Tom Feltenstein

How many different ways have you tried to connect with your customers this month? Two or three? Did your traffic increase? More importantly, how much did your sales increase? The primary goal of customer promotions is to see results, specifically in the form of more money in your pocket. So many businesses think too small in terms of promotions. They think they have to offer only what they’re selling. You may have read that and thought, “Tom, you’re nuts! I can’t promote what I don’t have.” Oh, but you can.

I didn’t earn the nickname of, “The Profit Prophet” for nothing. You have the ability to look at your customers and figure out what their deepest desires are, then help them fulfill those desires. For example, have you ever said, “If I could just win the lottery…” This is something the majority of people dream about. They fantasize about purchasing the golden ticket, the one that can make all their dreams come true.

Why not tap into this emotional dream that so many people, including your customers, already have? If your business is located in an area where there’s a lottery, giving away tickets is a productive (and fun) way to increase your traffic. The best time to do this is when the jackpot swells to a sizeable amount like over $20 million.

For example, if you own a bar you can hand out lottery tickets with the purchase of the featured drink. Make sure to tell your staff to call your customers’ attention to the potential for a big time pay day. You can even have them say something like, “If you purchase our special Margarita today you will also get a chance to win $47 Million dollars and never work another day in your life!” This is fun for everyone and creates a happy and excited atmosphere within your business. Grab people’s attention with posters strategically placed in visible areas that show people living their dream with money raining down. You can even have servers pin play money to their shirts.

The important concept here is to think beyond your usual promotions and tap into the emotional desires of your customers. We all want to believe we are that one in a million and who knows, with the right ideas and promotions your business just might be.