Increase your sales!

Do you want to know the secret to getting a much better “return on your advertising investment” by making it as effective as possible?

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Improve your advertising so that you possess an unfair advantage over your competition?

Target, offer and Copy

During recessionary times you have a choice to either “cut back”, and reduce your advertising or take advantage of the opportunity and promote your business whilst your competition isn’t.

Advertising in hard times;

• Reassures your customers that your purchase is important.
• Advertise when others aren’t.
• The recession / down turn, is temporary and you can reposition your business in this time.
• Creates a strategy to get through the challenging times.

Recession proof your business!

When times become more challenging, business owners rightly so, review their expenses, processes, staffing levels, production levels but there is always money to be made if you harness the skill of advertising correctly to your customers…

To advertise successfully in the current times, you must move towards where the money in the community is …the advertising to target business must be compelling and influence people to buy from you, now!

If you are a business Entrepreneur or you are aspiring to be one; use the power of “words”, to attract your ideal customers to buy, more, more often, for longer .The bigger the ad, the more attention and response you get.

Turn the printed word into money!

When you are advertising in the news paper, in a brochure, direct mail or the internet, they all can be extremely successful, giving you an immediate “return on your advertising investment, provided you follow these general principles…

• Know your ideal (target) customers – their likes, dislikes, needs and desires. Test and measure (survey) your customers, so that you know exactly what they want.
• Now that you know what they want, go out and get it (or create it). This will add to your value or your “point of difference”.
• The third step is to tell your target customer you have what they want, in the way they want to hear it. A surfer doesn’t want to hear about a surfboard offer in the financial review. Tell them about your offer using a medium that they read, watch or listen to, in a way they will relate to and understand.

How many times have you heard letterbox drops don’t work well… I recently worked with a restaurant owner who wanted to get customers into his restaurant on the quietest night of the week. He intended to create a flyer and then do a letterbox drop to 8000 homes. By following the above process, surveying his ideal customers (families) over a 3-week period, they were able to establish the three most important dishes and what the best meals on offer were.

The preparation was complete, we knew who his target market was, what is was they were after, how to present the offer to them and then the flyers were delivered and from one letter box drop, we were able to fill his restaurant on the targeted day for two and a half weeks!

Talk about the “prospect” not the product you are selling… this encourages you to talk about the “hidden” benefit of buying the product from you and that they are for example “better off buying the product from you in these recessionary times”.

Guarantee your offer

Create an offer that removes the “risk” of buying from your prospects. Ie ... If you offer a money back guarantee, money back plus 10 % or even a “double your money back” guarantee, works wonders.  

“If you’re not 100 % satisfied with your purchase after 30 days, we guarantee to totally refund your money immediately, no hassles, no questions asked…”

Limited offer …limited time…

Create a sense of urgency by creating an offer that offers great value, which is scarcely available for limited times…   make the offer authentic, valuable and desirable.

If you put in the time to really understand your target customers, which should be the most profitable ones, survey them to really understand what they love about your existing goods/service, what they would love for you to have, that you currently don’t, as well as what they love that your competition offer, you will be able to create a fresh new offer for your target market.

By understanding your ideal customers, you will also be able to understand how to target your ideal clients, using the correct medium. Match the advertising medium that you use to your ideal customer.

I spoke to an outdoor fitness instructor last summer and over the New Year period, he advertised in a magazine targeting lady who was interested in the fun, fitness, social aspect of group exercising. From this one advertisement, he was able to generate over 100 phone calls to take advantage of his group fitness sessions.

If you would like more information on how to put your advertising on “steroids” or tips on any aspect of business improvement, feel free to drop me an email and I will be delighted to assist you in any area of business improvement that interested you. I communicate with hundreds of businesses, from across WA, from many differing industries that can provide you with exceptional specialised services. They and I, are more than happy to share new and differing ways to improve your business.

If you are open to new ideas and prepared to try new things, we can assist you.