Making Your Sales Copy Sell... Even In A Recession

Thursday, September 6, 2007

I was talking with a group of business associates the other day and one question popped up that was of particular interest. "Is everyone finding that sales come MUCH slower these days?" The answer from all on the call was a resounding yes! The next question won't surprise you... "What do we do about it?"
There is no doubt that individuals and business people alike are becoming more and more cautious with their money. Rather than buying anything and everything that peaks their interest, serious consideration is being given to each and every expense. That's natural in a recession.
What that means is advertising copy has to work harder and better. No longer will a simple quip like, "You'll love it" or "Be the first to own one" work. You have to earn each purchase. You have to prove your worth.
People who live and work in recession-laden times have specific criteria for making purchases. If your product or service "qualifies", you get the sale. The challenge comes in determining what it takes to qualify.
I've said it a thousand times: "Before you write one word, get inside the mind of your customer." You have to understand who the person/business is, what they need, what they want... and then give it to them.
In a recession, the focus turns from "trying" to "getting results". Those who might, in an ordinary economy, try something just to see if it would work will now demand proof of results. Those who would normally take a risk will now ask for guarantees.
In order to build trust and create an atmosphere conducive to converting cautious visitors into customers, you'll need to make three things obvious in your copy:
1) Benefits. Yes, even novice advertisers know about features vs. benefits. But it is imperative that you fill your copy with as many of them as it will hold. In a recession, your customers will not wonder - but will demand to know - what's in it for them. Let them know exactly what they will get for their dollar/pound/euro.
2) Results. In addition to benefits, your recession weary customers will want proof of results. This can be accomplished in a variety of ways. Testimonials are the easiest, provided they are verifiable. You can also use online demonstrations, case studies or a number of other effective methods of showing that your product/service works.
3) Guarantee. If - for whatever reason - your product/service does not perform as expected, your customer will want a safety net. Provide a guarantee or warranty to make them feel safe about spending their hard earned money.
4) Repetition. Lastly, don't be surprised if it takes multiple exposures to your offer before a purchase comes. Instead of the usual 7-9 exposures, it may very well take 10-14 before sales come in. There are several reasons for this. Customers may need to consider, and reconsider, your offer before buying. They might need time to raise the cash to pay for your product/service. Expect - and plan for - slower conversions.
Give the customer what he/she needs to make a comfortable decision. By changing the focus of your copy to meet the qualifications of those cautious buyers in a recession, you will be able to convert leads to sales more quickly

