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

“The Single Biggest Marketing Idea I Learned At The Vacuum Dealer Trade Association Las Vegas Trade Show” PDF Print E-mail

“The Single Biggest Marketing Idea I Learned At The Vacuum Dealer Trade Association Las Vegas Trade Show” 

We just came back from a trade show in Las Vegas. Cheryl and I were there for 2 days...I spoke for most of one day (along with 3 others) and placed a few orders for our store.

 

What I learned there isn’t about vacuum cleaners. What we’ll be talking about is applicable to almost any business.

 

I was a speaker on the Suck-cess Event. (Remember, we sell vacuum cleaners). I won’t cover what was talked about, but rather the lessons leaned while I was there.

 

Gold Member Sandy Birkshire gave an inspiring speech.

But, while she was giving it, I noticed something…..

 

She was quoting members of the audience, and they were in rapt attention. It’s very hard to ignore someone when they may be quoting you. She also called out the names of several retailers who had a growth year. We were all ears.

 

What does this mean?

When you are talking to your customer about them, it’s impossible for them to not listen. In fact, the most important thing in the customer’ mind is; “What you can do for them”.

 

When you are talking about the customer, they will listen forever.

 

When showing a product, continually ask questions about the customer’s situation...and what they want. The customer can’t object to that. I’ve also found that starting the sentence with “You get”” is powerful. Nobody ever said to me “Stop talking about what I get!”.

 

The next thing that stood out to me, at the trade show was this; The conversations were almost all about the product that we sold.

Typical was;

“The cords on this model twist””...and then 5 other dealers would chime in about the twisted cords they saw.

 

This shows me that (for many of us) we still think we’re in the “Vacuum Cleaner” business..or the ““Kite” business ...or in the (name the product) business.

 

If you just say “I’m in the Marketing Business...and I happen to be marketing vacuum cleaners”, you’ll see a world of difference.

 

Marketing is the single most profitable thing you do. It’s the most profitable thing you learn.

 

There are Legends in any business. These are net legends because of their Super inventory control...or their Amazing store remodeling (although these things are important).

 

All the legendary Business stories you here are because of the marketing.
 

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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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