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A Marketing Lesson From The Godfather

Written by: Caroline Melberg

Article Overview: In marketing our product, we need to "make 'em an offer they can't refuse."

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
Godfather.

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
can’t refuse!”

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 .

Want to use this article in YOUR eZine or business publication? You can, as long as you include the complete article along with my bio above!

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Related Forum Posts
Mafia Joke!! - A Mafia Godfather finds out that his bookkeeper has screwed him out of ten million bucks; his bookkeeper is deaf. It was considered an occupational benefit, and the reason he got the job in the first place, since it was assumed that a deaf bookkeeper would not be able to hear anything that he’d ever have to testify about in court. When the Godfather goes to shakedown the bookkeeper about his missing $10 million bucks, he brings along his attorney, who knows sign language. The Godfather asks the bookkeeper: “Where is the 10 million bucks you embezzled from me?” The attorney, using sign language, asks the bookkeeper where the 10 million bucks is hidden. The bookkeeper signs back: “I don’t know what you are talking about.” The attorney tells the Godfather: “He says he doesn’t know what you’re talking about.” That’s when the Godfather pulls out a 9 mm pistol, puts it to the bookkeeper?s temple, cocks it, and says: “Ask him again!” The attorney signs to the underling: “He’ll kill you for sure if you don’t tell him!” The bookkeeper signs back: “OK! You win! The money is in a brown briefcase, buried behind the shed in my cousin Enzo’s backyard in Queens!” The Godfather asks the attorney: “Well, what’d he say?” The attorney replies: “He says you don’t have the balls to pull the trigger.”
Wii for everyone? - Hi Kevin - most of the games are party games but you can have fun with some of them on your own - the Godfather, for example, was one that had me hooked for a number of months as I worked my way through the scenarios.
Re: What is your Business? - We are running a Online Marketing Firm and we have some good clients to which we are offering a complete Digital Marketing strategy like Search, Mobile Marketing, Branding and Design. I think in Online Marketing company online presence can be a wining factor for the success of the company.
Re: Let’s talk about the ways of marketing your products, servic - I agree with some of the others who responded it depends on what your selling... but to answer your questions here are some of the methods I use. Forum Marketing Yahoo Answers (I need to use more of) SEO (Search Engine Optimization) Bum Marketing or Article marketing P-P-C (Pay Per Click) Marketing Online Directories Hope this helps.
Re: Should Evan add a "Social Media Marketing" category to the f - Hi, Online Marketing would be a great title, and having sub categories would make it even better, there would plenty of categories to choose from, Social Media, SEO, Article Marketing and yes even Affiliate Marketing to name just a few, great looking site btw Jeff, take care, Carol


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