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This book is sold subject to the condition that it may not be lent, resold, rented, or otherwise distributed, by trade or otherwise, without the prior permission of the publisher, in any form of binding or cover other than that in which it appears. published and without imposing a similar condition, including this condition, on the subsequent purchaser. I want you to keep this insightful little story in mind as you read this book and achieve your goal of becoming a great marketer – no matter what you want to sell.

Here’s a true story…

But you don't need an MBA to become a brilliant marketer—all you need is this book. You'll learn how to find thousands of customers, deliver compelling, high-impact marketing messages to them, and sell like crazy.

HAVE A SPECIFIC TARGET TO AIM FOR, AND TO SHOOT AT

1 Maximizing yoursuccess

Getting to where you really want to be

Where do you want to be?

So let's say you fall short in two weeks: you've only achieved a third of your goal, say 33 sales. You see, you look at all aspects of your business, reinforce what works and address what doesn't.

Defining yourself

We live in an over-communicated world where advertisers (companies, ie you) are literally queuing for consumers' attention. This is the same consumer that most other companies—whatever they sell—are trying to appeal to.

INSPIRATION IS ITS OWN MOTIVATION.”

Even if you have ten direct competitors in your geographic market area, you can capture the thunder by working hard to make yourself seen and known as the best. Once you have this basic visibility, you need to hit the ground running with public perception that connects your visible image with the high quality and the best.

JANE ROBERTS

You don't have to be a behemoth like McDonald's to make something catchy and use it today. To ensure this happens, you need to set up special meetings and educate your people – and then make sure they understand the mission.

Transcend yourself

All of your people need to tell everyone they meet that this is what you do all the time - and the better they can explain and articulate the details, the more you'll build a reputation and an image of being the right fit for you. For example, do you know who is the biggest seller of children's toys in the world.

Get passionate, have fun, take a big risk

It just didn't happen and at the end of the day, even if it did, the jingle market wasn't that big and wasn't exactly full of 'millionaires'. I went from being good at what I did to one of the best and I received the money and the awards to prove it.

Now ask yourself: do you need a

They love what they do because they have turned psychology around and turned their work into their hobby. They can spend all their time on their work because they enjoy it and hobbies are fun.

WORK IS NO LONGER WORK – IT IS YOUR LIFE – AND IT’S FUN

2 High octane marketing

19 ways to supercharge your sales

High Octane 1

Finding your phantom money and making it real

They are an intangible, fluid 'commodity'. Because customers are living, breathing people, it's difficult for many business owners to treat them as a commodity. Even if you make a profit, settling for a single sale will keep you mired in mediocrity.

THINK ABOUT CUSTOMERS THIS WAY – AS A COMMODITY

When the reader subscribes to the newsletter, guess what they find on the newsletter pages. AND REMEMBER THIS POINT BECAUSE IT'S CRITICAL: have your follow-up offer ready at the time of the first sale.

High octane 2

It's as if these extra millions are some kind of "phantom money" waiting to materialize - and all they need is a simple idea of an additional offer tied to the original product. Some marketers call it "closing" and others call it "building an income stream," but it's all the same.

Concentrate on the best customers

You can afford to spend more money on good customers because you already know they are a good investment. Well, when you have specific computer data, you can easily find out who buys the items most often with the highest profit.

High octane 3

You'd be crazy not to take this easy-to-use technology and put it to work for you.

Stand on the shoulders of giants!’

Look at your data (you are capturing data, right?) and figure out what your average
Find out what your net profit is on each customer. That is, subtract the product and
What you have left is the money you make – not just on one sale but on all the sales that
Now you know the real amount of money that you can afford to spend to acquire more

In fact, finding out what your customer lifetime value is is of utmost importance as it will help you become a fantastic marketing success. This means you can decide to spend three or four times more on your marketing tools to attract even more customers.

High octane 4

Your unique selling proposition

Develop a Unique Selling Proposition

Make sure your prospects see it clearly

You can also send direct mail to your customer base and clearly tell them what your USP is. Tell clients you meet in person why you are unique, and what they won't get if they go to your competitor.

High octane 5

When you successfully develop and communicate your USP, you have secured a huge advantage over your competitors and will sell more products.

