Give to Get Marketing PowerTips Newsletter
Today's PowerTips Article:
A Marketing Secret Guaranteed
to Propel Your Profits
by Joe Gracia
www.givetogetmarketing.com
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Hello Fellows
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Joe,
I need help in writing marketing pieces -- ads, flyers, letters, etc. -- that can do a better job of selling my service. I have a great service that people need, but I just can't seem to find the right words to convince them to buy. Do you have a secret to share?
Arlen, Manchester, UK
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Dear Arlen,
Good news, Arlen. We have a marketing secret for you that will guarantee higher sales and profits the minute you apply it.
Once you know this secret, you will have no problem creating marketing pieces that your prospects will find irresistible.
Your question is an excellent one, because it hits the bulls eye when it comes to top marketing myths that cost small business owners a fortune in lost sales and profit.
Okay, here's the secret.
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You can't convince people to want or buy your products or services --
you simply let them know that you have what they already want.
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So many people mistakenly believe that marketing is all about 'convincing' people to buy particular products and services. Because of this myth they go down the wrong path and devote their limited time and money to marketing that actually 'repels' prospective customers.
That's the exact opposite of what they want. But as long as they continue to try to convince people to buy their products or services, they will continue to produce disappointing results.
Sure, you often have to provide them with proof to back up your claims, but the foundational concept here is that your prospects are looking for something, and if you simply let them know that you have it -- you will attract them.
Home-Made Chicken Noodle Soup
Imagine that you have a strong desire for a big hot bowl of home-made chicken noodle soup. As you are walking down the street you see two restaurants with large outdoor marquee signs promoting -- of all things -- their 'Soup of the Day.'
Restaurant A's sign says in big bold letters --
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Today's Soup of the Day:
SPLIT PEA
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Restaurant B's sign says in the same style letters --
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Today's Soup of the Day:
HOME-MADE CHICKEN NOODLE SOUP
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Now, put your thinking cap on. Which restaurant are you going to choose?
Obviously, Restaurant B has made the sale.
Think about it. Did Restaurant B 'persuade and convince' you to come into their restaurant today? No. All they did was let you know that they had exactly what you were searching for.
What words or pictures could Restaurant A have used on its sign to 'convince' you to buy their split pea soup today?
Would they have convinced you if they told you it was filled with vitamins?
What if they told you that their chef has won 17 International Soup Awards -- would that have convinced you to switch to their pea soup?
How about if they offered you a 50% discount on today's split pea soup.
None of those tactics would have worked, for the simple reason that they weren't offering you what you already 'wanted.'
People buy things they want, not what someone or some ad, flyer or brochure has convinced them to buy.
If you want to sell more than you ever imagined, then you need to determine what your particular prospects and customers want, and then 'let them know that you can give it to them.'
You won't believe what a difference this concept can make to your business and your bottom line.
Suppose Your Prospects or Customers Don't Want Your Product or Service
'But,' you might ask, 'what if my product or service doesn't have what my prospects and customers want?'
If that's the case, then you need to either find a new niche of prospects who DO want what your product/service offers, or improve your product or service so that it does give them what they want.
We have made our clients millions of dollars by simply helping them apply this simple secret.
It's actually quite easy to generate a lot more sales when you listen to your prospects and customers to determine what they want, and then incorporate those wants into your product/service and into your marketing.
One client was promoting expensive international tours that she 'wanted to sell.' They weren't selling very well because her prospects didn't want those type of tour vacation. They wanted simple, less expensive tours to places like Las Vegas, or Branson, Missouri, and New York City.
She said that she was bored with tours like that because she had been there a million times.
But her customers didn't feel that way at all. Once she stopped trying to 'convince' her prospects to buy the tours she wanted to sell, and instead just let them know that she had the very vacation tours that they already wanted, her sales skyrocketed.
A fast-food client wanted to sell corned beef sandwiches. But that's not what his customers wanted, so he sold very few in spite of all the marketing he did in an attempt to 'convince' them to buy.
It was a simple matter to look at his sales figures to discover what his customers really wanted -- bacon cheeseburgers. His sales shot up when he focused his efforts on selling more of what his customers already wanted.
The Third Brake Light Fiasco
Another small business owner wanted to sell a safety product called The Third Brake Light for the back window of older model cars. Today most new vehicles automatically come with three brake lights. Back in the early eighties, they didn't.
But no one wanted to buy these safety devices. No matter how much money he spent he could not get people to buy them. He thought he could convince them to want them. He couldn't and he lost a great deal of money trying to do the impossible.
We had him focus his marketing efforts on selling what his target market did want -- sunroofs, truck accessories, and fancy striping and graphics for college-aged customers. His sales went through the roof. And he didn't have to convince anyone to buy. He just let them know that he had what they already wanted.
My wife, Maria, and I determine what our prospects and customers want by listening to their questions, and tracking which articles get the highest readership on our web sites.
By focusing on our prospects and customers desires it becomes easy for us to determine what they want -- then we simply give it to them.
Stop trying to 'convince' people to buy your product or service and focus all of your attention on determining what they already want.
Take the time to find out what your target prospects and customers want, and then give it to them better than anyone else.
To recap this secret:
'Marketing is NOT about convincing people to buy your products or services.'
It's about 'helping people get what they already want.'
This is a powerful secret that can make you a fortune.
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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:
Copyright 2000-2011 Joe Gracia. All rights reserved.
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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