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1 Simple Tactic to Increase Sales By 27%

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business-growth-chartI recently read about a smart tactic a Fortune 500 marketing manager used to increase sales by 10%.

I think you'll find it useful. And I think it's something you can implement right away to improve your sales. But what I'm even more excited to tell you about is what the manager did wrong. Which, when done right, should increase sales by even more, perhaps by 27%.

So, what did marketing manager, Brian J. Maynard, do when marketing his company's Jenn-Air and KitchenAid appliances?

He communicated, using statistics, how his products were superior. And his actions lifted sales and website traffic more than 10%.

"Consumers tell us that what they care about are the results -- ultimately how well the product cleans," Maynard says.

So, Maynard executed on the following plan:

Step 1: Conduct market research

First, his team conducted research to prove that its dishwashers outperformed the competition; it did so by 25%.

And to avoid criticism, they tested according to industry standards established by the Association of Home Appliance Manufacturers.

Step #2. Communicate results in consumer-friendly way

Rather than use jargon, or promote multiple findings from the research, he sited one statistic that was 1) easy to understand, and 2) most important to customers in their decision making process. This statistic was the fact that their appliances yielded 25% better results than the competition.

Step #3. Include the results within all the company's marketing messages

The "improved results by 25%" message was included in all Jenn-Air and KitchenAid marketing efforts including:

- Television advertising
- Search PPC and online display ads
- Website landing pages
- Print advertising
- Point-of-sale displays (e.g., stickers on machines in stores, in-store flyers & in-store banners)

The resulting 10% increase in sales makes sense, doesn't it?

By PROVING, using statistics, that their products were better, and by marketing this improvement in multiple venues, sales increased. All very logical.

So, clearly, if you can conduct research to prove that your products or services are superior, do so. And then tell the world about it.

But, I want you to correct what Maynard did wrong.

He failed to leverage the Law of Specificity which states that specificity encourages believability and credibility.

Specifically, Maynard stated that his products were "25%" better. If he would have said "24.7%" better, the results would have seemed more credible and believable to his target customers. As a result, I expect that sales would have jumped significantly more.

One great example of specificity is Ivory soap, which claims itself to be "99 44/100% pure." Not 99%. Not 100%. By being extremely specific, Ivory's claims are more believable.

So get specific.


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Dave says

The key here is "Communicated in a consumer-friendly way". More often that not, we do a poor job of articulating our value propositions. It's important put yourself into the mind of your customer and understand what they are buying and what's important to them. Usually 'what they are buying' is very different from 'what we are selling'. Get the language in alignment and then a lot of things start to happen differently.
Posted at 5:15 pm
Curtis says

I think you are dead-on with this! It's easy to get wrapped up in "we're the best, and you should know it" attitude in the corporate world, and we forget to PROVE why. I also like your use of the law of specificity; Human nature draws us to specifics naturally - we organically trust clear and specific information.
Posted at 12:01 pm

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