Would This Radical Form of Marketing Work for You?

out-of-the-ordinary-tnIt was a hot, humid day on August 23rd, 2011 when suddenly the empty rocking chair in my home office began rocking back and forth.

Eerie.

Was the ghost of my grandmother visiting?  Not likely.

I turned on the TV and saw that an earthquake had struck Washington, D.C. – and Virginia Beach, where I live.

So THAT was the reason the rocking chair rocked!

Earthquakes in D.C. and Virginia Beach are rare.  I don’t remember one – ever.

We have occasional hurricanes here but not earthquakes.

What does this have to do with marketing?

Well . . .

. . . not being a frequent TV watcher, I began – after the earthquake – keeping the TV on  – on mute…just in case.

Every now and then I looked up at the TV to see if anything unusual was happening.

That was when I became aware of the quirky Duluth Trading television advertising . . .

. . . focusing on the negative stuff you can avoid if you buy their products.

At first, I smiled because of the unusual wording and graphics.

But, then I had to turn the volume up because…

did that Duluth commercial say what I thought it said?

“Crouch without the ouch.”

And

“How to fix plumber’s butt.”    What?

“Buck-naked underwear” with a “no-bull guarantee.”

The commercial that sold me was “The no-yank tank” because it is two inches longer than most women’s tanks.

You don’t have to yank it down when you’re crouching or bending over.

I bought one and liked it so much I bought two more when they were on sale.

It helps that Duluth sells high quality products that live up to its advertising.

Results

Duluth Trading has nearly doubled its sales in just two years, thanks to its quirky ads, including an animated “buck-naked” underwear guy.

I love this quote from Dan Neil of the Los Angeles Times:

“Duluth Trading practices a radical form of marketing known as honesty.” 

Could radical, quirky advertising work for your business?

Would “no-jam copiers” get attention?  I don’t know, but Duluth ads get the attention of millions and have dramatically increased sales.

A Creative Quirky Ad

The only slightly quirky ad I have seen is this creative flyer from a handy man.

A Lovable Ad 

This is one of my favorite ads ever, even though it is slightly misleading.  To really appreciate this ad, read all the way to the end.

Want to Brighten Someone’s Day?

There is an example of an award-winning funny and attention-getting voice mail message in this e-book.

 

One Small Thing Makes a Big Difference

package-with-person-holding-it-tnShe set herself apart from competitors by doing this.

I was surprised no one else did the same thing.

So, here’s what happened.

From time to I order a few products on eBay.

Like a hand lotion not available locally, or a battery-powered lantern to use when a storm knocks the power out or my favorite lipstick and even vitamins.

First I check out Amazon and if they have it, I read the reviews and the price.

If most reviews are positive. I look on eBay for the item.

For this product – a specific, branded hand lotion – the price was $18 on eBay with free shipping, but it was $28 on Amazon, where shipping is free only if my order totals at least $49 :-(

Easy decision.

Not that cheaper is always better, but when shopping for specific brands – and you don’t know the sellers personally – a lower price for a branded product will get the sale.  (That’s why it’s critical to personally  create a good relationship and build customer loyalty with buyers.)

I ordered the hand lotion on eBay for the lower price AND free shipping.

Last year I ordered at least a dozen different items on eBay.

The last product delivered – the hand lotion – included something from the seller that was different.

She attached her business card with a note: “Thanks, Ann!”

None of the other sellers did this, and it turned out to be helpful because I wondered if I could buy another type of similar product but – doing a search – I couldn’t find it.

That One Small Thing

Because she attached her business card with the thank-you note, I contacted her to ask about the product I was searching for.  Turns out, she had it.

Nice.  A personal touch that set her apart from competitors.

None of the other sellers sent a business card – or a “thank you” note.

That one small thing – her business card with a handwritten “thanks, Ann” – earned her another sale.

For future eBay purchases, I will contact this smart and thoughtful seller first.

Want ideas about creating customer loyalty?  Or winning back lost customers?  Or asking for testimonials?

Take a look at the contents in this award-winning e-book.

The Friendly Way to Announce a Price Increase

floral-organic-tnIt is not usually a welcome email – a notification of an increase in price.  And if you use the product on a regular basis, it’s a disappointment to find out you’ll be paying more.

But in this case, I love these products and was anxious to read about the price increase. The message was written in such a friendly and warm way, that I read all the way to the end.  And despite the increased price, I still love the products and the company!

You may get some useful ideas from this message if you plan to send your customers a notice of a price increase.

This is (word-for-word) the email from The Annmarie Skincare Team:

“Honest. Wild. Beautiful.”

“This is not just a tagline for us, but what we try to embody in every stage of our work, including the production of our products.

“We seek transparency in creating products that make your skin glow, using the highest quality, natural ingredients we can find.

