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Would you like to boost your sales with help of one of the greatest and well-known keynote speaker? Then check out these free marketing ideas written by a marketing guru.

Today, the prices different advertisers pay for the same ad can differ up to 100 times. Yes, one hundred times!
Hmm.
Well.
Alright.
I won’t go into all the implications of the above, but I’ll just say the following. If you don’t know how to buy media space, don’t even try because you’ll get burnt.

This statement isn’t mine. These are Gregor Cuzak’s words, in his blog on October 3rd. Gregor made a mistake, though, by giving me credit for these words. I have to admit I’m jealous that I haven’t said them myself, but what can you do. J Read his entry. Recommended.

Mushrooms

I took a photo of these delicious-looking mushrooms though. Mushrooms and eggs for dinner today.

Or perhaps not. Keep away from what you’re not familiar with. Gregor is right, he speaks from experience and I agree with him. I’ve done it both – I’ve sold and I’ve bought advertising space. Several million euros were involved and I’ve learnt my lesson (most of the money wasn’t mine). If you don’t know the game, there’s a high chance you’ll get burned. Do your research, read books, attend seminars, talk to professionals. Reading a blog such as this also helps.

Here’s a photo of a castle where David Ogilvy worked. David Ogilvy bought this castle in the golden age of marketing, the golden age for marketing agencies.

Gregor mentions Al Ries. My company published an excellent book by this author, The 22 Immutable Laws of Branding.

Companies spend millions on marketing programs, which proves to be futile despite big budgets and good organization. When a company makes a mistake, the competition soon takes over its business. How to avoid these mistakes?

Al Ries and Jack Trout spent 25 years studying what pays off in marketing and what doesn’t. They discovered that programs that had paid off had always been designed according to the basic rules of the market.

The authors identify 22 situations you might find yourself in when managing or establishing brands. The book isn’t just about laws but also about traps. The authors conclude that a good brand name is one that sounds good. Competition is fierce in business today; you can succeed only if customers choose your product from among the abundance of others.

This just found its way to my inbox.

Spread the scent of success!
Aleš, I hope you’re not hungry.
You enter the kitchen and smell something delicious. The smell infuses the whole kitchen, you inhale, and memories of your grandmother’s kitchen come back.
You peer into the oven and see the delicious cake, the kind only your grandmother used to make. The cake looks tender and delicious. The top is already golden brown and it’ll be done any minute now.

You open the oven and hear the sizzle; you can already feel how the dough will melt in your mouth.

This is the best cake you’ll ever have.

Sorry to burst your bubble – you won’t because this is not a kitchen but your office, and you’re sitting in front of your computer.

You know it too, but you were so close, you could see and smell the cake. The description probably made your mouth water. You remembered how it feels like to bite into the cake.

This description could be different.

I could simply have said that the cake was delicious and smelled good. Would such a description make your mouth water? Probably not; I wanted to take you to the kitchen and make you smell it there.

When drawing up advertisements, keep in mind that your customers have five senses. Make them see, hear, smell and taste your product or service. Good descriptions should make your customers feel your product.

Do you happen to rent rooms at the seaside?

The day breaks and you hear birds singing. You wake up into a beautiful morning; a light breeze carries the soft scent of pine into your room. You look out of the window and see a fishing boat in the distance on the crystal blue sea…

Do you get the importance of descriptions? Your potential customers aren’t there, they can’t see, hear, smell, touch or taste what you can.

Next time you write descriptive advertisements, decide which sense is the most important for the description of your product or service. If you sell food, of course you’ll use the smell; sight also matters.

Find the right words and your potential customers will eat out of your hands.

Božo Hudopisk, MSc

Sales and Marketing Manager

Vaš profit d.o.o.

http://www.vas-profit.si/

Yes, Božo is right. He might even enter national direct marketing championships.

Read the two texts below. You won’t be sorry. It’ll be educational, fun and extremely useful. When do you think the texts were published?

Shop assistants can’t sell.
Most shop assistants haven’t heard of the six commandments of perfect service. A big American department store once carried out a survey in which women pretending to be shop assistants observed 260 other sellers in action.
Here are the results:

  • Only one called a customer by name.
  • Only one brought a chair to a woman who was waiting.
  • 83 didn’t offer anything to a customer – they just let them leave the shop without a word.
  • 34 didn’t try to retain a customer when they said they were going to look for a product in other shops.
  • 175 didn’t try to offer something extra to a customer.
  • Only 71 sold in a polite and professional manner that would make customers return to the shop.

Despite it all, plenty of shops don’t bother educating their sales staff.

