,

I was on a bus coming back from somewhere today.

And at least three different people randomly entered the bus at different points of the journey...

...and started marketing their products.

I didn't really pay attention to every single thing they said.

But I observed that they all sold a couple of their products before stepping down from the bus.

That was what caught my attention.

But that's not all I noticed.

Aside from their obvious confidence in the products they were selling (which is really important like I've stressed in my past emails),

They all had some things in common with their marketing approach.

And I think those things will be incredibly useful to you in your marketing.

Here they are:

1. They used Testimonials in the form of stories.

You'd occasionally hear them say things like...

"I sold this product to someone last week, and some days later, he called me asking for more of this product.

I didn't have the product at that time because I had sold out, so I offered to give him a similar product, but he refused and said he wanted this exact product..."

Obviously, they didn't speak with Queen's English when marketing the products.

But they each used Testimonials in story form to sell their products.

And here's what it does subconsciously in the mind of prospects.

It makes them realize that this is a product that other people love and are currently using.

And if you know humans, then you know that they are more likely to do what other humans do or use what other people use.

Beyond that, it also illustrates the effectiveness of your product to them.

It tells them that your product has worked for other people, and so will work for them too.

2. They focused on their Target Audience's core problem.

For example, one of them was selling a drug for arthritis.

He didn't just start talking about unnecessary things that people don't care about.

He hit the nail on the head and started describing the problems and pains that people suffering from arthritis go through.

How they would do very little work and be tired, or won't be able to carry heavy stuff.

Same thing with the other guy who was selling worm medicine.

He talked about the symptoms of worm infection and the problems infected people go through.

And then he went on to position his product as the solution.

Coupled with the testimonials of other people that the product worked for, it didn't take long before people started paying attention.

And here's the final straw that made people start dipping their hands into their bags to buy their products.

3. They made an Irresistible offer.

Believe it or not, people who need your product and can see you talking about it...

...and also have the money to buy it, may not take the necessary action until you incentivize them.

So here's what one of these guys did.

According to him, each packet of the drug cost N300.

So he offered to sell two packets for N500 instead of N600.

It was a brilliant strategy, because people realized they could save N100 if they bought two packets instead of one.

And before you know it, some folks started buying the packets in twos.

It's really easy to look down on these "roadside salesmen" and think very little of them.

But these men understand the fundamental principles of sales and marketing.

And even better, unlike you who are just reading about selling,

They're out there in the field actually doing it — selling products.

So I think you should be humble and learn a thing or two from them.

Got it?

Good.

That's my cue to leave and go get some rest.

Because I've been jumping from one place to the other all day — both physically and virtually.

See you tomorrow.

Yours "humble and ever learning marketer",

— KD™