Читать книгу Outrageous Advertising That's Outrageously Successful - Bill Glazer - Страница 25

Once you figure out that you actually can move people from the “maybe later” B pile to the “yes” A pile, you can then discover amazing ways to leverage your position. By simply not ignoring this customer option, you are ahead of 90 percent of all businesses that think in terms of “yes” and “no.”

Yet “maybe later” is a tricky category that requires due diligence. One of the best ways to move people into the A pile from the B pile is through sequential marketing, which we will talk a lot about in chapter 9.

And though that customer who put you into the B pile is a challenge, I look at this person as someone who actually wants to be a customer. How can you ignore someone like this?

My message is that you can’t and you shouldn’t ignore a “maybe later” customer because that customer is really a great prospect.

It’s just a matter of paying attention until you are paid profits. Customers who think “maybe later” are thinking of reasons not to buy, and your job is to give them reasons to buy.

How do you give them such reasons?

Well, you give them options on how to find you, and then you remind them, over and over in OUTRAGEOUS ways, that you are their best option for whatever it is that you sell.

Sizzling Outrageous Summation

1) Branding is too expensive for 99 percent of all businesses.

2) Direct-response advertising must always have an offer and a deadline.

3) Direct-response advertising can lead to brand building, but you never want to buy brand-building advertising.

4) There are three possible responses to every ad: “yes,” “no,” or “maybe later.”

5) When you pay attention to the “maybe later” customers, your profits will soar.