How to sell
Sales. An important life skill, seldom taught yet relevant in all walks of life and professions. Sales is governed by time-honoured principles that remain immutable despite our complex, fast-paced world of today. Sales is a practice to be honed, yet a few basics will take you a long way. Read on for tricks of the trade plus a few common traps to be avoided. Based on 25 years of experience in sales by the author and stuffed full of quotes by the sensei of advertising, David Ogilvy, we hope you discover something that strikes a chord and helps you sell.
1. Talk benefits
“Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on. All over the world”. —David Ogilvy
Customers want to know what is in it for them, so be crystal clear about what your product enhances or improves in real terms. Is it a feeling that will be conjured or is the benefit more practical? All too many companies talk about themselves and why they rate their products, yet this can be counterproductive. Re-couch your passion and instead put yourself in your customers’ shoes and inspire them into buying from you. Research your customers’ preferences and understand where your product sits among possible options but at the same time stick to the core of what motivates any consumer. Buying is inherently driven by emotion. Customers must feel captivated by a new and improved image of themselves in their mind’s eye - or else feel as though they are making a prudent choice - in order to reach for their wallet and invest in your goods and services. Set your offering apart by communicating how your products enhance your customers’ experience of life.
2. Brevity
“Good ad; all facts. No adjectives. All specifics. Sold a lot of cars”. —David Ogilvy
Never underestimate the power of brevity in sales. A sales message and hook needs to be crystal clear, regardless of whether the copy is long or short form. People haven’t the time nor the inclination to decipher content that beats around the bush. Decide upfront: a) what the purpose of the communication is b) what action do you want your customer to take immediately after seeing it, and then plan your campaign with precision. Facts and figures assure customers that your offering is serious and legitimate, so intersperse your copy with evidence and use graphics, colour or larger font sizes for emphasis. Good advertising combines digestible facts with emotional, attractive, universal ideas and imagery. Emphasise what your brand stands for and be consistent about it. Can you distil your brand essence into three words? Use this as your north star.
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar”. —David Ogilvy
3. Big ideas
“Unless your advertising has a big idea, it will pass like a ship in the night”. —David Ogilvy
It isn’t possible to hit the bullseye with each communication, but aim for it. Great agencies come up with a grand slam campaign or tagline once in a blue moon yet the impact can echo through the ages. “Just Do It”, —Nike. “Think Different”, —Apple. “The best a man can get”, —Gillette. The best ideas are usually the simplest and exceedingly human in essence. We remain complex yet simplistic creatures and our highest motivation beneath it all, is love. Appeal to your customers with ideas that tell a thousand stories in one phrase or word. Know what you want to achieve and build your campaigns with authenticity around your ethos, with all the beauty and clarity you can muster. Could you sell certain products with an image alone? This can be powerful in print or billboard format. Think in terms of delivering comfort, community, camaraderie, inspiration or plain old enjoyment. Many companies overthink sales or get swayed by what their competitors are doing. Steer clear of the noise and come back to basics. Also, Rome wasn’t built in a day when it comes to branding, so begin now with fresh vigour and a new systematic approach and you’ll reap the rewards sure enough.
4. Call to action
“People hate being sold, but love to buy”. —Jeffrey Gitomer
Yes, being subtle and punchy is possible, Companies often fall into the trap of trying too hard to sell in the wrong way, while missing the mark. Avoid this by being upfront and direct, but in a helpful way, i.e. include benefits + a call to action. “Buy now”, “Buy today”, “Black Friday 20% off”- and many other phrases are honest sales tactics that grab customers attention. Sales is what you are after, so sell you must. Create a dialogue with your audience and stay in front of leads with value-added content and clear instructions. Offers and key dates/seasons in the calendar all warrant attention, so go for impactful imagery and reasons to choose you, for x, y, z. occasion. Remember, your products benefit the customer, so don’t be shy about selling your products to them. Premium products are sold differently to everyday products, and language should reflect whether the customer is getting a staple, bargain or a lifetime piece. Don’t confuse the three and don’t attempt to flannel your audience either. If you can offer a premium product at a reasonable price, you’ll also want to make this clear. The trick is to give as many reasons as possible for customers to make a snap decision and buy right away.
“The trouble with many copywriters in general agencies is that they don’t really think in terms of selling”. —David Ogilvy
5. Nurture relationships
"Every 4 weeks I’d send personalized mailings to our new business prospects. And I was always amazed to discover how many clients had been attracted to Ogilvy and Mather by those mailings. That is how we grew”. —David Ogilvy
Relationships make the world go round. Build long term cache and trust with your customers and treat them in the same way as you would anyone important to you. Number 1? Respect. Think of every communication as a chance to cement your partnership and foster loyalty. Small touches go a long way. Beyond the usual thank you’s, why not create an unexpected treat, offer or event to show your appreciation. Also broaden your appeal among like minds by popping up at places that fit well with your business and mission. Network, network, network and get involved in the community. Speak and share your vision, but also your experiences / what you have learned in service of your customers. Look for as many ways to connect with the world at large as you can and stay in touch using email, direct mail and social media. Install a CRM tool such as Oracle, to manage your relationships with customers, suppliers and contractors. Fairness, integrity and good old fashioned appreciation go a long way.
“I always use my client’s products. This is not toadyism, but elementary good manners”. —David Ogilvy
6. Long form copy
“The more you tell, the more you sell”. —David Ogilvy
Leaflets, brochures and direct mail are key marketing collateral that increase sales and set you apart. Flyers and postcards are light and cost-effective to produce and should also be used regularly. If you can stretch to it, a beautifully designed brochure or magazine is a treat and space in which to present your value and expertise. In respect of direct mail, a response rate of 2% is typical if you are using an external mailing list, or 4%+ if you are using your own. The DMA says the response rate is more like 9%, plus a substantial uptick in online traffic coming your way. Even at the low end of the response rate, this form of marketing isn’t to be sniffed at. Also, by comparing DM spend against other forms of advertising, you might quickly decide it is well worth your while. Traditional print advertising though pricey is effective too. Suspect print is dead compared to digital? Think again. Print marketing statistics demonstrate that 95% of people under the age of 25 read magazines and 82% of consumers trust print ads more when making a purchasing decisions (Burstein, 2017).
Sales is a universe just waiting to be explored!
For further reading, we highly recommend:
- “The Little Red Book of Selling”, by Jeffrey Gitomer.
- Anything by David Ogilvy.
- Tips for improving your search rankings.
For now, we will leave you with a bit of commercial gold from the ‘eighties…sales masterclass using just 2 words :)
https://www.youtube.com/watch?v=jDe9rvQRHEI
ENDS.
© All rights reserved. Lifestyle Copywriters, Ltd., October 2022.