Sally’s Shampoo Marketing Dilemma
The following story is really a ‘Million Dollar’ nugget from Marketing Experts. It’s super easy to follow, it can make you a tone of cash at a fast pace. Yet amazingly I see this mistake happening ALL the time. Most likely by the time you have finished this article. You will also see occurring it either in your own business or in others.
So let’s begin…
Sally owned a small store in Swansea in the middle of the high street. She would often place ads in newspapers to compete with her competitors. The response to the ads sufficient for her business move along smoothly. The cash flow wasn’t amazing, just enough for her to business to be afloat.
One day she ran into a situation.
Sally had accidently over-ordered the shampoos earlier on in the week. By the time the delivery came her storage space was filled with shampoo.
She wasn’t able to return the extra stock because the items were non-refundable.
This led to a short supply of cash for her to spend. To save her from grace she decided to multiple ads in her local paper. This is where it gets interesting.
The ad was the following:
This ad pulled a reasonable amount of response. But not significant enough to place a dent into the inventory. Sally decided to spend more money and re-ran the same ad in a bigger size. The response to the new ad was still not enough to convert more sales.
Just by chance at that time, Sally ran into her old college friend Tom. They both decided to go for drinks to catch up on old times. During that time after several beers at the bar Tom asks where she was going just before they met.
Sally pulls out her ad from the newspaper and explains about her dilemma with the shampoos and the difficultly in selling them. Tom looks at the ad carefully and tells her “Why don’t you run an ad with a different headline?” For some reason Sally hadn’t considered this and thanked Tom for his input.
The next day Sally contacts the publishers and re-enters the ad with the following headline:
The response for this ad was tremendous. Sally became inundated with people entering the store to make a purchase. She was able to sell out all of her stock very fast with a nice profit.
Let’s consider what happened.
Both ads had the same product, same price and the same offer. The size of the ad did not make a difference. It was the headline that made ALL the difference. The aim of this story is for you to become a ‘Headline Expert’. It will make a huge difference to your bottom line. If you do not have the time than you should consider to hire someone.
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