I’ve been selling products through the internet since 1999, years before everyone was buying and selling online. Over the past 18 years, my primary marketing tool has been email. Our company both rented and built large email lists to promote our various product lines. In the last few years, we have added Facebook to our online marketing strategy, allowing our business to dial into our targeted audience with even more precision than email.
Though the tools, mediums, trends, and tactics may change, I’ve found that what ultimately leads to conversion has been the same since people began bartering thousands of years ago. In working with my own marketing department, I have identified the five key tips that help create effective advertising and generate millions of dollars in sales for any product.
Tip 1: Establish the value. Why does the customer needyour product? You must know the answer to that question and be able to succinctly communicate it to your customer. It doesn’t matter how good your product is if you don’t communicate the basic need your product will meet, be it fashion, function, comfort, fun, or all four.
Establishing that need often starts with creating an engaging story around the product or brand. The story can be told with words, images, or both. This is an emotional hook that is necessary for the customer to continue listening to your pitch.
Tip 2: Make it irresistible. Now that customers needthe product you’re selling, do they want it more than they want the money in their pocket? You must convince them that your product is worth more to them than their hard-earned dollar. If you listen, the market will tell you what price customers are willing to pay. Margins are important when considering a pricing strategy, but customers don’t care about your margin. They care about trading their dollar to you for your item or service. Find the sweet spot on price and fire away. ….