premier business magazine, "My Business Success,"
Reduce the Cash Flow Blues
Brett McFall from Hot
Tips Advertising Letter
Let's face it, sometimes you just need some quick sales, right?
In the long run, enduring success is based on selling a superior value product or service and putting the customer ahead of the company. And this takes more than a week.
More than a few of my clients have pushed their heads above water thanks to instant cash flow advertising. It brought them time to build foundations. So, what I'm about to give you are for short term fixes only.
Real advertising strategies such as your guarantee, joint ventures and more, will keep your business afloat in the long term.
How to generate fast cash - putting on a sale is a great way to get some quick cash in the door. But too many businesses take a loss in a sale situation - or, if not a loss, sometimes very close.
There is a way you can hold a sale and not get creamed.
Make the sale process a win/win situation
The most often asked question by a customer when a company reduces their prices is, why?
Ninety-nine per cent of companies leave out the most important factor in a sale: the reason why their prices have dropped. When it's a half-yearly clearance or a post-Christmas sale, then it's obvious.
But you have to justify a sale for your customers ...
Something else that gets left out of almost any sale we see today is the validation of the standard price. As soon as you reduce the price of a product or service, people start wondering why it was ever sold at the original price.
Without any justifiable explanation for the reduction, it can look as if you are ripping off your customers in the first place.
"Why is your product being sold for less?"
It's no longer enough to reduce your prices and hope for the best if you want your customers to be there long term, and the real money is in the lifetime customer value. Therefore, you need to validate your standard prices.
To do that, simply put limitations on having your product or service at that "special" price. The limitation of the special offer is the logical reason which justifies in your customer's mind why something is selling as a great special.
For example: "If you're prepared to assemble the table yourself and pick it up with your own car, we'll give you the table for $240.00, instead of $360.00. You'll save money on the purchase and we'll save money on the delivery & assembly."
Because the consumer can easily justify in their mind why they're getting such a bargain - the manual assembly, and the pick up - just a few extra words in the copy make a hugh difference to what your ad communicates.
Something else that doesn't go astray if you want to hold a blockbuster sale is an added benefit, bonus or extended advantage in addition to the pure price reduction.
 "$2,300 Sofa only $650, with up to 24 months interest free, and no deposit:" or ...
 "We'll clean a dozen shirts or blouses, iron them, fold them or put then on hangers, for just 39 cents each, in lots of 12 Give us 24 ... and the price drops to 29.5 cents a shirt ...."
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