Month: November 2012

“How to Trigger Your Customers Buy Now Button”

customers

 

Right now as I write this post there is a lot of hoopla over all of the black friday, cyber monday and cyber week deals.

So I want to take a moment to unlock some of the secrets behind the success of black friday deals.

Meet the magnificent three

I know, it’s not a great name, but it does the job here.

Now exactly who are the magnificent three?

They are reason, reward and incentive.

But more importantly, what does these three amigo’s have to do with black friday

If you really break down what happens during black friday, what you will notice is that the three amigos show up quite often.

They form the basis of all the deals that you will see up until christmas.

Here’s how you can create your own special black friday deals.

In order to create your own profitable deals you will need to do the following.

1. Give them a reason to buy now

For example…

I’ve just found out from my accountant that I will not be able to sale my next shipment of mink furs at my current price and in fact he’s telling me that I will need to raise prices by as much as 45%. However, on every fur that I still have left in the store right now I’ll sell it for below cost, but only while supplies last.

2. Give them an incentive to buy now

For example…

If you buy a years subscription today I’ll cut the price in half. So instead of having a monthly payment it will be just one single payment and that’s it.

3. Reward them for buying now

For example…

If you buy the G.E. dishwasher today, I’ll throw in a 3 year full factory warranty.

The idea behind these strategies is that you want to get people to act now, and to do that you have to create better offers.

You have to become a jedi master at making offers if you will.

You can even throw in some scarcity and limit the time upon which your offer will be available.

To summarize things up here.

If you want to create your own little black friday sales events all year long then simply start using the magnificent three.

Reason, reward and incentive.

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“Evangelistic Tendencies: How To Create The Accidental Evangelist”

create your evangelist

Imagine you were a busy business traveler and today you were scheduled for a flight to chicago’s ohare airport.

Your day began with your alarm clock not going off when it was supposed to so you’re already behind schedule. So you hurry up and get washed up so you can head out the door.

After you’ve cleaned up you grab your suitcase in a flash and dash out to your car.

You load your luggage into the trunk and put your key into the ignition and…click..click..Darn it…no juice in your battery.

Now in order to make your flight you’re gonna have to see if a family member is available who can drop you off or possibly even call a taxi.

Thankfully your trusty uncle Mike is available to take on the task.

So you decide to get your uncle to drop you off.

He’s a good guy, but he drives as slow as molasses climbing up a hill. Uncle Mike puts the pedal to the medal for you.

Finally, you’ve made it to the airport and you find that you will have to catch the next flight. That sucks.

You arrive at the airport where you flag down a taxi to take you to your hotel.

Upon arriving at the hotel, you are greeted and asked how was your day going. You reply back with, ” it’s been a very terrible day so far.”

What happens next puts a smile on your face.

Or dare I say a grin.

When you arrive in your room, you find a box of mint chocolates with a note that says, “Sorry you’ve had a rough day, here’s a box of chocolates. We hope this box of chocolates will cheer you up, compliments of _______ (hotel)

Wapow!! They’ve just created the accidental Evangelist.

You’re now more than likely going to spread the word about how the hotel gave you that warm fuzzy feeling after your day got off to a terrible start.

And ok,  I know that you’re not a hotel operator.

And your options for creating these types of evangelists are far and few in between.

However, it still is possible to create your own evangelist’s if you know what to do.

So how do you create your own accidental evangelists?

You have to do one thing better than your competition.

That one thing is to listen.

Companies don’t listen…people do.

However, listening by itself isn’t enough.

You’ve got to listen and act on what you’ve heard.

Act on specific situations. Not just the obvious.

In the hotel example, what you saw was a person who listened to the customer and then acted immediately to change their experience.

That is crucial.

Don’t underestimate how useful this tactic is.

Yes it seems so simple, and often you will find that the best solutions are often the most simple.

 

“Zig Ziglar Motivational Speaking: Can You Develop a Magnetic Personality Like His?”

Zig Ziglar was one of the first motivational speakers slash marketing guru’s that I learned about way back when I was just starting out in the world of marketing.

I was a young marketing cub trying to find my way in the marketing world. Before I had even read any of his books or signed up for any news letter, I was devouring his audio tapes.

Yes, that’s how long ago it was.

CD’s weren’t even that popular yet, and having a Zig Ziglar motivational cassette tape series was actually considered to be cool.

I would listen to his audio’s before I went to sleep at night and it was the first thing I listened to in the morning to get my day started off right.

To here him with his southern drawl, and the stories about his wife whom he’d often to as “Red” would get my day off to a good start.

He was a marketing guru before the term became fashionable.

So how can you become your own marketing guru like Zig Ziglar?

Part of what made zig ziglar such a marketing guru was that he understood people. You have to know how people think and act. You have to know that when people are in certain situations they will think and act in a certain way as well. Often times they will revert back to their reptilian brain.

