Direct Marketing — Edwards Direct.net

Category: Direct Marketing

Do You Think I Should Buy This?

February 13th, 2010 — 4:37pm

Shoppers trust advice from those who’ve already purchased.

Whose advice do you trust when you’re pondering a purchase? Most folks’ first pick is a friend who already owns what they’re considering. And, overwhelmingly, their second most-trusted source of purchase advice is a complete stranger.

A stranger, that is, who’s already bought the product or service they’re considering.

If you say it’s true I’ll believe you.

So says The Nielson Company, global leader in tracking consumer trends, in their recent Global Online Survey. Nearly three-quarters of consumers surveyed said they place great trust in purchase recommendations made by complete strangers.

Pay attention, because this is important: a nod from your existing customers can put prospective customers at ease and make them far more willing to do business with you. Simply put, using customer endorsements in your advertising materials – online and offline – will increase your sales.

It only makes sense. Human nature being what it is, when one of your past customers sings your praises, would-be customers believe. And when they believe, they buy.

Harness the power of customer testimonials

Using testimonials in advertising is hardly new. I have in my collection of advertising ephemera a 1920’s ad for a firewood saw in which Mr. G.W. Smith, 73, of Vero, Florida, is pictured and quoted as saying, “I cut 100 cords of wood in 4 days with my Ottawa (Log Saw). I can make good money by having this outfit. I feel very proud of what I am doing for myself.”

Now, if Mr. Smith owns one and says it’s so, it must be. See the ad on my blog at http://www.edwardsdirect.net/blog/

Today’s online sales environment is ripe for the tactical use of testimonials. I’d certainly recommend salting your home page with a few of your best customer endorsements with links to additional stories deeper in your site.

And today’s super-fast connection speeds make it simple to deliver the most potent form of testimonial endorsement ever devised: online testimonial videos.

I spoke recently with Clint Pollock, President of IncreaseSalesWithVideo.com, a Chicago-based video company that specializes in producing testimonial videos. “The testimonial videos we’ve shot have increased our clients’ sales up to 30%,” said Clint.

Lights…camera…action!

It’s easy to see why. Pollock’s videos are like a fireside chat with a friend. Visitors to your site click your video and there’s your happy customer, talking, smiling, and telling the world how great you are.

See testimonials for yourself: www.IncreaseSalesWithVideo.com

And IncreaseSalesWithVideo.com has found ways to leverage their clients’ videos. “It’s easy to distribute your videos broadly using Web 2.0 techniques,” says Clint. “Link videos from your site to YouTube. Send links in e-mail.”

So there you have it. If you want to increase sales, put customer testimonials on your website. If you want to REALLY increase sales, load testimonial videos.

Steve Edwards

Copywriter/Direct Marketer

www.EdwardsDirect.net

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THE POWER OF THE PROPOSITION

August 11th, 2009 — 8:32pm

“Anybody can cut price. Real selling power comes from a carefully crafted proposition.”
– Rich Alther, Copy Chief, Precision Marketing Associates

Any marketing pro knows key ingredients to successful selling: right product, right price, right presentation. Used strategically, these elements result in sales because they combine to answer the question in a customer’s mind, “Why should I buy?

“Why buy, and why buy NOW?”

But in direct marketing, buying is not enough. We need customers to buy NOW, in specific response to the promotion. That’s because each direct marketing promotion is held accountable for its own profitability.

The missing ingredient in a surprising number of direct response offers, whether on websites or in the mail, is the proposition — the compelling sales logic that answers customers’ two-fold buying question, “Why should I buy…and why should I buy now?”

A strong proposition weaves together all the above key selling ingredients — product, price, presentation — and adds logic and urgency to build a compelling case for buying…now.

Here’s an example of a strong year-end sales proposition from advertising I did for Smithy Co., direct-marketer of metal machining equipment.

“Dear Machinist, Smithy Co.

I’ve written you in the past with all the facts on Smithy machining equipment and all the reasons why it’ll increase your business income. I’m so certain of its earning power that every Smithy is GUARANTEED to pay for itself or your money back. I’m writing you today to tell you it’s URGENT that you order by December 31. Here’s why:

A Smithy is a capital expense that usually qualifies as a business deduction on your taxes. Order by December 31 and you can take the deduction on this year’s taxes. If you wait to buy – even ’til January 1 — you’ll have to wait a whole year to enjoy the write-off.
Your business success is good for our business, so we want to see you get this tax advantage now. And to make buying NOW irresistible, every Smithy is on sale through December 31. You get big savings, free gifts, and more.”