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

“How To Boost Your Profits Selling Air” PDF Print E-mail

“How To Boost Your Profits Selling Air”

 

As you may know, I add a lot of “freebies” to my bundle when I sell a vacuum cleaner. The customer gets a free set of attachments, lifetime free labor on repairs, lifetime free belts, lifetime free annual tune-ups, and lifetime free use of our commercial steam cleaners. Our costs for this extra value is only $20 or so, but it adds hundreds of dollars in perceived value for the customer.

 

Gold Member Sandy Birkshire had the idea of extending the warranty on our Solar Comfort Heaters (a product we have in common) from 3 years (the factory warranty) to 10 years. I loved the idea. It would further separate us from the competition and give us the latitude to increase our price. Our actual cost to provide the extra service may cost us an additional $20 per unit, with a retail price increase of $100.

That’s an example of selling air.

 

Offering extended warranties is a way to sell air. Offering expanded warranties is another.

With our heaters, we also cover heat lamps under warranty. The company doesn’t cover these. And the heat lamps are absolutely the most likely thing to need replaced during the warranty. I’m selling “Peace of Mind”.

 

Offering “front of line preferred service” is another idea to offer your high end customers.

“Free loaners during repairs”” is another idea.

“Free local pickup & delivery”” can be included.

These are ways to increase the value of your offer to the customer without substantially increasing your costs. Neat, Eh?
 

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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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