Sending a contact some advertising collateral one time is not an “advertising campaign.” A campaign is never a single attempt at anything! An advertising campaign is a sustained and continual effort conducted over time with results tracking in place to evaluate results. If a contact has shown any interest in your company after the initial [...]

Many big ticket purchases every day are decided based on saving time, or saving money. When people believe that you are providing them savings they are more likely to make convert to sale rather than deliberate and delay their buying decision. Take advantage of this when placing deadlines on your offers, especially when you can [...]

Of course it is important to understand who is buying your products, but of equal importance is why they are buying your products. What motivates your customers to purchase your products over your competitor’s? Understanding your customer’s motivation is critical to encouraging repeat purchases and getting others to follow suit.

In order to effectively capitalize on your strengths, your marketing strategies must consider your company’s weaknesses, external threats, potential changes in your customer base and your target market, and work to address and identify solutions to these obstacles.

One of the greatest obstacles closing a sale is procrastination – and deadlines are the key to overcoming this. By placing deadlines on your campaigns and advertising collateral, you can work to overcome the natural tendency to deliberate and postpone a buying decision. By using a deadline you are effectively injecting urgency into your ads, [...]

Offering written guarantees and policies that show trust in your products can help dispel consumer distrust and encourage confidence confidence in your company. Customer testimonials, references, and facilitating open communication between customers in forums, blogs, and member’s areas of your website are also great ways to overcome distrust and encourage brand confidence.

It is important to understand the emotional investment a customer makes when buying your products. You must instill in them good feelings about your company, their decision, and your relationship with them. Developing this emotional connection with your customers is one of the most important aspects of the marketing and sales process.

It is important for your sales message and advertising creatives to convey your deep belief and faith in the products you develop and sell, as well as your trust in your services, company, and yourself. Your potential customers will detect your passion and feel reassured and confident about doing business with you and your company.