May 1, 2017
The marketing world is full of flashy innovations that are sure to make any marketer from the 90’s drool with excitement and envy.
You’ve got all the social media marketing magic that can reach thousand of people with a click of a button. Video ads that you can force people to watch through apps and Youtube. Banner ads that promote your content to thousands of web pages with minimal effort.
If these marketing methods were available 20 years ago, the door-to-door salesmen would have a field day.
However, even having said that, we shouldn’t forget that back in the day (when times were simpler) — when all the salesmen had were TV, radio, and print ads — they were still able to accomplish a lot. They had several creative tips and tricks that not only used the most advanced technology of their time but also focused on the psychology of marketing and how to use it to a marketer’s advantage.
Let’s take a look at some of the old school marketing tips and tricks that people used, so we can incorporate them into our existing marketing efforts.
Word-of-Mouth Marketing (WOMM)
Let’s face it, we’ll always trust someone we know who has no personal agenda of making money, over an ad that promises the world and the moon whom we know is just trying to get us to part with our money.
Though word-of-mouth marketing might sometimes be the slowest form of marketing, it will always remain the most trustworthy form of marketing available.
With word of mouth marketing (WOMM), you don’t need to keep building the trust with each and every person. The trust is organic, as people trust their peers who can vouch for you or your product. If two or three people I trust says it’s good, then it must be worth a try, right?
These days you don’t need to wait for someone from a person’s social web to try your product to take advantage of WOMM. Online reviews are based heavily on this concept as they just boost peer word-of-mouth marketing and boost it to a global level as practically anyone can leave you a good review to encourage others to try your product.
With the advent of social media and online reviews, Kimberly Whitler of Forbes.com writes that the common pitfall of WOMM is that marketers often focus more on collecting followers for their brand and not connecting with them. Remember that a Facebook like is nowhere near as effective as a positive review about your products and the reviewer telling others to try your product.
Take Advantage of That Door
There are two very common techniques that pro marketers used back in the day that really played with human psychology to get you to close the sale, and they both have something to do with doors: The Door-In-The-Face (DITF) technique and the Foot-In-The-Door (FITD) technique. Both are powerful persuasion techniques that have earned their place in the playbooks of the most seasoned marketers.
As an example, if someone sold you a Rolex for $10,000, most of us would likely say no without a second thought as no one really carries $10,000 in their wallet. But when you offer a cheaper alternative at $100, the alternative suddenly looks way more enticing after being exposed to the more expensive Rolex. This is the Door-In-The-Face (DITF) technique in action. The DITF technique involves getting the client to turn down something big or expensive, and then offering them something smaller or cheaper that they’re more likely to purchase. There’s a bunch of research that discusses as to why it works, but let’s take the word of millions of marketers who’ve used it, and trust that it does, alright?
The Foot-In-The-Door (FITD) technique, on the other hand, works in contrast to the DITF technique. The concept of FITD is that if you get the client to say “yes” to something small, they will be better inclined to say “yes” to your bigger offer. Back in the day, a salesman would put his foot in the door and ask to at least have a minute of the client’s time.
So how do we use these techniques in today’s modern era?
With the DITF technique, you may ask for something outrageous with an online ad, like offer a three-year subscription worth a thousand dollars, and then give them a great offer they can’t refuse like a 30-day free trial. The contrast highlights the great value of the free trial in comparison to the thousand dollar subscription.
With the FITD technique, you may ask your audience for a simple request that requires minimal effort — Facebook likes, Twitter follows, or an auto-playing video. This then paves the way for a more positive response to bigger requests like email addresses, subscribing for free trials, and maybe even a purchase.
Nothing Beats an Actual Conversation
At this point, I’m sure you’ve had your fair share of seeing bajillions of ads floating around the internet. They’re everywhere! But when you’re on the fine line where you’re already a little bit interested and you’re a few questions away from clicking that ad, who’s there to hold on to you and answer your questions?
Especially with a complicated product, the ability to answer questions about your product will almost always beat a generic ad that you see on a web page. That’s where telemarketers come in.
A telemarketer can introduce and adapt a sales pitch to how the client reacts to the product. They can expound how a product works and explain a whole page worth of benefits without the target client growing bored of it. Not only that, they can also use several effective closing techniques that are meant to keep the client on the line and close the sale.
More importantly, a telemarketer has the ability to make personal connections that no video or print ad can. Even the slightest connection with a client can leave a lasting impression that can lead to all sorts of opportunities for any business.
Read more about marketing here on Tech.Co
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