4. Leverage Your Offer
Your headline and your offer are closely connected. In fact, many times you’re best headline is a compelling statement of your offer. “Cashmere Sweaters At 30% Below Our Lowest Prices” is a powerful example.
In order to leverage your offer, first you must create a powerful offer. This might sound obvious, but think about it for a minute. How many ads and sales letters do you see that carry a lukewarm offer? Or worse yet, no offer at all? Take a look at your newspaper today or your mail, you’ll see that very few marketers have even the foggiest notion of how to craft and present a powerful offer.
Here’s the secret to formulating an irresistible offer. Use your offer to shift the risk from your customer to your own shoulders. If you can assure your customers that they have absolutely nothing to risk, and a whole lot to gain by purchasing your product, you greatly increase your odds of making the sale.
“Now you can get the finest Cashmere Sweaters at 30% below our lowest prices. You have to feel this exquisite material to fully appreciate it. So here’s what we’re going to do. Wear one of our luxurious sweaters for 30 days for FREE. Postdate your check until a month from now. If you aren’t in sweater heaven after wearing one of these remarkable garments, just send it back and we’ll return your check. No questions asked.” Now that’s an offer few sane buyers could refuse!
The next thing you need to do is feature your offer right up front. Unless you’re an extremely experienced and sophisticated copywriter, burying your offer in your sales piece severely weakens your chance of making the sale. Place your offer within the headline or first couple of paragraphs of your piece. Then watch your orders soar!
5. Leverage The Price Of Your Product
When it comes to pricing, testing is the name of the game. What’s the best price for your product or service? It’s impossible to know without testing.
Sometimes raising the price of a product can actually increase your sales. Or increase your gross revenue even if the number of sales drops off. Here’s an example. Let’s say you sell a newsletter for $79. And you get a response rate of 3%, which means you sell 30 subscriptions for every 1000 letters you mail. Your gross sales are then $2370.
Now, if you raise your price to $169 and your response rate drops to 2%, you’re only making 20 sales for every 1000 letters mailed. But your gross revenue increases to $3380. Also, you’re fulfillment costs are reduced. And, you may experience a lower rate of cancellations when your perceived value is greater.
Here’s another tip for making more sales when you increase your price. The additional revenue allows you to offer other bonus items as an incentive to get your customers to buy. These bonuses can increase the perceived value of your package and result in many more sales.
Now don’t get me wrong. I’m not saying that the only way to adjust your price is up. Sometimes lowering your prices can result in a significant increase in sales. It’s been my experience though, that most companies tend to under price their goods.
Bottom line, the only way to determine your optimum price is to test and test some more.
6. Leverage Your Copy
Copywriting is a very broad topic and I can’t possibly cover it all here, but I’ll give you a number of solid techniques to leverage your copy for maximum sales.
Test different focus points. Strong copy tends to have one major focus and a couple of minor focal points. When you clearly define the main point to focus on, the task of writing persuasive copy becomes much easier.
Focus points that can have a significant impact on your sales include your offer, your strongest benefits, your price, and your credibility. For example, you may try to sell the same product with two different letters – one that focuses on your benefits and the other that focuses on your credibility.
The credibility copy would open with powerful testimonials and be written in a testimonial style. It could be in the form of a personalized case history of one customer’s success caused by using your product. The second piece would focus on a powerful benefit tied to an iron-clad guarantee. Either focal point could prove to be much more effective than the other. The only way to know for sure is to test.
Always write from the customer’s point of interest. Customers don’t care much about you, your company or your product. All they really care about is what they get from using your product. If you fail to show them a distinct, powerful advantage, you can’t expect strong sales.
Show your customers beyond a shadow of a doubt exactly how their lives will be better or easier by trading a sum of money that’s insignificant compared to what your product gives them.
Use benefit-rich sub-headers to break up your copy. There are two reasons for this. First, it makes your copy easier to look at and to read, which ought to help your sales. But more importantly, a lot of people don’t just start reading your letter. They browse it first. Benefit laden sub-headers give your readers a stunning overview of what to expect. By keying on special hot points, you can lure a great number of browsers into the body of your ad or sales letter.
Always tell your customers precisely what you want them to do. Or, stated another way, if you don’t tell people what to do, most of them will probably do nothing.
Get right to the point. Tell your prospective customers to call you, to send in their order right away, to write for more information now, or whatever it is you want them to do. Tell them more than once. And offer them an incentive to do it now.
The majority of results are won at the point of initial reading. If your readers put your ad or sales letter down, the chances strongly increase that they won’t pick it up later and won’t take any action. To avoid this, tell them clearly and directly what you want them to do. And that you want them to do it now.
7. Leverage Your Repeat Sales
I’m going to let you in on a major secret. If you want to increase your profits by 25% to 75% quickly and easily, concentrate on repeat sales. Concentrate on selling more products to your existing customers.
I’m going to show you why you should concentrate on repeat sales and how to generate the maximum volume of repeat sales. But first, I need a minute to mount my soapbox. Accept for a moment that what I’ve just told you is true – that you actually can increase your profits substantially by putting more effort into repeat sales. My question then, is why don’t more companies do just this?
I have to tell you, it absolutely baffles me that very few, if any, companies reap the easy profits available from repeat sales. In the last year, of all the clients I’ve consulted with and all the others who wanted to hire me, only one of them was doing what they should to collect these windfall profits! Okay, enough of my lecturing. Here’s what you need to do to get your fair share.
First, it’s important to understand why repeat sales are so easy to make and so profitable. It gets back to the issue of credibility. Once you’ve made a sale and you’ve delivered the benefits you promised, you control a tremendous amount of credibility. Your customers now believe in you.
Offering them other products that you stand behind completely is the easiest way possible to make more sales. You can even offer the same product you’ve already sold them. They now know how good it is and may want another. They probably want more for their family and friends too.
You don’t have to spend a cent convincing your existing customers to take a chance on you. You’ve already cleared that hurdle. And you don’t have to spend the kind of money it takes to find new customers, because you have all the information you need.
You couldn’t come any closer to a sure thing!
How do you go about consistently making repeat sales? It’s simple. All you do is systematically contact your existing customers at least once every month. Offer your clients great prices, special selection, stronger guarantees, or bonuses to do more business with you.
You’ll be amazed at the response you get. Customers love to do business with someone they can trust. They’ve been taken advantage of so many times, all you have to do is treat them fairly and deliver what you promise and you can sell them over and over again for years.
Without exception, businesses today spend far too much time looking for new customers and neglect the gold that’s buried in their existing customer list.
Try this out. It isn’t unusual to make more profit off repeat sales than from any other area of your business!
Finding the right coaching can be a challenge. If you want to learn how make your business more profitable and provide more free time for other activities then watch this free video from online marketing and Blog expert John Curran to find out more. Its a great resource for selecting the right coach to drive your business to greater profitability. Hope you took some great value out of this post today!