A Free-Reprint Article Written by: Scott Bywater Article Title: Razor Blades And The Marketing Slippery Slide
See TERMS OF REPRINT to the end of the article. Article Description: On Friday, I made a mistake which probably cost me a thousand dollars or more. That's right. I gave you the wrong number to call to listen into the replay of my teleseminar about getting more customers last week. Now when people are ready to take the next step with you, it is always a big mistake to put anything in the way of them doing so (as I did on Friday). Additional Article Information: =============================== 558 Words; formatted to 65 Characters per Line Distribution Date and Time: 2010-02-04 10:30:00 Written By: Scott Bywater Copyright: 2010 Contact Email: mailto:[email protected] Scott Bywater's Picture URL: http://www.copywritingthatsells.com.au/images/scott2.jpg For more free-reprint articles by Scott Bywater, please visit: http://www.thePhantomWriters.com/recent/author/scott-bywater.html ============================================= Special Notice For Publishers and Webmasters: ============================================= HTML Copy-and-Paste and TEXT Copy-and-Paste Versions Of Article Are Available at: http://thePhantomWriters.com/free_content/db/b/razor-blades-marketing.shtml#get_code --------------------------------------------------------------------- Razor Blades And The Marketing Slippery Slide Copyright (c) 2010 Scott Bywater Copywriting That SELLS http://www.copywritingthatsells.com.au/ On Friday, I made a mistake which probably cost me a thousand dollars or more. That's right. I gave you the wrong number to call to listen into the replay of my teleseminar about getting more customers last week. Now when people are ready to take the next step with you, it is always a big mistake to put anything in the way of them doing so (as I did on Friday). Instead, you want to make your marketing process like a slippery slide which makes it virtually impossible to stop buying once you hop on. But all too often, companies do what I did on Friday - they put a razor blade along the slippery slide which kills sales. Let me give you a few examples of what I'm talking about so you can see if this happens in your business. EXAMPLE #1 Yesterday, we went to a very well known sporting company. Now my wife and I go for a swim at lunch time, virtually every day, so we bought goggles for all 3 of us, a rash vest and a number of other bits and pieces. Now the service was fine. But when we went to walk through the checkout there was a huge lineup and the service was REALLY slow. My wife, who is the more outspoken of the two of us, commented on this and the lady apologised and said two of the cash-registers were down. She then ruined this apology by making an excuse and saying it wasn't her fault. But that's another story. Anyway, as I was standing there, I heard her talking to her colleague about how the IT department really needed to get their act together because this was happening EVERY weekend. Now, we went through with the purchase. But we did consider just forgetting about it - and I imagine there were a number of people who did put their stuff away and think "we'll go somewhere else" or "we'll come back another day" (and never did). A big, expensive mistake... particularly when you consider how much this company spends on advertising. EXAMPLE #2 I remember writing an online phone directory for a lady several years ago. And a few months later she came back to me to tell me she hadn't received a call since I wrote the ad. I was shocked as this had never happened before. I went to her ad online to check it out. Dialled the number. Here's what I heard: "The number you have called is disconnected. Please check the number before dialling again." Another big, expensive mistake! EXAMPLE #3 I tried to buy an information product valued at just under $2,000 online on Friday. But whenever I put my order through, it told me I needed to fill out something else. Guess what? I couldn't find it. I tried four times before giving up. I plan to try again and call the company. But life moves on, and the reality is the majority of your customers just won't get around to it. Another big, expensive mistake. Anyway, take a moment to think of your business. Is the marketing process fluid? Is it hard for your customers to get off once they hop on? Or are there razor blades which are stopping your prospects from sliding to the end and becoming customers? --------------------------------------------------------------------- Scott Bywater is a direct response copywriter with extensive experience in B2B and B2C writing. Mr Bywater is the author of Cash-Flow Advertising and More Customers Made Easy. You can gain access to his copywriting and marketing tips via his entertaining and eye opening "Copywriting Selling Secrets" newsletter available at http://www.copywritingthatsells.com.au/ --- END ARTICLE --- Get HTML or TEXT Copy-and-Paste Versions Of This Article at: http://thePhantomWriters.com/free_content/db/b/razor-blades-marketing.shtml#get_code ..................................... 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