Marketing 101
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Free PDF Download Marketing Happiness - By Jay Hamilton-Roth |
*You know how wonderful your product is.
*You know how great a value it is.
*If people could only hear about it, you think, the product would sell itself.
Communicating your offering to potential customers is marketing. The mistake people make is by simply showing the product (in a flyer, spec sheet, web site, etc.) that it will convince people to purchase it. Theodore Levitt (Harvard Business School) said: "People don't want to buy a quarter-inch drill. They want a quarter-inch hole!"
It's hard to change your perspective (from selling drills) to focus on the dis-interested potential customer (who wants a hole). How do you get their attention?
Here are three key questions your marketing materials need to address:
1. What problem does your product solve?
2. Why should they believe you?
3. Why should they care?
Let's take an example of Janet, who makes earrings. The earrings are beautiful. Her friends love them. People ask about them when she wears them around town. How does she market them?
1. What problem does her product solve? Janet's earrings allow the wearer to express their individuality, since each pair of earrings are unique. They are affordably priced.
2. Why should they believe her? Besides showing a gallery of people wearing her creations, she should seek out testimonials of how people feel when they wear them.
3. Why should they care? People primarily care about 3 things: money, relationship, or health. Janet's earrings are relatively inexpensive ($19.95/pair) [money]. Janet's earrings are made of hypo-allergenic materials, avoiding ear infections [health]. People that wear her earrings feel more attractive and if you feel more attractive, you are more attractive to others [relationship].
What could be some of her simple marketing messages?
* Unique earrings affordably priced. [money]
* Feel more attractive for $19.95 [relationship& money]
* Earrings that people notice. [relationship]
* You're unique. Are your earrings? [relationship]
* What does your earrings say about you? [relationship]
* Earrings that are good for your body [health]
The right message is the one that works in the niche she's focusing on, since each niche has different priorities of money, relationship, and health.
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Free PDF Download Marketing Happiness - By Jay Hamilton-Roth |
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About the Author: Jay Hamilton-Roth RSS for Jay's articles - Visit Jay's website Jay Hamilton-Roth founded Many Good Ideas (http://www.ManyGoodIdeas.com) to help small businesses brainstorm, design, and implement effective marketing strategies. He combines creativity with common sense to demystify the process of getting great results. He has used his high-tech background from MIT to help him launch five businesses. He consults with companies in a wide range of industries and publishes a monthly marketing newsletter and daily marketing blog (http://ask.ManyGoodIdeas.com). He is the host of the new TV series "Business With Passion" (http://TV.ManyGoodIdeas.com). Click here to visit Jay's website. Asymmetry Hyperconnectivity Stress 10 Tips On How To Interview Anyone Do You See What Everyone Else Sees On Your Website Marketing Happiness |
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