How should we sell?

A gas station employee had been employed at a station for some time. Every time a car stopped by he would casually ask the driver: “How much gasoline do you want?” The driver would usually ask for ten liters (2.6 gallons). When the employee finished he would add: “Any oil?” The driver would normally ask for a cup (250ml). This didn’t escape the station manager who hired another employee. The new employee wasn’t this careless. Every time a car stopped by he would politely ask: “May I fill your car up?” The driver would accept the offer. “You don’t mind me topping up the oil, do you?” proposed the new employee.

The driver was satisfied. And the company became more and more successful. That’s the power of suggestion in sales.

This entry doesn’t contain a marketing lesson, just some memories.

Wartburg

This is a photo of the guru’s first car – a 1978 Wartburg 353W Tourist. It was taken in Sofia, Bulgaria’s capital. The car had a two-stroke engine, three cylinders and around 30 bhp. It used – for the times – an environmentally-friendly mix of oil and gasoline. It had neither power steering, nor electric windows or similar unnecessary details. The gear lever was next to the wheel and you didn’t need a clutch to change into lower gears. Driving downhill, you’d simply turn off the engine and save on fuel. Don’t try this on today’s cars – turning off the engine would also cut off the steering wheel and the brakes. Despite it all, fuel efficiency was 25mpg. It had air-conditioning too – you just rolled down the windows. J

I didn’t have a car radio either. It first broke down after 100,000 miles. In the end, I sold it to a builder who used exactly ten times to carry heavy loads to the island of Krk, Croatia, before he complained to my mother that the car had unexpectedly fallen apart. He was just joking, though; he really was satisfied with his purchase.

I’ve promised none, but still, here’s a small marketing lesson for you. This car probably made me happier than any other car I’ve had since. I can still vividly recall it, I can feel its plastic steering wheel; I can hear the sound of its engine and feel the design of the driver’s seat. When you’re a kid, you only want a car; the wish is so much stronger if cars are difficult to get.

In sales, the most important thing is to figure out what customers want, and then offer it to them. East European cars were lousy. But not everyone could get one, and that’s why we wanted them so badly (shortage increases price and demand).

Sell what people crave for. Increase the value of your product or service by (artificially) limiting the offer.

I tested the participants at my last two lectures. First I asked them if they subscribed to the magazine Podjetnik. Some did. Then I showed them the advertisement and asked if they remembered it.

Nobody Forgot This One

Only one out of nine didn’t remember the advert. And it was because they’d failed to spot it altogether.

Now you tell me how is it possible that more than 88% of my customers still remember a two-page ad published 4 years ago.

The same people who can’t even remember the obscene billboards they drove by this morning. Is it because I’m a marketing guru or is there another reason?

Goals

March 27, 2012 | Comments | Free marketing ideas

We need goals. If you know where you want to go, you’re more likely to actually get there.

Goals

Germans have figured out that men aim better if there’s a fly in the urinal. So they’ve painted a fly in every single urinal at the Munich airport.

They did it so that the cleaning staff has less work. They must have tested both options, with and without the fly. And the fly helped. If you know what you’re aiming at, you’re sure to hit it. J

Have you got goals? Are they concrete? Have you written them down? Do you often think about them? Are they constantly in front of your eyes?

You’ve probably noticed that I’m in the USA. Yesterday, I saw an advertisement for Michelin tires in USA Today.

Advertisement
Take a good look at it. The headline says: “We hate losing, but we love competition. Just wait for 2008, 2009…”

Michelin admit that they lost! They even write that Bridgestone beat them! And, of course, they predict a whole different story for 2008 and 2009. They published an advert in which they state loud and clear that their competition beat them.

Excellent! This advert holds a marketing lesson many companies haven’t learnt. It’s a lesson many don’t want to understand.

In sales, being fair and honest is nice and it pays off. Admitting that your product has a drawback pays off because it earns you the trust of your customers. If you claim that your products are the best in the world and that they’re flawless, you’re probably not telling the truth.

If you want to sell more, admit to a flaw of the product you sell. Even if you’re selling yourself – e.g., to land a job interview – be sure to mention your weaknesses.

If you want to sell more, admit that you’re not perfect. In the long run, this will be to your advantage.

What do you think crossed my mind when I was reading the Michelin’s ad? I saw that they only lost six times in the last 32 years. Which means that they make really good tires. OK, they didn’t win this time around, but I’ll bet you their tires are great. Bravo Michelin!

My friends, admit your mistakes. Then find an advantage in doing so, and you will sell more. You’re reading an excellent blog, you know?