Marketing and advertising advice for owner-operated businesses
Buying signals come in varying sizes and weights. The most obvious of them, aside from when a customer reaches for their wallet is when they ask, “How much is it?”
Whether the sale is won or lost in this moment of truth rests on the readiness of your reply. I found myself on the customer end of an almost-buying experience last week that went south after I asked THE question: Continue Reading
Samantha: It was an impulse purchase!
Carrie: Gum is an impulse purchase… this is more than gum!Samantha trying to justify her cosmetic chemical peel decision
as an impulse purchase she has on Sex and The City.
Carrie has perfectly expressed the reasonable expectation of an “impulse purchase.” Much the same can be said about impulse purchases with your business’s marketing – they should be strictly reserved for stands in grocery shopping lines.
There are many scams, tricks, sneaky tactics, dodgy offers, (you get it…), out there – victims often being new businesses. “If it sounds too good to be true, it probably is”.
The issue you face when making an impulse purchase is that you aren’t efficiently thinking about the resulting consequences of this decision, resulting in actions that aren’t working towards the needs of your business as well as wasting a huge amount of money… You need to ask yourself every time, “Is this the highest and best use of my money?”Continue Reading
Ask any Boy Scout how to start a fire. He’ll tell you it’s a triangle: fuel, oxygen, and heat. Get enough of all three and you get a fire.
There’s a triangle of combustion like that in advertising: message, delivery, and engagement. Getting that triangle right will light a fire under your sales. Message is fuel, delivery is oxygen, and engagement generates heat. Ignition comes at the moment of conversion, when a visitor becomes a customer.Continue Reading
