How you can double your response rates

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Posted on 26th March 2015 by Tony Attwood in Uncategorized

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.

Tony Attwood

Follow us: @HHMailings

The most powerful education email lists

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Posted on 23rd March 2015 by Tony Attwood in Uncategorized

What are the most powerful email lists of teachers, and when are they on offer at half price?

Two questions and two simple answers.

The most powerful email lists of teachers are those to which they actively subscribe. Not where their names have been added after calling them up (although this can work as well) but where they have gone to a website and completed a form, asking to be on the list.

That is the way in which the Education Management News lists have been compiled – the teachers in question have to sign up for them. And having done that they tend to read what we send them each week.

Which is why when we mention a product or service as being of particular interest we can get twice as many click throughs as any personal list would generate.

What we do is review products and services on these opt-in lists. But before any review goes out the company concerned gets to see it and ensure they are happy. If not, we don’t publish – but actually that’s never happened.

As for the second issue of when you can get your product or service reviewed on these lists at half price, the answer is any time between now and 20 April.

However each of the 12 editions of Education Management News only carries one review per week, so there is a need to get a booking in sooner rather than later.

To see what an edition of Education Management News looks like please click here

To see the 12 different editions of EMN please click here

And to reiterate my earlier announcement of discounts, we also have some spaces left in our other discounted services this Easter:

Solo postal campaigns: If you provide your leaflets so that Hamilton House can undertake the work of filling the envelopes, etc, between 30 March and 10 April we’ll give you a 20% discount on the cost of envelopes, labels and labour. The mailing can take place any time before the end of April.

Personal email campaigns: Any personal email campaign that goes out between 30 March and 10 April will either be charged at half price or will be free if you book in another promotion with us before the end of April.

3 Media Campaigns: If you book in any solo postal mailing of over 4000 addresses or a shared postal campaign to secondary schools which goes out on 28 April, you will also get a free email campaign to any secondary personal email list plus listings in all of our education websites, including UK Education News.

5000 leaflets printed for £20. If you book into the 3 Media campaign we can, if you wish, also print 5000 leaflets for the mailing, black on white, for just £20.

To talk through any of these offers please do call 01536 399 000. Or email Chris@hamilton-house.com

Tony Attwood

Follow us: @HHMailings

The generic list of schools is ideal for testing

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Posted on 19th March 2015 by Tony Attwood in Uncategorized

The generic email list of schools is a low cost method of reaching teachers and, in particular, seeing which version of your advertising works best.

If you have been reading the review of writing sales emails and sales letters on the Hamilton House blog you’ll know that we’ve been making the point that just announcing a product or service is never enough. You need a way of grabbing attention and of presenting the message to get people to buy.

But the techniques do take a bit of practice to get right, so you need to experiment – which is where the generic list comes in. You can buy the complete list of schools separated into primary and secondary for £59.99, and then you can re-use them as often as you wish testing out your message.

One way to use this list is to build your own list of teachers’ personal email addresses. If you offer something for free you can often get a large number applying by email, and then you can legitimately pick up the personal email address you want and reuse it.

Another way is to offer something at a very low price in order to get the first order, and then follow up with your advertising to get more sales.

But above all, the generic list is a way of testing different messages to see which one works best.

The one thing to remember is that you will need your own transmission system for sending out the emails, and you’ll need to keep an eye on the list so that schools or authorities don’t block you. Otherwise it is fairly straightforward.

To make it easier to order, we’ve now put these lists on our on-line shop as a download. Just click on the link, pay with your credit card and it’s all yours. The addresses cost £59.99 for a list of virtually all the primary and secondary schools’ generic email addresses – and then you can use them as often as you wish. Nursery and special schools are also available.

Alternatively you can fax an order to 01536 399 012 or email Chris@hamilton-house.com

These lists can be supplied as:

  • A file attached to an email with an admin charge of £2.00.
  • On CD, with a £4.95 charge for delivery.
  • As a file for immediate download from our on-line shop – with no additional charge.

