The Marketing Formula
Step 7: Reduce the RiskSince you cannot provide thorough education in your ads due to the high cost of space and air time, you need to offer an enticing reason for people to request more information. Your additional guidance should educate people on how to make a selection in your product or service category, as well as offer a convincing argument why your product or service is the best choice. You can do this by inviting people to visit your website or to order a report, CD or DVD that provides additional details. By inviting people to receive more information, you gain the opportunity to build a database of prospects. This is essential because one of the worst mistakes you can make is to assume that people will buy now or never. The fact is only a small percentage of people are ready to purchase most products or services when they first read, see or hear an ad. So, make sure you get their contact information and their permission to be faxed or sent your e-mails. The most effective way to lure potential new buyers is to make trying what you have to offer seem as painless and as risk free as possible. Offering a free sample, discounts on the first purchase, money back guarantees, etc., is the right avenue to establishing an initial relationship with your client. You can find some way to apply this with almost any product or service. Doing so will get the highest percentage of those who are ready to purchase your product or service to try it. Copyright © 2009, Business Builders. All rights reserved. None of this material may be copied or reproduced without expressed written permission from Business Builders. |
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