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Do You Make These Mistakes in Marketing?
Yes, I did adapt a famous headline to get you involved. Almost a century ago copywriting legend Maxwell Sackheim created this powerful headline: "Do you make these mistakes in English?" It was the headline for an ad that sold a lackluster mail-order English language course. The company ran the ad for 40 long, successful and profitable years! To be sure, many headlines were tested before that winner was discovered. One alternate headline read: "Do you make mistakes in English?" Both used the same body copy. Perhaps you'd think results were similar if not equal. Well, this alternate headline failed miserably, as did all others! The heart of Sackheim's headline pulses from one apparently innocent word: "these." When added, the reader wants an answer, "What are these mistakes?" Without the word, it's an invitation to answer a "Yes/No" question. Savvy sales people know "Yes/No" questions instantly kill interest. Powerful words - the right words - built into advertising headlines and content are more valuable now than ever before. Test! And then test again. Keep testing until you've found a winner. For the whole story on Maxwell Sackheim plug his headline into a Google search. Turning shoppers into customers is a four-step process: Attract, Offer, Convert and Retain. There's really no difference between shopping at a mall store or an Internet location. It's how all businesses live and grow or wither and die. Please imagine we're walking by a bakery. There's nothing quite as enjoyable as the aroma of baking bread. Common sense tells the baker, "Use that aroma to pull customers into your shop. The more people coming in, the more you'll sell!" Now we're inside. But you're using your defensive autopilot. If asked, "May I help you?" you'll say, "No thanks, I'm just looking." All the breads, cakes, cookies, pies and pastries look tempting. You spot loaves of rustic focaccia and ponder, "Maybe I'll take one home." A sales lady near the rustic bread display notes your interest and approaches, "Our focaccia is a wonderful alternative to garlic bread. Lots of herbs and lots of flavor." She proffers a wicker basket with samples. You taste and decide to buy. "What else?" she asks. Without hesitation, you point to the muffins. There's the power of selecting the right words. By asking "What else" rather than "Is there something else?" she avoids a "Yes/No" question. As a result you bought those delicious cranberry-orange muffins. With the next "What else" you added a loaf of whole-wheat sandwich bread. One sure way to retain customers is to provide a no-nonsense guarantee. You'll uncover and resolve problems before they grow out of proportion. Almost every year since 1962 I order my favorite Christmas fruitcake from Collin Street Bakery in Corsicana, Texas. Founded in 1896, they're 50 miles south of Dallas. They guarantee delivery in perfect condition anywhere in the world. (colinstreet.com) Regardless of where I called home or where a gift was sent, there was never a problem. But this year my fruitcake wasn't moist - it was surprisingly dry. So I moistened it with a dose of bourbon. Problem solved. Later, I mentioned dryness to their customer service people. They were concerned and insisted on a credit or replacement. Naturally, I chose replacement. But I'm confident my "dryness report" reached both their marketing and quality control people. It's the little things that frequently make a difference. How recently have you questioned your own marketing mindset? Measured it against the basics?
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More marketing articles
Marketing Strategies: 7 Tips to Creating Success From the "Inside Out"
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