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

“How Giving Bribes For Purchases Can Make Your Competition Irrelevant” PDF Print E-mail

“How Giving Bribes For Purchases Can Make Your Competition Irrelevant”

 

We sell portable heaters. But this example will apply to almost any product or service.

 

In our town, there is a dealer selling a similar product...so similar that the illustrations look the same to an untrained eye.

 

They sell their heater for $479 and we sell ours for $595. Many times, our ads are in the same newspaper or the same direct mail piece. We are still selling so many heaters that we can’t keep them in stock...while our worthy competitor is selling a few a month.

 

Why!!!???

Because of what we put in our ad.

We offer a 10 year all inclusive warranty with our heater. They have a one year warranty on theirs. So as the first line after the headline they read…. “Full 10 year warranty on this model”.

 

So we are differentiating ourselves from our lower priced (for a different product) competitor. We are also doing something that is really bringing them in...we are offering an air cleaner/humidifier for free with the purchase of our heater. We put that illustration towards the top of our ad. (Everything free should be at the top of the ad...or at least the top half).

My ad is on page 10.

 

We get several people a week that are really more interested in the air cleaner than the heater. Strange. So a $69 “bribe” carries a $595 sale. Weird...but true.

 

Notice that the weight & dimensions are included? That further separates us from the competition.

 

About a third of the people coming in think they want the “Six months same-as-cash” option. About half of those end up putting it on a credit card.

 
 

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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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