On my last blog posting, referencing Adelman’s $31 billion personal loss, we talked about the importance of “selling money at a discount”, how this has and always will be the easiest “product” to sell.
Today, we’ve got more immediately applicable, real world reminders (photos included) to help you sell and market more effectively in a turbulent economy.
As an ironic aside (if you read the post), what is the reason people DO spend money at casino’s? Exactly, they think they might be “buying money at a discount”… interesting. Don’t forget to put this to work in your sales pitches today.
As a small business owner, sales professional, or person in charge of – happy about it or not – driving sales, creating profitable partnerships, I want you to know that I try in my business as a coach on “all things influence”, to show you every possible way that you can hone and strengthen your understanding, and more importantly, your application of human psychology, sales techniques and insights on influence that will put money in your pocket.
Besides, if the economy is “shrinking”, you better be “expanding” your sales consciousness, right now. Make sure to show up on the 25th this month, when I give away the farm on how to grow your business, and create your own “mini-economy”.
For today, your teachers are… drum roll please…
Fidelity Investments, UPS and Verizon Wireless.
Today, these three companies will be your “Influence Professors”.
How so?
Well, I’ve picked apart the ads that these three companies have run for the past several days in various publications including Wall Street Journal, Forbes and Entrepreneur, among others, and i want to make sure that you can gain tremendous, immediate value by looking at what goes into three ads that would cost YOU just under a million dollars to run.
(I encourage you to do this as a regular practice. Look at the ads, not only of your competitors, but also those run by companies who are doing well, and more importantly running the same ads again and again – they would only do this if the ad was profitable – see what I’m talking about? Real world, free sales training! If you need help designing ads, connect with my good friends, Taylor Martin and Morrie Kayanan)
Today’s Lessons:
1. “Do It For You” services (This example is more of a reminder than a direct example, but you will get the idea.)
- Fidelity Investment Ad
Fidelity tag line in a full page WSJ ad: “In markets like these, put Fidelity’s experience to work for you.”
People always want to buy something that “does it for them”. Human evolution – laziness, personal computing technology, blackberries, blueberries, all things electronic, software, hardware and anything that “we believe” will “do something for us”, and take the work out of it, is always a better buy.
100 Years ago, it was typical to walk 20 miles round trip to visit a friend for dinner. Would this happen today? While obvious, don’t overlook the trend. Use it to your advantage.
Fidelity says, “…put Fidelity’s experience to work for you.” Easy to overlook, but brilliant to give the impression that are “doing something for you”, and a great reminder that these actual words drive response.
Example: Mark Eigenbrode, a loan officer in a networking group I’m in here in the D.C. area, never fails to mention all the unusual, extraordinary, above and beyond efforts he makes to “do it for them”, and take care of responsibilities for his clients, referral partners, and everybody involved in his transactions. It doesn’t hurt that he authentically does what he claims – testimonials confirming this show up regularly on behalf of Mark.
Application: Make sure in your marketing, advertising, sales presentations, etc… you go out of your way to mention – even if redefinition of what you do is necessary, remind and tell stories about all the things you will “do it for them”, that they won’t have to do. Is there anything you sell, or can sell, that will do-it-for-them? Just as importantly, if this is the case, are you consistently and clearly explaining this.
2. Speed… Money Loves Speed!
- Verizon AdV
Verizon Wireless headline, seen in multiple publications:”Make Your Business Instantly More Productive”
So, what is the trigger word i want to focus on right now? Instantly
We all want speed. We want results, and we want them quickly. In business, time is money. Instant gratification, quick fixes, immediate results, help now and all promises that will give me more, and faster, will trigger reactions.
What do you do “instantly” for those you serve? What problems, frustrations, roadblocks, or current irritations can you solve “instantly” for another potential referral source, business, prospect or customer?
Example: Back in the late 80’s, early 90’s, Domino’s pizza was the first to offer their famous “30 minutes or less” offer. This not only turned around their company, but put them on top.
Application: It doesn’t just work with food. Everybody wants something – maybe something that you can offer – and they want it fast. Even if it isn’t related to your product. Become a person who quickly solves problems, creates introductions and opportunities for others, and you will gain their favor. What do you already do with speed, instantly, or quickly that maybe you’ve forgotton to promote? Can you tell a story of a client who’s butt you saved because of your ability to operate with speed?
3. The News – Your Secret Advertising Partner
- UPS Ad
UPS ran a full page in WSJ this week, and the front of it featured a “personal letter” directed at DHL customers, from Alan Gershenhorn, Senior Vice President of UPS Worldwide Sales and Marketing.
Three immediate techniques that stick out to me:
1. Subject line: Be specific to be terrific. (That is about as corny as it gets!)
The subject line reads, “Dear DHL Customer”, not “Dear Business Owner”, “Dear Big Company”, “Dear Person Who Ships Stuff A Lot”. It is specific. The power in this?
If you are a DHL customer, you better bet you are reading the ad. Even if you aren’t, because DHL was in the news (see next point), you’ll still probably read the ad.
2. Current news item: go where the conversation is, bring them to yours.
This is an advertising, marketing ans sales-message “secret” that has been taught since the 1920’s. Use the news to your advantage. Go where the conversation is and then bring the listeners to your conversation. In the ad, the first paragraph starts of by talking about the DHL news as the very first item.
This is what people are talking about and thinking about, so UPS wisely starts there. In the last sentence of the first paragraph, UPS starts talking about themselves.
This is simple, yet really brilliant.
3. Be Personal
Coincidentally, there is an ad from Fed Ex in WSJ the very next day, yet instead of featuring a “personal letter” directed at readers, it’s an ad using a few headlines and a small paragraph talking about DHL. They got 2 out of 3, but there was no personality. By using a personal note, “hand addressed”, the letter is coming from a person. People always connect better with people.
Put your personality in your ads, marketing and selling. People do buy businesses and products, but they connect with people first. Connect.
Jon Berghoff
Jon Berghoff is the founder of Global Empowerment Connection. GEC has a history of creating sales, leadership, and entrepreneurial success through ‘harmonic influence’ over ourselves, others and the world. Subscribe to Insights on Influence, our free e-zine at www.geconnection.com.
Tags: Advertising, influence, marketing, Sales
