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Casual Articles - Exposed: Your Customers' Most Secret Desires
One of the biggest factors that determines whether your business succeeds or fails in finding and keeping the right people consistently is your attitude. In simple terms, having a winning mentality increases your chances of recruiting the best people and then keeping them.Think about it - to successfully sell your goods and services, you need to totally believe in them, because if you don’t, your customers certainly won’t either.And to succeed in holding onto your best customers, you need to believe that you truly offer them something different from your competitor
Ultimately you are lumped in the same lame category as your competitors. A sea of sameness. An ocean of mediocrity.
But the good news is you can fight back – with a vengeance!
These are the basic ingredients you’ll need to market smarter and make a bold and clear statement that you ARE NOT the same and begin to clearly compel your target to believe that you are the obvious choice:
1. Do The Opposite: One great way to get more than your
Cathy, a business writer, emailed me and said, "Boy, do I need to work on my Web site this year!" I gave her a couple of ways to improve her site and had her look at several websites that sell effectively on the Internet. Her response was a common one; she thought those sites were marketing aggressively and she worried about turning her prospects off with a "hard sell."Are you concerned about being too aggressive in your marketing?No one in business wants to be seen as the stereotypical used car salesman, who tries to sell you a lemon by claiming the car was owned by a little
What could this thing be?
A solution?
A resolution?
An experience?
A feeling?
A benefit?
A low price?
A brand?
Nope. Not even close.
Consumers have other things they could be doing with their time than buying your product or service. They could be expanding their career, spending time with their kids, watching reality TV, volunteering or swimming in their pool.
But most companies – probably even yours – waste the time of their would-be customers or clients by unnecessarily lengthening the “seeking process.” If you would only cut through the noise and give them what they’re truly searching for, the sale would be made sooner…and you’d be more likely to get the lion’s share of the business.
So what is this mystical grail-like prize your customers so ardently desire? A preference, of course. A simple, clear and compelling buying preference. A reason to choose one over the other. A reason to choose you above your competition – every time.
But it so rarely exists.
To witness this marketing crime in action, just spend a few observant minutes in the aisle of your local electronics superstore. You’ll see confused shoppers desperately seeking this preference – and rarely finding it. Packaging, employees, advertising – all have failed them on their quest for a preference. And everyone loses. The buyer ends up frustrated – and perhaps doesn’t get what they truly want or need – and the seller is shrugging their shoulders wondering why sales are in a slump.
Ultimately you are lumped in the same lame category as your competitors. A sea of sameness. An ocean of mediocrity.
But the good news is you can fight back – with a vengeance!
These are the basic ingredients you’ll need to market smarter and make a bold and clear statement that you ARE NOT the same and begin to clearly compel your target to believe that you are the obvious choice:
1. Do The Opposite: One great way to get more than your
In the world of advertising specialty, shirts occupy a special place. This is so because not only do people wear shirts for various occasions, but also because they last longer than other merchandise.An advertising specialty shirt can be a tee shirt, or a golf shirt. It can have long or short sleeves and can be distributed at various company-supported events like road races, golf tournaments, bike rides, etc. The shirts can be embroidered or silk-screened with a company's logo, name, sponsors, etc., or it can be screen printed or digitally printed. Screen-printing, however is not use
Nope. Not even close.
Consumers have other things they could be doing with their time than buying your product or service. They could be expanding their career, spending time with their kids, watching reality TV, volunteering or swimming in their pool.
But most companies – probably even yours – waste the time of their would-be customers or clients by unnecessarily lengthening the “seeking process.” If you would only cut through the noise and give them what they’re truly searching for, the sale would be made sooner…and you’d be more likely to get the lion’s share of the business.
So what is this mystical grail-like prize your customers so ardently desire? A preference, of course. A simple, clear and compelling buying preference. A reason to choose one over the other. A reason to choose you above your competition – every time.
But it so rarely exists.
To witness this marketing crime in action, just spend a few observant minutes in the aisle of your local electronics superstore. You’ll see confused shoppers desperately seeking this preference – and rarely finding it. Packaging, employees, advertising – all have failed them on their quest for a preference. And everyone loses. The buyer ends up frustrated – and perhaps doesn’t get what they truly want or need – and the seller is shrugging their shoulders wondering why sales are in a slump.
Ultimately you are lumped in the same lame category as your competitors. A sea of sameness. An ocean of mediocrity.
But the good news is you can fight back – with a vengeance!
