Easy. Make more sales.
But how to make more sales?
You don't have to be a rocket scientist for this one, either: Give customers more opportunities to buy.
It's very simple, really. But who could imagine I would get a terrific remedial lesson in this at the diner-fast-food-franchise Denny's?
Here's the thing: When I give copy critiques and marketing strategy consultations -- and when I'm talking to my mentoring clients -- one of the first things I always check in on is: Are they giving their prospects multiple opportunities to buy?
Because if you don't, it's like walking around with holes in your pocket (or pocketbook), letting the coins and bills slip out and onto the street.
But so many people... businesses... marketers make this mistake.
Now. Yesterday I was in an unfamiliar neighborhood early in the morning. After taking care of some personal business, I noticed I was very hungry. I asked around and it turned out the best place for breakfast was a local Denny's (not the one in the photo. That's in San Francisco's Fisherman's Wharf area. The one I was at was at Serramonte Mall in Daly City, California.)
As I was wolfing down my Ultimate Omlet, here's what I noticed:
Every server was wearing a Denny's t-shirt (uniform) and on the back were these words:
Ask Me How $25=$55.
Hey, I couldn't resist. I asked. If I bought a book of coupons for $25, I would get something like $50 in food coupons plus $5 off my meal.
Now if you think about it, it's a very smart deal
- It gets people in the habit of coming back
- Not everyone (a lot of not everyone) will cash in the coupons
- People will likely bring friends or family in since the food is "so cheap" with these coupons.
But that wasn't the only opportunity to buy something. A slightly bigger-ticket item was on the menu... your very own Denny's!
FRANCHISE OPPORTUNITIES, LET'S TALK
... along with an 800 number to call, and a disclaimer that franchises could only be offered by prospectus.
That wasn't the last of it, though. When I got my check, the words
ASK YOUR CASHIER HOW TO PURCHASE A DENNY'S GIFT CARD
were at the bottom.
Three opportunities to buy, above and beyond what you are already buying when you order your meal.
Pretty smart, if you ask me.
Hey -- you should take a page out of the Denny's cash machine book. Especially in this economy, people are reluctant to spend. When you do specific things to make it easier for them to find a way to do business with you... such as offering different deals, bundles, payment plans, even business opportunities... guess what?
You'll make more money.
Even in what some are calling the biggest financial meltdown of our lifetime.
Tasty recipe for making more money, eh?
And yes... I will take a refill on that coffee...
Publisher, World Copywriting Newsletter