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Digg it UP - The Four Questions That Can Help You Focus Your Advertising
Suppose you launch a product in the markets. You have complete faith in it and know that can work wonders for the customer who uses it. However this product could be sitting on the shelf for months on end if the target customer is not aware about its existence. Here is where the role of communication and promotion comes into the picture. Among all other promotional methods and props - car magnets could be one of the most inexpensive but effective ways to grab the eyeballs and achieve the desired effect.The desirability of car magnets is further enhanced when you add the convenience of use and the wide area (covered by the moving vehicle) that could be targeted with this simple device. An effective communication could be put across even in situations such as a traffic jam. The target audience is immediately attracted to a catchy tagline or slogan that is displayed on car magnets and the message is registered on the reader’s mind. The fact that car magnets can be customized to fit any size, shape and design suitable to the product or message also make them very attention grabbing.Product promotion and advertisement is not the only result that could be achieved with the help of car magnets. Generating and spreading awareness is also a key role performed by these seemingly inconspicuous car magnets. The universally recognized ‘red ribbon’ used for aids awareness campaigns is a perfect example. Each time a person notices ‘red ribbon’ car magnets there is immediate recall about the aids campaign which in turn helps the cause stay fresh in people’s mind.In today’s world of cut throat competition the struggle to attract potential consumer attention is going to drastic extents. The information overload on television, newspapers, magazines, hoardings, internet, and pamphlets etc. is simply mind boggling. In this communication jungle, a well written or creatively executed message on car magnets would be a refreshingly welcome change.A creative use for car mag
3. Health.
No one wants to be sick, bald, fat, or look bad in Wranglers. In fashion or in the business of promoting health related products and services, the key thing to remember is the result. It’s how you look and feel after you buy that counts. If you are in the business of selling health, sell the end result. Help your prime prospect get there. Also, set up a means of reward for your prime prospect.
If it is nothing more than a card that says “We noticed how well you are doing...” it will go a long way in reinforcing what your prime prospect is doing. And, if you include a coupon in the card, chances are very good it will be used.
4. Security.
A promise of how to make more money is a good way to get anyone’s attention. That also includes such things as “creating value by using your product or service.”
You can sell a product such as art or jewelry and make people look and feel good but you can be their top choice if you also have a good eye for value. That means you not only appeal to their taste but also to their pocket book. Build a reputation for helping folks create value with their purchase from you. If you sell paintings or collectable, and if your data base is up to snuff, you shoul
Lean manufacturing is a business performance improvement tool that focuses on enhancing quality, cost, delivery, and people. It helps expose waste and makes continuous improvement possible by identifying and eliminating non-value-adding activities in design, production, supply chain and management.Striving to improve competitiveness by providing customers faster and better products or services, which will accomplish more than worrying about the next global crisis, is the basic aim behind lean manufacturing. The only game we need to be adept at today is the one that removes waste so the customer sees more value.In the world of lean manufacturing, companies try to produce only what has been demanded by the customer, and only when the product is required. To optimize benefits of lean throughout the supply chain, it is essential to build a partnership with your suppliers. This partnership must work on the basic principle that you pull only what you consume, and nothing more. Your suppliers restore what you have consumed. In this way, inventories are maintained at their smallest for both dealer and customer.Achieving this level of trust with your supplier will require frequent communication and extensive sharing of information. Successful partnerships result from inviting each other to strategic planning sessions, attending each other's events and participating in other joint activities.Unlike many manufacturing trends, lean manufacturing appears to be here to stay. However, many firms are still struggling to figure out how to make lean manufacturing work for them. The title itself implies that companies will emerge from the program leaner than when they began. The term manufacturing suggests that the program targets the manufacturing process, thereby making the products more consumer-friendly.One good approach is to weave principles, objectives, tools, and methodology behind lean manufacturing into the strategic and business plans of your organ
Jack was the Director of Advertising and Sales Promotion at Remington Arms Company and his four questions have helped me get my ideas focused in every advertising challenge I have ever faced.
