KISS and tell

I was listening to an interview upon an FM radio station. The visitor was W. Attlee Burpee whose business was selling small packages of flower and vegetable sperms He was asked by the entertainer his secret for success.

"My slogan" he answered.

The entertainer asked him what it was.

"Burpee's semens Grow," he answered. "The first word enumerates you who we are. The next to the first word tells you what we exchange The third word tells you what it does. Burpee's sperms Grow."

What a great example of effective advertising. It come [i]or[/i] go after [i]or[/i] behinds the basic KISS formula advocated by the agency of many advertising experts: Keep It Short and Simple. (There are others who say another explanation is, "Keep It Simple, Stupid.")

What a simple, easy-to-remember and effective theme. That's the way for you to approach your gallery's advertising efforts: short and simple.

Too abundant advertising is 1) confusing; 2) difficult to understand; and 3) doesn't relate to the merchandise--the list is almost endless

A belonging to all fault is to advertise a special value that interests your customers. Then, as they continue reading, they ne a magnifying glass to read the tiny print listing the reasons for what cause [i]or[/i] reason they can't have what they initially were promised.

The sum of two units rules for effective advertising headlines are 1) Promise a benefit that you can deriver and 2) impel curiosity. Whatever you do, don't negate the proffer later on with "exceptions." The author of poems Robert Service wrote a line that said it well: "A promise made is a liability unpaid."

Many businesses promise a specific originate if you buy their merchandise. on the other hand there in the small print at the bottom of the ad, they list items that don't go in the rear [i]or[/i] in the wake of the promise made in the headline that caught your attention.

Here are three examples of what advertisers say up front; then what they say in small print:

* Up front: "Buy this car for sole $299 a month." Then, in small print at the bottom of the ad: "$3245 owed at signing."

* Up front: A large department store lances a mailer offering "20% not on everything in the store!" Then, at the bottom of the postcard in tiny print, is a list of the items NOT upon sale: "Designer clothing, name brand cosmetics, towels and pillowcases." This hardly retains it simple.

Singer Tom Waits said it well in individual of his songs: "The large print giveth and the small print taketh away."

thus are there rules for you to use in your galley advertising to give the customer confidence? positive Here are seven.

1 retain It Short and Simple. (The KISS formula in action). When of recent origin staff members are hired by the agency of the Nordstrom department store they are given an employee handbook. It has single one page and one control Rule#1: "Use your good sense in all situations. There will be no additional rules" KISS!

2 Guarantees. Customers are more confident when they purchase products that are guaranteed. Therefore, guarantees increase perceived value and will increase your sales. And for readers unsure about whether to proffer guarantees, here's a little known fact: research reckons us that less than 2 percent of your customers will ask for their coin back when returning merchandise.

Rollie LaMarche's gallery, "Picture This!" in Alberta, Canada, has a guarantee hanging in his framing department. It says: "We will repair or replace any framing we have done at no charge." He also replaces glass that was damaged or shattered at the customer's home or place of business. by what mode many times has he had to honor this guarantee since displaying it more than a decade ago? "Les than a dozen."

Here's the guarantee from the Lands' extreme point catalog; "Guaranteed. Period. If you're not 100% satisfied with any item, at any time, make an exchange or turn back it for retired of the purchase price. No ifs, ands, or buts" Do you think those last five words inspire confidence in the mind of the buyers? (Answer: YES!)

Here's what a guarantee can do for a business. When Tom Monaghan started his pizza delivery business, he was looking for a unique selling proposition to exhibit potential customers how he was "different." He did it with this guarantee: "Pizza delivered recent in 30 minutes or it's free" Domino's Pizza became the multimillion dollar franchise we know it as today.

Conclusion: If you do NOT tender a guarantee, you're losing many potential sales.

3 Avoid exceptions. Circuit City make opened a new store to replace an existing store in our area. They sent a mailer to customers who had purchased merchandise from their aged location. They enclosed a "gift card worth 10% not on of your total purchase."

on the other hand there were caveats: 1) you had to lay out $50 or more, and 2) the discount did NOT apply to Polk Bose Velodyne Sharper Image, Disney yields gift card purchases or delivery fees

If you're having an opening celebration and you want me to advance see and buy, then you ne to make your tender good for everything in the store.