Monday, July 26, 2010


If so, you can change one simple thing and make more money. According to two studies by Incomm Center for Trade Show Research, Chicago, Ilinois:

- 65% of visitors to booths during the last half hour of shows are the best prospects, versus 12%-20% during peak traffic times.

- 68% of 250 salespeople interviewed said they met a good prospect during the final half hour of the exhibit day. And 21% made a sale from a lead they got in the last half hour.

- 93% of attendees said no salespeople were on duty at one or more booths they visited during the last half hour of the show.

So, it’s simple! Don’t tear down or leave early. Instead, pay special attention to booth visitors during the last half hour of the show.

Next tip, I’ll give you seven rules your must fullow, for designing a direct response ad, if you want your ad to be more than a tax deduction (in other words, it works!)

Monday, July 19, 2010


According to a study at the Food & Brand Lab at the University of Illinois at Champaign, shoppers will buy more of a product if you put a number on the sign next to it. The study looked at 43 different kinds of signs in four locations around the country. Researchers found that signs with high purchase limits - “Limit 12 per customer” - boosted buying. Suggestive signs- “Buy 12 for the weekend” - and those with multiple-unit prices - “Buy 3 for $3” - also increased sales.

Do you have a trade show booth? If so, you can change one simple thing to make more money. Next tip, I’ll explain.

Monday, July 12, 2010


Do you know where you stand in the mind of your market place? Here’s how to find out.

McDonalds has let it be known that its hamburger stands have sold twelve times as many hamburgers as the world has people. (WOW!).

By the way, an on-the-street-survey asking folks rapid fire direct response questions: “When I give a word, you tell me the first thing that pops into your head . . . “Up” (common answer, down) . . . “Black” (common answer, white) . . . “Hamburger” (common answer, McDonalds!!). That’s what’s known as great positioning. Try the same test in your market area and throw in the words “Auto Parts” and see if your name pops up. If it doesn’t, you may have a positioning problem in your marketing area. The right kind of marketing will fix it!

In a study done by the University of Illinois, it was discovered that you could do something very simple to increase the buying power of those reading your signs. Next tip, I’ll explain.

Monday, July 5, 2010


According to medical scholars, these five things worry people most: Their work, health, conflicts, children and finances (not necessarily in this order). One of the big secrets in direct response marketing is a formula called “E-factors Multiplied Equals Response”. The “E” in “E-factors” stands for Emotions. What this means is simply this, the more emotions you can involve in your advertising, the greater the response. Boring advertising with no emotional triggers is one of the common reasons advertising fails. An exercise worth mentioning is this. Find out what keeps your customers awake at night. Address this “problem” in your advertising, with your products and services as the solution. Example Headline: Stop worrying about money! With the 50% or more you save on our recycled auto parts, you can pay off those bills, pay off that mortgage, buy that new boat and go on that dream vacation!

Constantly be looking for ways to solve your customer’s emotional problems with your ads.

Did you know that McDonald’s has a little “on the street” test that they do to find out where they stand in the mind of their marketplace? Next tip I’ll tell you how to use the same method for your company.