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Putting the most powerful word in marketing to work for you!
by Dr. Jeffrey Lant
There’s a word — a single word — which can fill
your coffers day after day. Smart marketers
triumph with it… while the also-rans scratch
their heads looking for the formula which
invariably yields those golden results.
You’ve simply got to know the word…and how
to use it ….] to make sale after sale and expand your
profits, even in dismal economic times.
Tah-dah! The all-powerful word is “free”!
Smart marketers know that the power of free
NEVER diminishes. People have always wanted…
and they will always want … free stuff.
Your task is to use the power of free to make
sales and increase profits… while not fatally turning
into merely a dispenser of free stuff and nothing more.
Brain storm all the things you give away already
The truth is, right now you’re probably already doing
and/or giving away one thing after another… while not
getting any credit for them whatsoever. Whoa! This is
because you have not brain stormed what you do in
your business. In other words, you are now doing things
that could be leveraged into more sales… but you
either don’t know what they are…or haven’t even begun
to consider how to use them.
Here are some examples:
* free shipping.
* free product use instructions
* free customer service
* toll-free number
* free web site with all kinds of product use
instructions and examples
* free recipe booklet
* free articles
* free newsletter
* free catalog
* free ebook
* free blog
To create this list, you must be thorough and
take pains. This list will alter the way you do
business. You will no longer just do something…
you will do something and leverage it to make
more and faster sales. In short, you’ll market
the most intelligent way!
Sleuthing for List #2
In business to make money? Of course you are! That’s
why you need to start researching how other businesses
use the word “free.”
The great thing about business is that you can learn
from what others are doing, starting with but not
limited to people in your particular field. Of course
you want to know what your competitors are giving
away… but don’t think of limiting your researches to
them. Your task is to discover the best uses of “free”
by any company or organization whatsoever.
Keeping everything you find
Question! If you knew that doing something in your
business would produce constant profits, would
you treat that thing with the utmost care? You’re nodding
your head, aren’t you? “I’m no dummy. Of course I would.”
But the truth is… despite the fact that you KNOW
“free” works… your “free file” with all the pertinent
examples is still in your head and no where else,
Your free file is one of, if not the most important,
file in your business. No wonder! It contains exactly
what you need to profit… whenever you want to
profit. In short, your file and what’s in it are pure,
Use “free” liberally
My dentist has a memorable poster on his wall.
Under a photo of a mouthful of decaying teeth it
says: “floss only the ones you want to keep.” Let’s use
the sense of this message to improve your marketing
“Use ‘free” only on days you want to profit”; in other
words, on every single day you’re in business.
Where should you put these offers?
* top of all marketing/sales letters
* email subject lines
* post script on all correspondence
* on business cards
* in brochures
* in your shop windows
* on bags and packing containers.
Get the picture? Use them EVERYWHERE and ALL
the time. You see marketing never stops, and that means
your use of “free” never stops either.
Keep tabs on what works…. and what doesn’t.
It’s important that you know what works… and what
doesn’t… in your marketing. This means always
coding offers and/or (where you cannot tell yourself)
asking folks what they’re responding to. Always ask them!
Have your staff ask! Ask with a smile and get a million-dollar
response, the response that helps you determine what
to do and where to spend your time in future.
And, friend, start now. Don’t wait a single day to increase your
“free” repertoire and your use of this essential and
always special word. Remember, every day you use “free”
About The Author
Harvard-educated Dr. Jeffrey Lant is CEO of
Worldprofit, Inc., www.worldprofit.com where
small and home-based businesses learn how to
profit online. Attend Dr. Lant’s live webcast
TODAY and receive 50,000 free guaranteed
visitors to the website of your choice! For details
on Dr. Lant’s 18 best-selling business books,
go to www.jeffreylant.com
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