As noted above, if you buy the list for your own use you can use the list as often as you wish, but it can only be used by yourself and your company – it can’t be sold or loaned on to or given to another company.

On the list itself, you can select schools by whether they are primary or secondary, by county and by name (so you can still do a random selection). You just drop the list (which comes on a spreadsheet) into your email transmission program and send it out.

There is information about the lists and more hints on use, plus information on how you can proceed with Hamilton House sending out the list for you if you don’t have your own software on http://www.emails.gs/generic.html

And last, if you want to read through our series of articles on how to write emails and sales letter that greatly enhance your response rate, that starts here. After the first, just flip on through the articles.

Tony Attwood

Follow us: @HHMailings

Advertising without spending a penny

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Posted on 16th March 2015 by Tony Attwood in Uncategorized

Free marketing: taking all the cost out of advertising to teachers

Perhaps the biggest problem with advertising to schools is that when one prepares a new advert one never quite knows if it will work.

Several factors can affect the result – most particularly the way in which the advertisement is written. Indeed, although many adverts can work immediately, sometimes a little experimentation is needed to get the copy absolutely spot on so that teachers will buy.

And that’s where the cost can come in, and you might well have to tweak the advert once or twice to get it absolutely right.

This, of course, is a very unwanted expenditure when one’s company is new or small and still growing. What one wants is sales, not more and more money spent on experimenting with the advertising.

Recognising this, we’ve devised a way around the problem. In fact we’ve created a system in which you can advertise without any cost at all. Then if the advertising is not working as well as you had hoped, you can change the advert and try something else.

Here’s how it works.

You just send us an email which describes the product or service you sell, the amount you charge, and which teachers you sell it to. If you have a copy of a recent advert, please do attach that so we can see how you are promoting your product.

We’ll then come back to you with what we think is a fair percentage commission rate. If you find that acceptable you send us your advert and we’ll start emailing it to the relevant teachers.

The schools buying your product will order directly from you in the normal way and you invoice them exactly as you would always do. Then, at the end of the month, you tell us how much you have taken on this product, and we issue you with an invoice for the agreed commission which is payable at the end of the following month.

If at any time you want to change your advert, you can do that just by sending us the new copy.

We have around 100 companies using this “Payment by Results” service of advertising to schools at the moment, and we currently have some space in our secondary school schedules to take on a few more customers.

So please do get in touch if you think this could help you.

And just to reiterate the main point, there really is nothing to pay except for the agreed commission which is based on the sales you get. And even that doesn’t have to be paid until at least 30 days after the sale is made.

If you would like to explore this further just send details of your product or service along with a copy of a past advert, if possible, to Stephen@hamilton-house.com

Tony Attwood

Follow us: @HHMailings

The medium most advertisers ignore

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Posted on 12th March 2015 by Tony Attwood in Uncategorized

Most companies advertising to schools ignore the most responsive of all media. But why?

One of the interesting developments in terms of selling to schools in the past year is the notable success that some firms are having with postal promotions.

Of course I know that many companies tend to reject the notion of using the post straight away because it is “too expensive”. But this has an interesting couple of side-effects.

First, the “too expensive” concept has stopped some firms looking at what the actual price is when doing bulk mailings, and so they have missed the level of discounting that is available now.

Second, they’ve also forgotten about the drop in mail reaching schools – a drop that has resulted in a rise in response rates.

The key point about postal mailings is that they are ideal testbeds for promotions. Quite often a mailing of just 300 schools chosen at random from your selected target group (e.g. secondary schools in England with sixth forms) can be enough to find out if your mailing is going to make a profit.

To help you use the post as a way of developing your marketing, we are now introducing a new variant on our Velocity programme. In this we undertake a trial postal mailing for you of 300 addresses and two email campaigns during the course of the month.

We will write the promotions for you, print out sales letters onto your letterhead if you wish, and send out the email campaigns. We then work with you to track where your sales and enquiries are coming from, and where you have a profitable postal campaign you can go ahead and roll out the campaign across the country.

The cost of such a monthly campaign is £495 per month, and the minimum period for the campaign is two months.

