Five Tips On Making A Winning Brochure
Is it time to make a brochure for your small business? Brochures are relatively inexpensive to have printed and can let customers know a lot about your business in a small package. Typically, they will cost you about a dollar a piece to make (or less if you buy them in bulk). Here are some basics to consider when coming up with a brochure for your company. Read more…
The Testimonial
Testimonial: Basically, a written statement from someone who has used your product or service and have found it to be worthwhile. This powerful form of advertisement was first used in the 19th century and is still in use today. Testimonials emotionally appeal to the consumer rather than directly to their logic. For this reason, they are not always accurate, but extremely effective. Testimonials are used to provide justifications for purchasing or for taking some action.
So, how do you get to use this form of advertisement for yourself? You ask people. Feedback is generally heard from those who are not happy with your service or product. If a consumer is happy, you most likely won’t hear from them. They are satisfied with their purchase and will most likely become a return –but silent – customer. Targeting those customers that verbally tell you of their contentment is essential for a good testimonial campaign.
For example, if a customer comes back and tells you that they were pleased with your product, ask them if you can get that in writing. Have them email you the information or get them to write it out while you have them in your business. Make sure to have them sign the testimonial (or state you have their permission to use the testimonial in their email).
Testimonials are comprised of two parts –the body, or text of the testimonial, and the signature.
The one way I have found to gather testimonials is to put a space for them on your warranty card or create a card for the customer to return to you for an incentive. On this card, place a testimonial space with the disclaimer that their comments can be used in this format.
No matter how you collect your testimonials, you will find that they will help you in your business. People will read and believe them. Good luck on your endeavors and let others do your advertising for you.
Categories: Marketing In General, Small Business Tags: marketing yourself, self-marketing, testimonial, Testimonials, word-of-mouth
Why Products Fail Online and Off
You have the ultimate product to sell online. You’ve created the packaging, you think your “pitch” is so good it will be made into a Spielberg screenplay, the pricing is in place, and you have your web site, but no sales. Sure, you sell one product here and there, but you are not making a profit you dreamed.
What seems to be the problem? You have followed the experts and have done everything they taught you in business school. Your training in marketing seems sound. How could you have misjudged this potential windfall of cash?
The reasons most online products fail is usually a matter of missing the forest for the trees. You are so close to the items you are selling, you get lost in your own beliefs. Here are a couple of things that you can do to put yourself back on track and get that online product making you some cash.
Lack of focus. When you start to see problems cropping up, it is time to re-focus your energy and start back at the beginning. Look to your original business plan. Who is your target audience? If you believe it is men and women between the ages of conception and 100, and across all levels of diversity, interests and language barriers, you may find yourself wanting to surgically focus your energies a bit more. Ironically, this broad spectrum of a target audience is the very thing that most people tend to do.
“With the internet, I can reach 6.6 billion people!”
Well, that could be true if your web site is translated in all known languages. I’d like a link to the African clicking language service pack if you get the chance.
Seriously, there aren’t that many people on the internet and the majority of those could care less about you are pawning. Whether you are selling a product or a service, you need to know your audience and then make your focus as narrow as you can. What did he say?
Make your focus as narrow as you can.
How can this be? Make my focus narrow? Won’t that cut down on my potential clients?
Yes.
Well, why would I want to do that?
The reason is very simple, really. You want to be the expert in your field of choice. Let me ask you: If you were lucky enough to own a 1953 Corvette and it needed to be fixed, would you take the car to your local garage where they are working on everything from a Honda to a Buick, or would you seek out the individual who specializes in antique Corvettes? Sure, he is going to charge you so much more, but he’s your man when it comes to getting that specific item fixed. When it comes to defining your focus, you have to set yourself aside from the rest of your competition.
Your scope is most likely bigger than early Corvettes, but if it isn’t, good for you! That’s serious focus and I am sure you reap the rewards from this niche group. You know your audience and let them know you. You are an expert for that product or service and have an area of influence in that field.
Categories: Marketing In General Tags: ecommerce, narrow your focus, online sales, problems selling, products online
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