There is a trick that some advertisers use which doubles the number of sales from schools that they get from each advert
There is a simple approach to advertising to teachers which allows those companies who use it to make twice or three times as much profit on school sales as those who don’t use it.
The approach starts by thinking about your product in relation to schools, and thinking about why teachers need it.
Now in response to this what some companies do is they say, “well, I sell chairs” (or computers, or books, or anything else) “and of course schools need them”.
But what they don’t do is think about how they can ensure that teachers know why they should buy their product rather than someone else’s. So they just announce the product. “We’ve got books, here they are, they are good” is more or less their approach.
However, what the highly successful companies do is go beyond simply announcing what they have and give a reason as to why schools should buy their product rather than someone else’s.
And what particularly benefits companies that go down this route is the fact that over half of the companies selling to schools don’t do this. They simply announce their product or show a picture of it. At once their chance of selling is reduced by at least 50%.
Thus any new company coming into the market can readily overtake the established firms by answering the “why should I buy this from you?” question.
Of course, the reason given is going to be different for each company, but as long as it is something that is of direct and immediate interest to the school, it will work.
For example, if your reason is that “we are small family business that gives attention to detail” it probably won’t have any impact, because lots of other people say this, and it doesn’t mean anything much to the teacher. Teachers are not particularly interested in supporting small family businesses – they want products that work – at a good price.
Similarly if you just talk about quality or price, that rarely works, because most firms do this. There is no real reason why teachers should take any notice of you.
It’s got to be something different, something interesting.
Now I can’t tell you exactly what will work for your product – because the solution varies from product to product. And a lot depends on how the advert is written.
But let me give you an insight into this market. Over the years I have told lots of companies how they can utilise this “why should I buy it from you?” approach, and they’ve then gone away and ignored the idea.
I’m not sure why they do this, but I think generally they are so set in their ways that they can’t take on the notion that there could be an utterly different way of selling. I have heard one or two people say, “If that worked everyone would be doing it.”
Then someone else comes along selling the same type of product (it could be chairs, or GCSE science books, or photocopiers, or laptops) and they ask for our help, and we give it, and within months they are taking a much bigger slice of the market. The old-timers are left behind.
The key to it all is getting your marketing right. If you really want to do it yourself, you can read how to do it via a series of articles on the Hamilton House blog – they cover the whole process of how to write brilliant adverts that sell, from creativity to the psychology of perception.
But if you want the shortcut, call us on 01536 399 000.
We have three different ways of working with our clients – and we can even give a guarantee that we won’t work with any of your competitors. Please do give us a try.
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