Page 81 - Duct Tape Marketing

Duct Tape Marketing

answer. They have found that customers consistently purchase the
products they selected in their research.

Extend a Product
On the other hand, your product offering may very well receive

a boost down the road if you can find a way to attach a service to the
product after, or in addition to, the initial sale. Many companies have
found that their real profits come from servicing a product that they
practically give away.

Package Your Knowledge
Few things enhance your expert status and appeal more than

information products that show or tell prospects how to do some-
thing. Again, it’s proof that you know what you are doing and can
allow you to build trust in very powerful ways. These information
products can be used as marketing lead generators or as low-cost trial
products. In some cases they can allow you to reach and serve markets
that don’t make sense for you or your staff to serve personally.

Joe Crisara created a promotion for his heating and cooling busi-
ness called “The Oldest Furnace Contest.” The promotion was such a
success, $367,000 in sales, that he went on to create an entire business,
Big Time Business Development Services, devoted to teaching HVAC
contractors how to create similar promotions.

Bundle and Package
One way to create a new offering is to bundle several products or

services together and offer special bundle pricing. Subscription ser-
vices that include monthly fees or annual commitments in exchange
for a new package offering are one way to bundle.

Complete offerings that include products and services from stra-
tegic partners can allow you to create a product or service with a
broader appeal than you might otherwise create on your own. In some

62