3 More Key Elements to Expanding your Advertising Effectiveness

22 02 2011

Last week we started a new discussion on 7 Key Elements to Expand your Advertising Effectiveness.  We discussed the first two elements, providing the main idea and admitting to your limitations.  This week we are going to continue with three more key elements to expand your advertising effectiveness.

You will find, as you work with your customers, that as they trust that you have their best interests at heart, they will spend more with you over time than they would have if you required them to make a large, one-time purchase.  Each time you offer a step-up program, you are allowing them to test what you say to be true and you are providing them with a level of security, knowing that they can back out if you do not provide what you promised.

Once you have your customers starting to make larger and larger purchases through your company, the third key element to expanding your advertising effectiveness is to make your big idea (the first key element) exclusive.  Identify your unique competitive advantage and let your customer know that if they take advantage of what you have to offer, then there is a good chance they will have a leg up on their competition.   Let your potential customers know that this offer is not provided to anyone, but only to a select few, who really see the benefit with your offerings.

Are your customers the savvy business people you expect them to be?  Have they tried to overcome their particular challenge and failed in the past?  Keep your customer focused on what they gain if they are successful in utilizing what you are offering.  Be sure to keep them aware of what may befall their business if they do not continue on the planned route.  Are their competitors nipping at their heels and they can’t seem to get ahead?  Reiterate what your solution can do for them, and your solution may not be available to their competition.  Also be sure to emphasize that you would only wish to work with them if you can show positive results.  You are in this business together; you need them to want to win as much as you wish to win.

Now that you have your prospect’s attention, the fourth key element is to demonstrate that you have the credentials to back up the claims you have made thus far.  Provide solid reasons for why you are qualified and back those reasons up with testimonials from others that you have helped.  This is where it is important to be factual, and provide solid, verifiable numbers that prove you can do what you claim you can do.

Remind your prospective customer of the years of management experience or industry experience you are offering to them.  Point out the number of very satisfied and exclusive customers.  If you have any specific case studies, or examples, this is where you would include that information, again, being careful to not divulge too much specific information on your current, active customers.

The fifth key element to expanding your advertising effectiveness is to identify your motivations for making such an incredible offer.  By now your customers are wondering why you are offering such a good deal.  They will want to be sure you are going to provide real value for their money and time spent.  Your customers will also need to be reminded why your offer is better and will help them more than any other offers made by your competitors.

You should reassert that your offer is exclusive, and only certain customers will qualify for your product or services.  You want them to know that this is more of a partnership, and not just a one-time business deal.  If you help them to explosive growth, you both will win.  The key is to be sure your potential customer knows that this is either a limited-time offer or that this offer is only open to the very few qualified customers.  By reminding your prospects of the exclusivity of the offer, you re ultimately reassuring them that your services will not be available to virtually everyone on the planet.

Next week we will finish this series on the 7 Key Elements to Expand your Advertising Effectiveness.

If you are looking for a second income to supplement what you are currently doing, please feel free to explore our website.  We offer several home based business opportunities and are more than willing to discuss in detail any opportunity you are considering.  We offer Pre-Paid Legal Services, Stem Cell Nutrition and can assist you in starting up your own waterless detailing business.  You only have to ask.

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2 Key Elements to Expand your Advertising Effectiveness

15 02 2011

This week we are starting a brief series on 7 Key Elements to expand your Advertising Effectiveness.  In prior posts we have discussed methods to advertise your business, and how to reach customers.  In this series we are going to review some of the basic advertising tenants and expand upon them so that you can improve your advertising effectiveness.

At some point in time, all successful businesses must ask, how do I reach out to customers?  How do I inspire customers to purchase my products or obtain my services?  Advertising has been the method to reach customers that may never have been exposed to your offering in the past.  Even if these potential customers have seen your products, effective advertising is what will draw the customers to you instead of you going to them.

The most effective advertising will be that which will cause the potential customers to come to you with their questions and/or problems.  If you try to aggressively advertise to the customer base, odds are, you will scare off far more customers than you would entice to try your products.  The key it to identify a strong advertising campaign that will increase your sales without frightening potential buyers away.  It is more effective to disguise your advertising campaign in ways that do not look like a “pitch” to the customers.

A full attack on new customers may sound good at first pass, but it will cause more people to turn away than turn towards your product offering.  The key is to offer a potential solution to potential problem your customer may have, without telling your potential customer that your product is what they need.   Tell the customers what you “know” they need and you will most likely lose them in a heartbeat.  Beat around the bush too much about everything else except your offering and you will lose your new customers just as fast.

The first key element you should include to expand your advertising effectiveness is to provide the grand idea to your prospective client base.  You need to introduce a large, compelling concept that will help solve the most common problem the majority of your customers have.  Based on the market niche you are in, there is most definitely a common problem that all customers in that niche grapple with on a daily basis.  Your grand idea should be encapsulated in the first line of your marketing promotion.

Very briefly introduce your company, and be sure to identify your company as the most effective solution to the client’s most pressing problem.   Quickly and specifically explain what you have that will assist your customer in solving their most pressing problem.