After all, some say 85% of all advertising does not work. But when it does, it is pure magic. Let’s see if his four questions are your magic wand.
The Mitchell Four Questions.
Question 1: Who is your best or prime prospect?
The surest way to put your new business in the bankruptcy court is to think everyone is going to beat a path to your door. They will not. You will have a small group of customers who will account for most of your bread and butter business. That is what is meant by the 80/20 principle. Eight percent of your business will most likely come from twenty percent of your customers. Start to think and plan with that key fact in mind. If you do not, you will not have a clue who is buying from you and the media folks will be all over you like buzzards on a dead water buffalo. Get to know that prime prospect like you know your best friend. Develop a mental picture of that prime prospect. When you do, you will focus your efforts at those folks most likely to keep you in business rather than making large donations to the ad of the week club.
To paraphrase President Abraham Lincoln, you can reach all of the people some of the time; some of the people all of the time; but you cannot reach all of the people, all of the time.
Not even the giant Wal-Mart attracts everyone but you can bet they know who their prime prospects are and aim most their approach, right at them.
So where do you start? How do you find out who is going to be that best or prime prospect?
Start at the same place your business idea started. Why in the world did you want to start your business in the first place? Who encouraged you to take that giant step? What did you plan to do different that would attract customers in the first place?
If you have competition, go shop them. Get copies of their advertising. See who they are trying to persuade to come use their products and services. Go to your local community college and university and offer to let their marketing students do a research project on your business. Do online surveys.
Here’s another way to gather information. Create a drawing with a significant prize. Money. A trip. An I-pod. Something cool. If you have a store, do the contest in the store. Encourage everyone who comes through the door to fill out an entry. Do the survey twice a year.
We are looking for demographics in the survey. Demographics are numbers we can measure. How old is your prime prospect? Is the prime prospect female or male? Married or single? Does your prime prospect have a family? How much education? White collar or blue collar? White or minority? How wealthy? Is fitness important? Do they like pets? Member of a church? What is their favorite type of transportation? (Yes pickup drivers and different that Lexus drivers.) Do they drink? Smoke? Play sports? Choose questions that apply to your business and what you offer.
If you haven’t opened your doors, head for the chamber of commerce office and in some cities, your local newspaper. Both can and often do have lots of demographic information on your prime prospect group.
The federal government can be a big help, too. Check out your local Small Business Administration office or check their internet site, http://www.sba.gov for documents that can be very valuable. Census track information is a good place to stick your nose for an afternoon, too. And, be sure to use your nose. Learjets have to be licensed. Learjet pilots have to take check rides. Learjet owners have to register their planes. All have the FAA in common. Do not forget those government agencies. You helped pay for them and in some cases, they are indeed willing and ready to help.
When you apply the answers to how many times the person needs your services--every day, once a week, once a month, once-in-a-lifetime--we start to get a picture of the size of the market. Clearly a small convenience store has a much different market than someone who plans to sell Learjets. The convenience stores my have 90% of its business coming from a radius of five miles while the jet company may have a market which is world-wide.
As you can see, all soon can be some. We are looking for focused marketing. Rather than take a shotgun approach to the marketplace, our aim is to take a rifle shot. We want to take a rifle shot and hit the bulls-eye rather than take a shotgun blast and blow the target away. Each time you can refine some information, you make it possible to define the prime prospect group. Yes, you will discover sub groups of prime prospects with special needs as you move along and that is GREAT! You can target those special prospect groups with targeted custom message aimed just at them using your PC. That is almost free advertising.
When you have good demographics, you can ask the media folks how many of those specific prospects the media rep has in their audience. If they do not have any, you do not buy. It’s that simple. So much for the donation part of your advertising budget.
Question 2: What is their problem?
