Stir up More Profits with Promotions.

• Author: COTRISS, DAVID

It you're like many small business people, you may not understand what promotional tools are or how they can boost sales. However, you may already be using them in your business without realizing it. Promotional tools are powerful techniques that, with some knowledge of how they can be used effectively, will send you well on your way to making more trips to the bank.

Promotional tools include advertising, public relations, direct marketing, personal selling and sales promotions. What follows are some specific techniques and examples that you can use in your business to stir tip more sales and profits.

Advertising is the lifeblood of many small businesses. Used properly, it can bring a steady flow of business your way. Classified ads in magazines targeted to your specific audience are one of the most cost-effective ways to generate new business. Newspapers are generally not very effective for mail order ads since they reach such a broad audience and people don't shop them for mail order offers.

For example, if you were selling remote control car parts, you would want to go to the library and look in the Standard Rate and Data Service directory for publications aimed at the remote control car market. After requesting samples and advertising rates, you would choose the most cost-effective one that reaches your target market. Your ad should get prospects to call-nothing more. A toll number (non-800) is normally best since it filters out many nonqualified information seekers. You would have a short voice mail script that emphasizes the key benefits of what you offer (such as status, financial freedom, etc.). You would have them leave their mailing information for you to send follow-up materials. The quality of your information package will largely determine how many leads convert to sales.

As you can see, the above example of direct response advertising can be applied to any product or service you offer. If you are not already using this method, or are using a different version of it, your sales can increase considerably by following this process. Whether you are using classified, display or broadcast advertising, the best results are achieved by pushing benefits rather than features. Offering a free report containing valuable information can also be very effective. In your free report you build in a sales pitch for your product or service. The free report provides very valuable information while convincing consumers they need what you have to...