How To Skyrocket Your Sales And Crunch Your Competition
Even If They Sell The Exact Same Thing You Do
By Yanik Silver
Over 70 years ago, one man had the answer to increasing almost
any product's sales and literally crushing the competition.
His name? Claude Hopkins. And today his advice is even more
valuable than it was during the 1920s. Hopkins was one of the
most famous ad men and really the Father of modern advertising.
His two books "My Life in Advertising" and "Scientific Advertising"
are worth reading and re-reading. If you read on, I'll share with
you one of Hopkins' greatest secrets for attracting more business.
Listen closely - the secret is *EDUCATION*. By educating a
prospect about how things are done in your business, even if it's
the same exact thing any one of your competitors could tell,
will produce a tremendous selling advantage. Don't believe me?
Look around at nearly all the advertising being done based on the
plea: "Buy my brand", "Come to my store", "Give me the money which
you give to others". Typically this falls in the category of boasting
and bragging advertising.
Frankly, consumers don't care one lick about you or your company,
they care about the benefits they'll get from dealing with you.
Let me share with you how Hopkins used this advertising secret to
rocket a so-so beer brand from 5th place into a tie for 1st place
in just a matter of months.
Listen to this: Schlitz Beer hired Hopkins to increase their
falling market share. Every beer manufacturer at this time was
screaming "PURE" in their ads. In fact, companies were spending
a fortune just advertising this 4 letter word as big and as bold
as they could. They even took out double pages ads to put that
word in even bigger letters. All this shouting and no explaining
was making zero impressions on the buying public. Nobody ever
explained what 'pure' really meant until Hopkins came in.
The first thing Hopkins did was take a factory tour. On this tour
he was shown plate-glass rooms where beer was dripping over pipes.
Inquiring the reason for this, Hopkins was told that those rooms
were filled with filtered air, so the beer could be cooled without
any impurities. Next, he was shown huge expensive filters filled
with white- wood pulp that provided a superior filtering process.
The manufacturer then went on to explain how they cleaned every
pump and pipe, twice daily to assure purity. And also how each
bottle was sterilized not once or twice, but four times before
being filled with beer.
Then, Hopkins was shown the 4,000 foot deep artesian wells dug to
provide the cleanest and purest water available, even though the
factory was right on the shore of Lake Michigan. (At this time
Lake Michigan was not polluted and could provide clean water.)
Finally, Hopkins was lead into a laboratory and was shown the mother
yeast cell, that was a product of 1,200 experiments to bring out the
robust flavor. And he was told all the yeast used in making Schlitz
beer was developed from that original yeast cell. After his tour
Hopkins exclaimed, "Why don't you tell people these things?"
The manufacturer's response was because every beer manufacturer
does it the same way. And to that Hopkins replied,
"But, others have never told this story..."
And he went off to create an advertising campaign explaining to
people what makes Schlitz beer pure. Once again he told the same
story any brewer could have but he gave a meaning to purity. And this
is what took Schlitz from 5th place to a tie for 1st place in market
Really, this whole process is just educating. Educating prospects
about the how's, the why's, the good, the bad and the ugly.
You simply cannot over educate people.
Now maybe you're thinking anything from the 1920's can't possibly
work today-- WRONG! Murray Raphel, a retail direct marketing
consultant, tells the story of how he was visiting one of his
clients, Ethan Allen Furniture, and he noticed carpenters in the
back room repairing furniture. He asked, "Do you make furniture here?"
The reply from the manager of this store was, "No, those are carpenters
doing work on Ethan Allen wood furniture." He went on to explain how
every customer is given a lifetime guarantee on all their wood pieces.
And he quickly added, "But all Ethan Allen stores do this."
But of course no other store advertises this fact.
Soon Raphel ran an ad stating *Every Piece of Ethan Allen Wooden
Furniture is Guaranteed For Your Lifetime!* And wouldn't you know it,
a competitor soon ran the same guarantee in their ad. But guess who got
the credit for the guarantee? That's right -- the original store.
So here's the bottom line: Take the time right now to write down exactly
what you do in your business (even if it's the exact same as any other
competitor). Write down absolutely everything and tell people everything.
Don't suffer from the curse of assumption- let people know and they'll
knock down your door to order!
(c)Yanik Silver 2000 Surefire Marketing, Inc.
"27 Year-Old Maryland Man Reveals His Proven System For Creating
Instant Internet Profits From a Simple 2 Page Web Site.
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