We’ll also give you all the assistance and guidance on marketing and advertising issues that you need during the course of the campaign, and give you listings on our various high profile education websites such as www.ukeducationnews.co.uk

If you would like to know more about this approach to combining an email campaign and a postal campaign please do call 01536 399 000 or email Laura@hamilton-House.com

Tony Attwood

Follow us: @HHMailings

The 10 Magic Factors that most advertisers miss

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Posted on 9th March 2015 by Tony Attwood in Uncategorized

There are ten magic factors that you need to incorporate into your advertising to teachers to ensure you always get success. Here’s the second half of the list

In my last article I listed five of the factors that I believe virtually every successful advert has within it which leads to its success. Here is the second half of the list.

5. The advert should answer the question “why should I buy it from you?”

Now I did say “virtually every” advert – and in part that is to cover the point that if you are selling to schools it is possible that you are the only person selling a particular product. If that’s the case then you don’t need to cover this point.

But if other firms are selling the same or a very similar product to you,, you most certainly need to say why the order should come from you rather than someone else.

And yet most companies don’t.

One of the problems is that the answer often given is really little more than a spurious difference between you and your competitors. Or it might be a difference between your product and another firm’s product which really matters little to the potential buyer.

So claiming to have next day delivery is good, but since it is more than likely that others will be the same, that’s not much help. It certainly isn’t a headline subject – just a small nice bonus. What you do need to know is what the competition is doing and then make sure you are giving a good reason why they should buy from you and not from someone else.

Incidentally furniture retailers are particularly bad at answering the “why should I buy it from you?” question, often just providing pictures and technical details. Any retailer in this field who does provide an answer to the question really does have a flying start.

That normally means providing extra and exciting information about the product. Call me if you would like to go into this further and I’ll tell you how I have done it. (01536 399 000).

6. The advert should use words in a lively fashion

This is not something that comes naturally to most of us because most of us have learned English at schools in the UK, and some will also have studied or used English in higher education courses. We think we know the language.

By and large this is enough to deaden even the most exciting talent, and fighting back against the dreadful tyranny of English in formal education takes a lot of practice. Of course you might be a natural, but then if you are you are also probably a professional writer, receiving commissions to write all the time.

But if you fall outside that lucky one in ten thousand, the solution must be to write, write and write. Write lots each day every day about all sorts of things. Play with the language, learn new words, write a novel, write poems, be creative.

For myself I write adverts, music reviews, articles about football journalism and football corruption, and am always plodding along with a novel on the side. Write a lot and hone your skill.

7. Don’t mix up words and pictures

If you are writing to first time users of your product or service you have to fight to keep them looking at your advert. One of the best ways of doing this is to keep pictures and words separate. Ideally put the words in the email or the sales letter, and the pictures in the brochure or the web page.

And whatever you do, don’t include a picture just because “you’ve got to have pictures”. A picture is not worth ten thousand words even when it is relevant. A word is generally worth ten thousand pictures. (The proof of that comes from the fact that the Chicago ad agency that thought up the phrase thought it up as a phrase. If a picture were worth 10,000 words they would surely have drawn a picture. And they wouldn’t have attempted to gain extra gravitas by claiming the phrase was invented by Confucius.

Keep words and pictures separate at least until you have really convinced the reader of the value of your product. And then don’t play tricks with the text. Don’t reverse out white on black, don’t use multiple colours, never write red on white. Black on yellow works, but otherwise keep it at black on white.

8. Don’t treat your customers like idiots

Strangely teachers don’t like being treated as simpletons. So use logic and reason, perhaps with humour and interest. Just because the reader is moving at 10,000 mph and not pausing to read your text does not mean that you have to SHOUT THINGS OUT nor do you have to use simplistic and ultimately meaningless phrases that other people use.

Telling the teacher that “when it is gone it’s gone” you are in fact saying “you’re a simple soul and I am going to sell to use using meaningless oft-repeated gibberish”.

