Floyder – – Should it be Digital or Analog?

I heard him. And, I understood what he said. I did not, however, have any idea what he was talking about. Unfortunately, this seems to quite often be the case when Jim and I get together. He is a wonderful person, and a true and loyal friend. But sometimes he is just a tad out of step with the rest of the world. I used to think it was just with me, but I have discovered that it’s with everyone. The problem is, I have surmised, that typically Jim only shares half of what he is thinking at any given time. So, while it usually only takes a minute, it is wise to get the whole story from him before responding.

“Jim,” I began slowly, making sure he would stay with me, “should what be digital or analog?’

“Why, the watches!”

We were almost there, but I still wasn’t sure what he was talking about.

“Watches? What Watches?’

“You know. You told me to be sure to add a free watch, and I just want to know which kind to buy.”

A-ha! Now I knew what he was talking about. The day before I explained to him that Randall Mains and I had been talking about the importance of “adding a free watch” when doing an Online Ad. Randall shares this concept with his clients as an excellent Online Marketing Tool. It is but one of the many Internet Marketing Ideas that Pathmaker advises their clients to incorporate, and since Jim knows that I often work with Randall, he frequently picks my brain in regard to Small Business Marketing Strategies. Jim and I had been discussing Business Marketing Promotion Online, and I had mentioned that it is often wise to give a “free watch.”

“Jim, the ‘free watch’ doesn’t really have to be a watch,” I said with a smile.

I immediately knew I had lost him. He gave me a look as empty as his glass, so I ordered another round of colas and began to explain.

“Jim, people often need extra motivation to buy something – – even when it is something they want or need. The ‘free watch’ concept is to provide them with a free gift that will push them over the top, if you would, to purchase that which they are considering.”

“Ohhhhhhhhhh. What else can you use, and how do you know what to choose.”

“Well, I’ll answer the second part of that question first. When choosing your free gift, make sure that it doesn’t eat up all of the profit you will realize when making your sale. A good rule of thumb is the gift might cost you five to ten percent of the profit realized.

“Now, the gift should relate directly to what you are selling and your target market. For example, if you are going to feature a new fishing rod in your ad, you would not want your gift to be a free Bible Study, for example.”

“I see. So, my free gift should be something sportsman would be interested in?”

Jim was following the conversation extremely well!! As the owner of an independent sporting goods store, sportsmen were, in fact, his target market.

“Yes, but you should try to make it more specific to the exact target market you are hoping to reach. In our example about the fishing rod, it would be better to give a free fishing lure than a free duck call. While fishermen and duck hunters are both sportsmen, the fishermen don’t have to be duck hunters, so the free duck call might not push them over the top.

“So, the free gift is always an item?”

“No, not necessarily. A really good ‘free watch” is to offer free Shipping and Handling. Also, ‘how to’ manuals are excellent free gifts.”

“Hmmmm. With the fishing rod, a manual on how to tie your own flies would be better than one giving five easy steps to building a duck blind?”

“By Jove ”, I thought, “I believe he has it!”

“Any other questions?” I asked, wanting to make sure he had a full grasp of what I had shared.

“Just one. Should they have straps or bands?”

Sometimes Jim has a one-track mind with a narrow gauge!!!!

Pathmaker Marketing exists to find you ways to win on the web. Give us a call in Phoenix at 623-322-3334 if you’d like our help with Internet Marketing Ideas that can help your business grow.

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