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Offers that Turn Lookers into Buyers
©
2002 By Marcia Yudkin
If you're getting only a sluggish response for a product or
service that people genuinely need, wake buyers up by
spicing up your offer. I've seen losing propositions
become winners with these kinds of changes, which in most
cases cost you nothing
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1. Guarantees.
With a strong, simple guarantee, you can overcome the doubts
of people who have not done business with you before, and
calm down worriers who don't act when they can think of too
many "what ifs." The guarantee does not have
to promise a refund. Someone hiring an exterminator
service wants those darned critters out, not their money
back. "We guarantee you'll be pest-free for a
year, or we'll come back and spray again for no extra
charge" is the thing to promise them. Direct-mail
professionals tell us that a one-year guarantee sells
better, with fewer refund requests, than a thirty-day
guarantee, and a lifetime guarantee does even better.
2. Package deals.
If you sell office supplies, you might think that folks
going back to school know how to select what they need.
Perhaps, but why not make things easy for them -- and more
profitable for you -- by shrink-wrapping three spiral
notebooks, two packets of pens, a pocket calendar and
several semi-necessary items together in a Back to School
packet? This often persuades people to spend more than
they would on separate items.
The same principle applies to services, where you can
mobilize people who shy away from hourly fees with fixed-
price bundles: only $350 for a will and a consultation
on estate planning. A name makes your bundle more
appealing: $150 for the "Get Organized
Special."
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3. Premiums.
Try rousing sleepy customers with bonuses -- spend more than
$100 and receive a free whooziwhatsit, which isn't available
any other way. One mail-order company offered a free
booklet with any order from that catalog, and received 13
percent more orders from that catalog than previously.
Similarly, frequent-buyer programs have now spread far
beyond airlines, because they work. If
convenience-store patrons have a card to buy nine cups of
coffee and get the tenth free, they're more likely to
consolidate their coffee buying rather than buying sometimes
here and sometimes there.
4. Payment terms.
When you let clients know they can spread payments out over
two or four months, you'll snag some wavering over the money
issue. But changing payment terms doesn't necessarily
mean you get your money later. I know speakers and
consultants who offered a 2 or 5 percent discount for
payment in advance, and received their money a whole year
before they would have otherwise!
With any new offer, test, test, test. You can't know
any other way whether "Buy one, get the second one
free" works better or worse than "Buy two and each
is half price." Human beings are illogical
creatures, and unexpected offers can turn this fact to your
advantage.
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ABOUT THE AUTHOR:
The above is adapted from "Secrets of Mouthwatering
Marketing Copy" by Marcia Yudkin, available from http://www.yudkin.com/mouthwatering.htm
. Marcia Yudkin <marcia@yudkin.com>
is the author of 11 books, including Persuading on Paper and
Internet Marketing for Less than $500/Year.
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