3 Marketing Myths that are Stopping you Succeed!
3 Marketing Myths that are Stopping you Succeed!
That is not true - if it was then companies like Rolex and would not exist - Timex would have put them out of business a long time ago. Despite the ease of research that the internet affords - buyers are generally lazy and don't undertake full research. Even on eBay where it is far easier to check the relative prices of a product - people often buy a product at a higher price than they could. So what causes people to buy? These are called buying triggers - the most common are:
Confidence in the seller
A high perceived value
Recommendations
Ease of purchase
Blasting Myth 1:
Establish your credentials - for example we have over 20 years of business consultancy experience - so we know what works and what does not work in a business.
Find ways of enhancing the perceived value of your product or service by adding extras or clearly demonstrating the value of it's purchase.
Ensure that you include some actual recommendations within your sales letter.
Make it easy to purchase and receive your product by not introducing any barriers to purchase such as extra forms, obscure or complex payment methods.
Myth 2: Offering your customers numerous different options will boost your sales
When confronted with several options, most customers have difficulty making a decision. They often react by procrastinating - and going to a seller who offers a clearer product. Now by this we don't say add extras or up sells, just clearly state what is included in the product and don't offer options that not only confuse but making your selling and processing more difficult.
The human mind works better when offered the two options "buy", "don't buy".
Blasting Myth 2:
Only offer one product - or product package per page. You can have a clear (and short) menu on each page to encourage multiple purchases.
If you have more than one option for a product or service - then give them different names and present them each separately. For example you can call them "silver service", "gold service", "opal service" etc. This is what we did with our various marketing services and it works quite well.
You should always aim at a small, easily understood product or service range. You should be able to explain each of your products in one or two sentences. If you can't do this - how do you expect your potential buyers to understand what they are buying?
Myth 3: Everybody Needs My Product or Service
Unfortunately, most people don't believe that they do need a particular service of product. Obviously with items such as Ipods - your teenager will try and tell you they really, really, really need one, but this is peer pressure that has been built up with millions of dollars. Much of this was spent on research into what there market wanted - and they got it right!
If you believe this myth then you also believe that you can succeed without doing much marketing or selling. Unfortunately, despite what some marketers tell you - it does not happen that way. Undoubtedly there some very successful marketers around, but they will all admit that a great deal of market research, testing and reviewing of their offerings - happened before they became successful.
Building a successful business is hard work - most of it devoted to finding potential customers and then matching them with your products and services. Even if most people can use your product or service, you still need a marketing strategy to reach them and a persuasive sales message to close sales - because you can bet your last dollar - that where there a lots of potential customers there are just as many sellers.
Blasting Myth 3:
Do your homework - find out where your potential customers are, what particular needs and desires they have and what they are seeking to solve these.
Look for a narrowly defined niche market where your product or service will solve a unique need of the customers.
Design your product or service to meet these needs.
Test, Change, Test, Refine, Test and obtain customer feedback.
Unless you are one of the millionaire marketers around - you will find many myths that you follow and potentially lose money on. Hopefully the ones above have helped you.
3 Marketing Myths that are Stopping you Succeed - To learn more about this author, visit Lee Lister's Website.
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Myth 1: People buy a product at the cheapest price they can find.
That is not true - if it was then companies like Rolex and would not exist - Timex would have put them out of business a long time ago. Despite the ease of research that the internet affords - buyers are generally lazy and don't undertake full research. Even on eBay where it is far easier to check the relative prices of a product - people often buy a product at a higher price than they could. So what causes people to buy? These are called buying triggers - the most common are:
Confidence in the seller
A high perceived value
Recommendations
Ease of purchase
Blasting Myth 1:
Establish your credentials - for example we have over 20 years of business consultancy experience - so we know what works and what does not work in a business.
Find ways of enhancing the perceived value of your product or service by adding extras or clearly demonstrating the value of it's purchase.
Ensure that you include some actual recommendations within your sales letter.
Make it easy to purchase and receive your product by not introducing any barriers to purchase such as extra forms, obscure or complex payment methods.
Myth 2: Offering your customers numerous different options will boost your sales
When confronted with several options, most customers have difficulty making a decision. They often react by procrastinating - and going to a seller who offers a clearer product. Now by this we don't say add extras or up sells, just clearly state what is included in the product and don't offer options that not only confuse but making your selling and processing more difficult.
The human mind works better when offered the two options "buy", "don't buy".
Blasting Myth 2:
Only offer one product - or product package per page. You can have a clear (and short) menu on each page to encourage multiple purchases.
If you have more than one option for a product or service - then give them different names and present them each separately. For example you can call them "silver service", "gold service", "opal service" etc. This is what we did with our various marketing services and it works quite well.
You should always aim at a small, easily understood product or service range. You should be able to explain each of your products in one or two sentences. If you can't do this - how do you expect your potential buyers to understand what they are buying?
Myth 3: Everybody Needs My Product or Service
Unfortunately, most people don't believe that they do need a particular service of product. Obviously with items such as Ipods - your teenager will try and tell you they really, really, really need one, but this is peer pressure that has been built up with millions of dollars. Much of this was spent on research into what there market wanted - and they got it right!
If you believe this myth then you also believe that you can succeed without doing much marketing or selling. Unfortunately, despite what some marketers tell you - it does not happen that way. Undoubtedly there some very successful marketers around, but they will all admit that a great deal of market research, testing and reviewing of their offerings - happened before they became successful.
Building a successful business is hard work - most of it devoted to finding potential customers and then matching them with your products and services. Even if most people can use your product or service, you still need a marketing strategy to reach them and a persuasive sales message to close sales - because you can bet your last dollar - that where there a lots of potential customers there are just as many sellers.
Blasting Myth 3:
Do your homework - find out where your potential customers are, what particular needs and desires they have and what they are seeking to solve these.
Look for a narrowly defined niche market where your product or service will solve a unique need of the customers.
Design your product or service to meet these needs.
Test, Change, Test, Refine, Test and obtain customer feedback.
Unless you are one of the millionaire marketers around - you will find many myths that you follow and potentially lose money on. Hopefully the ones above have helped you.
3 Marketing Myths that are Stopping you Succeed - To learn more about this author, visit Lee Lister's Website.
Like this article? Share it with your friends
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a hands-on franchise consultant. He said, I am the nuts and bolts person who tends to the details for my clients. Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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