The Edge Marketing

Each of the following Ten Marketing Tips is based on a highly effective but often overlooked marketing tactic. How many are you using? How many have you overlooked?

Marketing Tip #1:
Insulate yourself against the impact of change by increasing the number of products and services you offer ...and by using a variety of different marketing methods. Only a small portion of your total business will be affected if the sales of one product declines or the response to one marketing method drops.

Marketing Tip #2:
Customers are prospects too. Stay in contact with them. Find or develop other products or services you can offer them. It's easier to make a sale to a previous customer than to someone who never bought from you.

Marketing Tip #3:
Avoid making any claim that sounds exaggerated ...even if it is true. A bold claim creates doubt in your prospect's mind and jeopardizes the sale. Reduce any bold claims to a more believable level.

Marketing Tip #4:
Express numerical claims as odd numbers with fractions or decimals. For example, "Our clients save 17.7 percent" sounds more believable than "Our clients save 20 percent" ...even if 20 percent is the accurate number.

Marketing Tip #5:
To create an absolutely irresistible offer, combine a special discount price and a set of valuable bonuses in the same offer.

Marketing Tip #6:
Develop a series of 4 or 5 different special offers. Use them one at a time with an expiration deadline. When one offer expires, replace it with the next offer and a new deadline. Continuously recycle through the same series of offers. This enables you to keep using special offers to generate sales without taking time to develop new ones.

Marketing Tip #7:
If you're attracting many prospects who really don't have (or can't get) the money to buy your product or service ...you need to change your market. Target a market where prospects have an intense desire for the benefits produced by your product or service AND the money to buy it.

Marketing Tip #8:
Set yourself apart from competitors by offering an exclusive benefit your competitors cannot copy ...or one they're not willing to copy. One business owner I know includes his personal phone number on every order. His competitors don't ...and they are not likely to start making themselves that accessible to customers.

Marketing Tip #9:
Advertising copy produces the biggest response when each reader can believe the message was written specifically for him or her. As you write any sales message, visualize you're writing to one person instead of to a large group of people. This will help you write in a less formal and more personal style.

Marketing Tip #10:
Most sales are not made on the first contact. Develop a method to capture and save the names and contact information of prospects who don't buy from you. Follow up periodically. A little gentle coaching will eventually convert many of them into buyers.

Each of these 10 marketing tips implements a simple but highly effective marketing tactic. Take action now to apply those you overlooked. You'll be surprised by how much business it produces for you.

Copyright 2004 Bob Leduc

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