The Strategist

Today's Top 5

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.

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.

November 21, 2014

Hit the “sweet spot” – the hot button that captures their attention and interest. Get them emotionally involved so they can easily take ownership of the promised benefits you offer. Allow them to fully connect with all the positive feelings. Provide logical, sound reasons why they should buy from you. Make them feel good about the decision to buy with sound, factual backup that supports the outstanding overall value of your offer.

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November 20, 2014

Your mission in outside advertising is to trigger responses from new prospective customers. To do so, you need to make a mental connection with the kind of person you’re trying to reach. To capture their attention and undivided interest, talk about something that’s important to your prospect. To get a response you must first attain a level of rapport. To build rapport, understand your prospect and connect on an important issue. Take him by the hand and clearly communicate your unique benefits, strong guarantee, and irresistible offer. Make it very obvious that it’s in your prospect’s best interest to act and act now. Capture attention and interest from the headline to the order form. Fuel enthusiasm to the point where it cannot be stopped. Get prospects reaching for their credit card early because the advantages are overwhelming. Give them that warm, fuzzy feeling inside where they not only want what you offer, but they simply must have it. Do the work for them. Present the facts, and figures. Provide comparisons that conclude with your clear-cut advantages. By doing so you’re making the decision to act a no-brainer.

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November 19, 2014

Consider possible perceived risks prospects have about buying from you. Knock them off one by one by addressing these risks in your sales material. Facing these objections head-on adds to your credibility and helps strengthen your rapport with the prospect. It tells prospects that you take their concerns seriously.

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November 3, 2014

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. It does cost money, but the potential return on investment is many times the cost. A good ad follows this basic format: 1) captures the attention of a predetermined target prospect; 2) conveys a degree of importance and tells the prospect why he/she should be interested (benefits); 3) builds believability with customer stories or testimonials; 4) presents an irresistible, limited offer; 5) leads prospect to the end result he desires, by way of the order form.

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October 31, 2014

Make every person, every communication, and every representation of your company contribute a positive perception about you. Every encounter you have with people influences their perception of the experience and your company. You can have the best products, services, prices and people. But one bad experience with a moody cashier, order taker, or delivery person and all the positive attributes are soon forgotten. Any one thing that frustrates, angers, or annoys a customer can cause them to never buy from you again. Not only that, but studies indicate people are more likely to tell others about their negative shopping experiences rather than the positive ones. Everything is marketing…and marketing is everything.

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