People buy for a reason. It’s important you discover the reason why they are “willing” to trade their hard earned money for what you have to sell. Here are my ten reasons why people buy something:
1. The nag factor.
If something needs to be fixed in a household it will go unfixed only as long as the fixer is willing to tolerate the nagging of the person demanding the fixing. If you offer the solution to the nagee or a suggestion to the nagger, chances are you will increase your business. An easy solution is more saleable than a pretty product. Sell the solution. Saturday mornings are filled with fix-it shows. Listen to them and see who is calling. You’ll soon get the idea.
2. Acceptance and Entertainment.
If you are in the business of selling something interesting, and that can include the teaching of same, you are in a position to market relief from boredom. Promote what you have that is interesting and different and the information on how to do it and your response will improve. Make a trip to your business an entertaining event and you will profit handsomely. Get your prospect’s hands on something and you will have the upper hand on the sale. And do not forget to offer very high quality, cool, well done Tshirts. That is free advertising and a trendy solution. Just ask the Hard Rock Cafe.
3. Health.
No one wants to be sick, bald, fat, or look bad in Wranglers. In fashion or in the business of promoting health related products and services, the key thing to remember is the result. It’s how you look and feel after you buy that counts. If you are in the business of selling health, sell the end result. Help your prime prospect get there. Also, set up a means of reward for your prime prospect.
If it is nothing more than a card that says “We noticed how well you are doing...” it will go a long way in reinforcing what your prime prospect is doing. And, if you include a coupon in the card, chances are very good it will be used.
4. Security.
A promise of how to make more money is a good way to get anyone’s attention. That also includes such things as “creating value by using your product or service.”
You can sell a product such as art or jewelry and make people look and feel good but you can be their top choice if you also have a good eye for value. That means you not only appeal to their taste but also to their pocket book. Build a reputation for helping folks create value with their purchase from you. If you sell paintings or collectable, and if your data base is up to snuff, you should
Growing up we where all told in order to make it in life that you must go out there and work hard for everything you want in life. The harder you work the more you will succeed. Is this really that true though anymore? Now a day people seem to work harder then ever before, and still come up empty handed.So is working harder really getting us to where we want to be at in life? More then likely the only place its getting you is laying on our bed with a bad back or a huge headache. The new age is upon us, and now people are looking for ways to work smarter and not harder.There are a number of different ways one can go out and take full control of his or her finical freedom simply by working smarter, and throwing the rule book out the window. The first step to any success story is you need to go out and take a chance. One of the biggest reasons why people dont take these life-changing chances are because they cannot handle change, and they are happy with going to work and making peanuts.When really all it takes it a little change to make a big difference. Some things you can look into for example are investments, real estate, stocks, and money markets. These are just a few to name. Even though these are all find ways to earn money you still need something that will get you that type of money to send you over the edge, and really make you feel at control.The rich get richer because they dont work for their money they go out and make their money work for them. Now you might says its easy when you have all that money, however everyone had to start out small, and that is exactly what you will have to do as well. Start small and work your way to the top.One thing I have come to realize is you need to have your money well diversified into a number of different areas. Doing so will allow you not to have to rely on just one source of income. Another thing a lot of people are doing today is starting up their home business. This is something you should lo
Not even the giant Wal-Mart attracts everyone but you can bet they know who their prime prospects are and aim most their approach, right at them.
So where do you start? How do you find out who is going to be that best or prime prospect?
Start at the same place your business idea started. Why in the world did you want to start your business in the first place? Who encouraged you to take that giant step? What did you plan to do different that would attract customers in the first place?
If you have competition, go shop them. Get copies of their advertising. See who they are trying to persuade to come use their products and services. Go to your local community college and university and offer to let their marketing students do a research project on your business. Do online surveys.
Here’s another way to gather information. Create a drawing with a significant prize. Money. A trip. An I-pod. Something cool. If you have a store, do the contest in the store. Encourage everyone who comes through the door to fill out an entry. Do the survey twice a year.
