Here are seven ways to botch it up completely. Unfortunately, for far too many companies, however, that discovery process can be long and include a few too many painful hard lessons-learned along the way.
Hanna recently shared his tips for Designing an Effective Sales Compensation Plan in a free OpenView webinar see the slides and a full recording of the presentation. Here, he breaks down seven common mistakes to avoid that can really set a sales team up for failure. Make it overly complicated by mapping out all the intricacies. Dive into detail around every possible scenario.
Call out contingencies and really go deep into the weeds. By all means, use your sales compensation plan as an opportunity to confuse, intimidate, and bore your sales reps to tears. Make it look like the fine print in a car commercial and also window stickers are good options too.
Drafting it like a marketing asset will only serve to actually inspire and motivate your team. The very fact that you offer them to your prospects will cause you to stand out from everyone else in your market. Reverse copy is where you have white or light colored letters on a black background. Big no-no. It is a proven fact that reverse copy lowers response rates. This goes double on a web site because it makes the copy MUCH harder to read.
This was quite a stretch and took me several minutes to figure it out. Simply a terrible, terrible ad that cost someone a lot of money. I promise you the average reader is not.
Use too many different colors and fonts and your sales letter or ad will end up looking like a ransom note. Readers are easily annoyed; especially when reading a sales piece. Too many fonts, colors, and cluttered clipart pictures will put them off. It also makes your sales letter look amateurish and unprofessional. I wish I had a nickel for every web site that used bright blue, yellow, or red to the point of making my eyes hurt. In tests, black letters on a white background like this newsletter provide the best comprehension level.
If you are going to use color, use low-chroma colors and only use bright or neon colors is small amounts. The best font to use for comprehension is serif fonts like the one you are reading. Sans-serif fonts have come into popularity because they are easier to read online. However, if you are using offline promotions, use serif fonts like Times Roman, Baskerville, or even Courier New the font this newsletter is written.
They have been proven to increase readership and compression by 5 times over sans-serif fonts like Verdana or Arial. No one cares that you fix computers, or that you have been doing it for umpteen years, that you are locally owned and operated, or about the laundry list of things you do, yet that is the most popular format of every sales letter that lands on my desk for critique. A recent TechGig survey found that If you are in a job where you do not feel appreciated or constantly feel troubled and burdened, you will not be able to deliver your best.
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