Woody Williams (infielder) Feet Size, Family, Eye Color, fees per movie, Wiki, body stats, Real Name, Profession

The problem that the overwhelming majority of businesses I work with have is that they are approaching their marketing from the wrong end. TheyÆre focused on their company and their product rather than their customers. The ask questions like ôHow can we show people how great our product is?ö rather than ôHow can we show people how much we can improve their lives?ö I often get initial disagreement from company owners and managers when I first propose this. To most of them itÆs a completely new concept. They have, since the beginning of their business life, been trying to figure out how to outshout the competition. The problem is, theyÆve been shouting the wrong thing. For those who disagree on this point, let me make this statement: the consumer doesnÆt care a bit about your product or service. They really donÆt. They care about what your product or service does for them. Or in other words, how it makes their life better. The product or service is just a means to an end. Most marketers have gotten comfortable with the idea of selling benefits rather than features. But let me take that one step further by introducing a concept I call the Ultimate Life Benefit (ULB). The ULB goes beyond selling benefits. It shows the consumer how his or her life will be quickly and appreciably improved. And most products have many ULBÆs. To get to this way of thinking, list the benefits of your product or service and then ask yourself ôAnd then what happens?ö For example: Feature: SPF 90 Benefit: Protection from sunburn ULB: Your kids donÆt suffer pain or skin damage. They are happy and healthy. See what IÆm getting at here? If you just go as far as selling the benefit, you havenÆt communicated to the consumer how his or her life will clearly be better. The benefit is ôProtection from sunburn.ö Go ahead and tell the consumer that theyÆll be protected from sunburn. Repeat it as many times as you like. Shout it loudly. YouÆll get some results, but not great results. Shift your message to showing the results of the benefit, and the mental connection is made quickly and completely in the mind of the viewer. Show them exactly how your product delivers the benefit and produces the ULB and youÆve got them. The trick here is to show exactly how your product or service leads to the ULB. DonÆt just say or imply that it does, but rather demonstrate it explicitly. DonÆt assume that the consumer will make the mental connection. I donÆt know about you, but most people

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