Sell Your Products And Services Like They Were Ginzu Knives – By Howard Lewinter
For those who are television watchers, do you remember the Ginsu knife commercial?
According to the ad, you can use a Ginsu knife to cut through frozen vegetables, shave a 2×4 and to slice a tomato perfectly. And if that doesn’t convince you to buy it the voice on the commercial says, “But wait, that’s not all! You get the six-in-one peeler…” And one after another, the voice keeps offering you kitchen gadgets until you are so convinced you must have this bargain that you pick up the telephone to order.
There was actually nothing special about these knives. Although the knives were of good quality there were a lot of other knives that were also of good quality. But as I remember the story, two guys from Ohio came across this set of knives, gave them the name “ginsu” and created a commercial that made history and sold millions of sets of Ginsu knives. You can still watch the original Ginsu knife commercial on YouTube just for the creativity of the sale and its marketing genius. It’s worth it to go to YouTube, watch the video of the commercial, and think about how you are marketing your business.
Another genius of the infomercials, is Ron Popeil. Everyone remembers the “pocket fisherman” and the “chop-o-matic” (that started it all for Ron), “the smokeless ashtray” and countless other products that Ron invented and sold through infomercials. There was even the can of spray paint to make men with thinning hair look like they had hair again once they sprayed the paint on their head. As silly as this sounds, Ron made a small fortune with this product and many others. Correction: Ron made a large fortune with these products. After years of making millions, in 2005, Ron sold his company for $55 million dollars.
It was the uniqueness of some of these products plus the presentation that made the products successful.
But what really made the products successful?
People by nature are greedy. They go to the buffet at the restaurant and stuff themselves because they are paying one price for all they can eat and want to get their money’s worth. If they think they are getting a bargain, it doesn’t really matter if they are truly getting a bargain as it’s just their perception that their greedy nature tells them it is a bargain. So therefore, perception is reality. Bargain or not, they believe it’s the best buy they could possibly have made and brag to all of their friends about what a deal they made. In their minds, they got their money’s worth and more.
It really doesn’t matter what your business is. Your product or service may not be creative or have the emotional appeal that Ron Popeil’s rotisserie grill had but how are you going to create ingenious, creative marketing and sales presentations?
How do you give your customer or client that one more thing that is going to make them say “yes” to your product or service? You might want to study some of these classic infomercials and sales tactics the pros are using and see how you can create unique, interesting, memorable marketing and sales strategies.
By the way, when you are studying these infomercials, make sure you are studying the ones who are selling honest products and are reputable companies.
I can’t wait to see your infomercial or sales presentation. I might even buy your product or service when I watch your ad or sales presentation and hear someone say, “But wait! That’s not all!”
Here is the link for the You Tube video: http://youtu.be/abLB7aTmnE4 The word, commercial, is highlighted in blue in the copy as to where to insert. If you would prefer another way to link to the commercial just let me know before publishing.
Howard Lewinter, Business Management Specialist, advises CEOs, presidents and business owners throughout the United States. Howard helps business people run their businesses more successfully by working with them to open up their minds, to more fully see the vision they have for their business, and then guides, focuses, strategizes and brings clarity to taking the necessary business action.
Since 1989, CEOs, presidents and business owners have trusted Howard’s business advice, intuitive insight and objective perspective. If you have business problems, business issues or business goals and plans, would like to run your business with less stress or would simply like to maintain or exceed your level of business success, go to Howard’s website and blog at: www.TalkBusinessWithHoward.com or call Howard at 888-738-1855.