1. Develop Trust – Think about it… you don’t just
buy, you buy from specific shops. If some days
those shops… Your shops are closed for some
reason, you wait for them to re-open. Yes… you
don’t just go to any hair dresser, you have your
very own specific hair dresser or clothes shop,
or even coffee/ diner. You aren’t satisfied with
anything less.
Why do you do so- Usually it is because you feel
they are sensitive to your very special needs
and their services are meant just for you. Hence
you believe in them totally… even to the point
of accepting price hikes without a murmur.
So Win your customers trust:
– Do not be cold/ impersonal… be warm and outgoing.
– Do not sell outright and show you are after their
money.
– Inform them honestly and make them feel that you
have their well being at heart.
– Be Sensitive to their needs and advise sincerely.
– Make them develop a sense of belonging to your
inner circle – this is a very powerful motivator…
you belong to a culture/ country/organization/
system of belief and you are fiercely loyal to
it. So make your customers belong to you.
2. Repetition is the key To Advertising success-
keep repeating your ads until people notice you.
They begin to develop an image/aura about you.
Then ultimately their level of awareness reaches a
crescendo where they simply can’t ignore you any
longer. Yes their psychological gear shifts forcing
them to try you out or burst.
Yes… you need to be seen everywhere at the same
time and create a ‘buzz’ about yourself. The
concept that your sales message needs to be seen
at least 7-10 times before it sinks in holds
true even today. This also works towards developing
trust… Since you are advertising so aggressively,
logic follows that you are getting sales and you
must be good.
3. Strategic Planning- Before you can launch your
satellite… Oops! Website into cyberspace you need
to plan… yes you need a rock solid advertising
strategy. You need a:
– Long term Plan: This is to ensure long term
survival. Search Engine Submission, Power Linking;
Content development and promotion through articles,
viral strategies; Power branding; Newsletter/
mailing list are some long term strategies that
will enable you to develop a truly ‘set it and
forget it’ business.
– Short term Power Plan: This is to ensure
immediate climax and comprises: Site Blasts; safe
lists; ezine advertising; guaranteed visitors;
press releases; TV/Radio ads.
Advertising is a never ending cycle. Winter months
October to March are best for short term strategies,
while summer months may be geared more towards
development and long term planning.
4. Target your Market- For maximum effect you need
to target your niche market… yes, reach those
people who are most likely to use / are really
interested in your product/services. Say if you
are selling toys… you will get powerful results
if you advertise on TV channels usually watched by
kids, or on kids websites.
5. Leverage To Power – If you are familiar with
basic principles of mechanics, leverage is the
concept that a very small push at one end of a
lever produces a gigantic movement at the other
end (ie. a very small effort gives you a big return).
Or in terms of a chemical reaction, if you remember
your high school chemistry, you will recall that
a catalyst is a chemical stimulant the addition of
microscopic quantities of which can trigger mega
sized changes in a chemical reaction.
In essence you need the power of leverage, that is
small actions to produce gigantic results. Simply
put you need a power blast to launch in to orbit. To
achieve this
– Grab the ‘best bang for your bucks’ advertising
combos.
– Go in to Joint ventures advertising/ promotion .
– Grab Special offers etc.
Just keep your eyes, ears and e-mail boxes open.
You will discover a whole treasure trove of
megalithic advertising up for grabs. Use it.
