Article courtesy of Joe Gracia with www.givetogetmarketing.com
A sure path to failure is to fumble and guess at your marketing strategy and actions.
As human beings we love to 'assume' that we already know the answers to our business and marketing questions.
'That won't work in our business.'
'Our customers would never buy that.'
'The way we're doing it is the only way to do it,' etc.
Be very, very careful of uttering similar pronouncements.
Millions of dollars have been lost by people who mistakenly believe they have all the answers.
The only way to know if something will work or how well it will work is by testing it.
We were once asked to sell a product on our web sites. We were skeptical about it being successful, but decided it was worth a test.
The result of that test?
In just a few days that one product had provided us with an additional $3,000 in profit -- it produced over $60,000 in additional profits over the entire year. We're glad we didn't just put it aside, because our gut feeling in this case would have been wrong.
Never, never, never assume.
Test, don't guess.
Same Ad, Different People
Once you find a winning ad, there's no need to change it each week. It will be a 'new' ad to those who haven't seen it yet.
Constantly changing your ads each week when you have a winning ad, is a big money-loser.
Of course you want to test your ads so you can find the winner. But once you have an ad that works, keep using it.
Some of my past clients are still using the same ads I created for them after 13 years. Why? Because they are still working.
Issue Refunds Immediately
No matter how good your product is, you're sure to get product returns here and there. Don't get upset, and don't take it personally. Cheerfully issue the refund and move on.
A solid refund policy goes a long way to removing fear from your prospective customers' minds. Without such a policy, they will be much more hesitant to buy from you.
They'll be concerned they may get a poor quality product, or it may not be just right for them. If they feel they may get stuck without a way to get their money back, you will probably lose the sale.
But, you may say, what if people start taking advantage of me?
I've been in business for over 30 years and I can tell you from experience, as long as you offer a quality product or service and you deliver on your promises, you will get very few returns.