There are many reasons to advertise. Advertising can build name recognition, visibility and even credibility. But most of us do not make money unless the phone rings or people walk in our door. Dave Hershman’s sixth maximum synergy-marketing rule indicates to me that I can achieve the objective of being known and still increase response rates. After all, our time and money available to advertise is limited. 

The key to increasing response rates is to use a response mechanism when we advertise.  We typically use response mechanisms that address the subject of price, or more specifically discounts. For example, we might advertise “dollars off” our services or a particular product. 

Unfortunately, advertisements based upon discounts actually limit our responses to only those who are interested in purchasing now and also those who are most interested in a discount right now. We then tend to complain that our prospects are too price-sensitive. As we make this complaint, we are inviting our prospects to be just that. 

We will find out in my next letter that using a price-based response mechanism actually violates the seventh and final maximum synergy-marketing rule. I will give you a hint—it involves value.  

Can’t wait a week to read the answer to the price equation? Give me a ring and I will send you a copy of an article by Dave that is actually an excerpt from his book—More Income, Less Stress.