So for you, here’s what that means.

Study people. What leads them to make buying decisions…

Look for those same things that you find in other people. Is it a common trait. If it is, then make a note of it.

Become a student of behavioral psychology.

You will also want to develop your personality.

Here’s how I got rid of my fear of speaking in public and developed my own winning personality.

This by far was a real shocker to me because I have always had a fear of speaking in public. But I picked this up one day while reading about developing a strong personality.

Would you believe that by simply raising your eyebrows while you talk will actually lower your fears that you have and let you reveal more of your own personality.

Here’s what you do.

Go to your bathroom and start talking. I know, you will be talking to yourself in this exercise, but trust me when I say this will pay off in a more confident you.

Next pay attention to your eyebrows.

Raise them up as you talk. This put’s you in a smiling mode. what you will find is that you start to feel happier and more at ease in this mode. It makes you more inviting to talk to. People will not feel afraid to approach you as they might have in the past.

It’s crazy but it works.

Give it a whirl.

How could having a winning personality catapult your business success? Where do you start with building a can-do attitude? Leave me a comment below to learn how.

“So What Happens If You Give Most of It Away? The Cheer leader Concept”

Have you ever paid close attention to the little outfits that cheer leaders wear at professional sporting events.

If you have then you will have noticed one glaring thing about them. And that is that they reveal quite a bit of the female body.

A beautiful face, a revealing  top, and a tiny pair of shorts.

Lot’s of skin.

Men’s eyes become literally glued to them. And there is a reason for that. I call it the cheerleader concept.

So what’s the Cheerleader concept?

The most important thing for you to notice about the cheerleaders out fit is that she reveals about 90% of her body and men still can’t keep their eyes of them.

Why?

It’s because the remaining 10% that’s left make up the most wanted items they want to see, so they will stare and still give their attention to the cheerleader.

How can you use the cheerleader concept in your business?

To use this concept in your business, what you’ll need to do is rather simple.

Give away 90% of your idea, strategy or tactic. The part that you don’t reveal is the 10%, also known as the most wanted items.

Like the cheerleader, you reveal most of what it is you have to offer. In doing so your potential customers will consume what you’ve given them. But the big pay off comes in that also like the cheerleader, what they really want most is that last 10%…and that’s the part they will be willing to pay you for.

Are you still struggling to get new clients? Could your sales strategy use a makeover? Leave me a comment below.

“Is It Possible to Build Product Love Like Apple?”

When it comes to cheese popcorn, to say that I love the act of eating a nice seven ounce bag is just the start.

Not only do I love eating extra cheesy popcorn, but when you add some caramel corn with it as well…geesh I’m in popcorn heaven.

But here’s the thing about my popcorn fetish.

I won’t eat any other brand of popcorn other than Garrett’s popcorn.

Don’t even bother putting some other brand in front of me. Not interested.

To say I’m loyal to their brand, is saying the least.

So how can you build brand loyalty like this?

That’s the million dollar question.

To answer that I’m going to run through something that I learned from one of the biggest builders of brand loyalty that you can find…Apple.

How apple built a staggering amount of loyal fans

Well, what did apple do that was so profitable that it created a loyal fan base that will literally crucify anyone who dares to say anything bad about their leader.

The solution lies in this one sentence.

They created an enemy and defined that enemy to become part of their markets social identity.

Huh?

What you have to do is make your customers feel different then the people who use the other competing brands. The sharper the distinction the more effective your strategy will be.

Remember the white earbuds they used when they first introduced the ipod?

It wasn’t done by accident.

When you were seen wearing the headphones, you were immediately seen as different and also that you had an apple ipod.

Remember how apple’s commercials showed shadows of people and how only the headphones were visible.

If you weren’t wearing the white earbuds then you must be using an inferior product. That’s what they wanted to come across to people.

You saw famous people wearing them as well. So you could be like them, and aren’t famous people smart? I know, you know of some hollywood A-listers who aren’t the brightest of the bunch, but what matters here is perception, not reality.

This was all made  possible by asking a few simple questions.

Here are the questions you need to ask yourself to be seen as different.

Are there any existing stereotypes that exist in your market? Can you leverage those to your advantage?

Those are the questions apple asked to find out how they could leverage the mac vs the pc.

From there their advertising hammered home all of those existing stereotypes.

Give your customers an enemy to rally against to turn them into loyal fans.

With my popcorn example, they made cheaply produced cheese popcorn the enemy. They called themselves gourmet popcorn and created a bag that you could easily identify.

When you see anyone with this bag, you immediately know that they are eating garrett’s popcorn.

“Can 85% of Your Online Marketing Problems Be Solved Using These Six Words”

Back in the late 80’s there used to be this book that had a remarkable success rate for solving the majority of the problems that you would face.

From where to take your clothes for the best dry cleaning to who you should call to get you septic system cleaned by a pro.