More on being different – positioning

There are many other ways to position yourself as an expert: Be available for public speaking, be a guest (or regular) on a radio show, or publish your own newsletter and distribute it for free to your clients and new prospect lists. When you position yourself as an expert, you stand out from the crowd, which can only mean more sales, more profit.

High octane 6

Endorsements – how to get a flood of new business

DON’T BELIEVE EVERYTHING YOU READ!’

THAT’S THE LIMITATION OF EVEN THE BEST PAID ADVERTISING

You can be sure that a letter like this will cause a wave of business heading towards Rob Jones, insurance broker. You'll get all the business you need if you get local, respected everyday people to pitch you.

High octane 7

However, the problem with the celebrities is that they are hard to contact, expensive and even harder to get an endorsement deal from.

Direct mail

The publisher test marketed a direct mail piece and was pleased with a response rate of almost 20%. But for now, we encourage you to investigate your own direct mail campaign.

High octane 8

Because direct mail is such an important tool, we'll revisit the topic later in this book.

Ads that you can get for free and that out-pull by 2,000%!

STRIVE CONSTANTLY TO FIND OR CREATE NEWS ANGLES ABOUT YOUR

They will do so if they find something newsworthy about you, your company or your product. Here's the kicker: free publicity like this works far better than ads because when people confront the story, they realize that what they're reading is not an ad, but an objective news story.

High octane 9

Another way to get free ink is to issue press releases about your company or product - but these news items must be extremely reliable and never be an obvious attempt at free advertising.

Whatever you do, don’t waste time!

They have not internalized and do not remain conscious of the fact that time is money

They simply aren’t paying attention

High octane 10

Remove the risk, and they’ll buy

In the second scenario – no payment for 30 days – note that you are also removing another reason not to buy. The stronger the risk reversal strategy, the more your sales explode, the more you build your reputation as a high-quality company that treats each and every customer fairly.

High octane 11

In the long term, and even in the short term, you will generate more sales and more money.

Want an ad that’s 500% more effective?

Then test!

Thus, in most cases the only way to improve an ad is to test it. But many times changing the wording of a headline, or changing the offer made in the ad body copy, can completely transform an ad.

High octane 12

What you can learn from a farmer

You can increase your ‘market share’ by getting more of those 20,000 to come in and

If you double your sales to your captured market, it's like increasing your profit per share. acre to 50%. Make a good offer or offer something for free - even if it's just a cup of coffee or a free consultation.

MAKE A GREAT OFFER OR OFFER SOMETHING FREE – EVEN IF IT’S

It's amazing how many small businesses never take the high-octane power of direct mail and put it to work for them. If you have determined that you are currently getting the maximum productivity from your current acreage, why not look outside your plantation?

High octane 13

Looking for your market?

Go where they go!

The next time you sell to one of your new lumber merchant friends, you can ask him to refer you to another lumber merchant. You can stop wasting time on poorly qualified leads and focus your time and energy on the best, most qualified markets.

TRY TARGET MARKETING! YOU CAN’T AFFORD NOT TO!

When you get to the next guy, show him the list and ask for another clue. When you advertise in these, you have no doubts about who will see your ad.

High octane 14

Your customer has no money?

No problem!

The “no money” roadblock is one of the most common reasons for not buying—and also one of the easiest to overcome. They think, 'I'll pay later, may mean I never get paid at all!' But time and time again, hundreds of companies have multiplied their sales and customer base by huge amounts with just such a strategy.

High octane 15

Go ahead – break it!

It's also not enough for you to keep doing the same things you're already doing, even if the business is doing okay right now. An example of cosmetic differentiation is changing the packaging of the same old product.

CAN YOU BE THE FIRST TO OFFER A TERRIFIC NEW SPIN ON THE SAME

It's hard to believe, but when a company called Dominos Pizza started delivering, it changed the entire industry. Can you be the first to offer a great new spin on the same old business.

High octane 16

They go away quietly

A friend of mine recently told me this story

Furthermore, according to customer behavior expert Michael LeBeouff, when a customer has a bad experience with a salesperson, on average, they tell 20 other people about their painful experience. On the other hand, satisfied customers very often tell no one else, and sometimes only two or three other people, about a good experience.

