The Strategist

Today's Top 5

Advertising gives you total control of your message and allows you to deliver it in a way that captures attention, interest, curiosity and response. Effective advertising is the engine that powers many successful businesses.

Whatever helps you stay positive is what you need to do first thing each morning…and whenever you find yourself getting off track. Negative messages may be all around, but you don’t have to be adversely affected by them.

Look for opportunities to add additional products, services, packages or expertise in addition to that which you currently offer. Electronics and appliance retailers offer extended warranties as an extra option.

As outlandish as the above headline may sound – it's possible to purchase thousands of dollars in profit each and every year – for a one-time investment of $500 or less.

Try to make it real easy for first-time customers to buy from you. You don’t have to sell new customers on the whole package or deluxe version of your product or service. Instead, offer something as an introductory level purchase.

January 5, 2015

 Adjust your products and services to meet any changing requirements. Talk to people. Survey customers independently. It’s not enough to provide what you think is the perfect solution. What matters is what the market thinks. Perception is crucial. For continued growth and success, whatever you offer has to be perceived as a better value in some way. To get the full advantage of any upgrade or added value offer, buyers need to be made aware of it. Communicate your new, improved offer.

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December 11, 2014

Let your prospects know how former prospects (now happy customers) have benefited by taking action. Communicate your success stories, product reviews, laboratory test results, endorsements, the growth in sales, market share, or repeat customers. Solid testimonials are one of your most valuable marketing tools. Use them often. Let customers express their own true feelings in their own words. Never edit what a customer tells you – exact wording is crucial to credibility. The more effective you are in transferring the successful experience of a customer to new prospects, so they can actually take ownership of the benefits for themselves, the more successful you’ll become.

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December 10, 2014

It’s all marketing. Every single component communicates something about you, your product, service, or business to your prospect. From your staff uniforms to the promptness of your email replies – each has a marketing function and work with all the others to create an overall impression – good or bad. Everything is marketing…and marketing is everything.

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November 25, 2014

What are the immediate biases that come into play? People have preconceived notions and opinions about many things. They see things through this filter and tend to generalize based on these thoughts, feelings and beliefs. People have been over heard labeling banks as greedy…tax accountants as lacking in warmth and personality…and taxicabs as being run-down, poorly maintained, and dirty. As part of an industry, you, your product and your business could be painted with a similarly biased brush – as unjustified or untrue as it may be. But if such a negative stereotype exists, you need a counter attack. Establish a new category and position. Produce evidence that you’re different from everyone else and work hard to clearly and decisively communicate those differences as advantages to buyers.

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November 24, 2014

Don’t just describe your product…describe the resulting benefits and do so first to capture interest. Benefits are what your prospects want. Make it more realistic for prospects by figuratively placing the product in their hands. The more effective you are in enabling your audience to “experience” the benefits – the better the result. Use vivid picture words – words that conjure up instant images in the mind of the reader. Allow prospects a sense of the experience. Take your unknown product and make it something they can clearly see, experience and understand. Doing so makes the product much more tangible and real, making it easier to make a buying decision.

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