Have you ever received a flier in the mail and been confused about just what it is the business was selling? It is a common mistake. Business owners often try to promote too many products simultaneously and their clients end up paralyzed by the decision-making process and consequently don’t purchase anything at all.
When sending out your advertising materials, avoid making it necessary for your client to make a difficult decision. Instead, focus on only two products. That way, buyers can easily compare and contrast competing products. Or, consider combining products and services into two ‘package’ for a certain price.
Think about what the biggest attraction is for your clients of one of your products. Focus on that particular benefit in your promotional literature to encourage sales. Lead in with this in the opening sentence of your sales letter; don’t hide it in the middle or at the end of your text. You’re looking for a compelling reason to keep the client reading your information.
Present your sales message in a way that each individual will feel that you are speaking to them personally. For instance, you may have to use different vocabulary when marketing to the very young or the very old.
When possible, quantify the advantages of using your product. Instead of saying that you provide a product that is easier and less expensive, try turning it around and saying something like ‘Most of our clients have seen their sales increase 10-15 percent by using our product.’ This is a message to which your customers can relate easily.
Your marketing message should be all about fostering excitement and interest in what you are selling. The idea is to make your customer want to order N-O-W!
You have probably noticed that most people tend to purchase impulsively. If they like the way something looks and feels the chances are good that they will purchase from you. Be sure to appeal to your buyers emotions and where possible, use pictures showing others enjoying your product.
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