We are looking for demographics in the survey. Demographics are numbers we can measure. How old is your prime prospect? Is the prime prospect female or male? Married or single? Does your prime prospect have a family? How much education? White collar or blue collar? White or minority? How wealthy? Is fitness important? Do they like pets? Member of a church? What is their favorite type of transportation? (Yes pickup drivers and different that Lexus drivers.) Do they drink? Smoke? Play sports? Choose questions that apply to your business and what you offer.
If you haven’t opened your doors, head for the chamber of commerce office and in some cities, your local newspaper. Both can and often do have lots of demographic information on your prime prospect group.
The federal government can be a big help, too. Check out your local Small Business Administration office or check their internet site, http://www.sba.gov for documents that can be very valuable. Census track information is a good place to stick your nose for an afternoon, too. And, be sure to use your nose. Learjets have to be licensed. Learjet pilots have to take check rides. Learjet owners have to register their planes. All have the FAA in common. Do not forget those government agencies. You helped pay for them and in some cases, they are indeed willing and ready to help.
When you apply the answers to how many times the person needs your services--every day, once a week, once a month, once-in-a-lifetime--we start to get a picture of the size of the market. Clearly a small convenience store has a much different market than someone who plans to sell Learjets. The convenience stores my have 90% of its business coming from a radius of five miles while the jet company may have a market which is world-wide.
As you can see, all soon can be some. We are looking for focused marketing. Rather than take a shotgun approach to the marketplace, our aim is to take a rifle shot. We want to take a rifle shot and hit the bulls-eye rather than take a shotgun blast and blow the target away. Each time you can refine some information, you make it possible to define the prime prospect group. Yes, you will discover sub groups of prime prospects with special needs as you move along and that is GREAT! You can target those special prospect groups with targeted custom message aimed just at them using your PC. That is almost free advertising.
When you have good demographics, you can ask the media folks how many of those specific prospects the media rep has in their audience. If they do not have any, you do not buy. It’s that simple. So much for the donation part of your advertising budget.
Question 2: What is their problem?
People buy for a reason. It’s important you discover the reason why they are “willing” to trade their hard earned money for what you have to sell. Here are my ten reasons why people buy something:
1. The nag factor.
If something needs to be fixed in a household it will go unfixed only as long as the fixer is willing to tolerate the nagging of the person demanding the fixing. If you offer the solution to the nagee or a suggestion to the nagger, chances are you will increase your business. An easy solution is more saleable than a pretty product. Sell the solution. Saturday mornings are filled with fix-it shows. Listen to them and see who is calling. You’ll soon get the idea.
2. Acceptance and Entertainment.
If you are in the business of selling something interesting, and that can include the teaching of same, you are in a position to market relief from boredom. Promote what you have that is interesting and different and the information on how to do it and your response will improve. Make a trip to your business an entertaining event and you will profit handsomely. Get your prospect’s hands on something and you will have the upper hand on the sale. And do not forget to offer very high quality, cool, well done Tshirts. That is free advertising and a trendy solution. Just ask the Hard Rock Cafe.
3. Health.
No one wants to be sick, bald, fat, or look bad in Wranglers. In fashion or in the business of promoting health related products and services, the key thing to remember is the result. It’s how you look and feel after you buy that counts. If you are in the business of selling health, sell the end result. Help your prime prospect get there. Also, set up a means of reward for your prime prospect.
If it is nothing more than a card that says “We noticed how well you are doing...” it will go a long way in reinforcing what your prime prospect is doing. And, if you include a coupon in the card, chances are very good it will be used.
4. Security.
A promise of how to make more money is a good way to get anyone’s attention. That also includes such things as “creating value by using your product or service.”
