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When Pushing a Product, Be Sure to Focus on the Benefits.
By Gary Christensen
The question I'm asked most often and the one I usually receive in letters is, "Will this sell?"
Sometimes I receive a sample of the product in question, but usually I only receive the flyers, ads, or circulars that someone is using to promote the product or service. Honestly, no one could possibly predict with any accuracy which products or services will sell the best and which ones won't. There are just too many variables.
Some of the variables include price, location of ads or distribution method, the time of month the mailings are received, the attractiveness of the flyers, etc. Every element will add to or take away from the appeal of each promotion.
However, if your product or service is geared toward the Benefits to the buyers, and if the promotion appeals to one or more of our basic human needs, your chances of making a much LARGER number of sales is greatly increased.
Let me give you a few examples of my successes:
1. Your Own Book--I placed ads with those three words in the headline of my ad and never failed to pull in lots of orders. There's a very large segment of the population that secretly desires to have their name on a book of their own. I offered to place a customer's name as author on one of my books. I charged a small fee, typeset their name and address and imprinted the covers of one of my books with their name!It was a simple way to give each customer his or her own book with their name on the cover of each copy. They could then sell MY books as if THEY were the author. It worked very well and I made a lot of money selling "Authorships."
2. Twice the Ads for Half the Price--That was the headline on another set of ads that I had much success with. What I offered to do was to "shrink" a customer's ads to about HALF their normal size, thereby allowing them to place TWICE the number of ads in a given space, for about HALF the normal cost of the advertising space.
Getting more ads placed for less money appealed to a need that most mailorder people have. If you can offer a much LARGER circulation for LESS money, and be able to do it legally, I'm sure such a promotion would do very well, too.
3. Twice the Mailing for Half the Price--Again, the benefit to the customer is MORE for LESS. I continue to do this, to this very day and I see no end to this in the near future. I offer to copy and circulate the Articles and News Releases of other writers, within the same package as mine, to every Publisher I know, for about half the usual cost.
Why prepare packages of your own, containing one or two of your own articles, and mailing them to your own list of publishers, for about $50 total...when I can include your articles with mine, within my package and charge you just $28.
What would YOU buy? What appeals to YOU? If you're fascinated and attracted to a new product or service, others might be, too.
What are your needs? What would you pay to obtain them? If you can offer to others what appeals to their basic human needs (or what is of BENEFIT to them and their business) and you push it (or promote it) for all you're worth, you will make money. But no matter how good something is, if you don't push it, you won't sell it.
Gary Christensen has written more than 100 articles just like this one. Buy 88 of his best reports in his "88 Shortcuts to Greater Mailorder Profits" for only $14.95. To receive Gary's latest free report, email him: garch7@peak.org
You mail also write him at:
Gary Christensen 2601 NE Jack London St. #138 Corvallis, OR 97330
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