9. Don’t preach

No one likes to be told this is what you do, this is how it is. You can be funny, you can reveal little known facts, but you can’t talk down to teachers. You have to work to let them come to their own conclusions – or at least think that they are coming to their own conclusions.

10. Make them go back to the top

Don’t end your piece by saying “for more information please call” – unless you already have a good long term relationship with your customer. Instead, if this is a cold mailshot, then end with something that suggests that if they have read it all, and got to this point, they know it all.

That makes the reader (who has indeed been skimming through at hyper speed) think, “hang on, what did I miss?” and go back to read again.

So in this piece I might end by telling you that if you take these five points and the five in the last article you are bound to take up your response rates. That promise of double response rates from each advert might well be enough to get you to read it all again.

But, of course, you might want to talk to me, so I will give you my number – 01536 399 000.

Not every one of our customers asks us to write for them and we are happy to give advice and thoughts to our clients who like to do their own thing. It is very much up to you.

What I would say is that all the information is there to enable you to double your response rates, if you want it. And come to think of it, that’s as good a way of ending as anything.

Tony Attwood

Hamilton House: www.educatiionmarketing.org.uk

Follow us: @HHMailings

Three discount offers for the end of the financial year

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Posted on 2nd March 2015 by Tony Attwood in Uncategorized

March is one of the key months for school buying. Here are three discount offers to help your campaign along.

This is the time of year when local authority schools budgets end and any money that was due to be spent before April 5 has to be spent – pronto.

Although Academy budgets tend not to end until next term, they too quite often use this term as one of catching up with expenditure on key items as they start putting into effect all the plans that they outlined last year.

To accommodate what is in effect one of the big buying seasons of the school year Hamilton House traditionally organises some helpful low cost promotional facilities – and this year we are most certainly doing this.

We have discounts on solo postal campaigns, discounts on personal email campaigns, and another 3-Media offer in which you can get a free internet campaign and a free email campaign when you undertake a shared or solo postal campaign with Hamilton House.

With all these offers the key point to remember is the dates. Most schools will be closed between 30 March and 10 April – although some will be closed the following week.

So you can still email teachers during this period (they continue to look at their emails on their tablets, phones and the like through their holidays) and they’ll take decisions and email the request for a purchase to be made into the school office.

So, here are the details in three areas of promotion: Solo postal, Personal email, 3-Media

Solo postal campaigns: If you provide your leaflets so that Hamilton House can undertake the work of filling the envelopes, etc, between 30 March and 10 April we’ll give you a 20% discount on the cost of envelopes, labels and labour.

You don’t have to have the mailing posted at this time – we can hold it over despatch until any time up to the end of April – you just have to let us do the physical work during that period.

Personal email campaigns: Any personal email campaign that goes out between 30 March and 10 April will either be charged at half price, or will be free if you book in another promotion with us before the end of April.

This means primary and nursery mailings will cost just 4.5p per address and secondary mailings will cost 6p per address when buying any of our lists.

3 Media Campaigns: If you book in any solo postal mailing of over 4000 addresses or a shared postal campaign to secondary schools which goes out on 28 April, you will also get a free email campaign to any secondary personal email list plus listings in all of our education web sites, including UK Education News.

This particular 3 Media Campaign allows you, if you wish, to send out the email campaign prior to the end of the financial year, and then follow up with the postal campaign in the new financial year. Or of course you can do both mailings at once.

5000 leaflets printed for £20. If you book into the 3 Media campaign we can, if you wish, also print 5000 leaflets for the mailing, black on white, for just £20.

To talk through any of these offers please do call 01536 399 000. Or email Chris@hamilton-house.com

Tony Attwood

Follow us: @HHMailings

Over 26000 school email addresses for £59.99 plus VAT

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Posted on 26th February 2015 by Tony Attwood in Uncategorized

Generating higher response rates from schools when using generic email addresses

The lowest cost way of reaching schools is through generic emails – and once again Hamilton House has a new list of email addresses including virtually all primary and secondary schools for just £59.99 plus VAT. The list also comes with a free report on how to maximise your response rates when using this type of list.