BE EVERYWHERE, DO

There's just something about being insulted, scammed, or deceived that makes a person want to take the experience out of his or her heart by telling other people about it. What you lose in the short term will come back many times over in repeat sales from customers who see you as an honest dealer who cares about customers.

EVERYTHING, AND NEVER FAIL TO ASTONISH YOUR CUSTOMERS.”

When you consider that positive word-of-mouth advertising - referrals and endorsements - accounts for up to 90% of repeat business for most companies, it makes it even clearer how devastating the opposite - this negative word of mouth - is. 'anti-advertising' – it could be. One of the best ways to increase those all-important repeat sales is to solve customer problems in their favor, even if it costs you some money or profit.

MARGARET GETCHELL OF MACY’S DEPARTMENT STORE

Here is another extremely important point: what is the most important factor that makes a customer come in and buy from any business on a repeat basis. This means that if your customers like and trust you, they will be willing to pay more just to do business with you.

High octane 17

Didn’t ask for it, didn’t pay for it, but they got it anyway

Although the client did not ask for it, I submitted a list of names with the manuscript. It should just be a small gesture, a surprising added value that the customer notices, did not expect, but greatly appreciates.

High octane 18

Seven ways to turn shoppers into buyers

Ride the bronco
Ensure the customer likes what he or she sees
Put a guarantee out front
Know what prospects or shoppers want before they come in
Capture all information possible
Do the bounce back
The power of thank you

Based on what your prospects tell you, you'll be ready to get what they asked for when they come, and they'll come because you've motivated them to. Also, the words "thank you" are not automatically printed in faded ink at the bottom of the check-out receipt.

High octane 19

An insurance intermediary may be the first to offer rebates on income protection insurance policies. Think about how you can be the first to offer something that the others don't.

WHO WAS THE SECOND MAN ON THE MOON? DO YOU KNOW?

Or be the first to do something different with your product, and you'll outpace the competition. And even if they do offer it, you can be the first to blow the whistle on it – and be seen as the first.

THINK ABOUT HOW YOU CAN BE THE

FIRST TO OFFER SOMETHING THE OTHERS DO NOT

Answers!

MCDONALD’S RESTAURANTS SELL ONLY COCA COLA… AND IN TURN MAKES HUGE

3 Joint marketing

Call it anything your want – strategic alliance, joint venture, fusion marketing,

Sharing costs of advertising and other marketing
Logistics (airlines carry overload parcels for international couriers.)
Packaging (milk cartons carry the advertisements for other products and
Product design (IBM computers use to recommend only Microsoft software.)
Selling (buy only X brand washing powder with this model of washing machine.)
Service (carpet fitter recommends carpet cleaner.)
Geographic proximity (business furniture retailer sends customers across the street to
Pricing (buy a dinner for four at the Italian restaurant and get a discount on a haircut

A car dealer approaches a local stationery company and offers to pay a portion of the cost of sending monthly invoices - if the stationery company agrees to include an ad for the car dealer with the invoice. Every customer that comes to a copywriter through a website earns a commission for the website owner.

INCREASES RESPONSE…

IT WILL COST YOU SOMETHING, BUT MAKE YOU SO MUCH MORE

4 Gold marketingprinciples

Gold marketing principle 1

Long copy outsells short copy

Rather, it is better to use the small car to drive to the race track, where you then get into your massive, powerful vehicle to run and win the race. Don't pin all your hopes on smaller marketing tools that can't get the job done on their own.

Gold marketing principle 2

A postcard sent through the mail is a great way to entice potential customers to ask for your full sales package, which will make the real sale. Do what you need to do to tell the whole story, answer all the questions, cover everything thoroughly, and you'll get the results you need to make money and sell products.

The freephone call, the discount coupon

PEOPLE NEED ALL THE RELEVANT INFORMATION TO MAKE INFORMED

The way you tell it is this: if you're mass marketing large numbers of items, you probably want a toll-free phone number to boost response. If you are a professional or consultant who works one-on-one with people, a toll-free number may not be a good idea.

