I just came back from the Vacuum Dealer's Trade Association annual tradeshow.
I gave a marathon 6 hour workshop on internet marketing for your local small business. Ron Sheetz is an expert in marketing with video. He filmed my event, and was kind enough to talk for 45 minutes about his work marketing with video. He told how you can easily use a Flip video camera (available at www.theflip.com) to film welcome videos for your store website. e also spoke aboutusing video demonstratios to place on your website front page. Smart stuff all around. I'll cover this more in my monthly newsletter. You can learn more about the newsletter at www.unfairadvantageretail.com
You can also download a copy of my book on small business advertising at www.local-small-business-advertising-marketing-book.com
Video is the new hot thing!
Saturday, March 27, 2010
Friday, March 19, 2010
Why I don't Ask For Referrals From Non-buyers
When I was selling in people's home, referrals were the most profitable way I could get appointments. I also get referrals in my retail store and speaking business. One thing I don't do, is ask for referrals from people who didn't buy from me.
Here's why;
The person who didn't buy from you had one or more of these thoughts;
1) This offer isn't worth what you are asking
2) This offer won't solve my problems
3) I don't like or trust you...so I won't buy
4) You wasted my time
When the non-buyer talks to the person they referred you to, they are not going to say "Yep, he was a great guy...his price was fair...I thought he had a great product...but I'm just too dumb to buy it". They will always justify why they didn't buy. And in that process, you won't be the hero of the story.
Picture this; would you ever ask a girl out on a date...and after she says "No', ask "Do you know anyone else that would want to go out with me?". Not if you are sane.
I only want people that I see (as a referral) to know people who bought from me. I want to create a picture that everyone that sees me...buys. So I surround the prospect with buyers they know.
Buying almost becomes a matter of "unseen peer preasure". I want prospects to see buying as the normal expected thing to do. I want "not buying" to be seen as the abnormal act.
I can't get that effect from getting referrals from non-buyers.
Plus....do you know who that non-buyer hangs out with? Other non-buyers.
Do I just give up on the non-buyers? No. I repeatedly give them offers, and reasons to want to hear from me. But I never ask for referrals until they buy.
It's the difference between a 15% closing rate and an 80% closing rate. Trust me.
If you own a small business, you really should download my book, The Unfair Advantage Small Business Advertising Manual. at www.local-small-business-advertising-marketing-book.com/
I think you'll like it. Next time, Claude
Here's why;
The person who didn't buy from you had one or more of these thoughts;
1) This offer isn't worth what you are asking
2) This offer won't solve my problems
3) I don't like or trust you...so I won't buy
4) You wasted my time
When the non-buyer talks to the person they referred you to, they are not going to say "Yep, he was a great guy...his price was fair...I thought he had a great product...but I'm just too dumb to buy it". They will always justify why they didn't buy. And in that process, you won't be the hero of the story.
Picture this; would you ever ask a girl out on a date...and after she says "No', ask "Do you know anyone else that would want to go out with me?". Not if you are sane.
I only want people that I see (as a referral) to know people who bought from me. I want to create a picture that everyone that sees me...buys. So I surround the prospect with buyers they know.
Buying almost becomes a matter of "unseen peer preasure". I want prospects to see buying as the normal expected thing to do. I want "not buying" to be seen as the abnormal act.
I can't get that effect from getting referrals from non-buyers.
Plus....do you know who that non-buyer hangs out with? Other non-buyers.
Do I just give up on the non-buyers? No. I repeatedly give them offers, and reasons to want to hear from me. But I never ask for referrals until they buy.
It's the difference between a 15% closing rate and an 80% closing rate. Trust me.
If you own a small business, you really should download my book, The Unfair Advantage Small Business Advertising Manual. at www.local-small-business-advertising-marketing-book.com/
I think you'll like it. Next time, Claude
Monday, March 15, 2010
Small Business Advertising In Las Vagas
I go to Las Vegas every March for an industry event. This month, I'll be giving a workshop on internet marketing for small business owners and retailers. Then, (the same day) I'll give my talk about small business and retail advertising. Here's a tidbit from my advertising speach;
One of the huge secrets in making sure your advertising pays, is putting everything the reader (or listener-viewer) needs to decide to buy. My ads are complete sales presentations.
It isn't enough to create "curiosity" to bring the prospect into your store...you need to make them want to buy...then they may get off their butts and drive to your store.
I don't need to sell hard when the customer comes through my door, because the marketing and advertising does most of the selling for me. After my speech is videotaped, I may post it for everyone to see. Until then, you can download a complete copy of my book The Unfair Advantage Small Business Advertising Manual for free. Just go to;
www.Local-Small-Business-Advertising-Marketing-Book.com
One of the huge secrets in making sure your advertising pays, is putting everything the reader (or listener-viewer) needs to decide to buy. My ads are complete sales presentations.
It isn't enough to create "curiosity" to bring the prospect into your store...you need to make them want to buy...then they may get off their butts and drive to your store.