The email list also includes the school name and county, and separates out the primary and secondary schools. Special and nursery schools are also available separately – there are details below.

What’s more, if you have bought the complete list from us in the past, you can have the new fully updated list of primary and secondary schools for the reduced price on an unlimited use licence of £49.99 plus VAT.

Maximising sales and enquiries using generic lists

Generic email addresses can be very effective if the advert is written in a particular way which encourages the school administrator to pass the email on to the relevant teacher or manager.

Indeed in one study we were able to get a response rate of around 7% from teachers when we offered them a free report (as a way of gathering interest).. It proves that such emails are indeed forwarded when the message is written in the right way..

So, to help you maximise your response rate, when you buy the list from us (or book in for Hamilton House to run such an email campaign on your behalf) we’ll also send you our detailed report on how the most effective promotions have managed to generate their high response rates.

Here are the prices for buying the lists for unlimted re-use, and the latest numbers:

  • The list of primary and secondary schools contains 22038 primary and 4733 secondary schools and is available for £59.99 plus VAT.
  • The list of 1453 special schools is available for £25 plus VAT
  • The list of 6939 nursery schools is available for £45 plus VAT

These lists can be supplied as a file attached to an email or on CD, with a £4.95 + VAT charge for delivery.

Emailing via Hamilton House

As an alternative to undertaking the mailing yourself (which will require you to have software suitable for bulk mailing or be using an agency that allows you to email addresses that start admin@ and office@) we can undertake the email campaign for you.

To read more about our lists and the option of having Hamilton House mail out for you please take a look at our Generic List page or call the number below.

To make a booking or find out more information please call 01536 399 000 or email Chris@hamilton-house.com.

Tony Attwood
Hamilton House Mailings Ltd

Free personal email campaign, very low cost printing

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Posted on 19th February 2015 by Tony Attwood in Uncategorized

How can you print 5000 leaflets for £20, get a free email campaign to schools, and obtain inclusion on the UK’s prime education websites?

There are three different ways of attracting the attention of teachers: via the post, via personal emails and via education news websites.

Use all three approaches at once and you really can attract the attention of teachers – and that is why we launched our Three Media service.

In essence, for £450 you can have a leaflet directed to the teacher of your choice in a secondary school postal shared mailing (reaching 5000 schools), plus an email campaign using any of our personal email lists plus an article, advert or press release appearing on UK Education News.

But of course we don’t like to stand still – so we have just expanded the Three Media Service offer even more! For an extra £20 we will print the 5000 leaflets that can go into the shared postal mailing. This price applies to printing on 80gsm black on white one side.

The next Three Media round kicks off on 10 March, with the postal shared mailing. If you want to buy into the printing for £20 we need a PDF of your leaflet by 27 February. If you want to print your own leaflet, then the date for receipt of those leaflets is 3 March.

And I would add that our last “3 Media” promotion sold out completely, so it is worth getting in touch as soon as possible if you want to be part of this approach. To book in, email Chris@hamilton-house.com

Here’s what you get in summary form.

1: A leaflet weighing up to 15gms directed to the teacher of your choice in all 5000 secondary schools in the UK. You can also enclose a second leaflet for a small additional charge, and you can go over the 15gms limit if you wish, and again there will be a small additional charge.

If you only want to reach schools with sixth forms, we can do that – and if you do take that option we’ll give you a further discount.

There are some hints on how to prepare your leaflet to maximise the impact in a shared mailing pack – there’s a link to this on the Shared Mailing web site.

2: An email sent to any of our personal teacher lists. These lists reach teachers directly (they don’t go to the school administrator) and the cost of these is normally around £250 to use, so there is quite a saving there. Again if you wish we can offer support and advice on how to write an email that will really work on these lists.

3: A listing on UK Education News. This is the prime education news website in the UK, running stories all day long from the major educational news sources such as the BBC, the Guardian and so forth. The average story on this site gets read about 700 times – which is the equivalent to sending out another 5000 emails!

Three Media advertising is undoubtedly the most cost effective way of reaching teachers. There is more information on www.shared.org.uk – but please do note the key dates (below).

