I just got this list from someone whose list I am on by the name of Andy Jenkins. He is a fellow internet marketer and I always enjoy his stuff.
Here are some tips he wrote on marketing and sales in general.
Here’s 9 or 10 marketing lessons extracted from the wisdom of a former washer & dryer sales man. While you’re reading them, look for the take-away ideas that could be applied to your sales funnel, product launch, or advertising.
LET THE LEARNING BEGIN!
#1 – Authority & Association
Riddle me this: IF Muhammad Ali was enchanted by the power of a certain vacuum cleaner, and whole-heartedly endorsed the sucking power of said vacuum cleaner, do you think that such a product would sell more or less?The answer is obvious – whether it’s Michael Jordan pitching soft, cottony underwear, or Oprah rendering judgment on a smoothie recipe, Association and Authority SELLS more products.One of my favorite ninja ways to do this with eCommerce Stores is to make the brands UPS and FED EX, along with the brands Visa, MasterCard, Discover (for the 3 people that still use it) and American Express FRONT and Center on the home page of that store. That’s “borrowing authority” at it’s finest.Sometimes, authority gets made – remember the “Maytag” man? Poor lonely guy that revolutionized Washer and Dryer sales.
#2 – Social Proof
“Nobody wants to buy WHERE nobody is buying”Yep, there is a “Line Stander” industry. Urban and Center City Night Clubs (Especially in Vegas) will pay groups of beautiful people to line up outside the clubs entrance. This kind of “follow the leader” strategy also exists in the Web 2.0 age, with comments being directly adjacent to Videos and Marketing materials. Customer reviews are like Anti-Bounce Magnets – they keep visitors PLANTED on a page, while the sales message and user-generated opinions slowly break down the prospects buying objections.
#3 – Scarcity
You know what this means, and most of the time, the thought of using it makes people feel all icky.Do you think Apple feels icky when rabid, vocal fans start lining up a week in advance to buy whenever they’re about to release the latest, greatest iThing? I’m still waiting happily for my iPhone 4, even though consumer reports says the antenna doesn’t work.
#4 – Fear and Pain.
This might seem creepy, but consider this example:Have you seen the ADT (The home security company) commercial where the pretty girl gives her slender, olive completed date a innocent kiss good night, unlocks her front door in a blissful haze, and set her Coach handbag down on the foyer table…BUT SUDDENLY!!! A ski-mask wearing (hahahah) “thug” from the wrong side of the caste system hammer-kicks down her front door, dripping with evil intentions. And in BROAD DAYLIGHT!
NEVER FEAR! She’s got ADT! Without a moments hesitation, her recently installed home security system (Installation is free if you act NOW) summons Law Enforcement and sounds the sires.Day = Saved.Honestly, it’s not so bad as I make it out to be when you’re watching it, but Fear and Pain are present. It’s one of ADTs most successful direct marketing commercials EVER.Speaking of pain – did you now that most people hate LOSING money MORE than they like MAKING Money? Weird but true.Oh yeah – religion. You can burn in hell or be saved. But wait there’s more….………(wink)
#5 – Disarm
Take my advice – FORGET about Aggressive or Pushy Sales copy, videos, offers – any of it. Thankfully, people are more smarterererrrr than ever – especially because of online social interaction and consumer portals.You’re not going to force anyone into giving you their money – period.Instead, your job as a marketer is to ENGAGE your customer and ask questions that make them consider whether or not the product you’re selling is actually RIGHT for them. If your questions cause them to THINK logically, and they arrive at their OWN conclusion that your product is right for them – you’ve just earned a customer/fan for life.
#6 – We’re in this together
And why the hell shouldn’t we be!! Of course it’s hard to eat right when you’re so busy – I get it. Your choices are Grease, Processed Poison, or Alfalfa Sprouts with a side of Polenta. No wonder our blood pressure is 165 over a LOT. Well, here’s another accident that stopped waiting to happen, and just happened to me this week…I lost 7 pounds. Here’s what I did…Get it? Really and truly connecting with your customers means really and truly understanding where they’re coming from and being able to add to their arsenal of knowledge about a subject that they have a high degree of interest in. Study the definition of Empathy – learn that you need to walk a mile in your customers moccasins before you can truly begin solving their problems.
#7 - Perception
During a Washer and Dryer sale, the sales man asks “Where do you think you’ll put it? Upstairs near the bedroom? In the utility room? In the basement?”Guess what the customer immediately starts doing? They start thinking about THAT washer and dryer combination in THEIR HOUSE. They begin to Perceive what it would be like to own that product in the context of their current situation and their IMMEDIATE need.Creating customer perception is tres gangster.
#8 – Opportunity Cost vs. Transaction Cost.
The moment your customer starts thinking about what the purchase will COST them vs. what the product they’re considering buying will DO for them, you’ve created an obstacle. Of COURSE price is an important factor, and YES, people have budgets to consider and you can’t ignore that.But…Unless its a product that is 100% a discretionary funds purchase (Fine Art, Fancy Clothing, Trophy Spouses, etc.) your product MUST be presented as a problem SOLVER, and problem solving is worth money. Something as simple as Rock Salt can SAVE a home owner a lot of grief and aggravation when they sprinkle it on the frozen sidewalk that leads to the front door of their poorly insured home.
#9 – Call to Action
You need to ask someone if they are ready to buy – why?
It’s simple – if they answer no, its because in some way, you have NOT made your case for your product. They still have a reason or objection that prevents them from pulling the trigger.
The sad truff is, some online sellers are afraid of asking for the sale because they don’t want to know why the buyer doesn’t take action – because they often see the buyers refusal to take action as a personal failure or reflection of their own inadequacies.
That’s silly. Because…
…what if their objection is that it you don’t have it in purple, or in XL, or they don’t see overnight shipping, or or or….
Yeah. Friend, make your Calls to Action OFTEN and OBVIOUS. Find out WHY.
