Sorry, my writing has become so quiet here it is like hearing Paris Hilton recite a bible verse to Larry King... (chirp chirp - crickets singing in the background)...
I have been enjoying my summer for sure... but have been slacking on my posts.
Only 2 more mini-vacations to go before the end of August and then I am raring to go!
This week I am off for a 4 day client event in Oceanside, California.... then back for a week and a bit and off (again) to the Shuswap in British Columbia (one of my FAVORITE spots for R&R).
While traveling last week in Montana, I noticed something that goes to prove all the "product launch" guru's claims of being first - are completely false. To hear them talk, you'd think no one has ever done a multi-step product launch campaign before.... ya, and they also invented the internet right alongside Al Gore, who has singlehandedly saved the word from Global Warming).
Just on a roll here today.
I was driving down the highway, zoning on the road ahead, when I saw a sign for Smoked Salmon, 3 lbs for $10 (or something like that). Another mile down the road, "5 pounds of shrimp for $20", another mile :"Fresh Cod - cheapest in the Valley".
This went on for 5 or 10 miles - a sign up every mile or so announcing one more thing for sale.
By this time I am not only STARVING, I am also wondering... "PLEASE.... where is the stand to buy all of this wonderful food?(!)"
Apparently their technique works.
When I finally saw the stand, I had to swerve out of the way to avoid the traffic jam that had piled up in front of their fruit and seafood stand.
Lots of people were hungry!
And lots of people were throwing cash at the sales staff on hand.
Why does this matter to you?
Are you doing enough to educate your clients on EVERYTHING you offer?
I am willing to bet that 80% of your clients only know of 20% of the products or services that you sell. If you were to go out and survey your existing clients, most of them would know about one or two things you do - but wouldn't have a clue on all the rest.
Why don't you copy the model of the fruit and seafood system?
Rather than signs on the road (which may apply to you if your business and city bylaws allow for it)... send a bi-weekly postcard or sales letter. Each on of them showcases a product or service you offer... and the campaign continues until everything that you offer has been mentioned to your clients.
And then repeat this process twice a year, as your client base will grow, and shrink. It is YOUR job to educate them on what they should buy - and why. It is NOT their responsibility to figure out what you sell, how it applies to them, and why they should buy from you.
Test the fruit stand approach - it works!
Last, use offline media... you will see substantially greater numbers. The online craze is way overdone and people like me are growing increasingly fed up with emails clogging our life.
Offline works - better than ever.
it's about time Troy!
And you break the silence with an awesome post. Thank you Veddy much!
Dave
PS. Fruitstand marketing, I love it. I will try it.
Dave
Posted by: CPA Marketing by David Rachford | August 14, 2007 at 08:28 PM
Missed your posts!
Wowsers, does that mean summer break is over?
Posted by: K | August 14, 2007 at 10:14 PM