What do you think the biggest mistake most companies, that sell person to person, make in advertising?
My belief is that it is using the wrong overall strategy.
Most companies that sell one on one advertise with a one step approach. They place an ad with the immediate goal of getting new customers. If the first call doesn't lead to immediate business they often scrap it all together.
In my opinion that's an awful lot to ask from a single ad and a terrible waste of potential business. Especially when you look at how pathetic and predictable most advertising really is. (Just open up your phone book if you want to see what I mean)
A much more profitable strategy for advertising is using a two step approach. This method is not new. Direct marketers have been using it for years. They learned that it is much easier to get people to raise their hands first and say "I'm interested in that" and then offer the sales piece rather than just hitting everybody with a sales piece. This approach is much more cost effective and profitable as well.
So instead of asking your ad to convert readers into immediate clients it gently moves your prospect along with baby steps in a comfortable non-threatening way. With the goal of simply getting their name and contact information.
Once you have that, you've got it made. Rather than one chance of selling them from your ad you can now follow-up as often as you like knowing that the dollars spent are being targeted like a high-powered rifle at prospects that truly have an interest in what you are offering rather than the typical shotgun approach.
So, you ask, how do I get them to raise their hands and give me their name and contact information?
It's simple. You make them an offer they can't refuse.
The best way I have found is to offer free, highly useful information that they cannot get anywhere else. Let's say, for instance, a landscaping contractor wants to target prospects who would be interested in building a Gazebo.
By offering a free report like "How To Increase The Value of Your Home With Landscape Improvements" you peak the prospect's interest and automatically know they are interested in what you have to offer. If done in the correct way this can massively increase the number of leads you receive.
Once they have requested the free report you have already set yourself up as the expert and can continue to follow-up with the prospect until they convert into a client. This follow-up should be low pressure offering additional information, free quotes or analysis, etc. in the attitude of offering a service to your community as the local expert. You should not be afraid to ask if you can help them, but you should never beg either. Always keep the "expert" attitude in mind.
By using the two step approach, continually building your database and using regular follow-up you will not only get business for right now but you will be planting a business crop that will bring you an abundant harvest for years to come.
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