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How to Use Bribery for Fun and Profit
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Sometimes you try everything to make sales and none of it works. You lower your price. No sales. You change your ads. No sales. You try different mediums. No sales. You try direct response marketing. No sales. You even hire a famous spokesperson. No sales.
So when you’ve tried everything to get your business moving and nothing is working, what’s left?
What about a bribe?
That’s right. Bribe your customers to buy from you! No, I’m not talking about something underhanded or illegal.
I just want you to know that hundreds of corporations are handing out free items -- hats, t-shirts, pens, jackknifes, -- all as an inducement to get people to do business with them. And it works.
Go to a bank and you’ll see they’re offering a toaster oven or a blender for opening up a savings account. That’s a bribe plain and simple. At my doctor’s office the other day I noticed a fancy clock on his desk which had the name and logo of a popular prescription drug on it’s face.
Call it what you will, but I would say that pharmaceutical company is bribing the doctor to use it’s products!
Even something as simple as a matchbook imprinted with an offer brought one educational company selling correspondence courses 800,000 responses in one year. That’s a lot of leads for one tiny little bribe!
Bottom line: bribes -- or premiums or gifts, or whatever you want to call them -- work. A recent study showed that some 40 percent of people who received a premium from a company still remembered that company one year later.
And get this: when you use a bribe with a direct mail piece, studies show they increase response by no less than 321 percent! Now you’re in business!
Bribes work on prospects in two ways. First, they generate a feeling of obligation to buy from you. It’s just human nature to give after you receive. You know the way it is when you get a Christmas card or are invited to someone’s house for dinner. You feel obligated to return the favor. It’s the same when a company gives people something for nothing. The prospect is compelled to return the favor.
Second, bribes create a positive feeling about your business. People can just never get over the joy of getting something for nothing. If you push this pleasure button, you’re paving the way toward not only sales, but repeat business.
Where do you find bribes? Well, you could produce your own -- something your company already sells, or perhaps a load of merchandise you could not sell. Why not give it away as a bribe? If it increases your response by 300-plus percent, it’s well worth it.
You can also find many bribes to choose among from one of the 12,000 companies in the U.S. that deal in such products, or you can contact the Speciality Advertising Association International. They’ll help you find thousands of possible bribes, and one that fits the theme of your business or product.
By the way, most people already get four or five free calenders each year. You would be smart to look for something more unique. Just make sure your bribe is not something without at least “perceived value.” Even if it costs you pennies, it can have a sky high perceived value if your prospects like it enough.
Bribery may be the key that makes it all happen for you. Others have been using bribes successfully for years. You should too.
Ken Varga is the author of “How to Get Customers to Call, Buy and Beg for More.” For More information you can communicate with Ken by FAX 732-364-3716.
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