Heaven help us.
Roy Williams of the Wizard Academy says that you can train your potential customers to only respond when there’s a discount. So, the advice goes, focus on value, benefits, and continuity. Marketing 101 stuff.
Ignore Roy’s advice at your own peril.
It happened to me.
We’re running ads with a huge local talk show personality for over two years with a discount code. The response during these two years have been phenomenal. Month over month profit.
After analyzing the numbers, we reasoned that we didn’t have to offer that discount code in the radio spot any more. His audience simply responds to anything he says.
So we drop the code. Guess what.
Sales plummet. We add the code back: sales are back on track.
Now, you say, that just means that you need to have an offer in all spots. Maybe. But if you’re advertising something to the right audience and people need what you have to sell, consider thinking long term. Especially if you’re using an endorser. The short term strategy is to generate quick response. But you gotta be tough. You gotta have faith. It’s proven time and time again that if people want what you’ve got, steady wins the race.
And you don’t need 10% off.
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