The following report will give you some of the best advertising secrets for attracting new customers to your wholesale or retail business.
CHAPTER 1
There is no denying the fact that the success of an advertisement lies mostly in the headline. The headline should attract the reader and make him read the rest of the advertisement. The headline should be simply catchy and various key points should be embedded when deciding on the headline for the ad.
The headline should catch attention of the eye at the first glance. Words in headlines should act as tags for the advertisement. It should say it all about the content that follows. If a company is selling reasonably priced wholesale merchandise, the headline of their advertisement should be ‘Wholesale Merchandise At True Below Wholesale Prices’. This headline will attract the right customers who are on a look out for durable wholesale merchandise as well as low cost wholesale merchandise. If the customers to be reached belong to a category that are interested in stocking their store with beautiful wholesale merchandise and aren’t concerned about only about the price to get the right products, then the headline can be ‘Improve your sales with our brand name wholesale merchandise’. Anything other than the prospects should not be included in the headline. If both men and women can use a wholesale product, both of them should be referred to in the title, missing out even one of the category is like losing a huge number of potential customers.
The title should be instant wholesale product seller. According to a research, five times more readers read just the headline when compared to those who read the complete advertisement. So the investment is of no use, if the title isn’t good enough to sell the wholesale product. There can be a possibility that the content of the ad isn’t strong enough. All the harm can be undone by having a powerful headline.
The headline should be centered on the wholesale product and not the company that is selling the wholesale product. The customer’s interest should be reflected and he should feel that he is directly addressed. Start with ‘you’ and not ‘we’. So if the client specified on mentioning the company’s name, don’t start the sentence with it. For example, instead of writing ‘Tylenol – solution for sever cold ’, write ‘Got sever cold? Try Tylenol’. Never forget to mention the name of the wholesale product in the headline. The wholesale product name should be of top priority.
A snapshot of the benefits of the wholesale product should be given in the headline. This is an important quality of a well-phrased headline. The customers look out for advantages when he thinks of buying a wholesale product. Keywords like whiter teeth, nutritious cereals, or miraculous growth should be incorporated in the title.
If inculcating all these factors have made the headline long, it should be remembered to write the wholesale product advantages in bold. If a visual is placed in the advertisement, it will be a good complement. As a picture speak thousand words. But care should be taken that the headline should say some part of the story and the visual should say the rest. Don’t repeat the headline or the picture.
Too much of cleverness should not be applied to design a headline. There are nearly five hundred advertisements in a local newspaper on weekends. A regular reader reads the headings of all of them. He will be able to classify between a false heading and a genuine heading. No false promises or information should be included in the headline. Over smart headlines are good for award competitions, but don’t really work with the savvy customers.
The headline should give out a positive feeling to the reader. Negativity should be totally excluded as it not only creates a negative impression but the mind will also be not receptive friendly. It sometimes confuses the mind and it interprets a negative meaning of the message being delivered. Confidence should be reflected in the headline. Don’t include any doubtful words like if and but. Conditional phrases are a strict no. The sentence should be in present tense, instead of past or future.
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CHAPTER 2
Like the majority of wholesale business owners, I meet a huge number of wholesale buyers and prospects every month, some end up buying wholesale products, some do not, but every single one of them has my business card. I attend business breakfasts, seminars and other networking events in my search for new sales leads and ultimately new wholesale buyers, and each person I meet also gets a business card.
One day I realized that I not only hand out a huge number of cards, but I also receive a fair few myself. I decided to go back through some of the older ones to see if I could find some new prospects. As I started to sift through them I began to realize that most peoples cards are actually meaningless in isolation. Unless you work for one of the few companies who’s name actually reflects what you do, you may as well be writing your telephone number on a piece of paper and forgetting to add your name.
ABC Company
Mr Bob Jones
General Manager
Telephone number
Mobile number
Fax number
Email address
Website
Without going online and looking at every single website I have no idea what the companies do!
Likewise, all those people I had been diligently handing my business card too had every conceivable method of contacting me, written there in black and white, but no idea what I do! It’s my job as a sales person to “put my face about”, make sure I am always contactable and remember as much as I can about all my prospects (with perhaps, a little help from my CRM). My prospects are also everyone else’s prospects, they do not need to remember me, and so they need a little help.
I realized the solution is simple. WRITE ON YOUR BUSINESS CARDS!!!
Here’s the scenario: The potential wholesale buyers gets back to the shop one day and is told they need a new wholesale supplier for handbags, it’s his job to find one. He remembers speaking to a few wholesale handbag suppliers at the seminar but can’t remember exactly who, so he quickly flips through the cards collected, then, he comes across one, he can’t remember the name or the face to match it, but, in nice clear writing it says “Wholesale handbags, budget to high end” Who gets invited in for a meeting?
I'm one of those people who guard my business cards at meetings. I don't like meaningless cardboard connections (exchanging business cards without a purpose). I'm put off by someone who says, "Hello, my name is.... Here is my business card, can I have yours?" My suspicion is that I'm going to be put on someone's junk mail list. However, by first striking a chord, you've accomplished something very important in your networking mission -- you've found a reason to extend the relationship beyond the event at which you met.
Not all prospects you meet are going to fit your ideal client (or center of influence) profile. This is especially true for me, since I have a highly specialized wholesale niche. Focus your attention on those who meet your criteria. Jot down notes on the back of the card (the reason for the solid connection), and then you'll have a conversation point in which to build your relationship at the next meeting or in your correspondence. Follow up quickly after the meeting by sending information you promised.
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CHAPTER 3
Word of mouth advertising creates an awareness campaign where by your wholesale or retail business information travels from person to person, creating a world wind of awareness. For a new retailer or wholesale, word of mouth marketing is often the best and most effective advertising method.
Newspaper print and classified ads can get very expensive, and have lost much of their effectiveness with the popularity of the internet in the past decade. New wholesalers and retailers can't even consider radio or television advertising as a viable option. What is left for a small boutique owner or wholesale jobber to do to spread the word about their merchandise?
Here are some steps that you can take to start a viral word of mouth marketing campaign about your wholesale or retail business:
Acquaintances: Approach your friends, family and neighbors initially, followed by contacting other people you know in your community and beyond. To begin your campaign, you may take a broad approach to spread information about your wholesale products; ultimately streamlining your message to your target market.
Networking: Both online and off, networking is the backbone of the word of mouth marketing. You need to have a large network to build a database of prospective customers. Find forums and other groups where your target market ‘hang out.’
Website: It’s the Internet age. Establish your wholesale or retail website with good, focused keywords to get favorable results from the search engines. Also, keep your website, user-friendly with easy navigation and complete updated information about everything regarding your business.
Freebies: Everyone loves to get something free. Create a free report or small sample related to your idea or wholesale product and give it away to potential customers, asking them to give the item to their friends and family as well.
Mailers: You can use email or postcards or pamphlets about your business to inform your acquaintances prior to calling them.
Word of mouth advertising has stood the test of time and is effective for every type of wholesale and retail enterprise. There are simple, affordable methods of starting a viral marketing campaign that will spread like wild fire. By putting into place some or all of the ideas mentioned above, you can create a world of advertising for any business that deals with wholesale and closeout wholesale products.
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