The Biggest Marketing Secret in the World - Even Billion Dollar Companies Don't Know This
The Biggest Marketing Secret in the World - Even Billion Dollar Companies Don't Know This
You don't care about the name of the company, what's that got to do with a benefit to you?
Let's face it. We're all selfish. We care about ourselves 10,000 times more than another person, let alone a company. So what we base our decisions on are emotional benefits... to ourselves.
With that 'filter' in place, we look at how we want to spend our money.
We want to trust the company we buy from, but as companies don't have a personality, we look at the person who represents the company in the ads.
If a company is brave enough to put a personality forward in their marketing, by using a person's name, then we judge whether they are relatable to use. If they are, we think, that company might be worth buying from... I relate to that person. And as I relate to that person, the company must be okay too.
There are two fantastic examples of this to demonstrate the point. There is a major retailer that promotes their company name and brand themselves as the biggest retailer of electrical appliances. They hammer this in all their advertising. But they never give you a person to relate to.
Another major retailer entered the market place over 20 years ago and they told a story of how they got started and kept running ads with the CEO on them. His voice was always on the ads and he personalized the company because he was the person you related to and bought from.
This second company now totally monopolizes the retail industry and left the biggest retailer of electrical appliances way behind.
This same company decided to branch out with a store that competed with its own, however there was no owner promoting the new store. I realised right then the CEO didn't understand why his own major franchise was successful! How incredible.
Another example happened with an insurance company. One company had the country sewn up. It had massive market share, but then another insurance company came along and personalised their company by using a pretty lady to represent their company on all their advertising.
Then they put a catchy jingle on the end with the pretty lady smiling and bingo, they took over the market share in very quick order.
So if this principle works for billion dollar companies it will work for you in your small business.
How are you representing your company with all your marketing?
Are you giving them a person to relate to, or do you expect people to like your company?
You don't trust companies, you trust the people you see and talk to who represent the company. Who is representing yours?
How do you use this principle? Simple.
Always use a photo of a person in your marketing, preferable yourself the business owner.
And remember this law of advertising...
There are always two sales you have to make in business; firstly there is the person then after the person is 'sold' to the customer, next comes the company.
If you skip the first step your sales will never be great. If you do it well, your company may just become the next billion dollar company that takes over from some other's monopoly of the industry.
The Biggest Marketing Secret in the World Even Billion Dollar Companies Dont Know This - To learn more about this author, visit Tim Stokes's Website.
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People want to buy from a person, not a company. Think about this yourself. You will remember a company when you liked the person there and want to buy from the company again because of it.
You don't care about the name of the company, what's that got to do with a benefit to you?
Let's face it. We're all selfish. We care about ourselves 10,000 times more than another person, let alone a company. So what we base our decisions on are emotional benefits... to ourselves.
With that 'filter' in place, we look at how we want to spend our money.
We want to trust the company we buy from, but as companies don't have a personality, we look at the person who represents the company in the ads.
If a company is brave enough to put a personality forward in their marketing, by using a person's name, then we judge whether they are relatable to use. If they are, we think, that company might be worth buying from... I relate to that person. And as I relate to that person, the company must be okay too.
There are two fantastic examples of this to demonstrate the point. There is a major retailer that promotes their company name and brand themselves as the biggest retailer of electrical appliances. They hammer this in all their advertising. But they never give you a person to relate to.
Another major retailer entered the market place over 20 years ago and they told a story of how they got started and kept running ads with the CEO on them. His voice was always on the ads and he personalized the company because he was the person you related to and bought from.
This second company now totally monopolizes the retail industry and left the biggest retailer of electrical appliances way behind.
This same company decided to branch out with a store that competed with its own, however there was no owner promoting the new store. I realised right then the CEO didn't understand why his own major franchise was successful! How incredible.
Another example happened with an insurance company. One company had the country sewn up. It had massive market share, but then another insurance company came along and personalised their company by using a pretty lady to represent their company on all their advertising.
Then they put a catchy jingle on the end with the pretty lady smiling and bingo, they took over the market share in very quick order.
So if this principle works for billion dollar companies it will work for you in your small business.
How are you representing your company with all your marketing?
Are you giving them a person to relate to, or do you expect people to like your company?
You don't trust companies, you trust the people you see and talk to who represent the company. Who is representing yours?
How do you use this principle? Simple.
Always use a photo of a person in your marketing, preferable yourself the business owner.
And remember this law of advertising...
There are always two sales you have to make in business; firstly there is the person then after the person is 'sold' to the customer, next comes the company.
If you skip the first step your sales will never be great. If you do it well, your company may just become the next billion dollar company that takes over from some other's monopoly of the industry.
The Biggest Marketing Secret in the World Even Billion Dollar Companies Dont Know This - To learn more about this author, visit Tim Stokes's Website.
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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