Raphel Marketing - Marketing Rules

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1: Find out what the customer wants and give it to them.

2: It is far, far easier to sell to your current customers than to find new customers.

3: When writing a headline, promise a benefit or provoke curiosity.

4: The "FOUR"mula for success: Make four phone calls or write four letters every day thanking your customers for their business. Leave four calling cards every day. Ask for the order.

5: Check up to see how you're doing.

6: Give your customers something extra. If they order a dozen doughnuts, give them thirteen.

7: Under-promise and over-deliver. Don’t make the story better than the store.

8: The two most successful words to use in headlines are “you” and “free.”

9: The 11th Commandment: Steal your competitors’ best ideas and make them your own.

10: Make sure you remember AFTO. Ask For The Order.

11: Don’t use percentages when selling. Show the actual amount customers save.

12: The two reasons customers buy: Good feelings and solutions to problems.

13: Welcome complaints. If a customer complains, you can win her back.

14: Give customers what they want to buy, not what you want to sell.

15: Be known for something that’s yours alone. Find a unique product for your business.

16: How to sell 10,000 tickets? Sell one at a time.

17: In a negotiation, when you speak first you lose.

18: Don’t “close” the sale. Open a relationship.

19: The boomerang theory: What’s important in business is having customers come back.

20: Want to build customer confidence? Make sure you guarantee your work.

21: Use testimonials in your ads. Customers like hearing about you from other people.

22: Create “advocates.” Advocates convince other people to shop with you.

23: Fill your orders quickly. All merchandise should be shipped within 48 hours.

24: Follow Murray Raphel’s rule on punctuality: “If you’re on time, you’re late.”

25: Rule #1 The customer is always right. Rule #2 If the customer is wrong, reread Rule #1.

26: The top 20% of your customers account for 80% of sales. Reward those top customers.

27: Put the name of the product in the headline if possible.

28: What do employees value more than money: Feeling “in” on things.

29: Dollar for dollar, nothing returns as much to your business as direct mail.

30: The first eight seconds of a customer’s experience determine what they think of you.

31: Listen to your customers: have periodic focus groups to see what you’re doing right … and wrong.

32: Enthusiasm is contagious and habit forming.

33: The number one reason people buy where they buy is “confidence.”