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Selling Secrets: What did you promise your customers today?

By: Jarvis McCrary

Large promise is the soul of promotion. Stay awake too late on any night of the week and the masters of large promise will dazzle you. They'll promise that you can lose weight, slice through cans, clear your skin, buy $0 down real-estate and other small miracles among a blizzard of ads that make large promises.
They don't sell their systems nearly as much as they sell the benefit to you and how much it'll improve your life. They understand that the heart of promotion is selling a solution. What are your ads promising to your customers?
Advertising and promotion completely floods most media channels. The only way to cut through the clutter is to instantly identify with a customers need. If they see your ad and recognizes that it solves a problem you may just capture their attention long enough to sell your product.
What is your products or service core benefit? Look at your promotions and see how long it takes you to find reference to that point. Don't be shy about trumpeting your products unique strengths. They're the differences that make your products memorable.
Many companies are quite egotistical and think customers care who they are. Ha, customers mostly care about what you can do for them. You'll keep their attention far better if you promise them a solution to their problems instead in showing the company president or logo.
Evaluate your companies' products vs. their promotions. Are the products consumer benefits clearly highlighted? Select any item and list the 5 greatest benefits. Any advertising of these items should include at least 3 of those attributes. Stacking the advantages in your promotions gives the shopper even more reason to become a customer.
Late night mail order never fails to sweeten the offer. They'll always highlight several benefits of the products then stack the offer with multiple separate bonuses. Why do they trumpet the benefits so strongly and so often?
It's because they are direct-response vehicles. They don't measure their performance in vague monthly sales curves and projections. They operate based on the actual numbers of orders placed as a direct result of the telecast. Within hours they can calculate broadcast sales and profitability.
In such a brutal and exacting industry you can be sure that they're only using the most effective techniques. Print Mail-Order has always embraced the large promise in headlines that promise fantastic user benefit. Even in modern day you can see effective use of the promise even in visual broadcasts.
Who can forget the Lexus commercial where they rolled a ball bearing down the seam of the hood of their car? That was a mind-blowing quality promise to the consumer. It established a brand in what many thought was an impossible to enter industry.
A steel ball bearing made a quality promise that created a luxury car brand and their sister promotions continued to reinforce various other quality promises. Evaluate your own promotion efforts for missed opportunities to reveal primary and secondary customer benefits.
Make sure to insist that all of your promotional efforts include at least one reason for the viewer to do business with you. Technicalities are hard to convey quickly but promises can be made in just a few words. 'Cleaner Carpets', 'Juicier Burgers', 'More Bandwidth for Less'.
Promise is an efficient way to convey your business' benefits to potential clients. Back these statements up with proof or example and you've gone a long way toward landing a new customer.
Promise without proof is meaningless that's why you see the late night hawks demonstrating their product multiple times during the broadcast.
Again you should follow their lead and back up your promise with documentation. Any example, demonstration, testimonials and guarantees you can assemble will give credibility to the promise.
Remember you've made a promise to the customer. Now you've got to establish reasons for them to trust that what you've said is true.
Establishing trust is a topic for another day but without promise the shopper may never get to that point in the sales process anyway.
Promise your customers every benefit you can squeeze into any promotion. Classify and rank the importance of each promise and make sure that your greatest client benefit is always emphasized.
Relying on promise will give your advertising the focus it needs to cut through the clutter and find shoppers that need exactly what you're selling.
Author Bio

Jarvis McCrary writes and designs websites/webpages that increase product and service sales for clients everyday. If you want to improve your website sales you can contact him at http://www.ez-ecommerce.com/
Article Source: http://www.articlegeek.com/

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Good Web Deals: 5 Cool Online Shopping Tools

By: Jamila White, "The E-Commerce Diva^TM"

Whether you're shopping online or hitting the malls, make your holiday gift-giving easier, quicker, and cheaper this year with these five cool Web tools!



1. Online Coupons

Shopping online? You may be surprised to find out you can get up to 25% off your order or free shipping at your favorite retailer - if you know the right code. Before you submit your online order, do a quick search to see if any discount coupon codes exist for the retailer you're shopping with. My two favorites are:



Wow Coupons: They offer online coupons for many web stores - including 1-800-Flowers, Amazon.com, Dell Computers, Gap, Lillian Vernon, Nordstrom, Red Envelope, Spiegel, Wine.com and many others. The list is updated daily, so check the site before you complete your order. Or better yet, get on their mailing list for automatic updates: www.wow-coupons.com/online-coupons.php
Google.com: Try a search for [retailer name] coupon discount code.

Bargain Bonus: This tactic also works for discounts on monthly membership sites like AOL, Match.com and eHarmony.com.




2. Offline Coupons

Smart shoppers use the web not just for online purchases, but to get good deals on offline purchases as well.



Wow Coupons offers printable coupons for popular retailers like Ann Taylor, Best Buy, Hallmark, Macy's, Sharper Image, Toys R Us and others. Be sure to pull up this site before you head out to the mall: www.wow-coupons.com/index.php (click "Retail" on the left)



Also, sign up for your favorite store's e-mail newsletter - retailers often send unadvertised coupons and specials to customers their mailing lists.




3. Find Local Sales

Serious bargain hunters often check the newspaper advertising circulars to find out about local sales, or hop from store to store to find the best price. But one great web tool, Cairo (http://www.cairo.com), lets you skip all that nonsense and search online for the best deals at stores in your area. Simply enter your zip code, and BAM! You have a comparison list of retail or grocery store sales in your area, and you can even search for a specific item.



Bargain Bonus: Cairo also helps you get refunds from stores who offer a lowest price guarantee. Simply enter an item you've already bought and they'll e-mail you if it's being sold for less by another store.




4. Compare Prices Online

Shopping comparison web sites PriceGrabber.com, MySimon.com and Froogle.com let you type in a specific item, and see who's selling it the cheapest online. MySimon.com also has great buying guides if you aren't sure which product to get. This is super handy if your teenage niece wants "that new iPod" and you don't know which one.




5. Skip the Post Office

Take the hassle out of sending greeting cards this holiday season. Hallmark (www.hallmark.com) lets you customize your own personal or business greeting cards for Christmas, Hanukkah, Kwanzaa and New Years. You can even upload your address list, and Hallmark will label, stamp, and mail them for you - and you don't have to set one foot in the post office! Fully customized cards start at $1.15 each, plus postage.



For an extra special touch on your greeting cards or party invitations, add a photo image of yourself, your business logo, your kids, or even your dog Charlie to your postage stamps. At Stamps.com, you can have your own personalized stamps in as little as two business days; a sheet of 20 stamps costs $16.99 (you can save more when you buy multiple sheets). photo.stamps.com
Author Bio

About the Author:
Jamila White, "The E-Commerce Diva^TM", helps small business owners attract new customers and sell more products on the Web. Get her free "Sell More Online" newsletter at www.ecommercediva.com/newsletter.html.


(NOTE: You are welcome to forward this article or "reprint" it on your own web site or newsletter as long as it remains complete and unaltered (including the "about the author" info at the end and the copyright notice, but not this note), and you send a copy of your reprint to articles@ecommercediva.com.)
Article Source: http://www.articlegeek.com/