How to raise sales
Sell not the properties, but the benefits of your product.
“People buy things not for the sake of things themselves, but for the sake of what these things give them.” Dan Kennedy.
Many people know an example from Kotler’s marketing “bible” about holes and drills. When people buy a drill, they don’t need the drill itself. They need holes in the wall. The result, not the tool itself.
Remember, once there were slide rules and abacus? With the advent of calculators, they disappeared from the market. It turned out that people do not need slide rule or abacus at all. They need the ability to quickly calculate.
Virgin Airlines did not advertise flights, but a comfortable move from point A to point B – and won its share of the market from giants. Successful law firms do not sell legal advice — they sell calm. Successful security vendors sell a sense of security and security. Volvo sells the same thing. What are you selling?
Testimonials from your happy customers greatly increase the conversion of any advertising message. People believe what other people have said about you many times stronger than what you say about yourself.
Disney: “The best way to be successful in your advancement is to make people talk to others about you without ceasing.”
Dan Kennedy: “What others tell about you will be 1000 times more likely to inspire public confidence than if you tell yourself about yourself.”
Testimonials are one of the fastest ways to gain a credit of trust. Therefore, you simply must collect reviews, and do it systematically.
The main goal of the reviews is to close typical customer objections. When you sell something face-to-face or over the phone, with the help of certain technologies you have the opportunity to identify any objections of a potential client: expressed, unspoken, false and true. Your ad text doesn’t have such an opportunity! Therefore, ideally, for each typical objection you should have a corresponding review. Better to have reviews with photos. In addition, it is useful to indicate the contact information of the author of the review: phone or email. Very few will call / write, but having the very opportunity to contact the reviewer increases the conversion.
Give a guarantee or guarantees.
If you do not give a 100% guarantee on your product, then you yourself are not 100% sure of it. But how to instill this confidence in your potential customers, if you yourself do not have such confidence?
Usually a guarantee increases sales. Of course, the best guarantee is a full refund. There are even cases when a company guarantees to return more money than the client spent on the purchase.
Of course, you will have customers who buy your product and return using your guarantee. But in most cases, the gain in profit due to this guarantee at times covers the losses from returns.
Of course, there are markets where moneyback is impossible due to objective reasons. But you still need to give some kind of guarantee. This may be a guarantee for additional service. For example, free maintenance and technical support for three years from the date of purchase. Think about what guarantees you can give customers in your business, and start providing them.