This Is Proof Positive Stores Sell! (So Get To It Already!)
Have you noticed ‘how” the best movies. Meaning the ones which consistently generate some type of positive or negative rise out of us. They all seem to do a fairly good job of telling stories, correct? Hollywood definitely knows “how to” and which hot buttons to punch, do they not?
And so it goes with persuasive copy of any kind. Be it the pre, main or sub headlines on a single or two sided post card. Or the main power headline on your state of the art WordPress website, blog, podcast or on or offline sales letter. (Entertaining stories sell all day long.)
Or the subject line(s) of your opt in email messages. The fact of the matter is, fascinating stories sell and sell and sell. So the burning $64,000 dollar question has to be or quickly become.
Entrepreneur since both you and at least some of your major competitors are already aware of this undeniable fact. “Why” the heck don’t you utilize it more in both your current and future marketing mix? Or do you honestly prefer going the long- far more expensive marketing/promotional route?
There’s An Old Tried And True Saying Which Sales Says Stories Sell Facts Tell!
So follow this all too typical story/situation. Which is being shared strictly for hypothetical marketing illustration purposes only, agreed? Now then.
As was previously revealed in an entirely different (yet!) extremely relevant blog post. The young lady in the featured image in this particular blog post. Let’s say she’s a third year law student. With a ton of mounting student debt. (Sound all too frighteningly familiar?)
And she waits tables part time, in a fairly upscale, non franchised local restaurant in order to help pay off her seemingly unsurmountable student debt. And she just like most of the other women who wait tables in this particular restaurant.
She definitely generates her fair share of tips. Especially when she works a Friday or Saturday shift. But on this particular Saturday afternoon. She’s made her way to either you or your major competitors, single location, non franchised retail jewelry store. (And thus her potentially lucrative side hustle officially begins.)
Just Because One Of Your Potential Local Goodwill Ambassadors Originally Has No Intentions Of Becoming So Deeply Involved In Your Venture! (Doesn’t Mean You Or Your Major Competitors Shouldn’t Play It That Way!)
Case in point. Since one of your top extremely marketing savvy female sales reps or top female sales managers previously “discovered” she is a third year law student. Currently living on campus. But definitely wants to earn enough money to get her own place off campus asap.
Even if it means having at least one responsible roommate temporarily. She definitely prefers that to all of the constant noise from what seems like never ending partying or noise of some kind.
So in order to quickly build some potentially profitable word of mouth and mouse buzz among both her current and future co-workers. And her female siblings and influential female in laws, if any.
And her fellow female law school students etc. Especially those who come from fairly wealthy families. And it wouldn’t be a financial burden at all. For somebody fairly successful in their families to drop $15,000 – $50,000 dollars on some great looking bling. Over the next five to seven year period.
Including any and all the ongoing back end, word of mouth and mouse referral based business they would sure provide as well.
You Never Know Who Knows Or Who Is Actually Connected To Who! (So Always Power Network As If You’re Just One Major Connection Away From A Proverbial Marketing Goldmine!)
So the deal is. Rather than you or your major competitors keep wasting a fortune every month. On those outrageously expensive, dismally performing local billboard ad campaigns. Some of which start at $25,000 dollars a month and go up to $40,000 dollar per month or more.
Or constantly spending, (more like) wasting an entire other fortune on those outrageously expensive, local Sunday newspaper inserts or full or half page ads in the local throwaway guides etc.
Instead you prefer to at least do some strategic A/B split testing of some kind. Allowing local women from literally all types of financial backgrounds and occupations.
To see “how’ effective and word of mouth and mouse influential they are. Or can become. Say what? Think about the long term marketing possibilities for just a second. Here’s a local third year law student who also waits tables part time.
And now she’s enthusiastically strutting around showcasing some incredibly eye catching diamond studded earrings. Which usually retail for at least $650 dollars a pair. But simply for joining you or your major competitors opt in email list before she or her guests leave your store.
Entrepreneur Strategic Scarcity Is Another One Of Your Proven Under Utilized Marketing Strategies!
She automatically gets to purchase those exact same diamond studded earrings or whatever. But instead of paying the usual retail price of $650 dollars a pair or X.
For an extremely limited time she only pays the actual hard cost of what a pair of $450 dollars a pair would cost. Say what? Which means (in this particular hypothetical marketing example only!) She only pays $225 a pair. (Plus any and all applicable taxes & fees etc.)
So you know she now has a continuous story to tell, right? And best believe as she’s waiting tables or attending a local social event. Partying with extremely close friends, siblings, female in laws etc.
Or when she’s in study hall with her fellow female law students or when she’s paying for her order inside one of the popular local Mom & pop bakeries etc.
Somebody is definitely gonna wanna know where she got her great looking bling, correct? And that’s when she tells them and immediately hands them one of your extremely time sensitive, market tested, two sided gift certificates. (And or brand new customer only discount coupons.)
Side (A.) invites the recipient to join your opt in email list. For their chance to win an extremely eye catching diamond studded necklace. Which typically retails for at least $2,500 or X number of dollars. Say what?
Just Because Things Start Out As Extremely Tiny Acorns! (Doesn’t Mean They Have To Stay That Way!)
And side (B.) informs the recipient to come to you or your competitors store. Before the 10 or X day expiration window expires. They come alone and they only save 10% off up to $200 or X amount of dollars. (A savings amount small enough it almost compels a certain percentage of them to take the alternative choice you’re proposing.)
However, simply for dragging a friend with them whose at least 18. Before the expiration date expires. They save 40 or X% off up to $1,500 or X amount of dollars.
And the friend can also save 30% off up to $1,000 dollars. Provided they join you or your major competitors opt in email list before they leave your store. Otherwise they save 10% off up to $200 dollars.
But both them and their guest now have some pretty interesting stories to tell, do they not? So hopefully going forward. You now better appreciate how and “why” fascinating stories sell. Any questions?
P.S. Now as is customary during this part of our show. Please share your extremely valuable comments (in the comments section below)
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