A 200-year old ad that could boost your sales!

Mid last year, I was in Paris, France, exploring that beautiful country in a hire car. Soon I realized that finding your way through Paris can be quite an adventure, especially when the only French you know is bonjour. Hiring a car wasn’t such a great idea… you drive on the opposite side of the road, the road signs can be confusing, and the drivers are not very patient behind the wheel…

Getting onto the right motorway (freeway) to get to your destination can be as hard as trying to teach your pet dog to deal cards. Getting off the motorway without missing the right exit is worse still. Now the French don’t even try to speak English… so if you’re lost and need some directions… you’re toast. Still, I was on holidays so I enjoyed the journey…

www.FastProfits.com.au

Your customers may not be as patient, amused or understanding if you make it too hard for them to buy from you…

The ad on your left should help you see how to make it easier for people to spend money with you… so you can make more sales and attract more customers with less effort.

It is of Edward Phalon, wig and toupee manufacturer, who began his career as a hairdresser in 1834. Apparently by 1850 he became New York City’s most fashionable barber. Now Edward wasn’t just a skilled barber and entrepreneur, he was also a clever marketer, and in his ad provides a useful marketing lessons you should benefit from…

At the height of his prosperity he occupied an elegant shop in the St. Nicholas Hotel, where his prices for services and cosmetics matched the brilliance of the numerous mirrors, gilded frames, marble basins, and silver-plated fixtures which adorned the salon.

I stumbled across this interesting ad recently… no fancy pictures there (keep in mind that it dates back to the 1800s… so, it’s an oldie) and there is no benefit-laden headline the way we know it today but it should give you some ideas on how you could market your business more effectively…

  • Edward knew that buying wigs and toupees was probably embarrassing for his customers. Solution? He offered a ‘mail order’ service where you could order his products by mail. A no brainer!
  • He made ordering by mail simple, easy and effective… Customers simply had to mail their ‘measure and sample of hair’.
  • To make the ordering process “idiot-proof” and encourage more customers to buy he used the “Pahlon’s infallible Method of Measuring the Head” method or ‘system’ that made ordering wigs and toupees by mail easy.
  • We can assume that his ‘measuring method’ gave people the confidence knowing that they will get a wig or toupee of correct proportions.
  • Even though they provided wigs for both men and women, Edward knew that his MAIN audience was men. So he predominantly addressed the male reader using words and images that appeal to men.
  • The images are simple and don’t distract from the main message. Rather, they make buying even easier…

Edward Phalon made it EASY for people to do business with him… he understood their frustrations, fears and worries and designed a system to suit his target audience.

You should understand HOW people want to buy the products you offer. You need to understand WHO they are exactly and you need to SPEAK their language. Speaking French to your English-speaking audience probably won’t help you score a sale…

What’s the PROCESS your customers go through to buy your product or service? Can you make it easier so people can spend less time ‘buying’ and more time enjoying the product or service.

Keep in mind that people are time-starved so if you can help them save time by making dealing with or ordering from you easy then that could give you an instant advantage over your competitors. Food for thought.