How To Make Your Business Grow In Any Economic Climate

14 Keys to your Marketing success

Right now, there are businesses that are booming. Their sales and profits are the best ever. Is your business one of them? By following certain rules of marketing and advertising you can dramatically increase your share of business in any economic climate. Here are 14 of the most important ones to boost your profits sky high.

1 Always Test Your Marketplace

You cannot dictate what your market wants or the price your products should sell at. Test one marketing approach against another. Test your headlines, products, offers and guarantees. You will find that one approach will always out perform the others. Often by many, many hundreds of percent. If you do nothing else, this alone will dramatically increase your profits.

2 Run Direct Response Advertisements and not Institutional Ones

Everyone of your ads or marketing programs should pay its way. If you cannot measure the success of an ad or promotion, stop it now. Contrary to most media and advertising agency advice, repeated exposure will not increase your sales. Not by enough to cover their costs anyhow. If an ad is bad, running it 27 times will not make it any better.

3 Always Aim for Sales and not Entertainment

Every ad, mailing piece or sales approach should make you a profit. Not look good or be cute. You would never ask your sales people to go in front of a prospect and look artistic. You want your people and ads to sell.

4 Advertising is Simply Salesmanship in Print, Radio, TV, etc

You would never keep a sales person who does not earn more than they cost. Same with your adds. Everything you do must justify itself or be replaced.

Advertising is simply selling to thousands instead of one person to another.

Having said that, all your ads and promotions must be written as if to only one person. Because that is how they are read. One person at a time.

5 Develop Your Unique Selling Advantage

Your customers are primarily selfish. They only care about what you can do for them. Most companies simply say to the prospect, "Give me the business you've been giving to someone else. Let my company make money instead."

You must find out what it is that you have that gives you an advantage over your competitors. Tell your prospects about your products or service. Its performance, constructions, guarantee, etc. Be specific in what you tell them.

6 You Must Use Headlines in all Your Ads

Headlines can increase the response to your ads, letters and promotions by as much as 1700%. Increases of 300 to 400% are not uncommon.

Headlines are an ad for your ad. Its purpose is to attract the attention of the prospects you wish to target.

Never use ads without headlines or clever ads with confusing or amusing headlines.

In a letter the headline is the opening paragraph. Make it strong and offer a benefit where possible. Examples of good headlines are:

• For Real Estate XYZ Real Estates 25 Ways to Sell Your Home Fast at the Price You Want
• For Insurance Spend 8 Minutes with my Free Booklet and I'll Show You Five Simple Ways to Save At Least 12% on Your Insurance Premiums.
• For Overseas Real Estate Here is a Unique Way Hong Kong Business People Can Buy Gold Coast Real Estate with Only 5% Deposit
• For Import Export 7 Vital Facts You Should Know When Importing Products Into Australia. Our Free Report Will Save You 17% or More on Your Next Order.

7 Why You Will Increase Your Ad Response by Being Specific

Most companies offer generalities such as, "We give excellent service" "Long lasting product", etc. This is meaningless. By being specific people will take your information seriously. Say, "We have three servicemen working seven days per week and 98% of all service calls are fixed in 24 hours or less". Or, "When you place an order with us it will be delivered at your door in 48 hours. Anywhere in the world. If not we'll take 25% off our bill".

8 Why Every Advertisement Must Tell a Complete Story?

When arguing merits of long versus short copy, ask yourself, "Would I tell my salespeople to stop his presentation after 30 seconds or 50 words and get up and leave the prospect?"Of course you wouldn't. Demand the same from all your ads, letters and brochures.

9 Why Education is a Powerful Marketing Tool?

A customer who is considering a product or service, but still has unanswered questions, is less likely to give you the business.

When you take the time to educate your prospects you gain their trust.

Teach them everything about your products and services and you will sell to twice as many people.

10 Tell People What To Do

Lead your prospects by the hand. Tell them what they have to do to buy. Tell them to write, call, come in. How to pay for it. What number to call, etc.

This is incredibly important. Every one of your sales calls, letters, ads and commercials must: a) Give your prospects the "education" they need to make a decision, and b) Take them by the hand and tell them what to do to get your product or service.

11 How Reversing The Risk Will Soar Your Profits Sky High

Most customers think they take all the risks. Not you. If you become the first company in your field to take all the risk you gain an amazing advantage.

Increases in refunds, if any, will be more than offset by your increases in sales. Test it. It works.

12 Why Marketing is the Ultimate Financial Leverage

A salesperson, ad or marketing approach costs you X dollars. Whether you get 1, 10 or 50 sales the cost is fixed. If you can generate 40 sales from an ad that was bringing in 10 sales that's 400% leverage. Can you do that? Absolutely yes! Test your headlines, body copy, price and offers.

13 Your Customers Are Your Best Prospects

It costs four times as much to bring in a new customer as it does to re-sell an existing one. Once you have a customer, develop an ongoing follow up strategy. Offer them your other products. Or, if you haven't got any, go and do joint ventures with people who have the types of products or services your clients are interested in.

14 Offer Your Customers Added Value with Bonuses

By selecting low cost, high perceived value bonuses you can be head and shoulders above your competitors. This can take the form of products you make or you can purchase or secure them from other companies. You can have all sorts of "inside reports" educating your clients on how to save or make money, learn to do things, buy at special rates, etc.

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