Trade has long been one of the most popular ways of earning.
Of course, the life of ancient merchants varied in different ways.
Someone earned millions and expanded the business to an unprecedented scale, and someone - was ruined.
Just the first knew how to properly sell , and the latter did not try to understand the secrets of trade, considering: "Oh well, that's it."
Centuries have passed, but nothing has changed in the sales system: someone succeeds, someone burns out.
And the reasons for the different fate of the merchants are the same: inability to do business.
Unwillingness to learn the secrets of the mastery of sales seems to be just savagery, given how much special literature you can find today.
Secrets of successful sales have long been no secret, so it's a sin not to use the hints of more creative colleagues.
I picked up for you 10 brilliant advertising tricks that you can use to expand your own business.
1. It is possible to sell correctly, using the shortcomings of the goods
I do not know about you, but I like bananas overrun, those on which black dots have already appeared.
These fruits( honey and soft) seem to me incredibly tasty.
Usually overreached bananas are sold cheaper, because they do not have long to live.
Once in the market, I watched a funny picture.
A boisterous saleswoman was selling such bananas as I love, but at the price of normal ones, and she praised them so that a queue lined up for her.
Its neighbors did not know how to properly sell , so they only threw envious glances while remaining without customers.
Turning the flaws of a product into its merits is not a new marketing step. This is exactly what the manager of the trading firm J. Walter Thompson did in 1941.
The enterprise, for which he just settled, got a batch of apples, absolutely unfit for delivery to customers: in black specks.
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Creative type to pour fruit with wax or some other muck James Young threw.
He sent apples to customers in their natural form, but accompanied them with a note, about how tasty and juicy these fruits are, because they were grown in ecologically clean mountains.
And black dots are not a marriage, but a sign of quality.
All customers were delighted and then demanded the same apples.
2. Properly selling - is to stand out from the crowd
The first catalogs of goods appeared in 1931.
You did not have to run around shopping anymore.
I took myself a catalog in the bookshop, noted that you need it, and waiting for the parcels.
Gradually commodity catalogs became so much that people stopped studying everything, and they took the one that was lying on top.
At the top could be any directory, because they were the same size.
Sale begins when the customer says "no."
American saying
And now the publishing house 3Suisses dawned: "We must stand out from the crowd", so they just reduced the size of the catalog.
To prevent the stack from falling apart, the sellers of bookstores had to put the 3Suisses product on top.
So the little cunning of the publisher has led to big earnings.
3. How to sell correctly? To learn from your mistakes!
At the end of the twentieth century, Harley Procter inherited his father's business: a factory for making soap.
The product was lying in the warehouse and it could not be sold, despite the advertisement.
Once in the production of a mistake: they left one of the vats in which soap was cooked, longer than it was laid. The final product turned out to be strange: white, light, odorless and not drowning in water.
Instead of throwing the marriage away, Harley decided to sell it under the advertising slogan: "Do not sink in the water soap."Housewives, who are tired of fumbling around the bottom of the lohany in search of a drowned soap, immediately split the goods, making Procter a millionaire.
4. Caring for people - the basis of the right sales
Remember the cartoon about the sailor Papaye( he, incidentally, first appeared on screens in 1929), who devoured spinach in huge quantities, instantly grew his muscles and defeated the villain Bluto.
Cartoon genius advertised a healthy lifestyle.
This is the sawn sawn spinach manufacturer Spinach Can. The head of the company began to pay the artist, so that the spinach bank in the hands of the sailor Papai was identical in appearance to that produced by their company.
I think it's not worth mentioning how much Spinach Can sales have grown and what huge dividends the "father" sailor Papa Max Fleischer received from them.
5. Correctly selling means to make you talk about yourself
This is exactly how one of the most legendary American advertisers Alex Boguski did.
One of the legends about him says that to hire a young man without the slightest experience of the owners of the largest advertising agency in the US made him. .. business card.
Yes, he just sent a business card to future employers: a piece of paper with one smooth corner and a line: "25% harmless than all other business cards."
During his work, he simply gushed with creative ideas, but this textbook entered into the marketing textbooks.
Advertising company Alex in 2001 had to increase sales of Mini Cooper cars. But the most popular among consumers used Volksvahen( "bug").
Competitors have bought not only the best time on television, but also ad units during the Super Bowl( American football gathers crowds of spectators at the stadium).
Alex came up with a brilliant idea: he bought a couple of stands and put the platforms there with the Mini Cooper.
Machines, as if watching the match, could not ignore the operators and their images were on the air.
6. It's possible to sell correctly thanks to the spectacular presentations of
This was perfectly understood by Sony in 1957, to be exact, its leader: Akio Morita.
In the 1950s, the technique was gigantic.
Then the radio receivers could carry with them only a giant. One of the leaders in the electronics industry, Sony has aimed to create a real miracle: a tiny radio receiver that could be taken anywhere without any problems.
And everything would be good, because a small( for those times, of course) receiver specialists of the conglomerate really created.
Everything was spoiled by an advertising company that was launched before the product was released to the market. The slogan said that the miracle of technology easily fits in the shirt pocket.