You can sell a product such as art or jewelry and make people look and feel good but you can be their top choice if you also have a good eye for value. That means you not only appeal to their taste but also to their pocket book. Build a reputation for helping folks create value with their purchase from you. If you sell paintings or collectable, and if your data base is up to snuff, you shoul
The data gathering exercise results in quantitative data in abundance. How you want to analyze it depends broadly on your plan to arrive at the solution. Nevertheless, it depends on three fundamental questions. But as a precursor to these questions, one must keep in mind that the larger purpose of using wide ranging interacting data is to understand the processes, problems and the best possible solutions as applied to Six Sigma implementation.Six Sigma: Statistical ThinkingStatistical thinking involves the tendency to want to study the complete contextual situation when a wide ranging statistical inputs and control factors of several natures may be interacting simultaneously to produce a particular output.To understand the principle better, one can begin with the one factor at a time (OFAT) theory, which refers to the natural tendency of the investigator to change only one factor at a time and ‘record’ the results until all other factors are tested this way. The results need to be put in place in the natural logical manner that would have occurred had the study been conducted in the opposite of OFAT.The Fundamental QuestionAs we discussed earlier, there are three fundamental questions that need to be addressed in the order that the data is analyzed.1. Whether the level of the measurement of the variables is known? If yes;a. Nominal or Crude Ordinalb. Good Ordinal or Interval or Ratio2. Size of the sample is another consideration. What kinds and how many of them are being considered?a. One sample onlyb. Two samples; Specify either dependent or independentc. Multiple samples; Specify either dependent or independent3. What are my anticipations about the statements on data that I will be able to make?a. Define the sample data but without generalizing to the larger batch sizei. Discuss each factor such as distribution, central tendency and variation in the context of a single
If you haven’t opened your doors, head for the chamber of commerce office and in some cities, your local newspaper. Both can and often do have lots of demographic information on your prime prospect group.
The federal government can be a big help, too. Check out your local Small Business Administration office or check their internet site, http://www.sba.gov for documents that can be very valuable. Census track information is a good place to stick your nose for an afternoon, too. And, be sure to use your nose. Learjets have to be licensed. Learjet pilots have to take check rides. Learjet owners have to register their planes. All have the FAA in common. Do not forget those government agencies. You helped pay for them and in some cases, they are indeed willing and ready to help.
When you apply the answers to how many times the person needs your services--every day, once a week, once a month, once-in-a-lifetime--we start to get a picture of the size of the market. Clearly a small convenience store has a much different market than someone who plans to sell Learjets. The convenience stores my have 90% of its business coming from a radius of five miles while the jet company may have a market which is world-wide.
As you can see, all soon can be some. We are looking for focused marketing. Rather than take a shotgun approach to the marketplace, our aim is to take a rifle shot. We want to take a rifle shot and hit the bulls-eye rather than take a shotgun blast and blow the target away. Each time you can refine some information, you make it possible to define the prime prospect group. Yes, you will discover sub groups of prime prospects with special needs as you move along and that is GREAT! You can target those special prospect groups with targeted custom message aimed just at them using your PC. That is almost free advertising.
When you have good demographics, you can ask the media folks how many of those specific prospects the media rep has in their audience. If they do not have any, you do not buy. It’s that simple. So much for the donation part of your advertising budget.
Question 2: What is their problem?
People buy for a reason. It’s important you discover the reason why they are “willing” to trade their hard earned money for what you have to sell. Here are my ten reasons why people buy something:
1. The nag factor.
If something needs to be fixed in a household it will go unfixed only as long as the fixer is willing to tolerate the nagging of the person demanding the fixing. If you offer the solution to the nagee or a suggestion to the nagger, chances are you will increase your business. An easy solution is more saleable than a pretty product. Sell the solution. Saturday mornings are filled with fix-it shows. Listen to them and see who is calling. You’ll soon get the idea.
2. Acceptance and Entertainment.
If you are in the business of selling something interesting, and that can include the teaching of same, you are in a position to market relief from boredom. Promote what you have that is interesting and different and the information on how to do it and your response will improve. Make a trip to your business an entertaining event and you will profit handsomely. Get your prospect’s hands on something and you will have the upper hand on the sale. And do not forget to offer very high quality, cool, well done Tshirts. That is free advertising and a trendy solution. Just ask the Hard Rock Cafe.
