Always Sell To New Eyes & New Ears
MYM Tip #63
One of the hardest things for any advertiser is to step into a prospect’s shoes and begin to really understand what makes him buy... to find out how he reacts to your sales, marketing and advertising efforts.
It’s easy to get caught up in thinking that just because you spent $14,000 – or $140,000 – on your latest batch of ads that every person on earth saw the ads and paid really close attention to them.
Here’s the sad truth…they didn’t.
For the most part, people won’t even notice your advertisements until they’re in the market for what you’re selling. So it’s important to make sure you always structure your advertisements so that a person hearing or seeing them for the first time has enough information to take action...based on that one single ad. Don’t make ads that run in a series building on one another until they reach a crescendo. Don’t assume that the prospect already knows anything about what you’re selling.
I’ll give you an example from our seminar business to illustrate the point. We offered people a free seminar preview CD designed to lower their risk for learning more about us; they could e-mail a request or call a number to leave a voicemail. When we first started, we’d send the program out in a pretty normal looking envelope along with some information about the seminar. Results were marginal. The mistake was that by the time they got the program, two to four days later, about 35% of the people forgot they had even requested it...and the plain envelope we sent it in made no impression to spark their memory.
By the time we followed up with a phone call 7 to 10 days after their initial request, a full 50% or more had either not realized they had it, or worse, they didn’t even remember asking for it. A full 5% didn’t remember asking for it even after we explained to them exactly where they would have seen the ad and reminded them they were the ones who initially contacted us. We assumed the prospect’s ears were conditioned to expect our message...when, in reality, they didn’t care.
We fixed that problem and we fixed it big time. When a prospect called us, instead of going to voicemail, we took the call live and took them through a short script that explained what the seminar was all about. Then we told them we would send them a preview package in a big, long box and to look for it in a couple of days. A 38” long triangular red, white, and blue mailing tube was sent via 2-day priority mail from the post office. This thing commanded attention! Inside there was a big envelope that contained the CDs and printed on the envelope was a big “SPLAT” with the words “Beat Your Competition Into A Demoralized Quivering Pulp” and reminded them “The Seminar Preview Audio Program You Requested” was inside. Because we told them to look for it and because the package was so unusual – not to mention the fact they perceived the package to cost a lot of money (and it did) – they remembered us. Every time we encountered that person’s ears or eyes, we made it so that he could make a decision based only on the latest piece of marketing material he had received. When we called them back to follow up, just about 100% of the people instantly remembered who we were. And they were all favorably impressed.
Take this message to heart for advertising, too. Do not – I repeat – do not assume that your prospects know anything about you – or your industry, for that matter. We talk about building a case for your product or service just like an attorney builds a case (we’ll talk more about this in the next newsletter) . What kind of people do they put on the jury…People who don’t know a thing about the case. If they find out that one of the jurors does know something about the case, they kick them off the jury. They want fresh eyes.
And you’ve got to sell to fresh eyes too.
We used to have this problem all the time when we consulted in the pool table industry. Our client was selling coin-operated pool tables to companies that would place them in restaurants, bars, bowling alleys, and so forth. These kinds of companies were called “operators” and there are only about 5,000 of them in the whole country. Since there were so few operators, relatively speaking, our client assumed that all of these operators already knew everything about their tables. Hey, most of these operators were family owned businesses that had been around forever, and since our client was one of the two major players in the industry, that seemed like a fair enough assumption. The only problem with that assumption was that it was FALSE.
We decided to promote certain qualities of the pool tables…and focused on several of the features that related to the operators ability to MAKE MORE MONEY with this particular brand of tables. We put together several advertisements that we thought were pretty good, but were received very coldly by the client. “These people already know everything that we’re saying in these ads. They aren’t going to fall for all that ‘our tables make them more money’ stuff. They’ll see right through it.” Well, my response to that is, “Don’t give them so much credit for knowing ‘everything’ about your industry in general and your tables specifically.” Long story short, we ran the ads and they got the most overwhelming response they had ever received.We integrated some risk lowering strategies like we talked about before and their ads generated hundreds of responses and requests for more information. By the way, that company went from a money-losing enterprise to having a $7 million profit in only 10 months.
Want to learn how to do that in YOUR business?