Give to Get Marketing PowerTips Newsletter
Today's PowerTips Article:
What Should You GIVE to GET
More Customers?
by Joe Gracia
www.givetogetmarketing.com
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Hello Fellows
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Dear Joe,
I like your newsletter and your Give to Get philosophy. It makes sense that if you want to attract customers you have to give them what they want.
My problem is, I don't know what to give in order to attract customers. Any advice would be appreciated.
Bobby, Sacramento, CA
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Dear Bobby,
Great question -- and one that we're sure a lot of our readers have.
Our Give to Get Marketing philosophy is based on deep- rooted characteristics of human nature.
People naturally gravitate towards people, places or things that make them happy, and they do everything they can to avoid people, places or things that make them unhappy.
Just by truly understanding that one sentence you will be well on your way to becoming a master marketer.
People are happy when they get what they want, and they are unhappy when they don't get what they want.
We've developed a simple definition of marketing based on that concept:
'Marketing is all about helping people get what they want.'
Simple statement, but incredibly powerful.
To attract all the customers you want to your business, all you have to do is help people get what they want.
Okay, but what do people want?
Well, we want a lot of things. In fact, the list of things we want is really unlimited.
People Want Products and Services That Make Them Happy
The most obvious things we want are the actual products and services that we all buy. They include things like food, clothing and shelter. But they also include things like cars, music CDs, books, cell phones, games, sporting equipment, watches, pets, movie tickets, etc.
Let's not forget services that make us happy -- like hair styling, carpet cleaning, lawn or pool services, insurance, personal coaching services, etc.
All 'successful' products or services are purchased because the buyers feel they will help increase their happiness. No one buys things that they believe will make them unhappy.
So what does this mean to you?
It means that if you hope to attract lots of customers to your business, then you should choose products and services that lots of people already want.
Did you see the word 'lots' in that sentence? If you choose a product or service that very few people want, then how can you ever hope to attract 'lots' of people.
Lots of people want chocolate ice cream. Very few people want spinach-flavored ice cream.
There must already be a large enough demand for your products or services to support your sales goals for your business.
Does that sound obvious? It really isn't. We see businesses every day trying to sell things that very few people want.
Should You Promote Fast Movers or Slow Movers?
One of the biggest mistakes business owners make is in trying to promote their slow moving products -- translation: products that few people want -- instead of promoting their winners -- the ones that lots of people want.
When we first met one of our fast-food clients, they were trying to promote their lowest selling product -- roast beef sandwiches -- on their outdoor sign. Of course, it was a waste of time because that's not what people wanted from them.
We had him change his strategy to promoting his best selling product -- cheeseburgers, and his sales took a significant leap upward.
Don't try to change the tastes and desires of the world. You will go broke trying to do so.
Here's another example:
Suppose you owned a gift shop and you prominently displayed and promoted 6 gift items. Now let's say that 3 of those items sold very well, and 3 didn't sell well at all.
What would you do?
Many business owners might be tempted to put more promotional energy into the 3 items that didn't sell very well so that they could increase their overall sales.
That would be the worst thing you could do.
Obviously, your customers were trying to give you a message. The message should have been loud and clear; 'We don't want those last three products -- we love the first three products!'
If you said you would 'stop ordering what people don't want, order more of what people do want, then put even more promotional energy into the winners,' then you understand the first rule of giving people what they want. Good for you!
Sell what sells!
What proof do you have that 'lots' of people 'want' the product or service that you are selling?
Unless you have proof -- sales -- you may be trying to sell a loser. You can't win at that game.
To attract lots of customers to your business, you must sell a product or service that lots of people want. That's one powerful way to apply the 'Give' to 'Get' philosophy.
Of course, that's not all that people want when it comes to buying from you. We'll cover more things you can 'Give to Get' more customers and sales in our next issue.
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If you have any comments you'd like to share about this article, just hit reply and send me an email.
Until next time, we wish you the very best marketing success.
Joe Gracia
Give to Get Marketing
http://www.givetogetmarketing.com
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About the Author:
(c) Copyright 2000-2011 by Joe Gracia
Joe Gracia is small business marketing expert with over 30-years of hands-on experience. You can get hundreds of marketing tips at his www.givetogetmarketing.com web site, or sign up for this Give to Get PowerTips Newsletter at www.givetogetmarketing.com/free-ezine.html
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