Industry Pro Interview - Increase the Buying Frequ
Kevin Clark ("Mr. Entrepreneur") is a high-energy champion for those who want to start a business or get more profit out of their business. He's a regional winner of the prestigious Entrepreneur Of The Year Award and was inducted into the Entrepreneurship Hall of Fame.
Pretty impressive, don't you think? Me, too! But just wait until you read what he has to say about increasing the buying frequency from your customers. You'll be truly amazed at how easy it is!
KARON: Hi Kevin. Thanks for your time today. I just know you have a world of information about how we can all increase profits without the huge expense of marketing to and getting new customers.
KEVIN: My pleasure, Karon. I'm ready to go!
KARON: I've been to your site and you talk a lot about the "lifetime value of customers". Most know that one-time sales are not the key to big profits. But is there a way to create a "plan" for increasing lifetime sales?
KEVIN: Yes, by understanding and using the following strategy:
Acquire customers at breakeven and make substantial profit on the back end.
KARON: Expand on that, Kevin.
KEVIN: Sure... this is one of the most overlooked and underutilized strategies in your marketing tool kit for growing your business. The key ingredient is to determine if your business has a high probability of customers or clients who come back to repurchase the same (or different) products/services from you frequently.
If you do, you owe it to yourself to do everything within your power to get customers into the buying stream as quickly and easily as you can.
This technique focuses on keeping an eye not toward the beginning of the relationship, but on the continuation and recurring relationship from bringing clients into your business.
KARON: So, let me see if I understand you right. IF I have other products/services to offer, I can bring a customer into my business with a sale, a bargain rate, etc. as long as I have a strategy for getting them to buy repeatedly? Is that right?
KEVIN: Yes! The majority of your profits will come on the "back end".
Ask yourself this question:
"How much would it be worth if I brought in an extra "X" new customers this month, not making a dime of profit on the initial transactions, but making enormous profits on all the repeat transactions for the next 12 months?"
KARON: Hmmm... I'd have to give that some thought. I guess it depends on how many product/services I have to offer them, right?
KEVIN: Or, in your case, Karon - how many copywriting projects the customer needs.
KARON: True!
KEVIN: It is shifting the focus from making a huge profit from the acquisition of a new customer to making your real profit from the repeat business that comes from that customer.
KARON: So, give me some idea of what businesses this would work for.
KEVIN: Almost anything. Record/CD clubs. Easy and attractive to buy from them the first time because they give you 6 CD's for 99 cents, etc. They do it because it works and people come back and purchase month after month.
Contractors can make it a matter of practice that the first job done for any new customer is done at a reduced price (practically breakeven). They make certain the customer knows they are not making any money but that they do it to prove their ability and their performance.
KARON: And what about those who are just looking for a "deal". How often does this backfire... you get a lot of one-time bargain hunters who never come back?
KEVIN: 80% of first time customers come back and continuously repeat.
KARON: OK, so I've made a decision to market this way. What do I need to do get those back end sales?
KEVIN: The concept is quite simple. You have existing customers that trust you implicitly. It is very easy to introduce them to additional products or services that give benefits to their business.
It's important for you to recognize that, just because you have customers that are not buying from you right now, these people are still prime prospects.
How about the record and CD clubs? Once you're comfortable and are buying on a regular basis, they will introduce you to their video club or their book club.
Why? Because they know that many of their satisfied customers will gladly cross over and also start buying books or videos.
KARON: Where do we start?
KEVIN: Ask yourself this question, "What other products or services could I be offering my existing customers that would be a logical extension to the benefits they gained from the initial purchase?" To start, pick out a logical product or service, offer it to a small number of your customers and step back and see what happens.
A large number of your customers will purchase. That process alone is enough to dramatically increase your business.
KARON: Sounds very easy... and it makes great sense! Thanks, Kevin! I truly appreciate the information.
KEVIN: It's been my pleasure, Karon. Ask me anytime!
Be sure to visit Kevin Clark's Web site for additional articles and special reports. He can be found online at http://www.GetProfitable.com.

Branding - It's More Than Just Your USP
When you mention the word "branding" most people automatically think of USP (unique selling proposition). The overall - and incorrect - perception of a brand is that it simply consists of the statement you use to define what you do. Slap your USP on every advertising piece that goes out the door and - tah dah - you're branded! Not even close.
Your brand is created from every single thing you do within your business. Your brand is the all-encompassing collection of business principles, business strategy, sales, customer relations, appearance, attitude, products, services, advertising, copywriting, Web site design, brochures... your entire company.
In order to create a brand that has "staying power", it must go several levels deep. Consider the Walt Disney Company for a moment. What comes to mind when you think of Walt Disney? Most likely Mickey is first, maybe animated movies, then family-oriented, wholesome, quality, etc. Is all of that just a USP? Definitely not!
When you phone the Walt Disney Company you are greeted by a professional, friendly, helpful person. When you visit one of the Walt Disney World locations, the staff is helpful, the facility is clean, the environment is family-oriented and the accommodations are first class.
What is the end result of all this work? Trust. Your customers learn that they'll get what they expect every time. They trust what you offer. They have faith in it. They depend on it.
How would Disney be portrayed if all their advertising lead you to believe that they were a highly-focused, quality, family-oriented organization but - when you visited their theme parks - you found rude staff members, rides that didn't work, food that was inedible and costumed characters that treated your children horribly?
The image of Disney would have fallen to the wayside long ago if they didn't understand the concept of branding. The brand just wouldn't have held up. This company knows that your brand must go deep inside your company and radiate through every level. It isn't just about what you tell your target customers in your ads.
When you consider your brand, ponder these questions:
1. What do we want to be known for?
2. What do we want others to say about us?
3. What is the essence of our organization?
4. Is every department aware of our brand and the image we want to portray?
5. Does everything we do reinforce our brand? (Our staff, physical location, packaging, Web site, advertising, products and services.)
6. When you say the name of our business, what words do others respond with?
Once your brand has been determined - once you have every aspect of your company following in line with the brand - you can focus on your promotional efforts. Without your brand being clearly defined, your marketing plan will most likely come up lacking. However, if you concentrate on perception and reception of your business by your target customers first, your advertising will be more effective and the results will be astounding.