Guerrilla Marketing Coach- What People Really Buy
Dated 11/15/00
THE 60 SECOND GUERRILLA MARKETING COACH
Weekly Tips to Increase Your Small Business Profits
Volume I No. 10 - November 15, 2000
by Mitch Meyerson
Director of The Guerrilla Marketing Coaching Program
Coach * Author * Teleclass leader
http://www.gmarketingcoach.com
"The best selling marketing series in history"
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Quote for today:
"Excellence is doing ordinary things extraordinarily well."
John W. Gardner
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WHAT PEOPLE REALLY BUY
You may think you know why your customers buy from you,
but there's a good chance they buy for reasons other than the
reasons you think.
People seek a wide array of benefits when they're in a buying
mindset. If you are communicating any one of those benefits to
the people who want them this very instant, you've virtually made
the sale. People do not buy because marketing is clever, but
because marketing strikes a responsive chord in the mind of
the prospect, and it's resonance makes that person want the
advantages of what you are selling.
Your customers do not buy because they're being marketed to
or sold to. Instead, they buy because you help them realize the
merits of owning what you offer.
What do people really buy?
* They buy promises you make. So make them with care.
* They buy the promises they want personally fulfilled.
* They buy your credibility or don't buy if you lack it.
* They buy solutions to their problems.
* They buy you, your employees, your service department.
* They buy wealth, safety, success, security, love and acceptance.
* They buy your guarantee, reputation and good name.
* They buy other people's opinions of your business.
* They buy expectations based upon your marketing.
* They buy believable claims, not simply honest claims.
* They buy hope for their own and their company's future.
* They buy brand names over strange names.
* They buy the consistency they've seen you exhibit.
* They buy the stature of the media in which you market.
* They buy the professionalism of your marketing materials.
* They buy value, which is not the same as price.
* They buy freedom from risk, granted by your warranty.
* They buy acceptance by others of your goods or services.
* They buy convenience in buying, paying and lots more.
* They buy your identity as conveyed by your marketing.
* They buy neatness and assume that's how you do business.
* They buy easy access to information offered by your website.
* They buy honesty for one dishonest word means no sale.
* They buy success; your success can fit with theirs.
* They buy good taste and know it from bad taste.
* They buy instant gratification and don't love to wait.
* They buy the confidence you display in your own business.
It's also important to know what customers do not buy: fancy
adjectives, exaggerated claims, clever headlines, special effects,
marketing that screams, marketing that even hints at amateurishness,
the lowest price anything (though 14 percent do), unproven items,
or gorgeous graphics that get in the way of the message.
The best marketing of all involves prospects and informs customers.
It builds confidence and invites a purchase. Best and most unique
of all -- it gets through to people. That's why knowing the truth about
them will help you to stand apart from your competitors and shine
in the minds of your prospects and customers.
from Guerrilla Marketing by Jay Conrad Levinson
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ACTION IDEA:
One of the hallmarks of the Guerrilla Marketer is sensitivity. This means seeing things from your customer's point of view, from the perspective of your competitors and from the inside of the mind of your prospects. How can you be more sensitive this week? After you answer this question look for ways to implement this mindset.
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TIP OF THE WEEK:
You already know that that marketing is far more about people than
it is about things. So the more you understand and truly do love people, the better equipped you are to market to them. Your fairly well equipped already, because you're a person, so you have a lot
in common with your target audience.
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(c)Copyright 2000 Mitch Meyerson
HAVE A GREAT WEEK!
-Mitch
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