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Business Outcome :: All You Need is B.P.C.G.P.C. to Increase Sales of Your Products and Services

I’ve been selling products and services for about seventeen years now, both online and offline. Offline I sell technology services and solutions and online I sell advertising, digital products and other items. Friends and associates often ask me how I do so well and I say BPCGPC. Most of the time all I see is a blank stare or confusion until I elaborate on what BPCGPC formula means. For the most part I share everything I have learned about online and offline marketing. However, I am a firm believer is sharing, so today’s lesson is on B.P.C.G.P.C. It is an acronym for my marketing formula: Big Picture, Problem, Claims, Gain, Proof and Close. Stay with me for a moment and I will explain what it is and how you can use it to increase sales of your products and services. BPCGPC is simple method that works in person, online and other forms of marketing. While this explanation is more of a “nutshell” description, I will be writing more about BPCGPC in the future along with other marketing and sales ideas. THE B.P.C.G.P.C FORMULA B. The “Big Picture” can be a visual expression of what your product or services do. It can be a simple image that coveys a feeling or perhaps a proof of what you claim. While text can be a compelling “big picture”, I have found that imagery works best P. The “Problem” should solve something for your customer or visitor. Think about what your product or service that solves a problem for the customer. Why are they seeking your product? I tend to use the word “you” in my marketing copy as it personalizes the message I am conveying. C. The “Claims” (or features) should be brief. I tend to minimize the number of product or service “claims” to only two or three. I often use features or claims that match the “problem” (see above) to tie them together. G. The “Gains” are the customer’s benefits of using your product or service. Ask yourself how the customer would “gain” from using your products, and then use those gains in your marketing copy. P. The “Proof” can be in several forms, images that show the product or service in action, before and after images, or customer testimonials. I tend to go with images showing proof or “before and after” images rather than customer testimonials as I think testimonials have lost their luster over the years. I only use one “proof” if using images and a maximum of three testimonials if used. C. The “close” should be a short call to action. If the first five portions of the formula have been well constructed then the close should not elaborate. In most cases, I use a short question to elicit a response or action from the customer. Many times the “close” can be persuading or aggressive depending on the nature of the “problem”, I referred to in my marketing copy. Questions can be a powerful marketing tool to encourage the customer to take action. Examples: “Are You Ready?” , “What Do You Think?”, “What Are You Waiting For?”, “Call Today”.
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