The number one way to make your ads more effective is to test different headlines. The headline is 80% of your advertisements’ effectiveness. Without an effective headline, I can almost guarantee your ad will under perform.
You need a headline that is tight, straight to the point and addresses the main need of your market. It needs to be personal and literally scream out at your market what they will benefit. Incorporate your Unique Selling Proposition into your headline. Make sure it is clear and succinct.
Font size is important also. If your body copy is in 10-point type, ensure that your headline is at least 24-point type and bold. This will allow it stand out more.
Your body copy needs to be a natural progression from the headline. The first sentence or two is especially important because this is where your prospect will stop reading if they’re bored. You can maintain your prospects’ interest by asking a question that will encourage their thinking. Another idea is to mention some accurate statistics that may be relevant.
In your body copy, use many subheadings and space out your information. Explain the benefits of doing business with you. In other words, how you help your prospects feel better, look better, be healthier, be happier and more confident. Think of benefits as results. What is the result your prospect will attain after doing business with you?
Also, include a guarantee. This is especially important. There are many prospects in the marketplace that would literally throw their money at you if they felt there was no risk on their part. Don’t be afraid to stand by your product or service if you’re good at what you do. The marketplace rewards those who render a beneficial service (while at the same time being very cruel to the lazy and unethical).
Every ‘successful’ marketing plan should start off, in my opinion, with the following questions:
Remember, you are always selling results. You are selling how your customer is going to feel after doing business with you.
As a business owner, you can broaden the definition of what you’re selling and thus, expand your potential market. As an example, look at a masseuse. On the one hand, a masseuse offers massages for relaxation. However, what would happen if the masseuse expanded her definition to ‘a service that helps to appreciate life more.’
Now, with this definition, the masseuse can offer further complementary products. She could create a joint venture with health stores and offer special promotions to her clients. Additionally, she could offer a range of aromatherapy oils and scents, together with self-improvement workshops ranging from motivation to goal setting to relationship counselling. Furthermore, she could create a joint venture with yoga, qigong and tai chi instructors all in accordance with the new definition.
The list is almost endless. Go ahead and expand the definition of your business. Don’t just see yourself in the traditional sense. Offer a broad definition and investigate just how much more you can further develop.
Who is your target market? Is your target market young, old, Chinese, African, rich, poor, local or out of town, professional or blue collar? This is very important because each customer can desire different benefits and results.
The more specific and clear you can be on who your market is; the more precise you can be when explaining the benefits they will experience.
If you are unsure who your target market is ask your customers. Run a survey, and offer them a gift in return as an incentive. Here are some points your questions should touch on:
The survey arms you with a stack of useful information to answer the next question.
I can categorically state, that if you are not clear on who your customers are, you will not be able to find them effectively. After all, how will you know how to get into contact with them if you don’t know who they are?
Once you have completed the survey, answering this question will be easy. As a start, go to your local newsagency and take a glance at the range of magazines that are on the market. You’ll be stunned. There’s something for everyone. Also, go to your library. Libraries have tons of information for you to use. Contact direct mail houses and get a copy of their mailing lists. There are lists on any demographic you can imagine.
Is your price too high? Is your price too low? I’ve seen products that are more expensive out pull similar products that were considerable cheaper on a per unit basis. This is because there is a perceived value of quality. Have you ever heard or seen the price of something, and because it was expensive immediately assumed it was good quality? Of course. I have too.
To run a profitable business you need to sell your product or service at a price that appeals to your target market.
This is one concept that most business owners feel very uncomfortable about at first but it is a principle that could double your business almost immediately.
Reversing the risk is offering your customers a satisfaction guarantee if they are not completely satisfied they receive their money back, an extended warranty, or a replacement whatever it is that will help your buyer overcome their initial hesitation.
An incredible amount of business owners are not willing to offer guarantees and stand by their product or service.
If you have a product or service that is of decent quality and renders a worthwhile service to your customers, you should offer a guarantee. If you are unwilling to stand by it, why are you in business?
By offering a guarantee, your proposition becomes so much more powerful and appealing to your customers. The outcome will be customers will feel more comfortable to do business with you and, as a result, your sales will increase.
A guarantee can be in many forms. Here are some examples:
A few customers will take advantage of your guarantee. That is, returning the product unethically. Don’t worry about it though. A lot more customers are going to purchase in the first instance because of the guarantee. More important is your net result - an increase in your profits.
Also, genuine returns can turn into a sales opportunity. You have to understand, if a customer asks for a refund they are not happy. This is a chance for you to fix the problem and offer them a higher level of customer service.
Here is an example. There was a very successful, high-level photocopier salesperson. He had a practice, which may sound manipulative, but was very effective. Whenever he sold a copier to a client, he would purposely orchestrate a problem. Either the copier wouldn’t work or there would be a delay with delivery.
When the customer complained, this salesperson used the complaint to solidify the goodwill he had attained. He offered the customer a number of extra service ‘perks’ as apology. He created the impression of going considerably out of his way to fix the problem. This reflected positively on him and his company.
You see, it’s not the complaints that are necessarily bad. It’s how you handle them. Remember this always. Take advantage of complaints and you will profit.
A Unique Selling Proposition (USP) is the one element that sets you apart from your competitors. It’s why your customers do business with you over your competition.
A USP can be on price, convenience, durability, guarantee, quality, exclusivity, range or after sales service. There’s an infinite choice of USPs that you can use. Don’t be limited to the examples above. The one way to determine the USP for your business is to speak to your customers and ask what’s most important to them when purchasing from your company.
Once your customers have provided you with some feedback, use that in your marketing. If an overwhelming percentage of customers need lower prices, and that alone varies the level of businesses they provide, then, if it’s viable, lower your prices.
If your customers request a greater variety, give it to them. If they want better quality, give that also. Remember, you’re in the business of making money, and that money comes from your customers. If they are not happy, they’ll take their business elsewhere.
The most valuable asset you have in your business is your existing database of customers the people who have purchased from you in the past.
The acquisition cost of a new customer is astounding for some companies. On average, it costs 600% more to sell to a new customer than reselling to an existing one.
If you are not constantly in contact with your customers (at the bare minimum once every three months) then you’re costing yourself money.
You should approach your customers with regular offers. Here are some examples of when to contact them:
The list is endless. Keep in close contact with your existing customers. After all, if they purchased from you the first time, they should trust you. Your existing customers are your shortest route to increasing your sales. They are the most likely to give your more business.
This is a powerful idea. How would you like to have an endless stream of marketing ideas for your business literally at your fingertips?
Well it’s dead easy. Here’s what you do. Whenever you receive any marketing material in your letterbox, closely examine it. Ask yourself if it compels you to buy. If it does, work out what it is about the ad that makes you feel this way and determine how to apply it in your business.
Keep all the advertising and marketing you feel is effective in a special folder. Flick through newspapers and magazines for interesting ads. Cut them out and ad them to your collection.
Don’t let anything pass by your prying eyes. Keep a sharp look out. Before long, you will have collected an assortment of marketing ideas and advertisements to apply to your business. So when you’re looking to add something fresh, flick through your folder and I guarantee you will find something that’s useful.
Spend Saturdays at your local shopping centre closely examining different propositions and offers. Examine shop fittings, staff uniforms and greetings. Can you apply it in your business? If so what’s the best way to do so?
Continue doing this and before long, you will have scores of fresh ideas.
There you have it. These are 6 principles that can help make you thousands to tens of thousands of additional dollars. They are simple ideas. But they are so powerful.