You could even find these nifty books in local businesses and could access to them for free.

This book solved most of the problems you would face in your home

Do you have an idea as to which book I migh be referring to?.

The book that I’m referring to is the yellow pages.

Now let me ask you this…

Did you know that there are six simple words that will solve 85% of your marketing problems just like the yellow pages solved most of America’s problems in the 80’s

Before I give you those words,  let’s do a bit of exploring  here.

What kind of things you ask?

How about things like what causes most of your marketing problems in the first place?


Most of your marketing problems are caused by a lack of a proven system. You don’t know what exactly to do
so that you can see an increase in profits from your work.

Questions like what do you put in your ads, what do you test in those ads, or how do I fix broken ads.

Even things like where do you place your ads, or how do you make irresitable offers etc.

These all contribute to your marketing problems.

But when you think about it, marketing comes down to six little words.

I’ll give them to you in just a bit.

But first, more learning. Stick with me here.

There is another question I want to look at with you that needs to be answered.

And that question is…

Why can’t those marketing problems be solved?

To put it simply, it’s because of what I like to call the curious case of the monkey mind.

Let me explain.

Have you ever watched a monkey?

If you have then what you’ll see is that a monkey has a very short attention span.

One minute it can be playing with a banana, and then the next it’s leaping from branch to branch.

Then he will be running around patting himself on the chest.

He just bounces around from one thing to the next.

Well think of the reason why most people can’t solve their marketing problems is because they have monkey mind.

See, when it comes to trying to solve your marketing problems, there are tons and tons of information
you can find out there available that promises to solve your problem.

So what happens is you’ll buy one of these products and give it a whirl.

After a little time goes buy you find that it just isn’t quite working.

Then you’ll hop to next product that makes a big promise of instant relief.

Once again, you’ll give it a try. You’ll see some results, but not the kind like was promised.

And now it’s off you go looking for another product to try.

It’s the monkey mind acting up.

Now I want to give you the solution to the monkey mind and the six words that will solve 85% of your marketing problems.

What words could have the power to solve one of the most common issues that businesses have today.

Well, it’s simply this.

To solve most of your marketing problems you only need to “sell stuff  people want to buy”


That’s it.

Most businesses go out and try to market products and services that most people DON’T want to buy.

They have this great idea for a product or service.

And they seek the opinions of those who are closet to them, which is never a good idea…but I digress.

So they get the encouragement from these close friends and family or from the marketing department.

A couple of surveys are done, and here comes a new product or service.

Doing things that way never leads to any long lasting sales.

If you really want to solve your marketing problems then you need to start marketing products and services that people
are already buying or things that they want to buy.

You need to offer your market products and services that they already desire, and not try to create desire for those products and services yourself.

This is what will solve 85% of your marketing problems.

When you sell products or services that your market already wants to buy or are currently buying, then you will get rid of most of your marketing headaches.

You should never look to create desire in a market. The desire should already be there. Then it simply becomes a matter of directing that already existing desire to your product.

“Why Having Satisfied Customers Won’t Grow Your Business”

Imagine that you stop into a restaurant for some seafood.

It happens to be one of the restaurants that you have been meaning to try out but just never got the chance to do so in the past.

You’ve heard pretty decent reviews about their service, so you’re looking forward to getting a taste of their shrimp scampy. Yummy.

So while in the restaurant you are greeted by a very manerable waiting staff. They take your order and delivers your food i a reasonable amout of time.

The aroma of the scampi as the waiter sets your plate down in front of you catches your sense of smell. You start to dig in. It’s great!

Just as advertised.

You finish up your meal and you decide to leave a nice tip for the staff.

You gather your things and head off into the sunset.

It’s safe to say that you were satisfied with the service.

But here’s something you need to understand about satisfied customers.

They don’t help your business grow.

So why don’t you want to have just satisfied customers?

It’s simple really when you think about it.

Satisfied customers will pay on time. Satisfied customers don’t complain to your boss. Satisfied customers don’t write bad reviews about your business.

In fact your biggest goal is probably to have satisfied customers.

But you need to understand this about those satisfied customers.

They are unlikely to radically increase sales because they usually don’t push your business to stay ahead of your competition.

One day your competition will pass you by and those satisfied customers will soon disappear.

So where will your business growth come from?

As it turns out, your business growth will come from dissatisfied and unsatisfied customers.

You see, dissatisfied and unsatisfied customers know they want a solution, but aren’t satisfied with the solution that they’ve got.

Once they get it, they’ll buy.

Let’s sum things up here.

Satisfied customers won’t lead to new growth for your business.

If you really want to see your numbers fly off the charts then you need to look in the middle of the market for unsatisfied and dissatisfied customers. They want solutions and will buy your products and services once they see you as being the one who can provide them with those solutions.

So as a business owner you don’t want to settle for those pesky satisfied customers and instead keep innovation as the face of your business.