I don't need to sell hard when the customer comes through my door, because the marketing and advertising does most of the selling for me. After my speech is videotaped, I may post it for everyone to see. Until then, you can download a complete copy of my book The Unfair Advantage Small Business Advertising Manual for free. Just go to;
www.Local-Small-Business-Advertising-Marketing-Book.com
Wednesday, March 10, 2010
Small Business Advertising Success Secret. Pay less for advertising.
Here's the reason that some advertisers get better results from their ads. They pay less than you do. I'm not talking about a 15% discount because you claim to be an advertising agency. I mean discounts of 60-80% from the advertised rate.
It's called "remnant space".
If you ask about it, your rep will tell you that the media never has any available.
I always say "I know, but if something opens up...this is how much I can pay".
Amazingly, a few days later an opening occurs.
And that becomes you new advertising rate.
There is so much more in my book, The Unfair Advantage Small Business Advertising Manual. You can download a free copy at www.Local-Small-Business-Advertising-Marketing-Book.com
It's called "remnant space".
If you ask about it, your rep will tell you that the media never has any available.
I always say "I know, but if something opens up...this is how much I can pay".
Amazingly, a few days later an opening occurs.
And that becomes you new advertising rate.
There is so much more in my book, The Unfair Advantage Small Business Advertising Manual. You can download a free copy at www.Local-Small-Business-Advertising-Marketing-Book.com
Monday, March 8, 2010
Small Business Advertising Rule #1. Record advertising results
I hear from advertisers all the time that tell me that their advertising doesn't work. I ask them how they know. They say "Because I didn't notice an increase in sales". I also hear "My advertising works, because I noticed an increase in sales".
Both statements are wrong. There are all kinds of things that affect small business advertising (and retail traffic). Weather, other local events, seasonality, even holidays and what you loal competition is advertising.
Your ads have to be thought of as a stand alone investment. Each ad is separate.
Ads either create a profit..individually, or they create a loss...individually.
How can you tell if your advertising is really working? Simple, you tie an action the customer performs to the sale off the ad. For example, yyour ad could read "Bring in this ad for a free ___with the purchase of a ___".
How about "Tell us you heard this ad on (radio station) to get a free ___with the purchase of a ___".
If the customer doesn't tell you where they saw your ad, or what caused them to come in your business to buy...you simply ask "What caused you to come in today and get this?" Your answer will be accurate about 80% of the time, and then you write that answer on the back of your receipt (or imput in your POS program).
Why not download a free copy of my book The Unfair Adantage Small Business Advertising Manual at http://www.Local-Small-Business-Advertising-Marketing-Book.comTalk to you later, Claude
Both statements are wrong. There are all kinds of things that affect small business advertising (and retail traffic). Weather, other local events, seasonality, even holidays and what you loal competition is advertising.
Your ads have to be thought of as a stand alone investment. Each ad is separate.
Ads either create a profit..individually, or they create a loss...individually.
How can you tell if your advertising is really working? Simple, you tie an action the customer performs to the sale off the ad. For example, yyour ad could read "Bring in this ad for a free ___with the purchase of a ___".
How about "Tell us you heard this ad on (radio station) to get a free ___with the purchase of a ___".
If the customer doesn't tell you where they saw your ad, or what caused them to come in your business to buy...you simply ask "What caused you to come in today and get this?" Your answer will be accurate about 80% of the time, and then you write that answer on the back of your receipt (or imput in your POS program).
Why not download a free copy of my book The Unfair Adantage Small Business Advertising Manual at http://www.Local-Small-Business-Advertising-Marketing-Book.comTalk to you later, Claude
Sunday, March 7, 2010
Small Business Owner Advertising And Marketing
Hello;
Claude Whitacre here. This Blog will have advertising and marketing ideas for small business owners. Local advertising has it's own set of problems;
Should you do "Brand Building" advertising, or just "price and product" advertising?
Is advertising part of your overhead, or is it an investment in growth?
Should you have a set advertising budget?
What media pays the most in profitable returns?
These are questions I'll try to answer in this Blog.
Feel free to comment or ask questions. As long as the comments are civil, I'll do my best to answer them. I wrote The Unfair Advantage Small Business Advertising Manual. If you would like to download a free copy, just go to
www.Local-Small-Business-Advertising-Marketing-Book.com
If you read my book, and have questions I can help you with...here's where to ask them.
Happy Marketing, Claude
Claude Whitacre here. This Blog will have advertising and marketing ideas for small business owners. Local advertising has it's own set of problems;
Should you do "Brand Building" advertising, or just "price and product" advertising?
Is advertising part of your overhead, or is it an investment in growth?
Should you have a set advertising budget?
What media pays the most in profitable returns?
These are questions I'll try to answer in this Blog.
Feel free to comment or ask questions. As long as the comments are civil, I'll do my best to answer them. I wrote The Unfair Advantage Small Business Advertising Manual. If you would like to download a free copy, just go to
www.Local-Small-Business-Advertising-Marketing-Book.com
If you read my book, and have questions I can help you with...here's where to ask them.
Happy Marketing, Claude
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