|
|
Like this article? PLEASE +1 it! |
|
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.
![]() |
Free Download - How to market your business with Twitter By Peter Geisheker |
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.
|
About the Author: Peter Geisheker RSS for Peter's articles - Visit Peter's website Peter Geisheker is the CEO of The Geisheker Group marketing firm Peter develops and implements strategic marketing programs for businesses of all sizes. For a no-obligation quote, contact The Geisheker Group Marketing Company today by calling 920-471-1638 or visit us at http://www.geisheker.com. Click here to visit Peter's website Winning Sales Letter Write Marketing Plan |
Related Forum Posts
Share this article with your friends. Fund someone's dream.
Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.
Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!
Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.