3. Health.
No one wants to be sick, bald, fat, or look bad in Wranglers. In fashion or in the business of promoting health related products and services, the key thing to remember is the result. It’s how you look and feel after you buy that counts. If you are in the business of selling health, sell the end result. Help your prime prospect get there. Also, set up a means of reward for your prime prospect.
If it is nothing more than a card that says “We noticed how well you are doing...” it will go a long way in reinforcing what your prime prospect is doing. And, if you include a coupon in the card, chances are very good it will be used.
4. Security.
A promise of how to make more money is a good way to get anyone’s attention. That also includes such things as “creating value by using your product or service.”
You can sell a product such as art or jewelry and make people look and feel good but you can be their top choice if you also have a good eye for value. That means you not only appeal to their taste but also to their pocket book. Build a reputation for helping folks create value with their purchase from you. If you sell paintings or collectable, and if your data base is up to snuff, you shoul
If you are an employee, then, one of these things will happen to you soon: you resign, get retrenched, or retire. Gone are the days when good performance on the job guaranteed job security. Today, a computer, software, or an experienced hand from another company or country could replace you.Many businesses are under intense economic pressure. The company you work for would downsize anytime, perhaps somebody is taking over it or it is reorganizing. The easiest way for businesses to cut cost is to eliminate human beings.How than does one secure his job and ensure that those paychecks come in? If you want to protect and fortify your finances, fire your boss now and be your own boss.If you have little kids or if you are young, your financial future is very important. If you are old, do you want to use social security paychecks to train your children or fund your retirement?Rather than remain an employee, working practically all your life, resign now and start your own business and become an instant CEO. To own your company is an achievement on its own. And it guarantees steady and secured income for life. Decades ago, wealth were all individuals, today, it is corporate. The businesses generate the big money—Bill Gates is not the richest man, Microsoft is.You are always self-employed, working for yourself and you are always the CEO of your life but you never fully pursued it. You need to fire your boss now and be your own boss. But being your own boss is a hell of a challenge, and as the day goes by, the challenges don’t go away, they become bigger. Also, the reward gets bigger too hence a CEO should develop the habit of carrying an army knife all the time so that whenever there is a loose screw or broken stuff he could fix it or whenever he sees an erring employee or a fierce competitor, he could stab him.Visit http://superriches.com/linkdw.htm and download Secrets of billionaires—how to be super rich free and learn how to start and prosp
When you have good demographics, you can ask the media folks how many of those specific prospects the media rep has in their audience. If they do not have any, you do not buy. It’s that simple. So much for the donation part of your advertising budget.
Question 2: What is their problem?
People buy for a reason. It’s important you discover the reason why they are “willing” to trade their hard earned money for what you have to sell. Here are my ten reasons why people buy something:
1. The nag factor.
If something needs to be fixed in a household it will go unfixed only as long as the fixer is willing to tolerate the nagging of the person demanding the fixing. If you offer the solution to the nagee or a suggestion to the nagger, chances are you will increase your business. An easy solution is more saleable than a pretty product. Sell the solution. Saturday mornings are filled with fix-it shows. Listen to them and see who is calling. You’ll soon get the idea.
2. Acceptance and Entertainment.
If you are in the business of selling something interesting, and that can include the teaching of same, you are in a position to market relief from boredom. Promote what you have that is interesting and different and the information on how to do it and your response will improve. Make a trip to your business an entertaining event and you will profit handsomely. Get your prospect’s hands on something and you will have the upper hand on the sale. And do not forget to offer very high quality, cool, well done Tshirts. That is free advertising and a trendy solution. Just ask the Hard Rock Cafe.