A picture is not worth a thousand words

Avoid ‘Glittering Generalities’

Positive outsells negative

WHEN YOU MAKE SUPERLATIVE,

GRANDIOSE, AND GENERAL STATEMENTS, THEY MEAN NOTHING AND SELL NOTHING

Also consider: the mouthwash Listerine had enormous success with an advertising slogan that said: 'The Taste You Hate Twice a Day.' Why did this clearly negative statement about its own product work so well. Sometimes when you make a negative statement about your own product, it makes people open their minds and pay attention.

A sales letter must look like a letter

Sell solutions

The law of repetition

Tell them what you are going to tell them

Tell them

Then tell them what you told them

Yes, if you run a poorly constructed ad, you can run it a thousand times and get bad results. But you never really know how good or bad an ad is until you give it a chance by running it several times.

Customers come first

PROSPECTS NEED TO BE PITCHED TWO, THREE, FOUR OR EVEN FIVE TIMES

But if you do the opposite – if you go out of your way to ensure customer satisfaction – the payback is absolutely enormous. When you take the time to calculate how much a customer is worth to you based on repeat sales and future business, it makes perfect sense to keep that customer happy in the long run and not worry too much about just that first sale.

It’s perception, not product

They produce a second-rate product and then put tons of advertising and marketing effort into convincing people that the product is good. But the bigger lesson here is the extreme importance of creating the perception that your product is the best.

Free advertising is a must

Remember, ads you have to pay for are expensive, and very often those expensive ads don't work. But free advertising works like magic almost every time, and all the business you get from it is profit you earned without paying someone else to get it.

Use salt to make them thirsty

The Book of Easy Credit reveals more than 104 incredibly easy and little-known ways to get credit from sources we guarantee you've never heard of. The three things you need to know to get a credit card even with bad credit, page 47.

Gold marketing principle 13

In the first example, the sales copy simply tells the prospect what he or she will get, which isn't that bad at all – it's just not as salty as it could be. Salting your marketing messages is a lot like “selling the sizzler and not the steak.” If you get the potential customer drooling at the smell and sound of the steak on the grill, they will be motivated to try the steak for themselves. to buy and get. .

Hit close to home

What my friend did was hit his prospects close to home – he showed them clearly how his product could affect a very personal part of their lives that they may never have thought about before. But you have to figure out where to hit them, and it has to hit close to home.

A SUCKER’S BORN EVERY MINUTE.”

Instead of doing what all vacuum cleaner salesmen did – demonstrate how well the machine cleaned the living room carpet – my friend convinced his prospects to let him vacuum their beds. My friend spent a few minutes going over a mattress, then shook out the bag onto a piece of very white cloth, and then onto a piece of very dark cloth.

Never underestimate the intelligence of the buyer

So when you write your ads, don't treat her like an idiot, treat her with the respect she deserves!”. If you want to succeed, never take the path of deceit, no matter how smart you think you are.

Why not bribe them?

If you have a booth set up at a fair, you will be visited by crowds of people if you place a large, easily visible bribe where everyone can see it. When making sales calls on the phone, offering a free £2 plastic watch (you can buy in bulk from wholesalers) to anyone who agrees to take advantage of your product will give you a leap in positive results over a sales call that offers nothing else as the product itself.

HOW DO YOU GET YOUR CHILDREN TO MOW THE LAWN? YOU BRIBE THEM

You're going to spend some money on your bribes – be prepared to go for the kill to get the maximum reward from them. If you are going to give bribes, make sure they carry some extra weight by serving as a convenient place where your potential customers can easily find your phone number.

Gold marketing principle 16

Get in the minds of consumers – and make it stick for a year or longer. You can do this by carefully tracking results and showing a direct causal relationship between bribery, sales and profits.

The very best investment: yourself!

A low-risk investment is stable, but you're lucky if you get a low double-digit return. An ad that doesn't work is a great 'test'. Try another ad, try changing the title, make a better offer, adjust the price, and keep going until it clicks.

Gold marketing principle 17

When you challenge yourself, when you put yourself at risk, you light a fire under your seat that will get you going like nothing else.

Combining marketing tools multiplies their power

Moral of the story: When you combine marketing techniques, they often amplify each other's power. When you follow up a mailing with a phone call, response rates have been shown to increase from 6%.

