“Selling Secrets: What did you promise your customers today?”
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The self help books & small business resources for MLM Consultants self help Training site has network marketing articles about Marketing Network Secret Selling for direct sales vacancy, direct sales tips for Network Marketing Consultants and marketing network selling secrets, Marketing Network Secret Selling and free advice about network marketing tools and training for direct sales home party business.
Large promise is the soul of promotion. Stay awake too late
on any night of the week and the masters of large promise
will dazzle you. They'll promise that you can lose weight,
slice through cans, clear your skin, buy $0 down
real-estate and other small miracles among a blizzard of
ads that make large promises.
They don't sell their systems nearly as much as they sell
the benefit to you and how much it'll improve your life.
They understand that the heart of promotion is selling a
solution. What are your ads promising to your customers?
Advertising and promotion completely floods most media
channels. The only way to cut through the clutter is to
instantly identify with a customers need. If they see your
ad and recognizes that it solves a problem you may just
capture their attention long enough to sell your product. What is your products or service core benefit? Look at
your promotions and see how long it takes you to find
reference to that point. Don't be shy about trumpeting
your products unique strengths. They're the differences
that make your products memorable.
Many companies are quite egotistical and think customers
care who they are. Ha, customers mostly care about what
you can do for them. You'll keep their attention far
better if you promise them a solution to their problems
instead in showing the company president or logo.
Evaluate your companies' products vs. their promotions.
Are the products consumer benefits clearly highlighted?
Select any item and list the 5 greatest benefits. Any
advertising of these items should include at least 3 of
those attributes. Stacking the advantages in your
promotions gives the shopper even more reason to become a
customer.
Late night mail order never fails to sweeten the offer.
They'll always highlight several benefits of the products
then stack the offer with multiple separate bonuses. Why
do they trumpet the benefits so strongly and so often?
It's because they are direct-response vehicles. They don't
measure their performance in vague monthly sales curves and
projections. They operate based on the actual numbers of
orders placed as a direct result of the telecast. Within
hours they can calculate broadcast sales and profitability.
In such a brutal and exacting industry you can be sure that
they're only using the most effective techniques. Print
Mail-Order has always embraced the large promise in
headlines that promise fantastic user benefit. Even in
modern day you can see effective use of the promise even in
visual broadcasts.
Who can forget the Lexus commercial where they rolled a
ball bearing down the seam of the hood of their car? That
was a mind-blowing quality promise to the consumer. It
established a brand in what many thought was an impossible
to enter industry.
A steel ball bearing made a quality promise that created a
luxury car brand and their sister promotions continued to
reinforce various other quality promises. Evaluate your own
promotion efforts for missed opportunities to reveal
primary and secondary customer benefits.
Make sure to insist that all of your promotional efforts
include at least one reason for the viewer to do business
with you. Technicalities are hard to convey quickly but
promises can be made in just a few words. `Cleaner
Carpets', `Juicier Burgers', 'More Bandwidth for
Less'.
Promise is an efficient way to convey your business'
benefits to potential clients. Back these statements up
with proof or example and you've gone a long way toward
landing a new customer.
Promise without proof is meaningless that's why you see the
late night hawks demonstrating their product multiple times
during the broadcast.
Again you should follow their lead and back up your promise
with documentation. Any example, demonstration,
testimonials and guarantees you can assemble will give
credibility to the promise.
Remember you've made a promise to the customer. Now you've
got to establish reasons for them to trust that what you've
said is true.
Establishing trust is a topic for another day but without
promise the shopper may never get to that point in the
sales process anyway.
Promise your customers every benefit you can squeeze into
any promotion. Classify and rank the importance of each
promise and make sure that your greatest client benefit is
always emphasized.
Relying on promise will give your advertising the focus it
needs to cut through the clutter and find shoppers that
need exactly what you're selling.
About the Author:
Jarvis McCrary writes and designs websites/web pages that increase product and service sales for clients everyday. If you want to improve your website sales you can contact him at
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