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The Marketing Secret That Will Determine the Success Or Failure of Your Business
Written by: Peter GeishekerArticle Overview: You may say that customers should flock to your door because you have developed a better mousetrap. Sorry, but that is not how the world works. The company that wins the most customers is the company with the most appealing marketing message for their mousetrap, not the better mousetrap.
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The Marketing Secret That Will Determine the Success Or Failure of Your Business
The quality of your marketing is the number one factor in
determining if your business will be a success or failure. If your
company's marketing message demonstrates the value of buying your
product or service over that of your competition, your business will
prosper. If your marketing message does a poor job of demonstrating the
value of your product or service, your business will fail.
Understand
that all customers (B2B and B2C) care about the same thing - if I
purchase this item, what's in it for me? What beneficial end result
will I receive? And, will the end result I receive from buying this
item be better than if I bought a competing item? Explaining to
customers why your item produces the most desirable end result is the
job of marketing.
You may say that customers should flock to your
door because you have developed a better mousetrap. Sorry, but that is
not how the world works. The company that wins the most customers is
the company with the most appealing marketing message for their
mousetrap, not the better mousetrap.
Simply put, the company with
the marketing message that most appeals to what customers want, is the
company that wins the most customers.
Okay, so how do you show the value of your product or service in your marketing communications? Here are some examples:
The wrong way: We offer great customer service.
The
right way: We provide our customers with superior customer service by
offering live telephone help 24/7 and we respond to all email within 2
hours.
The wrong way: We offer the best xyz widgets.
The
right way: Our xyz widgets last 27% longer and is 14% more energy
efficient than all competing xyz widgets. Over a 5 year period you will
experience $2700 in savings when you use our xyz widget instead of
competing widgets.
The wrong way: We deliver pizza.
The
right way: Hot fresh pizza delivered in 30 minutes or less guarantee.
(This is the brilliant marketing message Dominos used to become a
leader in delivery pizza sales).
The wrong way: We have a large selection of shoes at great prices.
The
right way: We have over 200 styles of shoes for men, women, and
children with many shoes starting at only $19.99. And, if we do not
have your size in stock, we will ship your shoes to you using FedEx
next day delivery for free.
As you can clearly see, successful marketing is all about offering the end result your target customers want the most.
What is the Secret of Success?
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Your Secret to Internet Marketing Success
Is There A ‘Secret Ingredient’ To Success In Your Internet Marketing Business Opportunity?
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Related Forum Posts
Re: Success
- I study success intently, and would like to share:
Here's two excellent and nearly identical success-formulas from a couple of the world's masters.
FIRST FORMULA:
1. Passionate Desire
2. Clear, Definite Purpose
3. Committed Decision
4. Take Action In Faith
(Bonus Secret Sauce: 5. Repeat Consistently)
I made a video about this, but am not allowed to link it yet. Google "Ryze Success Steps" for it.
Oh, and this is Napoleon Hill's (Master Of Success Laws)'s Formula.
SECOND FORMULA:
1. Passionate Desire
2. Understand It Is Already Done (Faith)
3. Relax & Allow It To Unfold (Go about your life calmly)
This one is courtesy of Abraham-Hicks (inspiration for the movie The Secret).
Hope that helps!
Re: Web Business Podcast is LIVE! :)
- Hi David - have you thought of making these into videos? Even if it doesn't have you live on screen?
Remembering the Success Secret Keywords would be a lot easier if we could see them.
Clothing Niche
- Yasunori, can you dig deeper into the clothing niche? e.g. Business Casual for people 6ft and taller (men only, women only or both).
Victoria Secret is big in Canada because they don't have retail Stores here and the only way to get their product in Canada is thru online purchases. They have a great Hassle-free return policy too.
These maybe the coldest franchises out there:
- Here are the worst 15 performing franchises in regards to having the highest Small Business Administration (SBA) loan failure rates. The list is dotted with sub sandwich shops, fitness centers and car shops.
WORST FRANCHISE LOAN FAILURES Failure %
1 OBEE'S SOUP SALAD SUBS 55.56%
2 LADY OF AMERICA 41.94%
3 COUNTRY CLUTTER (BED & BREAKFAST) 41.18%
4 COPY CLUB 36.36%
5 ALL TUNE AND LUBE 35.71%
6 PICKERMAN'S 35.71%
7 PHILLY CONNECTION 35.59%
8 ROLY POLY ROLLED SANDWICHES 34.78%
9 COTTMAN TRANSMISSION 34.48%
10 HAIR COLOR EXPRESS 33.33%
11 LEE MYLES AUTOMOTIVE TRANSMISSIONS 33.33%
12 GODFATHER'S PIZZA 33.33%
13 SMOOTHIE FACTORY 33.33%
14 BLIMPIE 31.39%
15 GOLF U.S.A. (RETAIL GOLF EQUIP.) 30.77%
Source: Small Business Administration, SBA Loan Performance Within Franchise Code for the Period of FY 2001 - 2005
Re: Fill in the blank: The best decision I ever made with my bus
- Focusing on my Internet Marketing Business
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