  • Delivery of art work to be printed (if you wish us to print for £20): 27 February
  • Delivery of printing if you are printing it yourself: 3 March
  • Despatch to schools: 10 March

And please don’t forget that these very special 3 Media campaigns can get booked up very quickly, so it is worth booking in sooner rather than later: 01536 399 000 for more information.

Tony Attwood

Everything ends, everything changes

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Posted on 16th February 2015 by Tony Attwood in Uncategorized

No matter how well your sales are going they will ultimately slip back unless you have either a new product, a new offer or a new approach.

Nothing lasts for ever – and certainly nothing lasts for ever in terms of selling to schools.

You might well have a range of products that are selling very well, and which have been doing so for some time, but ultimately those sales will decline.

This will happen because either:

  1. Everyone who can be attracted by your adverts has seen the advert and bought, or decided not to buy, your products.
  2. The market has changed and teachers are looking for something new.
  3. You have new competitors and teachers are attracted to them.

(There are of course other reasons for sales declining but these are the ones we see most often. If you want to talk about other reasons and what can be done – please do give me a call.)

The first thing to do is to recognise the simple fact that nothing continues for ever. Just because you sold lots of your product last year doesn’t mean that it will sell this year. Schools might still need key stage 2 English books, desks, carpets, paper, pens, etc, but that does not mean that they will continue to buy your books, desks, carpets….

The second thing to do is to work out your response.

In essence there are three possible responses you can have:

  1. Change the product or service you are selling.
  2. Change the offer.
  3. Change the advertising.

You can, of course, change all three, but it is worth considering each approach separately.

Changing the product or service is only viable if you can see a new version of what you want to sell. But even then you still have to persuade the teachers that they need to change. If they are quite happy with what they already have, you won’t get new sales just because you need them.

So changing the product needs to be allied to finding new and meaningful benefits for the new product. For example, through my work for the School of Educational Administration and Management I know that lots of school offices are struggling along with computers that have far too little memory for the tasks they are being asked to do, but selling computers for admin work is tough. One needs to stress the benefit to the school as a whole of bringing in a new machine.

Changing the offer means that you are still selling the same product but in a different way. For example, your offer of free next day delivery might have been a winner for years, but now all your competitors are doing it. It is still needed, but is no longer the way of getting customers.

Here you might try offering something else for free with each sale, or maybe a free CD version of each book to put on the school’s network when ten printed copies are sold. The free items can be something that will benefit the school (a free chair with each office desk) or something of interest to the buyer personally (chocolates, diary, quality pen, Amazon voucher…)

Changing the advertising is your third option. This can involve moving away from big announcements about the product and its price to asking interesting questions, talking about benefits, using humour and emotion, etc.

You can also add in something new, like a video on your website showing the product in use, a free trial, a free upgrade, a second product at half price…

Or you can find a new virtue in the product. So instead of selling school furniture you can sell school furniture that enhances positive behaviour. (And if that sounds curious, there are numerous research papers showing that different colours and styles of furniture affect behaviour in different ways. But few furniture retailers use this information in their advertising.)

My point is twofold. First, that successful companies selling to schools expect that the market will change and that strong selling lines will fade away.

Second, that there are a lot of ways of revitalising sales – but it can take a bit of time to find the right one for your product.

Of course, if the product simply isn’t wanted any more by schools, then there is nothing you can do – you have to move on; but if the product is still in demand it is simply a case of having lots of different ideas and trying each one out until you hit on the new winner.

And because this can take time, it is worthwhile starting the search for the new approach long before sales drop to a level that is alarming.

Solving the problem of maintaining sales over a long period of time is just of what we do via the Velocity programme. Using our personal email addresses of teachers and working with our clients we try out different ideas, different adverts, different offers and different products to find out which ones will deliver the best results in the coming year or two.

There is more about Velocity on www.velocity.ac – or you can call 01536 399 000 and ask for the Velocity team. If you would like to know more about what Hamilton House does overall, there is an introduction on www.hamilton-house.com

Tony Attwood