By Ian Moore
Simply what makes one advert 20 occasions more desirable than one other? Why does on promotional crusade outpull one other via a hundred instances? and the way are you aware which yours could be? Remarkably, the answer's usually very simple. The trick is to contemplate your advertising and marketing as though you have been promoting. Out is going fancy showmanship. In comes powerful salesmanship. The invariable end result: better reaction premiums and extra sales.Does Your advertising and marketing promote? is a distillation of the authors 25 years of winning revenues and advertising and marketing event, hundreds and hundreds of actual case reviews, the choose of selling communications examine, and the got knowledge from many of the world's maximum sellers.
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Additional info for Does your marketing sell?: the secret of effective marketing communications
The result? A record response, with applications for our promotion peaking at a staggering 112,000 per week. ) 45 DOES YOUR MARKETING SELL? Figure 18 Reply made easy. A “postcard” printed on the inside of Newcastle Brown Ale packaging. 2 percent) response that this campaign generated. Reproduced by kind permission of Scottish & Newcastle plc. We shouldn’t have been surprised. All of a sudden it was so easy for the customer. Hurdles were minimized. And even if your customer ignores the promotional message in the store, there’s a second chance to gain their involvement as they open the pack.
I need to understand and experience just how easy it is and I need a bit of a shove to do so. Perhaps the budget would have been better spent paying a polite salesperson to single me out in the foyer of my local supermarket? 47 DOES YOUR MARKETING SELL? Why do I need help? Have a look at a play slip through the eyes of a ﬁrst-time customer. It’s been designed not for the human that plays it, but for the robot that processes it. For a start, I wonder why it looks like an ofﬁcial form. It’s not exactly the most inviting ﬁrst impression.
This predicament led to many lost sales. Customers often couldn’t be bothered to come back into town equipped with the right information. I’ve made it sound like it was the customer’s fault for not being able to buy glass. But you know that’s an attitude stemming from poor salesmanship. The lesson is that even an active ad seeker beneﬁts from a few words of direction: The instructions should have been in the ad. I’ve taken two examples from the Mortgage Brokers’ section of a recent edition of Yellow Pages.
Does your marketing sell?: the secret of effective marketing communications by Ian Moore