List of 10 Deadly Sins

And How Avoiding Them Can Make Your Business Almost Divinely Profi table

Sin #1) Failing to Test: If you don’t test prices, headlines, advertising copy, radio/TV spots and verbal
sales messages, you won’t know what the market wants, or what it will pay. You’re just guessing – which
can be disastrous. Tomorrow, I urge you to have your salespeople try different pitches and differently priced

offers, then review how they do, one test against the other. If you fi nd a new twist that outcloses an old one by
25% - 50%, have all your reps use that approach until you can test and compare even more – and potentially
better – possibilities!

Sin #2) Running Institutional Ads: Institutional ads are a sheer waste of money, because they don’t
direct the reader, viewer or listener to any intelligent action or buying decision. Direct response advertising, on
the other hand, makes a complete case for the company, product or service. It overcomes sales objections.
It answers all major questions. And it promises results, backing up the promise with a risk-free warranty or
money-back guarantee.
Sin #3) Not Stressing Uniqueness. Most successful businesses and professional practices are built
around a single USP, or “Unique Selling Proposition.” It might be reliable post-purchase service, super fast
delivery, convenient hours – or something else. Think about what it is that sets you apart from your competitors,
and then make that “USP” the engine that drives all of your marketing and advertising efforts.
Sin #4) Not Having Back-End Sales. The back end is vital to any business. If you can induce new
customers/clients/patients to buy a similar product or service from you within 45 days, you double the value of the
customer. All of a sudden you’re far into profi t, instead of what initially was probably a net loss.
Sin #5) Failing to Address Customer Needs. By communicating with your customers (and making sure
that your employees do the same thing), fi nd out what it is that people need/want most – and then make sure you
satisfy that need. If it’s the lowest possible price, give them that. If you don’t genuinely fi ll the needs you purport
to fi ll, your customers will soon abandon you.
Sin #6) Failing to Educate. Your customers and prospects won’t understand or appreciate a bargain,
service or benefi t unless you point it out to them. Example: If you’re overstocked with widgets, advertise that fact
(admitting your mistake) and then explain why the widgets are valuable, how they can be used, and how you are
willing to let them go at a major market discount to 1) either your best customers, or 2) fi rst-time customers, or 3)
people who are willing to make an additional purchase.
Sin #7) Making Customers Work Too Hard. How easy is it to fi nd things in your store? How helpful
are your telephone operators when a customer, client or patient calls with a question? How easy is it to order
from your business by mail?
Sin #8) Failing to Explain Why. Whenever you make an offer, ask for a sale, run an ad, or offer a product
or service for sale at a specifi c price, always explain why. For example, why can your salespeople handle my
purchase better than someone else? Why can you beat your competitors on price? The more believable and
plausible your reasons, the more compelled I will be to favor you with my patronage.
Sin #9) Giving Up Too Soon on What Works. I fi nd that business people get tired of their advertising
and marketing campaigns long before the marketplace tires of them. If you fell into this business “sin,” you might
call off an advertising campaign that was working and replace it with something that hadn’t proved itself and, in
fact, might fl op. Test different concepts and approaches, but never abandon your “control” (i.e., best performer)
until you fi nd something that pulls better.
Sin #10) Forgetting Who Your Customer Is. Always send your sales messages to the people who are
your primary prospects. If you want to reach people over 45, for example, your ad’s headline should say, “If you
are 45 or over…etc.” Scrupulously avoid headlines and ads that are nonspecifi c or abstract.