"That's Ridiculous!" Why Making an ‘Off-the-Charts' Offer is Necessary For Your Small Business

"That's Ridiculous!" Why Making an Off-the-Charts' Offer is Necessary For Your Small Business

Why do car dealerships have a reputation as being hokey? They employ people to put on ridiculous costumes and dance in front of the dealerships. They promise incredible incentives in the form of cash back on purchases, incredibly low financing rates and aggressively discounted pricing. But car dealers make a killing! Why? Because these tactics work! They work for one fundamental reason and that is that tactics like these get attention.

When you combine a great offer with the delivery of that offer to the perfect recipient, the odds that you can create a new customer go up exponentially. The thing is most people have a terribly difficult time with is making that offer. All too often I hear, "Well I don't want to give away the farm! or I'm losing more than I'm gaining' or 50% off is excessive". All not true.

Remember, you are creating a AD! It is only an ad. It's function is to get people in the door. Once they are in, you have to do a little bit of work to get them to make additional purchases. The ad is just the initial step to hooking a prospect. Do not think short term. Sure, you may get some who show up just to take advantage of your offer but you will find that it is a small percentage of your total respondents. You should be using your ad to build a customer base. Building your list is vital. Remember, you ideally are not selling to these people just one time. You want to sell to them over and over again. But you can only do that by getting them to pay attention to you. That starts by putting something incredible on the table.

I have a story I share about a pizzeria that opened up near my home not to long ago. The owner doesn't use direct mail (I am still working on that with him) but he built his customer base very quickly just by understanding this one principle. Two days before he opened his new store, he had his employees start distributing leaflets offering discounts on your first pizza purchase. How much? Try 80% off! Who does that? Right --- NO ONE! This guy had a line out the door and down the block. I should point out that the offer was good for a six hour window on opening day.

Now you are probably saying, "What happened to the people who were in the line and then missed the 6 hour cut-off time? They probably left and he didn't make a dime on them!" Wrong everyone in that line waited for no less than two hours. The promo did come to an end, but by that point anyone remaining was by now totally committed. They were not about to leave. By the end of the day, he had gone from 0 customers to 428 in just one day.

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