Advertising and Marketing Ideas to Create Phenomenal Profits In YOUR Small Business

Possibly the most important thing in retail is…. PDF Print E-mail

Possibly the most important thing in retail is….

 

Make it easy for the buyer to buy. The buyer comes into your store with plenty of reasons not to buy. You don’t help your case by adding to them. For example….

My wife Cheryl & I went to a furniture store looking at armoires. I promise you, before that moment, I had no idea what an armoire was. It holds dishes, I guess. Anyway, my wife had to have one, and it had to be custom made in maple by Amish craftsmen. So off we went to the “Genuine Amish hand made super expensive furniture store”.

The woman that helped us was polite, but didn’t know anything about most of the pieces (at least $2,000 each) we looked at. We picked one.

Me- “Can we get it delivered?”

Her- “Yes. Delivery is $15 more”

I thought it was funny that we get charged over $2,000 for a piece of wood, but only $15 to deliver it.

“Could you just include delivery?” I asked.

“Oh, No!, the delivery men have to be paid!” she gasped in horror.

“That’s fine, do you take VISA?”

“Oh, No. We don’t take credit cards here. Only checks”. How quaint.

“Do you have 90 days same-as-cash?”. I should have known better.

“No sir, we just tell our customers to save up for it. When they have the money, we’ll be here” I kid you not, that’s what she said.

I didn’t want to irritate her, so I didn’t mention that she could have doubled her business if she took credit cards or at least had 90 day terms through a finance company.
 

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Reviews from Amazon.com.

Your Survival Guide to Ad Reps Who Don't Know Any Better!, January 23, 2010

By Gloria Steinman "Obsessive Compulsive Book Re... (Sandusky, OH)

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If you have ever been approached by an ad rep, you know the feeling of confusion and frustration. They tell you how much your business will increase and how you will get SOOO many new customers. Then you run the ad, nothing happens, and the rep comes back and tells you to run it again to see if it works next time. Surely if you continue to run the ad SOMETHING will happen!

After months of spending hundreds or even thousands of dollars, many business will throw up their hands and proclaim "ADVERTISING JUST DOESN'T WORK!"

 But what you don't know, and to be honest the ad rep doesn't know it either, is that the simple act of purchasing an ad does not mean you will get a response!

There are tried and true "rules" to advertising and Claude's book is very good at laying those "rules" out in an easy to understand way. It is not the last book you should ever read on advertising but it can be used to IMMEDIATELY improve the response to YOUR advertising!

 I highly recommend this book to any small business that operates on a local level.

The $20 bucks you'll spend (at Amazon.com) on this book will be well worth it and if you actually put some of Claude's principles to work you could see a return on investment worth thousands of times the cost of this book! Claude has spent 10 years in the school of harsh reality and has tested and tweaked these methods for the survival of his own business.

Claude Whitacre is My Hero!

 An Incredibly Valuable Book!, January 19, 2010

By Mike McGroarty

The Unfair Advantage is an excellent book that every small business owner should have on their desk. Not their bookshelf, on the desk, and the pages should be dogeared from constantly refering to this book. All businesses need to and should advertise aggressively and this book really does give you an unfair advantage by teaching you how to craft your advetisements, and where and where not to place those advertisements. Advertising that doesn't work is expensive. Advertising that REALLY works is libertating and will take your business and your life to the next level and beyond.

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