At the end of the assembly it turned out that you can not shove a non-shoving into the shirt pocket.
And Akio Morita came up with this step: he sent 6,000 agents to homes and apartments, who showed how a new receiver easily enters and exits from the shirt pocket.
Shocked Japanese bought without looking.
However, after the purchase it turned out that for some reason the receiver does not climb into the pocket of their shirts.
The buyers did not become upset, having written off everything for defective clothes, even without realizing that advertising agents sewed a uniform with large pockets.
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7. It's impossible to sell without regular brainstorming
The term "brainstorming", like the description of this technique, belongs to the well-known owner of the advertising agency Bruce Barton in the middle of the 20th century.
It was the brainstorming and ingenious idea of the usual courier that brought to the treasury of his agency 500 thousand dollars. And that's how it happened.
Once the company Henckels from the United States has created a truly unique knife for potato cleaning: beautiful, comfortable, sharp. Happy housewives instantly bought the first batch of the product.
But the second party was less fortunate. Since the knife did not break and was not dull, nobody was going to change it. Time passed, but there was no sales.
And then the owner of Henckels rushed to Bruce Barton and promised him a colossal fee if he saved his company from ruin. Since neither Barton nor his leading managers could offer anything worthwhile, there was a brainstorming session: all employees of the company, including technical staff, had to offer their associations to the words "knife", "clean" and "potatoes".
The assault lasted 16 hours, until the young and green courier offered to make knife handles of the same color as the peel of potatoes.
The idea worked, because housewives somehow often began to lose their knives and, accordingly, to buy new ones.
Barton not only received a huge fee from Henckels, but also wrote a book about the technique of brainstorming, which was shattered like hot pies, making it even richer.
8. Successful sales are impossible not only without attack, but also by the deviations of the
. TV broadcasters from Sweden were convinced that without planning a retreat is indispensable.
Today we are so accustomed to nylon stockings and tights that we do not imagine how women used to get by with silk products.
And it turns out that this invention was initially met by representatives of the fairer sex with bayonets, and in all countries.
Sweden was no exception, where the creators of the nylon stocking came with their product in 1962.
Well, their products were not sold and that's it.
Manufacturers rushed to the local TV station, promising them a good reward if the product starts to be sold.
On TV for a long time could not understand how exactly to advertise such an unpopular product, the quality of which can not be compared to products made of natural silk.
And then someone came up with the idea to announce that by pulling on the screen of a black and white TV a few stockings of bright colors, you can make a color image.
The announcement was made on April 1.
TV viewers, not having sensed a dirty trick, rushed to the stores and stocked the stockings from the shelves.
It's clear that no color television with the help of these nylon products did not work, but when the deceived spectators lomed to the television center with indignation, they received an inimitable answer: "Duc, April first - I do not believe anyone. We joked about it. "
It was necessary for ladies to wear bought stockings to at least somehow reassure themselves that money was spent knowingly. And then they got used to nylon, forgetting that they once wore silk.
9. Do you want to sell correctly? Learn to compromise the competitors
Yes, I agree, the proposal is not too moral, but - effective.
This was confirmed in the nineteenth century by Phineas Barnum.
This was a very interesting man, the main profession of which was the search for people with physical defects, for demonstrating them in the circus.
But sometimes for an impressive material reward, he took on a very interesting job, for example, for the advertising campaign of some product.
It was for this purpose that he was hired by Chester Dits.
It was an entrepreneur owning a fish factory, which wanted to break into the American market with products from white salmon.
The American consumer turned out to be very spoiled and did not want to buy white salmon, while the store shelves were littered with more appetizing pink.
And then the not so highly moral Phineas Barnum took up the job.
He suggested adding a single inscription to the can of white salmon: "A fish that does not turn pink from contact with the package."
The Americans of the XIX century were dark people( and no wonder, without the internet), so they ran to buy canned fish that do not turn pink. Dits earned millions, providing Barnum with an excellent fee.
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10. Without reconnaissance, it's hard to understand how to properly sell
This rule would be personally confirmed to you by Ettore Sottsass if you were alive, of course.
Behind such a hard-to-pronounce name lies the identity of a martial artist who worked for the Third Reich.
He did not participate in committing crimes, so he did not become a judge, but he could not find a job in post-war Germany. Moved to Ettore in Italy and settled in the company Olivetti to develop the design of their products.
His first task was to improve the appearance of the alarm clock, which for some reason did not want to buy.
After checking the alarm clock, Sottasass decided that there was nothing to improve here and intended to conduct reconnaissance of the area.
Directly in the store, Ettore saw that customers for some reason prefer to buy heavy alarms, not light ones. Therefore, all he did was solder a piece of lead into the hull.
And about a miracle, alarm clocks began to sell well, and the head of the company Olivetti even appointed a talented designer a lifetime pension.
And here's another creative way,
how to increase sales of simple sweet wool.
Watch video 😉
Many companies find it difficult to understand how to properly sell , because they completely forget about creativity, considering: "Oh well, that's it."
But do not you think so?