Market Your Customer - Not Your Business
Posted 14th March 2009 at 11:42 AM by Terri LC
If you have any kind of business online, you better believe your are automatically an Internet Marketer.
We do know that buying is an emotional decision. People buy emotionally and then justify their decision intellectually. For proof of this look at the advertising business.
Michelin Tire Company became the number one tire company in the world when they put that baby in the tire.
People who buy Michelins are not buying four-ply vulcanized rubber. They are buying trust, safety and security, all of which are emotions. Those are some of the same emotions people rely on when they buy anything.
Here are some statistics for you.
All studies of human motivation conclude that people buy from people they trust and respect.
As much as 50 to 80 percent of the reason people buy anything has to do with trust and respect.
When people buy your product or service, chances are that they don’t fully comprehend the technical aspects of what you sell. What they do understand is that they feel comfortable, trust and respect the person they are talking with. As David Meerman Scott says, "No one cares about your product - except you! They care about themselves - deeply"
The greatest skill any network marketer can develop is the ability to connect or bond with the prospect emotionally, even if its not face-to-face.
"Don't judge each day by the harvest you reap, but by the seeds you plant."
– Robert Louis Stevenson
Why Most Ads Don’t Work
Most advertising isn’t working like it should. And in most instances, the blame lies entirely with the advertiser.
Most advertisers insist on repetitiously cramming the name of their company, the name of their product, their business opportunity into every ad they buy.
Such ads do a great job of answering the "who, what, when and where" questions while failing to answer the customer’s question,
"Why?" Why should I buy from you?
The simple truth is that most advertisers sound like a mob of two-year-olds in a day-care center, each one jumping and crying, "Me! Me! Me! Watch me! Look at me!"
It may hurt to hear this, but: "
Bad advertising is about the advertiser. Good advertising is about the customer."
No, this is not just a new way of saying that you should focus your ads on the benefits of your product rather than on its features. I’m suggesting that you should focus your ads entirely on your customer.
Remember: the customer isn’t interested in your website link until after you’ve convinced them of why they should care. Do your ads convincingly answer the customer’s question, "Why?" or do they speak only about you, your cars, your income, your experiences?
Here’s a typical "advertiser focused" ad:
"At Used Car Warehouse, you’ll find a huge selection of clean, late model cars to fit any budget and nobody will give you more for your trade-in than Used Car Warehouse. Imports and locally made, sports cars, luxury cars, and 4wds, you’re sure to find what you’re looking for at Used Car Warehouse, open from 9 to 9, seven days a week at 210 Queens Rd. Financing available with approved credit. Call Used Car Warehouse at 486-7571. That number again is 486-7571."
Now here’s a "customer focused" ad for the same advertiser:
"From the moment you slipped the key into the ignition, you knew that this was your car. You love the way it feels on the road … in the corners … at the stoplights … Admit it; you even like the way people turn their heads to watch as you drive by … There is one perfect car for every person in the world … And yours is waiting for you, right now, at Used Car Warehouse, 210 Queens Rd."
If this were an audio ad, there would be no need to show the vehicle nor the driver since our goal is to cause the customer to imagine himself or herself behind the wheel, experiencing all the things that we’re describing. You can adapt this theory to any type of business marketing.
The best ads are those that impress someone - anyone - deeply. Are you ensuring that your ads make a deep impression, or are you satisfied in knowing that you’re boring the socks off all the “right” people?
Remember: A good ad is about the customer!
Cheers,
Terri
We do know that buying is an emotional decision. People buy emotionally and then justify their decision intellectually. For proof of this look at the advertising business.
Michelin Tire Company became the number one tire company in the world when they put that baby in the tire.
People who buy Michelins are not buying four-ply vulcanized rubber. They are buying trust, safety and security, all of which are emotions. Those are some of the same emotions people rely on when they buy anything.
Here are some statistics for you.
All studies of human motivation conclude that people buy from people they trust and respect.
As much as 50 to 80 percent of the reason people buy anything has to do with trust and respect.
When people buy your product or service, chances are that they don’t fully comprehend the technical aspects of what you sell. What they do understand is that they feel comfortable, trust and respect the person they are talking with. As David Meerman Scott says, "No one cares about your product - except you! They care about themselves - deeply"
The greatest skill any network marketer can develop is the ability to connect or bond with the prospect emotionally, even if its not face-to-face.
"Don't judge each day by the harvest you reap, but by the seeds you plant."
– Robert Louis Stevenson
Why Most Ads Don’t Work
Most advertising isn’t working like it should. And in most instances, the blame lies entirely with the advertiser.
Most advertisers insist on repetitiously cramming the name of their company, the name of their product, their business opportunity into every ad they buy.
Such ads do a great job of answering the "who, what, when and where" questions while failing to answer the customer’s question,
"Why?" Why should I buy from you?
The simple truth is that most advertisers sound like a mob of two-year-olds in a day-care center, each one jumping and crying, "Me! Me! Me! Watch me! Look at me!"
It may hurt to hear this, but: "
Bad advertising is about the advertiser. Good advertising is about the customer."
No, this is not just a new way of saying that you should focus your ads on the benefits of your product rather than on its features. I’m suggesting that you should focus your ads entirely on your customer.
Remember: the customer isn’t interested in your website link until after you’ve convinced them of why they should care. Do your ads convincingly answer the customer’s question, "Why?" or do they speak only about you, your cars, your income, your experiences?
Here’s a typical "advertiser focused" ad:
"At Used Car Warehouse, you’ll find a huge selection of clean, late model cars to fit any budget and nobody will give you more for your trade-in than Used Car Warehouse. Imports and locally made, sports cars, luxury cars, and 4wds, you’re sure to find what you’re looking for at Used Car Warehouse, open from 9 to 9, seven days a week at 210 Queens Rd. Financing available with approved credit. Call Used Car Warehouse at 486-7571. That number again is 486-7571."
Now here’s a "customer focused" ad for the same advertiser:
"From the moment you slipped the key into the ignition, you knew that this was your car. You love the way it feels on the road … in the corners … at the stoplights … Admit it; you even like the way people turn their heads to watch as you drive by … There is one perfect car for every person in the world … And yours is waiting for you, right now, at Used Car Warehouse, 210 Queens Rd."
If this were an audio ad, there would be no need to show the vehicle nor the driver since our goal is to cause the customer to imagine himself or herself behind the wheel, experiencing all the things that we’re describing. You can adapt this theory to any type of business marketing.
The best ads are those that impress someone - anyone - deeply. Are you ensuring that your ads make a deep impression, or are you satisfied in knowing that you’re boring the socks off all the “right” people?
Remember: A good ad is about the customer!
Cheers,
Terri
Total Comments 1
Comments
-
InterestingPosted 14th March 2009 at 11:57 AM by AnAlexJoel