WHEN YOU FOLLOW-UP A MAILING WITH A PHONE CALL, RESPONSE RATES

Another good idea is to announce a higher price in the first round of marketing, then follow up with a lower price. But then a very high percentage bought at the lower price resulted in a very nice profit.

FROM 6% TO 22%

It's all just a matter of perception - but as you already know, perception is everything in marketing.

DOT.COM BEHIND ITS NAME…

AND SUDDENLY, THE BUBBLE BURST

5 Winning with e-commerce

And that is the lesson behind the spectacular rise and fall of the dot.com empires. And to be fair, a few of those dot.coms managed to come out the other side of the experiment as success stories.

Your website

The customer should have an immediate idea that you have something for them that will benefit their life in a real and lasting way. There are always so many other endless and glittering choices to be seen on the web, so you need to make your proposal and offer at light speed.

Netting the market

If you don't grab attention with the headline, the reader won't go further into the ad to read your body copy, where the actual sale is made. Use classic networking techniques to spread the word about your site – tell everyone you meet that you have a new website and ask them to check it out, and also ask for their opinion.

A HEADLINE AT THE TOP OF THE AD MUST GRAB ATTENTION QUICKLY. IT MUST MAKE

When you send out a sold product, include a bonus or coupon if they will go to your website and check it out. You should also look for affiliate arrangements with other websites, which I will discuss more in a moment.

Getting them to stay and come back

No matter what strategy you choose to get people on your email list, building such a list will be extremely beneficial to your business.

Know the on-line market

The best approach is to find out who is visiting your website by capturing important information about everyone who visits. They won't get to download your free report until they register with their basic information.

On-line marketing must be highly interactive

Make it easy for them

Long copy’ is key

They will want compelling testimony and proof that buying from you or taking the next step is the right and only thing to do – and to do it now. So here's the good news: you have the greatest chance of long copy on your website.

The logic of this is simple: people who are interested in your proposal will want to know as much as possible about it, they will want to answer their questions and refute their doubts. The smart web-based marketer will use that space to provide as much sales "long copy" as they feel is necessary.

Be wary of time distortion

ONE OF THE PRIMARY TRAITS OF THE WEB SHOPPER! THEY’RE IMPATIENT!

More blurred lines

You are no longer limited by size

Keep it narrow

Remain customer oriented

Use a light touch

What you feel inside as you write is not automatically transferred to the words on the screen.

You must deliver fast and efficiently

A web marketer never rests

But also be patient enough to leave things alone long enough to fully understand what works and what doesn't.

Some final suggestions

Joining such groups can help you find new customers, and you can also post your own messages which, if done carefully, can bring new traffic to your site. Match what you're selling to an online discussion group, and you've identified a potential golden mind of customers.

6 Fast cash

Ways to boost cash when business is slow

Fast cash 1

Bring dead inventory to life

Replace your dead inventory with another type of inventory that you feel you can sell more easily. The leaflet can also serve as an order form to complete the entire process at once.

IF YOU WANT TO JUMP START CASH FLOW, GET OUT YOUR CUSTOMER LISTS

If you tell your target employees that a portion of the money will go to a favorite charity, you'll increase sales even more. A skilled, professional auctioneer can often get more for items than you would sell them for at a discount.

Fast cash 2

Massage your loyal customers

Fast cash 3

Now a deal for everyone else

Fast cash 4

Sell paper

If a business wants to offer a 20% discount, Baker's Bucks will be available to the consumer for 80p in the pound. Then Baker's Bucks cannot be used until the Christmas season or some other future date.

IMAGINE IF YOU SAID IN YOUR

Basically, you offer your best customers a contract that says they'll get a low price NOW if they PAY NOW, and receive a product or service later, or when they need it most. For example, if the name of the city is Bakersfield, the Bakersfield Chamber of Commerce may print "Baker's Bucks."

MARKETING MESSAGES SOMETHING LIKE THIS

Here's another angle: many smaller cities and towns, to encourage shopping within their own communities, print their own "money" that can only be spent in the city.

COME IN AND BUY £20 NOTES FOR £18!’

They can redeem their company's money when they are ready and are not obligated to use it according to a predetermined contract. However, make sure you put a time limit on how long your company's money will be paid out.

