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

“How To Create Instant Credibility When Showing A Product” PDF Print E-mail

“How To Create Instant Credibility When Showing A Product”

 

Show a flaw in the product. Make sure the flaw isn’t fatal (meaning it won’t kill sales).

 

I used to sell a vacuum cleaner that weighed 37 pounds. It was heavy, bulky, and a little hard to maneuver.

 

If I would have tried to hide that fact, it would have killed sales...because the first time the buyer picked it up, they would be turned off by the weight. So what did “Genius Claude” do?

 

The first thing I did in the demonstration was have the customer pick up the machine.

 

“This has some great features, and almost everyone that sees one, wants one. But the one thing that I don't like is that it’s heavier than most other vacuums. Here. Pick it up. I just want to make sure it’s not too heavy for you. OK?” Then I showed them how to pick it up (so it wouldn’t feel so heavy).

 

And even though it weighed 37 pounds, and was bulky. Almost everyone said “Sure, I could handle that”.

 

Since I said something critical about my own product first, everything I said from that point was more credible.

 

I’ve told this story several times…

 

My family was in a fancy restaurant and the waiter took our order. The first thing any of us ordered was “not recommended” by the waiter. So from that point, the waiter wasn’t a pesky food server...but a trusted food advisor.

 

Maybe you should read those last several paragraphs again. They contain the single most powerful principle to effortless selling.

 

If I’m selling a product that has a scratch on it...I make sure I’’m the one that points it out to the customer. I never want them to point it out to me. It’s a completely different dynamic.
 

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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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