Sell, don’t beg
Businesses are pleading customers to buy the products
Businesses are begging to customers. They cite their purpose and honesty. Customers care about products, not purpose. Good products should be their own salesman.
Newsminute is a news website. It focuses on South India. It wants people to trade one meal with their subscription. Splainer is an all women news website. It curates news, focusing on women and millennial. It wants people to trade a cup of coffee with INR 100 monthly subscription.
Claude Hopkins, the author of Scientific advertising wrote, “The reason for most of the non success in advertising is trying to sell people what they do not want. But next to that comes lack of true salesmanship.”
5 key insights from the book are:
- Know your customers.
- The right way is the way that works.
- Win the first customer before winning thousands.
- People don’t buy from clowns. Do not entertain to sell.
- Don’t do something because it is “in” and not because of its proven value.
Business should work with marketers to craft promotion campaigns to grow the audience. Social media is only a tool, not the strategy.
