“Scientific Advertising” Chapter 3: Offer Service
Hopkins’ third chapter is based entirely on the methods Eben Pagan has been teaching us for the past several weeks – the formula for proper marketing is giving information for free.
We are marketers, not experts – we aren’t concerned if someone will buy from us but rather are aiming to sell value to customers who eventually will.
Hopkins starts by noting that all people are selfish. They don’t care about your personal interests and instead are rather looking for what’s in it for them.
Ads should not be based on getting people to buy your products and information by showing them prices. Instead ads are based on service, they site advantages – “they offer wanted information” as Hopkins suggests: “perhaps they offer a sample, or to buy the first package on their behalf, or to send something on approval, so the customer may prove the claims without any cost or risks.”
Good salesmanship does not “merely cry a name”. A good salesman doesn’t say buy my product; he instead imagines the customer’s side of the benefit until the natural result is to buy.
Here are some examples Hopkins’ sites:
A brush maker has 2,000 canvassers going door-to-door with his product asking wives to buy. Instead of selling the product, the canvassers say “pick a brush for yourself”. Feeling she must reciprocate the gift, she buys brushes in return.
Another example: a coffee seller sells coffee by wagon in many cities. The seller comes to town and asks to accept a package, try the coffee, and he will be back in a few days to see if the people like it. Even when he comes back he doesn’t ask to buy; instead he offers a utensil for free, and says to a prospect: if she buys the coffee, he will credit her 5 cents towards the utensil. The salesman is always offering a service.
Another case is selling cigars. Telling the prospects “smoke ten, then keep them or return them, as you wish” will allow them to sample, and make a decision accordingly. If the prospect likes it, great! If not, that’s ok too. (But you’re product is going to be the best, isn’t it? It’s going to give tremendous value to your audience. If it will, why wouldn’t they buy?)
Many salesmen sell products, and no matter what they may be the proper way to sell them is without expecting any repayment. A good salesman sais, “Use them for a week, then do as you wish”.
This is the fundamental principle of salesmanship, but many salesmen forget it. They focus on pushing hard to sell, focus on selling by using their brand and “expertise”, and try to drive people to their stores instead of marketing their products by bring value to customers.
Don’t forget that people can be persuaded to purchase, but they cannot be driven to. You can apply the principle offering something for free by giving a sample – in this manner you can persuade, but you cannot drive someone to your store by advertising how great you are.
People are selfish – they do not care about your profits. Remember to always offer a service and the benefits. Always think of the prospect and what’s in it for them.
As a marketer, don’t be afraid to lose a customer, focus on offering value and letting prospects make their own decisions. Besides, if you offer something of value, why would they refuse to buy?
Next Chapter: Mail Order Advertising – What It Teaches
Cheers!
Anna @ Toronto
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