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Wednesday, 20 Aug 2008
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How
To Make A Fortune From Unique "Resistance Free" Advertising
by
Scott Bywater
The trouble with
trying to sell anything to anybody...especially with ads and
sales letters...is buyer resistance. So how do you completely
eliminate the resistance to your offer?
It's easy when you learn this secret...
One of the most powerful offers you can use in your advertising
is the word 'Free'.
But, you may well ask...how can I make a profit giving my products
and services away without charging for them?
Which is the exact reason why you need to understand the 'LVC
Formula'. It stands for the Lifetime Value of a Client!
Here's how it works. Let's imagine for a moment you own a beauty
salon. Now if you get a new customer, they may pay you $80 for
their first treatment.
But how much is this $80 client really worth?
After all, most clients will continue to buy off you for many
years to come.
For instance, let's imagine your average client returns for
a beauty treatment 8 times a year...and remains a client for
2 years.
$80 (price of consultation) x 8 (purchases a year) x 2 (number
of years)
Now if you have a calculator handy, you'll work out the value
of this client as $1280.00.
And if your profit margin is 40% this calculates to a $512
profit per client.
Let's imagine we sent a letter to all the nearby businesses
offering women a free manicure valued at $30.00 (I'm not a beauty
therapist, so please forgive me if all these figures are way
out), and the manicure costs you $7 in products and 30 minutes
of your time (which if you're not busy...you'd just be sitting
on your butt anyway!)
So effectively the $7 investment could have just made you $512
in profit.
And how easy is it to give away a free manicure?
Or for other industries...
* A free car service
* A free dancing lesson
* A free consultation
* A free ice cream
* A free report of some sort
The secret lies in giving away something which has a high perceived
value, but actually costs you very little to produce.
Why does it work so well?
Using the word 'Free' in your advertising STOPS inertia. You
see, people are happy with their current hairdresser...or their
mechanic.
But when they get an opportunity to trial a product or service
for FREE, there's something irresistible and risk-free about
it, isn't there?
A word of warning though. Make sure you offer the best possible
service...otherwise people will not come back, and you'll get
a bad name very quickly.
And of course, where possible, make sure you collect a database...and
measure your results.
What could you offer for FREE? Write down a few ideas now...and
start implementing this stuff.
It could have an almost overnight effect on your sales.
Scott Bywater
is a professional direct response copywriter and the author
of Cash-Flow Advertising. To get a complimentary copy of his
special report "7 Ways To Increase Your Turnover...No Matter
What The State Of The Economy" (valued at $29.95) and a
free subscription to his "Copywriting Selling Secrets"
e-zine where you'll discover how to write ads and sales letters
that make people line up and practically beg you to do business
with them, visit his website at http://www.copywritingthatsells.com.au.
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