3. Health.
No one wants to be sick, bald, fat, or look bad in Wranglers. In fashion or in the business of promoting health related products and services, the key thing to remember is the result. It’s how you look and feel after you buy that counts. If you are in the business of selling health, sell the end result. Help your prime prospect get there. Also, set up a means of reward for your prime prospect.
If it is nothing more than a card that says “We noticed how well you are doing...” it will go a long way in reinforcing what your prime prospect is doing. And, if you include a coupon in the card, chances are very good it will be used.
4. Security.
A promise of how to make more money is a good way to get anyone’s attention. That also includes such things as “creating value by using your product or service.”
You can sell a product such as art or jewelry and make people look and feel good but you can be their top choice if you also have a good eye for value. That means you not only appeal to their taste but also to their pocket book. Build a reputation for helping folks create value with their purchase from you. If you sell paintings or collectable, and if your data base is up to snuff, you shoul
Have you ever recruited someone who looked good at interview only to find out when they started that they “Were not up to it” or, “They just didn’t seem to fit in”. Most of us have made these mistakes (if you haven’t, then you are probably new to management). Why?• We often rely too much on the interview as the main selection process, or• We place too much emphasis on professional credentials at the expense of ability to do the job and best values fit, or• We recruit too often “in our own likeness”.What’s the best way of finding out whether someone can do the job? Try them out. Not all of us have the resources to be able to “give someone a go”, unless we are recruiting for a position such as “air traffic controller”. As a regular flyer, I know that I would be worried if the recruitment process for air traffic controllers relied principally on the interview! Having worked with a number of air traffic controllers, I now rest easy knowing that a major part of the selection process is simulations of actual flight control. So, if you have the resources, go for simulation.Without simulations, we must still rely on the interview. Unfortunately, numerous studies suggest that the interview (by itself) is an ineffective selection method. Why? Let me pose the question – “How similar is an interview to the type of work the person is expected to do?” If interviewing is not a major part of the normal day to day activities of the position for which you are recruiting, then the selection interview is not replicating the work, but is merely a discussion on what the person has done or might be able to do. Take for example the following questions, often asked:• Tell me about your duties in your last position.• What did you like most about the job?• What did you like least about the job?• Why do you want this job?• Where do you want to be five years from now?• How do you feel about working for a demanding bo
3. Health.
No one wants to be sick, bald, fat, or look bad in Wranglers. In fashion or in the business of promoting health related products and services, the key thing to remember is the result. It’s how you look and feel after you buy that counts. If you are in the business of selling health, sell the end result. Help your prime prospect get there. Also, set up a means of reward for your prime prospect.
If it is nothing more than a card that says “We noticed how well you are doing...” it will go a long way in reinforcing what your prime prospect is doing. And, if you include a coupon in the card, chances are very good it will be used.
4. Security.
A promise of how to make more money is a good way to get anyone’s attention. That also includes such things as “creating value by using your product or service.”
You can sell a product such as art or jewelry and make people look and feel good but you can be their top choice if you also have a good eye for value. That means you not only appeal to their taste but also to their pocket book. Build a reputation for helping folks create value with their purchase from you. If you sell paintings or collectable, and if your data base is up to snuff, you should be able to create mini newsletters to keep your clients informed what their favorite artist is doing...and selling. Each time you remind them that they have purchased something very special from you, you have reinforced their decision to buy from you and that will make it easier for them to buy more!
4. Adventure.
Life is an adventure, right? Are you in the business of selling one? People who offer tents should “sell” camping. People who offer campers should sell life on the road. People who offer back woods or outfitter trips should sell the outdoors. If you offer things to the adventurous, sell the adventure. Get good pictures and use them everywhere. Promote your expertise and share your expertise. Use teaching seminars to expand your market base. Teach the how to and your prime prospect will bring along the want to.
5. Security.
We all want to be safe and warm, even when dangling off the side of a mountain. We want to keep all of our money. We want safe transportation for our family. We want to make good investments that we can show off and enjoy. We all want to live healthy until one second before we die at 150. Anything that helps us do those things is likely to get attention. That is security. If you are in the business of offering products or services that focus on security, make sure you focus on security and how you do a better job of offering that than your competitors do. Do lie. Do.
