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The Law of Focus – Own a Word in the Customer's Mind

Guest post by: Michael Farrell

Article Overview: The key activity is to burn your way into the mind of customer by narrowing focus into single word or concept, explains Mike Farrell with aspenIbiz. FedEx put overnight delivery into minds of customer; Crest (prevents) cavities; Domino’s delivers (pizza). Read this post to learn how to develop focus and the key word or concept to burn into the mind of your customer or prospect.

The Law of Focus – Own a Word in the Customer's Mind

The Law of Focus - the most powerful concept in marketing is to own a word in the prospect's mind.

The key activity is to "burn" your way into the mind of the lead or customer by narrowing the focus to a single word or concept.

Federal Express was able to put the word "overnight" in the mind of its prospects because it sacrificed its product line and focused on overnight package delivery only.

When FedEx later got into home or business delivery, in a few days it created a new category and called it FedEx Ground.

Some go even further to solidify their position. Heinz owns the word ketchup. But they wanted to drive the point home with "slowest ketchup in the West", preempting other suppliers of ketchup that were trying to emphasize thickness. This additional concept of a few more words around the key word is called a long tail and helps Heinz maintain a 50% market share.

The essence is to use your copy, the words in your hypnotic message, to narrow the focus so you become stronger. You can't stand for something if you chase everything. Use market research where you define your target market ... what they need ... developing a product that meets these needs ... and use copywriting to create a perception that you are best at solving their problem. Then test, monitor, and iterate to ensure you are perceived that way in the mind of your customer.

Here are a few more examples:

Crest ... prevents cavities

Mercedes ... engineers luxury passenger vehicles

Domino's ... delivers pizza to your home

Nordstrom ... provides superior service by offering a personal shopper

Many Internet Marketing entrepreneurs are using techniques and tools like mind-mapping, keyword research, Attraction Marketing Formula, Magnetic Sponsoring, and MindMeister to position themselves and their products to solve the needs of the customer or prospect focusing on a single word or concept. They then use hypnotic writing skills to not emphasize why their offering is better, feature and function-wise, over a competitor's offering but to develop a message that will seduce and persuade a customer to take the action you want.

Marketing is not a battle of products. It is a battle of focus for a single word or concept in the mind of the lead or customer.

You can find out more about Internet Marketing and home-based businesses by reading updates that will be posted at my blog over the next few weeks.

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Article Tags: Attraction Marketing Formula, brand You Inc, Digital Entrepreneur, Internet Marketing, Magnetic Sponsoring, Mike Farrell aspenIbiz



Related Forum Posts
Re: What's Up With Word Clouds? - I would like to see Word Clouds used in conjunction with a Survey. I've been experimenting with Word Clouds within Google Docs forms using the advanced Word Cloud Widget.
Re: Two Useful Books To Help You Focus On The CLIENT - Hi David, To add to your thread, I'd like to recommend Jonathan Tisch's "Chocolates On The Pillow Aren't Enough: Reinventing The Customer Experience". Tisch's book includes content on "Welcoming Customers", "The New Art of Customization", "The Challenges of Customer Diversity" and "Offering Something Extra to Your Customers" to name a few.
Measuring Word of mouth - [quote="jvprosperity":2l2ujat4]I couldn't find the Part 1 Doctrine on the site but I believe from reading the blog posts it had to do with the distractions entrepreneurs and their customers face daily. He may have also talked about Word of Mouth and the true way of measuring it.[/quote:2l2ujat4] Hi Andy, So how can one measure "Word of Mouth" marketing then?
How to Do Great Marketing with (Amost) No Money - I've given this presentation to CEOs many times. Now i can share it with you. But I cannot because I do not yet have 20 posts. Jeff Ogden, President Find New Customers
Re: Quote of the Day - ?"Where focus goes energy flows." - Tony - Focus on a single task, eliminate millions of disractions


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