“Over the last seven years, we have prided ourselves on creating products that you can trust, which actually deliver results.

“As the demand for natural, organic skin care has gone up, so has the cost of production in all respects from ingredients to packaging.

“We have been able to keep our prices at around the same level for our entire history by increasing our efficiency and scaling up, but as we grow, we’ve decided to raise the prices of our products to keep them sustainable for our business and to reflect their true value and power.

“We want to promise you that we will always continue to deliver the same (or better) value.

  • We will continue to use only the best ingredients, carefully auditing our sources to ensure that they meet our standards of purity and sustainability.
  • We will also continue to tell you exactly what these ingredients are.
  • Our loyal formulator, Bunnie, will continue conjuring up the best possible products using her wealth of knowledge, experience, and research.
  • Our small, knowledgeable, in-house Customer Support team will continue to be here to answer all of your questions and help you find the right products for you.
  • Our blog will continue to be teeming with information for you to make the best possible choices about your health and wellness.

“The increase in price will be effective [date of the effective price increase]. If you’d like to stock up on your favorite products at the current price, you still have a few days!

Click Here to Shop Now

“We are thrilled you are along this ride with us and want to sincerely thank you for all of your support.

“The Annmarie Skin Care Team”

 

 

Dear Reader:  You may be able to use some of the wording or ideas from this Annmarie Skincare email.  I only ask that you not copy it word for word.

Here’s wishing you a happy and productive day!

Ann

The Secret to Building Confidence

possible-text“You have to expect things of yourself before you can do them.” ~Michael Jordan

Think about this:

What would your life be like if you shaped your days with the true understanding of what you really bring to those you serve?

But you may be so busy with day-to-day activities that you don’t have time to stop and think about how you affect the lives of your clients.

Your products may be improving their office productivity, or

Your services might be saving them time.

When you think about and understand the value you provide, you can be more confident when you reach out to new prospects.

How to Build Confidence and Motivate Yourself

Begin creating your own Success File.

Three things to put into your Success File

1.) The prospect you left 4 voicemail messages for, who – much later – returned your call and

2.) The prospect who finally made the decision to buy from you and

3.) Positive comments you have received from your happy customers.

You deserve to give yourself credit and include these accomplishments in your Success File.

Keep the file up to date and look at it whenever you need positive motivation.

You will be surprised at how this can change your attitude and increase your confidence.

Paul Cleveland is someone who has recently experienced an improvement in confidence:

“Ann Barr’s e-Course was clear and easy to understand.  The course motivated me to focus on my goals and I’ve  had a tremendous improvement in technique and confidence.”  Thank you, Ann!

           Paul Cleveland, Business Development Manager,
Repro Products, Smyrna, GA

If you would like to be part of my next 4-week one-to-one e-Course, it begins on Wednesday and 4 spots are still available.

Click Here to see an outline and overview of the course.

If you would have questions or would like to enroll, send me a message and I’ll get back to you ASAP.

Here’s wishing you a happy and productive day!

Ann
PS:  Your BTA Educational Discount applies for this e-Course!

Best Subject Line I’ve Seen and it Might Work for You

attention-grabbing-signFor your email to NOT be immediately deleted, your subject line needs to get attention and interest or curiosity.

Yesterday an interesting message came to me because I’m a customer of Vital Choice Seafood. They send emails once a week and I don’t usually read them unless there is something I want to order.

Emailing to customers can be challenging if you don’t want them to think:

“Oh, it’s her again. I don’t need to read this.”

But the subject line was so compelling I had to open and read the email.

This was the subject line:

Preferred Customer Alert

Wow! That immediately grabbed my attention because of the two specific positive power words:

“Preferred” and “Alert.”

Fact:

Marketing research has found that attention-getting positive power words motivate consumers to read emails and sales letters.

More positive power words you can use to attract attention:

Program, savings, exciting, convenient and excellent.  But not all in one sentence :)

There are other words that will increase sales, like these 7 words that made the sale by email.

And when you use these 4 words, your clients will love you.

Increasing Call-Back Rates

Students in my last e-Course said using specific positive power words in their voice mail messages have increased call-back rates. And who wouldn’t want to get more return calls after leaving hundreds of voice mail messages?

Boost Confidence and Increase Return Calls

If you have a co-worker or employee who is looking to boost confidence and increase sales, please forward this link because the next exclusive sales-building e-Course begins on Wednesday.

One-to-One Coaching & Sales Training

During this private one-to-one coaching I will work with you, personally, to provide positive motivation plus new marketing ideas and wording that can convince prospects to WANT to become your raving fans and paying customers.

Because I work directly with each person, class size is limited to 10 and there are just three spaces still available.

Send me a message if you would like more info about the course or want to register.

Here’s wishing you a cool and happy day!

Ann
P.S.: Your BTA Educational discount applies for this course.