These are the basic ingredients you’ll need to market smarter and make a bold and clear statement that you ARE NOT the same and begin to clearly compel your target to believe that you are the obvious choice:
1. Do The Opposite: One great way to get more than your
After generations of error, fifty-years of proof convinces some skeptics.Fact: The faster you read, the better your comprehension.Mrs. Harrison, my 3rd grade teacher, hammered into our numbskulls – If you want to understand what you are reading – always read it slowly.She could only teach us what she knew and had been taught in Teachers College. For one hundred years teachers were trained to get students to slow down for better comprehension.It was intuitive and no one had the nerve to question the dictum – slow-equals-better.In 1952 Evelyn Wood requeste
So what is this mystical grail-like prize your customers so ardently desire? A preference, of course. A simple, clear and compelling buying preference. A reason to choose one over the other. A reason to choose you above your competition – every time.
But it so rarely exists.
To witness this marketing crime in action, just spend a few observant minutes in the aisle of your local electronics superstore. You’ll see confused shoppers desperately seeking this preference – and rarely finding it. Packaging, employees, advertising – all have failed them on their quest for a preference. And everyone loses. The buyer ends up frustrated – and perhaps doesn’t get what they truly want or need – and the seller is shrugging their shoulders wondering why sales are in a slump.
Ultimately you are lumped in the same lame category as your competitors. A sea of sameness. An ocean of mediocrity.
But the good news is you can fight back – with a vengeance!
These are the basic ingredients you’ll need to market smarter and make a bold and clear statement that you ARE NOT the same and begin to clearly compel your target to believe that you are the obvious choice:
1. Do The Opposite: One great way to get more than your
The content of advertising is basically the same no matter what the media. It is good and it works, or it is bad. Some TV ads are so clever people tend to remember the cleverness and forget the product.Here are seven tips to help you create better ads. Better ads for Newspaper, Radio, Billboards, Cable, Yellow Pages, anything with your name on it.1. It's Not About YOU. Sell the benefits. The benefits of coming to your store or doing business with you is what the customer wants, They say "What's In It For Me?" Your mug shot on a 40 foot billboard can'
Ultimately you are lumped in the same lame category as your competitors. A sea of sameness. An ocean of mediocrity.
But the good news is you can fight back – with a vengeance!
These are the basic ingredients you’ll need to market smarter and make a bold and clear statement that you ARE NOT the same and begin to clearly compel your target to believe that you are the obvious choice:
1. Do The Opposite: One great way to get more than your
A career with the Federal Aviation Administration or FAA might not be such a bad idea, as there is a severe shortage of Air Traffic Controllers right now. The Federal Aviation Administration predicts this shortage to continue and the GAO is stating it could get very serious. In fact some are blaming the Lexington, KY crash on the fact that there was only one air-traffic controller on duty, when really three were needed.The Federal Aviation Administration employee admitted to having his backed turned as the jet got onto the wrong runway for take-off, a runway too short for Jets and mo
Ultimately you are lumped in the same lame category as your competitors. A sea of sameness. An ocean of mediocrity.
But the good news is you can fight back – with a vengeance!
These are the basic ingredients you’ll need to market smarter and make a bold and clear statement that you ARE NOT the same and begin to clearly compel your target to believe that you are the obvious choice:
1. Do The Opposite: One great way to get more than your fair share of the market is to take Earl Nightingale’s advice, "If you want to be successful, look at what everyone else is doing, and do the opposite."
Most of the people in your industry have similar backgrounds and experiences. But the opportunity for success and the attention of your prospects is endless.
You must become a risk-taker. Status quo thinking and common sense action delivers status quo and common results. If you are seeking more than average results and success you need to do the opposite.
Doing what’s comfortable is safe for you – but boring for your customers. And it fails to deliver any kind of preference. Boring is invisible and invisible means no sale.
2. Give Value First: At the beginning of every buyer/seller relationship there is a set of emotions like fear, distrust, uncertainty and lack of knowledge that exists and stands between you and the sale. Think of this as the Mighty Wall Of Mistrust.
Most marketers try to do a standing jump over the wall, only to miss it by a mile.
It’s foolish to try to jump the wall in a single bound. The smart thing to do is break the wall down from the bottom, brick by brick.
By providing your customers with valuable information that helps them develop a preference, you put yourself on the same side of the table as them. You become a trusted advisor instead of a product-pusher.
This allows you to bulldoze wall and overcome all the emotions that stand in the way of the sale.
3. Create An Irresistible Offer: While all of your competitors are screaming price or quality, service or selection, you must create a truly compelling, irresistible offer.
Analyze your offering and find out what you do that your competitors don’t do (or don’t talk about) that delivers a high return on investment for your customers.
Focus on the v
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