Fast cash 5

Gift vouchers

So why not get the gift-buying monkey off your back now and pick up £5 gift vouchers to spend on yourself (or someone else). Selling paper in the form of contract pre-purchase discounts, company cash or gift vouchers is a quick way to generate cash flow.

Fast cash 6

Here's another great twist on gift certificates: approach a company with a large number of employees and offer to sell them a bunch of gift certificates that they can give out to their employees during bonus time next Christmas. Now you can earn money by letting a company take on this task, buy discount gift cards from you.

The ‘preferred customer’ strategy

This can be an incredibly easy way to make a few hundred or a few thousand sales in a single day and get an injection of cash flow that can solve all your capital needs right away. When the paper starts coming in to redeem purchases, you need to have the inventory on hand to complete the trade.

Here’s how you do it

This is one of the ultimate paper sales strategies because not only do you get money up front, but you don't have to tie it to a specific product like you do with paper money or gift certificates.

IF YOU REALLY NEED CASH NOW,

YOU MAY HAVE TO DO SOMETHING YOU DON’T LIKE

Be sure to let them know the fee will be more than made up for in discounts and shopping benefits. But if you're a savvy marketer, you'll have your eye on the back end and upsells as your preferred customers come in for their specials.

Fast cash 7

A cash boosting strategy that hurts but works

That way, what you give away can more than make up for in increased sales. The most important thing is to find strategies to strengthen cash flow when it is really needed.

7 112 brainstorm

CD-ROM catalogues

For example, when customers see clothes in their sizes and favorite styles displayed on 'virtual models', they'll know you have exactly what they want. If you sell by catalog, or even if you don't, go to a CD-ROM expert right now and make your catalog a CD-ROM catalog - it's a whole new dimension of selling destined to leave the old way of doing things sooner rather than later in the dust.

On-line catalogues

If you're going to get involved in building an online catalog, you need to know the playing field well and be comfortable there. This means using a pull method to drive customers to your online catalog, rather than a push method.

Placemats in restaurants

Do a test period with a limited number of customers for usability, impression, understanding of the content and to make sure things are working properly before spending too much time and money. But it might be a better idea to ask others how they did with their placement ads before you risk some of your money.

Personal letters

Inbound telemarketing

If the answer is yes, ask them to say something like, "We're updating our customer list. If the caller says they're not a past customer, have your staff say something like, "I'll happy to send you a free report that you will find very interesting.

INCREASE YOUR INBOUND SALES SUCCESS BY REWARDING YOUR

Could you give me your address and phone number so we can update our records. Offer the customer a free gift that you can email and then ask for an email address.

EMPLOYEES FOR GOOD PERFORMANCE

Your gift can be an electronic coupon, an informative report, a screen saver, or anything you can think of.

Outgoing calls

Matchbook advertising

Breakfast seminars

Private unveilings

Tell your press contact that they can be the first to get a line about your latest thing, and that there will be other important people they can get access too. When that happens, you can find dozens of people lining up to be the first to get your new item so they can have the bragging rights—and tell others about it.

Previews

Sometimes a little showmanship can go a long way in free media coverage, and also get word of mouth buzz on the street.

PEOPLE JUMP AT A CHANCE TO START THEIR WORK WEEK WITH SOMETHING

The bike can be built on site, but the company requires the customer to wait two weeks to receive it. Because they know that the customer's expectation is as important as getting the product itself.

Personalized letters

The customer is first scanned by a computer that calculates the perfect bicycle frame for the body type. If you receive negative feedback, you still have a chance to make things right before releasing the product for general sale.

SOMETIMES YOU MUST LOSE MONEY ON YOUR FIRST SALE, SO YOU CAN MAKE

The more information you store in your database, the more you can personalize your letters. The bottom line is, the more you personalize, the stronger you make your sales letter.

Loss leaders

You can also learn more about your list by completing surveys, using contests to gather information, and using your order forms to get additional information. I'm not saying you should try to lose money on your lead product - the more you make, the better.

House to house canvassing

But if your response is poor, you lose a lot of future value that you could have developed for your future. The worst that can happen is that you will learn what not to do in sales, and the best that can happen is that you will make a lot more sales.

