orangeville, ON (Jason Mead) For most people, owning your own business is a dream come true. Enjoying the freedom of being your own boss and succeeding to the best of your ability. There is more stress than you imagined when you were creating your grand plans. With a little strategy and planning you can overcome any tough spot. Here are 7 tactics developed by successful marketers.
1. Create A One of a Kind Selling Point
To stand out from the crowd, create a unique selling proposition. Stress the benefits the customers will receive from doing business with you. Will they get faster service? Go ahead and dramatize it, but keep the customer at the focus…”Get free overnight delivery!” Hey, it tells the customer you get quick service and a discount on shipping. Two definite benefits in one statement.
Why should someone buy from you and not your competitor? I hate to deal a blow to your ego, but it has nothing to do with you, your product, or your service. Customers want offers that point out the things that benefit THEM.
Don’t go out on a limb to create new products and services to get attention. Just, add a special benefit to the ones you already have… like quicker service. Emphasize benefits that your competition cannot or is not willing to give.
2. Use Testimonials
We all know that business owners think their product or services are the best thing going. What the current customers think about it matters to your prospective customers. They’re the ones who see things from their point of view… what they have to say about the business has an impact.
Testimonials play an important part in advertising – especially for small businesses. Big businesses with well-known names don’t have to worry about it. Small companies can use testimonials as marketing tools to build credibility.
How better to gain credibility than by creating a group of satisfied customers. Then shout out what they have to say?
Upselling is one of the most successful marketing trends today. Everywhere you go, someone is trying to get you to buy more. McDonalds offers its supersize options. Clothing stores try to sell you shoes to match your outfit. Everyone’s jumping on the band wagon. Why? Because it works!
Your customers already know that you have great products and provide satisfactory service. They trust you to come through for them. Think about it… it’s much easier to make sales to someone you already have a relationship with.
Use every opportunity to increase your sales volume with your existing customers. Do you have another product that goes with the one they are purchasing? Offer it to them at the register. It’s a proven and effective method for increasing sales. You may be shocked at the extra sales you can generate.
4. Make Your Price Seem Smaller
Divide and conquer… The old war tactic works in marketing too! When the price seems too steep, break it down into “buyable” size bites. An $120 item is only 12 low monthly payments of $10. A $365 sale would only cost $1 per day. Now that sounds affordable!
5. Paint The Benefits Pretty
Customers buy something because they want to enjoy the benefits. A lady might buy a dress because she wants to feel sexy, or a man will buy a book because he finds pleasure in reading. Emotions are the key element that drives purchases.
Use word pictures to stir up the emotions that will instigate the sale. Let them “feel” the benefits, and they’ll be more apt to head for the cash register. Put them where you want them.
6. Create Attention Getting Headlines
Are you ready to capture your reader’s attention with great copy? The headline is the place to start. Do you scan the newspaper’s headlines before you decide whether to read the article? That’s where we lose or gain the reader’s interest. It’s a very important part of the advertisement.
A good headline should telegraph its message in twelve words or less. Double check those headlines. Do they make a promise of a positive benefit, or ask a provocative question? Don’t settle for less than attention grabbing statements.
7. Provide An Offer They Can’t Resist
Is your deal too good to pass up? If not, you need to improve it. I’m not talking about cutting prices even more… you’ve still got to make a profit. You can make the deal sweeter by increasing the readers knowledge of the value of the product. Or you can add bonuses that appear valuable, but cost you little.
Motivate buyers with expirations. An open ended offer encourages procrastination, which leads nowhere. When the customer knows he has until Saturday to buy an item he’ll pay more for on Sunday, he’ll make it a priority to head for your shop.