Daniel
Wadleigh
A
fter
you have read the manuals, listened to the audio tapes, filled out the
marketing survey, created the perfect ad, and conducted a market research
survey of your customer base and strangers, there is another job that you
need to accomplish. It’s called watching what works for the competition.
Even though you have created a snappy ad that pulls, perhaps 33% to 66%
better than before, you still should test little changes that can possibly
have a significant positive effect. Direct mail companies are constantly
measuring the effects of little changes in the headline, body, offer,
close, or PS. When you do a test, make it enough to authenticate the
results (a statistically relevant number). But you don’t need 10,000
pieces or 100 radio spots to determine what’s working. Also, following
up on the telephone (integrated marketing) can not only increase sales,
but can also provide valuable information from prospective customers.
Even
though your understanding of the principles of human response (marketing)
may now be as good as it gets, there is still something to be learned from
the other guys. If they are regularly doing the same ad or the same basic
concept, take notes, because it probably works. Now that you better
understand the principles of effective marketing, critique their ads and
don’t be afraid to borrow some of their result-getting ideas. Maintain a
file. I’m not referring to the TV ad that shows the owner’s attractive
daughter, or the ad that features the owner in a Superman suit. I’m
talking about any new angles on benefits that you have not yet come up
with to stimulate greater response. For example (on the emotional side)
selling burglar alarm systems while protecting life and limb can help you
sleep better (emotional comfort). Another example (on the logical side),
it may reduce the cost of homeowners insurance. Watch for principles,
examples, and new ideas from what works, as long as it fits your image and
standards. One thing about buying an existing business—the owner
probably knew a thing or two that worked, or the business wouldn’t have
made it. There are many ways to skin a cat.
Next
time- “The Lifetime Value of a Customer, Both Kinds!” Most people miss
the second one and it’s five times more valuable than the first!
Daniel Wadleigh is
President of Profit Experts of Austin, Texas. They offer a turnkey
Internet package and have a Web site available for ISOs for retail and
Internet. Mr Wadleigh can be reached at (888) 379-0659 .
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