HOW AND WHERE TO ADVERTISE ANY PRODUCT OR BUSINESS
A Quick Study in marketing, plus recommended advertising/mailing
list sources.
More than anything else, the key to success in business depends on
how and where you advertise.
You must advertise or forever remain unknown.
If you have "the better mousetrap", you have to let the people
know about it, or your ideas and efforts will come to nothing.
Everybody seemingly has an idea for a product, a service, or a
"how to" manual of some kind.
Many people spend half their lives perfecting a product, learning
how to perform a special service, or writing a book - only to end
up penniless and heartbroken because "no one beats a path to their
door" to buy whatever it is they're trying to sell.
In most cases, it's a matter of whether you want to "go down in
history" a just another inventor, hard worker, author or you want
to "sell a product and enjoy the rewards".
Always do some basic common sense product analysis and market
research before you begin building, learning or putting together
something you want other people to buy.
The same kind of "research" will save you time, frustration, and
money, if you apply the same principles to every "selling
opportunity" that arouses your interest.
Make up a check list of questions that must be answered before you
embark upon any project, or get too deeply involved in any selling
situation.
Such a check list should answer the following questions:
- Who will I sell to?
- Do these people really want, and need it?
- How large is the market?
- How will I reach these people and get them to buy?
- Is anyone else selling a similar product, service or book?
- What makes my product and strategies different?
- Can I supply the product at a price the customer will pay, and
still make a profit for myself?
- How much time, effort and money will I have to invest in order
to reach my profit goals?
- Do I really have the resources and the stamina to carry this
idea through to success?
Once you've answered these questions - completed this bit of basic
product analysis and market research - then you can start planning
exactly how you intend to sell it, and map out your advertising
strategy from there.
You'll find success in any selling effort, much easier, and much
more profitable, if you honestly and objectively answer these
"check list" questions before you begin.
It's absolutely imperative that you analyse the product, and
profile your prospective customer - the salability of your
product, and the demand for such a product by the people you want
to buy from you.
One other thing. Don't ever overlook or "poo pah" your real
and/or imagined competition. When people neglect to analyse the
product, and answer the basic market research questions they're
almost certainly doomed to failure.
These are precisely the reasons for failure amongst people who
attempt to start a mail order business.
I get literally "tons of mail order offers" for products that are
losers; and even offers from people trying to sell us our own
materials and/or related items which we can buy at wholesale
prices.
When Freemans sends out a new catalogue or sales circular, do you
really think they send one to Selfridges?
Another thing, this "we're all friends and in the same business,
so you buy from me and I'll buy from you" philosophy may keep you
busy, and your post box full, but it'll never result in profits on
your Profit and Loss sheet.
Advertise in the media that reaches your buyers, and send your
direct mail materials to people most likely to buy - not to
sellers!
Remember, your first task is to determine who your most likely
customers are, and then design your advertising campaign to reach
those specific people.
Generally, you wouldn't try to sell ladies tights with an ad in a
car care magazine; or socket wrenches in a magazine for
brides-to-be.
In other words, design your advertisements to appeal to "your kind
of customer", and then, place these advertisements in the
publications these people buy and read.
If you're selling gift items, crafts and other merchandise,
advertise in those kinds of publications - general merchandise
catalogues, catering to that kind of buyer.
By listening to the cries for help, and catering to them, you will
not only have "discovered" the proper product, you will have also
"identified" your buyers.
Do not try to interest the people in something that does not
specifically fulfil one of their wants.
Don't mistake a casual interest or complaint as "the voice" of the
masses. Spend some time listening, and then write to satisfy what
"the people" want.
Once you've got your product ready for customers to buy, you
should spend some time creating the proper sales letter and/or
circular you'll use in presenting it to your potential customers.
Above all else, your sales materials must radiate an image of
professionalism and sell - sell - sell.
Use quality paper and printing in presenting your sales message.
Present what you have to say, not in a manner which tells the
prospect who you are, how well qualified you are to write on the
subject, or how much work you put into the project; but from a
stand point of how the customer is going to benefit from buying a
copy of your manual.
As an example - Ford doesn't advertise cars by telling you how
they were designed and engineered by college graduates or union
members, nor have you ever heard of someone walking up to a car in
a dealer's showroom, kicking the tire and exclaiming, "Boy, this
sure looks like a safe one ..."
In fact, new cars are sold by the smell and the image of the
prospective owner sitting in the driver's seat and showing off by
driving through his neighbourhood - just climb in there behind the
wheel and see how she feels to you - go ahead and take it for a
test drive - drive it home and see what your neighbours think.
The benefits your prospective buyer is going to receive - that's
the starting point from which all "winning" sales letters are
written, circulars designed, and the "secret" of getting people to
spend money on a product or service.
Student from the advertising classes at your local college,
freelance advertising agency personnel, and - believe it or not -
car sales advertising managers, are the people to turn to for
ideas and help.
Next, is your follow-up piece.
Ideally, this is a simple one page listing of other "related"
materials for your customers.
So, assuming you've sold him a manual on how to land a job, your
follow-up piece might list manuals on how to dress to project a
winning image, how to breeze through job interviews, and what to
do after the interview, perhaps an opportunity for your buyer to
subscribe to a quarterly newsletter listing job availabilities.
It's important that you have your follow-up piece put together,
and ready before you make your primary offer available to the
public.
Then, when you start receiving orders, along with the manual the
customer has ordered, simply also enclose your follow-up listing
of other materials available.
Thus, you make one sale and as a result of the first sale, you
make further sales of related materials - the kind of "back end"
sales that will keep you in business, and your profits
multiplying.
Don't neglect the follow-up piece.
Getting your offer to your most-likely buyers is going to cost you
money, and here's where most direct mail beginners drop the ball.
Do not try to save money, and send your offer out to just any old
list of names.
Contact a reputable mailing list broker - visit your public
library and ask the librarian for a copy of the Standard Rate and
Data Services directory pertaining to mailing list brokers - tell
the mailing list broker about your offer and ask for his help in
choosing a mailing list that will be profitable for you.
You'll probably have to rent a minimum of 5,000 names at a cost
ranging between $35 and $120 per thousand, but in the end you'll
save a lot of time and money because with a good offer and a good
mailing list you count on a tremendous response.
For instance, the one-time rental of a good mailing list may cost
you $475 at $95 per thousand ... but then a 20% response from such
a list on a $20 manual, would mean $20,000 in your pocket.
To spend your time compiling names and addresses from incoming
mail order offers, or to rent and use a mailing list from any
source other than a reputable broker, is not only foolish but a
short cut to the poor house!
Identify your most likely buyers, contact a reputable mailing list
broker, match your "buyer profile" to his most responsive list,
and you'll make money - lots of money - every time.
Anything less is just an exercise in futility!
There you have it - short and sweet - cut and dried - and, the
"easy way" to the big profits in mail order starting from scratch.
These are the basics - the secrets of how others have done it, and
how you can do it too - organise yourself, follow these guidelines
and it'll be next to impossible for you not to succeed.
Remember though, your best product will be "how to" information.
Something the people "want" to learn.
Something you can research, write about, and produce for pennies,
and then sell for dollars.
And don't forget, once you're ready to start taking orders, make
sure that you get your offer to the most likely buyers.
Get out of the "mail order circle" and to the people who want and
will spend money for your product.
It's easy - simple - and very rewarding. This time next year, you
really could be a millionaire!!!
