A Marketing Lesson From The Godfather
Maybe it was the commercials for the recent release of the
video game based on the movie based on one of my all-time
favorite novels that got me to thinking about how great
marketers are just like Don Corleone, the infamous
We all need to “make ‘em an offer they can’t refuse.”
Now, I’m not suggesting that we all need to start sending
dead fish wrapped in newspaper to anyone who doesn’t buy
from us, or start putting hits out on our competitors –
we’ll leave those particular tactics to the Corleone family.
What I am suggesting is that, like Don Corleone, we tell our
prospects all the reasons why it would be beneficial to them
to do business with us. Highlight those benefits, and make
it so obvious to them that they can’t live (happily) without
your product or service that they are dying to buy from you!
You see – people don’t really care about you – or your
company – or even your product or service all that much.
What they care about is how you and your product or service
will benefit THEM. You’ve heard of WYSIWYG (What You See is
What You Get)? Well, here’s a new one that your customer
repeats every time he reads anyone’s marketing copy: WIIFM
(What’s In It For Me)?
So you tell him! Don’t talk about boring features (the drill
is black and weighs 2 lbs. 3 oz.) – tell him about the
benefits your drill has to offer – (our drill is so light
weight, you won’t feel like your arm is going to fall off –
even after 30 minutes of continuous use!)
Your customers don’t want your drill – they want the hole.
Show him how your drill will solve all of his problems, save
him time, make his life easier, save him money and make him
look like a virtual genius to his friends and family for
having chosen such a perfect drill.
By highlighting the specific benefits of your product or
service, you will appeal to your prospects on an emotional
level – and you’ll have “made ‘em an offer they can’t
refuse!” l level – and you’ll have “made ‘em an offer they
About the Author:
Entrepreneur and outdoor photography adventurer Caroline Melberg is President and CEO of Small Business Mavericks, a division of Melberg Marketing. She has over 20 years of experience creating marketing communications materials and writing copy for some of the largest and most successful companies in the world. Her small business columns are syndicated online, and she publishes the popular eZine, "Small Business Maverick Secrets." Learn insider Maverick Marketing secrets you can use immediately to find new customers and increase your sales. When you subscribe, you'll also get a FREE copy of her e-Book, "Local Small Business Internet Marketing Secrets" - learn insider secrets to marketing your local small business on the Web today! Get your FREE subscription at .
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