Supermarket boards

I think many salespeople spend too much time on paperwork or red tape not selling when they could be selling door to door. But during prime sales time, go door-to-door and work on your sales pitch.

A TERRIFIC SOURCE OF FREE HELP IS COLLEGES AND UNIVERSITIES

But once you get a billboard ad that works, it's time to put them on every supermarket billboard and other public bulletin boards in the region. If you're going to use public bulletin boards, do it all the way, do it right, and don't stop testing until you get results.

Point of sales advertising

You will put up a vibrant sign with an attention-grabbing headline that will make people stop and look further, as beneath your headline will be compelling sales text. Studies show an average gain of 88% over normal sales when a product is on the shelf and shopping ads are used.

Cross promotions/selling

Even more exciting, the combined effect of the discount, advertising feature, in-store display, and feature/display mix increased average sales by 545%. It doesn't look like cross-promotion now, but that's just a testament to how well it worked.

Workshops

Shopping malls, campuses, and sporting goods stores – all examples of cross-promotion, because before that, sunglasses were mostly sold by opticians. It's fun, generates new customers and brings people back to your place of business for sale.

Bag stuffers

Workshops can work not just for a professional consultant like Ken, but for any company.

Direct sales people

Signs

Banner signs

Centres of influence

In your sales efforts, finding people of influence can help you multiply your sales many times over. You will be surprised how certain names emerge time and again as 'early adopter' or 'center of influence' of that community.

Gift baskets

I call these types of people “centers of influence.” They are the people who have the natural power to make others follow their example. When you sell your product to someone like that, sometimes all you have to do is say, “So and so bought one from me yesterday.” If “so and so” is a center of influence, the prospect in front of you will feel much more comfortable when purchasing.

Invitation only events

Even better when you advertise a “free gift basket” that sounds better than just “free gift”. The increased appeal of advertising alone can offset any additional costs you may have to invest in developing your gift basket.

On-vehicle advertising

Per enquiry ads

You may have to pay more to get an ad site to accept a PIA, but it's still an excellent deal if you can get it.

Public speaking

POSTERS MAKE EXCELLENT FREE GIFTS

Posters

Postcards

Cinema ads

While cinema ads reach a captive audience and force the viewer to see your pitch, the effect can be counterproductive due to the irritation factor. Go ahead and test some cinema ads if you want, but put your resources elsewhere first.

Classified ads

Another reason they don't work is that when people are in a dark movie theater, they're not likely to grab a pen and write down a toll-free number they see on the screen. They also promise a benefit, and they work even better if you put a time limit on how long your awesome offer will be available.

Radio ads

Institutional advertising

The classified ad is an excellent tool for testing an idea or product before buying a larger ad. It is important to choose the right publication in which you want to place your classified ad: match the publication topic to your product.

Saturation advertising

Here are my Top 11 Radio Ad Tips

The more often your ad is broadcast, the more likely you are to capture the listener's attention. Showing your ad at different times and days will certainly reach a larger number of listeners and make it sound like you're showing your ad more often than you actually do.

THE GREATEST STRENGTH OF RADIO IS THE FACT THAT IT EMPLOYS THE

Find out how well other advertisers in your area did with radio ads before moving forward with your own radio ads.

THEATRE OF THE MIND.’

Newspaper ads

Headline

Body copy

Photo or graphic element

Your identifying signature at the bottom

TV advertising

Here are my Top 10 Tips for TV Advertising Excellence

Show your product and forget the nonsense. Many times we see commercials on TV that seem completely
Showing is better than telling. Television is designed to show how a product works, not merely to tell how
Use satisfied customers to sell for you. Getting average, ordinary people on the screen to say nice things
Early name mention. Identify your product quickly and repeat the identification as many times as you can
Get attention quickly. A TV commercial is no different from a radio or print ad in that it must get attention first
Show the viewer something new. More than books or newspapers, more than magazines or radio news

You can edit out all the stuttering and dead space later, and "soundbite" the best lines they come up with. Get viewership statistics from the station manager to ensure your ad appears during the demographic profile that matches your product with the audience.

Affinity sales

Magazine ads

Help a reporter do his or her job, and you'll have a much better chance of getting your release used. Use classified ads to test your magazine for response, and before risking an expensive display ad.

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