The second key element to expanding your advertising effectiveness is to be sure to admit to your limitations.  You may have the best thing for solving that problem, but be sure to note that you are not the “be-all – end-all” solution.  You cannot promise that your products or services will work for them, every time.  Be sure to be honest about what you can an cannot do.  It is very important to under-promise and over-deliver.  Clearly explain that your option will solve specific problems that you outlined originally, but be sure to let your customers know that this is not the solution that will solve world hunger and strife.

You want your new customers to know, trust and like you.  In keeping with that expectation, be sure to be honest with your customers.  You are not selling snake oil, you are offering them a great solution to a big problem of theirs.  Provide your offer in increments.  If they like the first portion of your products, then, logically, they will want to invest in the next step up of your services.  This way, your customers can feel comfortable about testing your product out before making a very large, one-time purchase.

You will find, as you work with your customers, that as they trust that you have their best interests at heart, they will spend more with you over time than they would have if you required them to make a large, one-time purchase.  Each time you offer a step-up program, you are allowing them to test what you say to be true and you are providing them with a level of security, knowing that they can back out if you do not provide what you promised.

Once you have your customers starting to make larger and larger purchases through your company, the third key element to expanding your advertising effectiveness is to make your big idea (the first key element) exclusive.  Identify your unique competitive advantage and let your customer know that if they take advantage of what you have to offer, then there is a good chance they will have a leg up on their competition.   Let your potential customers know that this offer is not provided to anyone, but only to a select few, who really see the benefit with your offerings.

Are your customers the savvy business people you expect them to be?  Have they tried to overcome their particular challenge and failed in the past?  Keep your customer focused on what they gain if they are successful in utilizing what you are offering.  Be sure to keep them aware of what may befall their business if they do not continue on the planned route.  Are their competitors nipping at their heels and they can’t seem to get ahead?  Reiterate what your solution can do for them, that may not be available to their competition.

If you are looking for a second income to supplement what you are currently doing, please feel free to explore our website.  We offer several home based business opportunities and are more than willing to discuss in detail any opportunity you are considering.  We offer Pre-Paid Legal Services, Stem Cell Nutrition and can assist you in starting up your own waterless detailing business.  You only have to ask.





4 Basic Business Goals

1 02 2011

Now that we have all survived the first month of the new year, it is time to reflect upon what we have already accomplished versus what we SAID we were going to accomplish the beginning of this new year.  Usually the first month of a new year ends up getting spent closing the financial books of your personal life and business (perhaps…) and just reviewing how successful you were or were not in the prior year.

The second month of the new year is now really when we focus on moving forward and building/developing our life and business.  Usually, prior to the new year, we make resolutions and budgets.  We promise that this new year will bring new ideas, new success and new growth.  By month 2 or 3 of the new year we can really take a hard look at where we are and whether or not we are going to come close to our end-of-year expectations.  Throughout all of this looking back and looking forward, if we do not rely on some basic life principles, we can pretty much write any meaningful success off.  If we do not utilize these 4 Basic Business Goals, perhaps we should not be in business.

We have talked in prior blogs about various types of Business Success and Goal setting.  This week we are going to review 4 Basic Business Goals and identify how these very basic goals can help you to develop and grow your business and even your personal life.

The first Basic Business goal is to do what is right, despite the consequences.  For business and even for your personal success, doing the right thing is not always easy or painless  (usually it is NEVER painless).   Doing the “right” thing for a customer may be in refunding their money when you really don’t want to.  You may feel that the customer’s reason for the return was off-base, but if you want to retain that customer for future business, if you have a return policy, you must adhere to the policy.  If you turned the tables, and you were in the customer’s place, how would you feel if the merchant did not wish to refund your money?  By doing what is right, not necessarily what you would prefer your customer should be satisfied and tell others that you did take the high-road.

Doing the “right” thing is many times like taking the road less traveled.  How frustrated have you been with customer service provided to you?  More businesses have lost the whole concept of customer service, actually many new businesses have lost the concept of treating the customer like a human being.  If you get back to basics (the Golden Rule) and treat your customers the way you would like to be treated, you will find your business growing.

As a business person you may find that you become jaded to new ideas, new concepts and new ways of doing business.  Do not lose your desire to learn or your sense of wonder at trying new things.   Keep your eyes open to new ideas and processes.  There may be a million ways to conduct business, and you do NOT know all the ways to be successful.  Always remain open to new concepts, one of them may be just the idea you didn’t know you were looking for.

As usual, be sure to Over Deliver and Under Promise to your customers.  No matter how much your customer WANTS you to perform a certian task within a certain time frame, if you KNOW you can’t produce (refer to our ) do not promise what you cannot deliver on.  Ultimately your customer will appreciate your honesty and you will have done the ‘right’ thing for your customers.  Customers are always happy when you achieve the promise of completing a task within the defined amount of time.  What customers really appreciate is when you not only do what you said you would do, but you go a little beyond what they expected and you give them more than what they asked for (but you are still providing for them what they really wanted).

The 4th Basic Business Goal is to love what you do.

“The more you love what you are doing, the more successful it will be for you.” – Jerry Gillies

If you do not love what you are doing, then you should not be doing it.  Life is too short to do something you don’t like to do.  If you love what you do, then you will never work a day in your life.

These 4 Basic Business Goals will not only help you to grow your business, but when applied to personal life, can help you to grow and improve your personal relationships also.

If you are looking for an additional income opportunity, you may want to review what we have to offer on our website.

Until next week…