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Casual Articles - But Do Your Buyers Hear You?
Adjust Cash FlowTo determine the profitability value a business falls into, it is necessary to determine the Adjusted Cash Flow of that business. The Adjusted Cash Flow is equivalent to its earnings before interest, depreciation, and taxes (EBIDT in accounting terms), plus additions or subtractions for owner’s salary, discretionary, single occurrence, or non-cash expenses. Once a thorough analysis of the financial information has
Product-related: communicates the immediate necessity of a product (or service). Ho
You can spend thousands of dollars on advertising, direct mail, yellow pages and you name it, but it is simply amazing how much mileage you can get out of good customer service. You will have referrals, repeat customers and an excellent standing in the community. More importantly you can save thousands on your advertising bills.Of course real customer service is not free. You must train your employees on how you do things, you mus
Unfortunately it doesn’t work that way. I’ve found that there’s often an inverse relationship between how badly you want to tell your story, and how likely it is that your target buyer will listen.
Why? Because I see – time and again – enthusiastic marketers who are blinded by the “clarity” of a solution. Whether it’s the perfect financial plan, the latest technology, award-winning design, or the key to competing with China…none of these “bests” matter, if your message isn’t meeting the buyer where they are in their decision-making process.
I cannot emphasize this point enough: it doesn’t matter how good your solution is, if your target audience isn’t ready to listen.
Let me explain. Buyers go through stages in their decision-making process. Just like you don’t start at “I’ll take it - no questions asked!” when considering a major purchase (or commitment), buyers for your solution are behaving the same way. There are lots of complicated models to help explain this, but the bottom line is: your buyer might not be ready to hear what you have to say. You have to match your message to their level of “readiness.”
So how do you do this? First, you decide what stage your buyer is in their decision-making process. If you’ve read How to Earn the Right, you’re familiar with the Relationship Funnel, where buyers move from Stranger to Loyal Partner, based on where they are in the buying cycle. If you missed this article, read it now at: http://www.turningpointemarketing.com/Free_Resources/eArticles.html
Next, you create a benefits hierarchy. A benefits hierarchy is a list of WIIFM-oriented advantages, from the most compelling to the least, matched to your buyer, based on their decision-making stage. Not only do you match the WIIFM-oriented message to where the buyer is in your Relationship Funnel, you also decide which “hot button” messaging to use. The hot button categories are:
Product-related: communicates the immediate necessity of a product (or service). Ho
Creative people work best when they are given limitations. I know that sounds counterintuitive but is it true. These limitations help your creative team members focus so that the message they develop will be relevant, impactful, original and true.So, how do you provide these limitations to your creative team: with a creative brief. Let’s take a look at how you go about developing one.There are five basic areas of informatio
I cannot emphasize this point enough: it doesn’t matter how good your solution is, if your target audience isn’t ready to listen.
Let me explain. Buyers go through stages in their decision-making process. Just like you don’t start at “I’ll take it - no questions asked!” when considering a major purchase (or commitment), buyers for your solution are behaving the same way. There are lots of complicated models to help explain this, but the bottom line is: your buyer might not be ready to hear what you have to say. You have to match your message to their level of “readiness.”
So how do you do this? First, you decide what stage your buyer is in their decision-making process. If you’ve read How to Earn the Right, you’re familiar with the Relationship Funnel, where buyers move from Stranger to Loyal Partner, based on where they are in the buying cycle. If you missed this article, read it now at: http://www.turningpointemarketing.com/Free_Resources/eArticles.html
Next, you create a benefits hierarchy. A benefits hierarchy is a list of WIIFM-oriented advantages, from the most compelling to the least, matched to your buyer, based on their decision-making stage. Not only do you match the WIIFM-oriented message to where the buyer is in your Relationship Funnel, you also decide which “hot button” messaging to use. The hot button categories are:
Product-related: communicates the immediate necessity of a product (or service). Ho
For far too long, we moderns have relied on our analytical/logical brain to make important life decisions. It is my belief that our imaginative/creative brain holds the key to better, smarter and more soulful decisions. This is because the right side of the brain, which loves creativity---taps into your intuitive nature. Take your career for instance. How could following your intuition make you more successful? Because you will be f
Let me explain. Buyers go through stages in their decision-making process. Just like you don’t start at “I’ll take it - no questions asked!” when considering a major purchase (or commitment), buyers for your solution are behaving the same way. There are lots of complicated models to help explain this, but the bottom line is: your buyer might not be ready to hear what you have to say. You have to match your message to their level of “readiness.”
So how do you do this? First, you decide what stage your buyer is in their decision-making process. If you’ve read How to Earn the Right, you’re familiar with the Relationship Funnel, where buyers move from Stranger to Loyal Partner, based on where they are in the buying cycle. If you missed this article, read it now at: http://www.turningpointemarketing.com/Free_Resources/eArticles.html
Next, you create a benefits hierarchy. A benefits hierarchy is a list of WIIFM-oriented advantages, from the most compelling to the least, matched to your buyer, based on their decision-making stage. Not only do you match the WIIFM-oriented message to where the buyer is in your Relationship Funnel, you also decide which “hot button” messaging to use. The hot button categories are:
Product-related: communicates the immediate necessity of a product (or service). Ho
IntroductionVery often people use the words idea and invention too loosely, never thinking about the precise meaning of these two words. Maybe in casual conversation this practice will suffice; however when one is talking in legal terms, these words have different meaning and one should clearly separate them.Defining IdeaIn legal terminology the word idea means something abstract, something that one cannot feel or to
So how do you do this? First, you decide what stage your buyer is in their decision-making process. If you’ve read How to Earn the Right, you’re familiar with the Relationship Funnel, where buyers move from Stranger to Loyal Partner, based on where they are in the buying cycle. If you missed this article, read it now at: http://www.turningpointemarketing.com/Free_Resources/eArticles.html
Next, you create a benefits hierarchy. A benefits hierarchy is a list of WIIFM-oriented advantages, from the most compelling to the least, matched to your buyer, based on their decision-making stage. Not only do you match the WIIFM-oriented message to where the buyer is in your Relationship Funnel, you also decide which “hot button” messaging to use. The hot button categories are:
Product-related: communicates the immediate necessity of a product (or service). Ho
IntroductionWhen viewed from a high level, the cost of poor quality data can affect a company’s bottom-line in two ways. First, there’s the cost of scrap and rework, and second, missed opportunities.An example of scrap and rework costs might be when an agent errs in recording a customer’s address details, and consequently a marketing premium is sent to the wrong address. Later, the customer calls t
Product-related: communicates the immediate necessity of a product (or service). Hot buttons include state-of-the-art, paradigm shift, durability, reliability, integration compatibility, future-ready, successful testing, flexibility, customization, simplicity of design and use
Psychological: addresses the buyer’s most powerful feelings (which are often unconscious) such as survival, fear, power, prosperity, prestige, and love. Hot buttons include first-in-class, name brand, safety, security, the hip-factor, clean technology, social relevance
Economics and Transactional: speaks to the ROI in terms of money and effort. Hot buttons include cost-effective, low-cost financing, easy ways to buy (one-click, credit card, GSA), volume discounts, economies of scale Timing: emphasizes the advantage of buying within a given timeframe, based on season, current events/crises, or a limited promotion. Hot buttons include limited availability, seasonal needs, act now, industry trends, hot topics
For specific examples of this messaging in use, check out ASME’s online samples at http://www.professionalpractice.asme.org/business_functions/techmarketing/3b.htm
We’ve also created a worksheet to help you develop your own benefits hierarchy. You can download on our website at: http://www.turningpointemarketing.com/Free_Resources/eTools/ePackage.html
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