Kenny Tran to Learn & to Share

44) Do Research to Find Out What They Want - Again, this seems like a simplistic idea, but you’d be surprised how often it’s overlooked. For instance, that same dentist I just mentioned above also advertises that nobody in his office will ever lecture you about avoiding visits to a dentist or failing to care properly for your teeth. They’ll cheerfully do the work that you need and that you want, without guilt or hassle. That’s a powerful benefit that most patients would probably not volunteer to tell their dentists, if asked. But by researching what dental patients complain about, and why they avoid going to the dentist as often as they should, he’s addressed another powerful benefit of going to see him.

45) Positioning - Jay Conrad Levinson and Seth Godin talk about this in The Guerrilla Marketing Handbook. When Tom’s of Maine introduced their “all natural” toothpaste, they didn’t want to directly compete with all the other toothpastes out there. So they positioned themselves as a healthy all natural alternative. They sold it in health stores instead of supermarkets. Close-Up toothpaste used a similar tactic. Whereas most other toothpastes emphasized “no cavities” and were more family-oriented, Close-Up targeted single people and emphasized “whiteness.”

An excellent book on positioning is Positioning: The Battle for Your Mind, by Trout & Reis.

46) Video Brochure - The same advantages a CD salesletter (above) has over a print salesletter are even greater with a video brochure. You can film your own infomercial and even if it never airs, you can distribute it on a DVD or videotape. Unlike infomercials, which have some strict guidelines, video brochures can contain practically any format. You can use the “news broadcast” format, which is restricted in infomercials. The best video brochures are those that look like television programs, since that’s what people expect to see when they are watching it. Testimonials can now contain video of the person speaking. Before and after shots are great in this format as well.

47) Data-Based Marketing - Data-based marketing can be as simple as sending a greeting card or other “touch” communications with your customers and prospects. A florist specializing in nationwide delivery of fresh orchids uses data-based marketing quite effectively. If you order a bouquet for a friend’s birthday or anniversary, they note the date and occasion in their computer. Eleven months later, you’ll receive a call from them, reminding you of the occasion and asking you if you’d like to send another bouquet. Restaurants do this all the time with the birthday gift certificates. Other companies take it a step further and know when their customers will need a reorder of their product. They’ll send a coupon or other discount to make another sale (for example, an oil change). Nowadays with all of the “rewards” and “shopper’s club cards,” supermarkets and chain stores not only capture everything you purchase and when, they can send you coupons and discounts for those products you regularly purchase. Amazon sends you emails about books similar to ones you have purchased when they re released and during other promotions.

You may want to consider starting your own “rewards” type program or something similar.

48) Secret Sales - You can send your customers a postcard that has a secret discount from 10% to whatever on everything they buy in one visit. The catch is they have to come into your store to find out the amount of the discount. The chance that they may have a 75% off coupon, for example, is often irresistible to the customer.

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