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

“How To Sell When They Are Not Ready To Buy” PDF Print E-mail

“How To Sell When They Are Not Ready To Buy”

Most ads appeal to the person who is ready to buy now. But did you know that there are stages of buying? Yup.

Roughly, they are;

  1. Dreaming

  2. Exploring

  3. Planning

  4. Selection

  5. Owning

Let’s say you are thinking of buying new furniture.

Dreaming…is the first step. You notice other people’s new furniture. You notice furniture ads. You think of reasons that you need new furniture.

Exploring…means putting together options. Should we buy all new? What look do we like?

Planning…means you have decide to buy now. When will you buy? At what store? How will you pay?

Selection is the final process. Just picking out what you want.

Amazingly, everything except “Dreaming” can be done in a single store visit.

But what about the people that are at stages 1-3 when they see your ad? What can you do to attract them?

Two ideas. In your ad you should have a Consumer Help-line. We talked about that earlier. You can also put your website address in your ad. Now the consumer has two ways to get more information without being scared away by a salesperson.

There is a third way. Have a “Special Report” that the consumer can download from your website that sells your Offer.

A CD of your entire product presentation (or Help-line script) can be reproduced for about 50 cents a copy, in quantity. A DVD can be copied for about $1.50 each in quantity. If you can explain your offer, a CD is fine. A visual demonstration will take a DVD.

Offer the Cd or DVD for FREE in your ad.

“Stop in to get your free CD on the 5 best ways to get rid of flees”.

“Call for your FREE Cd on The 5 Most Critical Features To Look For In Your Next ___”

Get it?

It’s better if you can get them to come in to pick up the CD. Why? Because they are in your store. Now, you can give them the entire CD in person…and they can buy right then if they wish. 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)

Amazon Verified Purchase(What's this?)

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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