For example, when I was working in the banking industry, we displayed our current rates on a fancy looking rate board in the center of our main lobby so it could be seen as soon as you walked in.
Customers would walk in, take care of their business, take a quick look at the rate board, and walk out the door.
Than one day, some genius made a decision to take the rate board down, forcing the customer to come into an associate's office, take a seat, and verbally ask for the rates.
This gave the sales associate a golden opportunity to sit down with the customer, discuss the current rates one on one, and also have an opportunity to go over some other products the customer might have an interest in.
When you put together a marketing or advertisement display, put on just enough information to peak your customers interest. Enough to get them to pick up the phone and call you, or come into your office to see you.
Never underestimate the power of meeting one on one with a potential customer.
And remember, props don't sell, people do.
If a prospect has gone as far as contacting you, they have pretty much placed the ball in your court. You now know that they are interested in your product, and it becomes your responsibility to finish the advertisement and close the deal.
When putting a marketing display or advertisement together, you want people to be wowed by it. But you also want to save some of that magic for when they contact you.
So when you get their attention by advertising your products great features, make sure you save some of that magic to peak their interest even greater once they contact you.
An example of this would be a bank advertising a free checking account.
The advertisement would read:
Open a free checking account today, and receive a free gift.
The potential customer would take an interest because they would be getting a free checking account, but its really the free gift that will spark their curiosity. And of course they wouldn't know what the free gift was until they came inside and spoke with a representative.
So once again, never allow your advertisements to do all of the selling for you, only allow them to kick open the gates, so your customer can come inside, take a seat and speak with you personally.