6. Learning.
If you sell books, adventure, new technology, sports equipment, art, you are in the teaching business. A very important part of your ability to succeed is your ability to convince others that you are indeed an expert in your field and worthy of attention. Create mini seminars for the new-bees in your field and teach them about the sizzle of your business and show them the variety of steaks.
When you teach people about what you offer, you are actually creating customers and a brag factor--that can create word of mouth advertising for you.
7. Clothing.
Clothing is worthy of special mention. We spend tons of money on it not because we need it so much as how we think we will look in it. If you are in the clothing business always remember it is the look. Sell the look and reinforce the look. Develop your public eye and when you see a customer you know in public and notice how good they look, send them a note. They will look at you as a result.
Use local models. No, they do not have to be skinny New York types to get attention. Pick models in groups. Use high school kids in a group shot. Use seniors in a group shot. Use working moms in a group shot. Use small kids in a group shot. The groups will soon get noticed. Nothing attracts attention like a picture--especially if it is a picture of people you may know. Reinforce your customer’s decision to buy from you. Use the faces of local or famous folks who have!
8. Food & Water.
It must be fresher, healthier, or cheaper to get attention. Sometimes just being there is also a big factor. If you cannot compete with the price places, you will have to offer more service. Share expertise. Create event marketing. What if the small grocer brought in a gourmet cook, partnered with a gourmet cookware outlet down the street, and offered cooking classes for free or a nominal fee? What if clips from those classes turned into commercials and print ads? Think attendance and sales would go up?
Do not be a bump on the log of complaint that the big guys are winning. Be the branch that bends in the wind but is always getting stronger. Look for opportunity!
9. Love, companionship, sex.
No one wants to be alone. Not one wants to live by themselves. We all want to laugh. We all want close friends. We all want a good lover. Package what you sell and take advantage of the opportunity to make people happier and your advertising will be more successful. Sell the solution. Take another look at what you sell. Is it something that will help someone expand their horizon? Is it something that will lead to involvement? Position it. Show the situation. Sell the solution.
10. Social involvement.
Back to the sizzle. Marketers use to say anything red will sell in Nebraska. That is because the Nebraska football team is a state religion. It brings people together for parties of all kind and creates the third largest city in the state when the football stadium fills. There are people in Nebraska who make all of their money in just the few short weeks around a college football season.
They sell sizzle. They sell being part of the big red. Can you be part of something big? Can you create something social? Can you create an event? Event marketing takes time but it can also involve some of your very best customers. Invite them to be part of your event. It will help your word of mouth advertising.
As you can see, when you approach advertising as an opportunity to solve a basic need, the opportunity has a different dimension. Different is often the key. Different creates interest. Interest creates customers. Develop your profiles, both demographic and psychographic, and then study what needs you can solve. Solve those problems with solutions that address some of the things we have just covered. Become the expert who offers an honest, valuable, fun solution and you’ll become rich.
3. What is your product or service?
Now that we have covered the 10 top needs list, what is your product or service. What are you really selling? Your product or service MUST solve a basic need o get your prospect to ACT!
Paint the success picture. Teach people how to use what you have to sell. Show them how their lives will improve. Make your idea logical and reasonable. Make it fun.
Solve a basic need and you will get attention. Make your solution an easy and fun one and you will get attention. Remember to be friendly in everything you do. Three of the most powerful words in marketing today are, after all…Welcome to Wal-Mart.
4. How do you break the boredom barrier?
Before the Internet, the average American is exposed to 2,400 commercial messages a day. That total is growing because we are expanding our access to information and anytime that happens we expand our ability to advertise. That is capitalism and that is good.
The problem is mud. Too many messages turn into forgettable mud. In fact, 85 cents of every advertising dollar is wasted. That is a lot of m
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