May 31 2010

Great Marketing Pushes Customer Hot Buttons

People today only buy

                                 

what makes sense.

                                     

 Don’t believe it!

 

Excerpted from comments by Hal Alpiar published in today’s issue of  COMMUNICATION EXPRESSWAY ISSN: 1544-8312 Better Business Communication Judy Vorfeld – www.ossweb.com March-April-May 2010 – Issue # 74

                                                                                                               

     Assessments surfacing about today’s consumers being more savvy, more rational-minded, more interested in authenticity, and less susceptible to some of the more trite expressions that have long passed their days of influence is – in most entrepreneurial minds — 100% correct.

     Where business owners and managers need to depart though from what is being said is that these kinds of comments tend to lead owners and managers down the path of focusing their business marketing messages on rational, logical, unemotional, product and service features alone (i.e., ingredients, warranties, greenness, discounts, etc.) when — in fact — every consumer purchase has been repeatedly proven to be emotionally-triggered.

     That is not to say that price is not important or that features and rational chunks of sales pitches and marketing pieces should be abandoned or sidetracked. This kind of information is required by consumers as justification for their purchases — and more so today than ever before because of speed-of-light information access, and an economy that demands closer dollar-value scrutiny.

      Case in point (which, in concept, applies equally to every conceivable product or service purchase) . . .

      You probably tell everyone all the reasons that you buy a particular vehicle: it gets great mileage; it is ranked among the top in safety tests; the manufacturer is reliable; the warranties are among the best available; parts are easily and inexpensively replaced and service is readily available. And monthly payments? They’re at an all-time low. Sounds great, right? Kind of makes rational, unemotional, authentic mouths water? (Or at least drool a little?)

     The truth is (which you would never own up to in public) that the real deep-down reasons you bought the vehicle are that you think you look good driving it, and that the salesperson wasn’t pushy.

     These dynamics, by the way, are the same for seemingly rational purchases like insurance policies, accounting services, a can of beans, or the daily newspaper.

     So, the bottom line is that while rational, logical information needs to be presented as a marketing cornerstone, it’s always going to be an emotional trigger that makes the sale. But we shouldn’t abandon one approach for the other. They need to work in tandem. It’s what makes great marketing so challenging, and why so few really understand how to do it effectively.

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Hal@Businessworks.US 302.933.0116

Open Minds Open Doors

Many thanks for your visit and God Bless You.

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May 22 2009

It’s “Thank You Friday”. . . THANK YOU!

Published by under Uncategorized

     Thank you for stopping by. I’m closed on Fridays for postings while I work on producing a series of video clips to feature here on July 4th!

     But while you’re here, please DO skim through some Archives (far right column). I guarantee you’ll find info and ideas that fit your current personal and business and professional practice development needs.

     For more information on my business services, please visit www.TheWriterWorks.com  

     I’ll return with my regular Saturday through Thursday daily posts beginning again tomorrow (Saturday) night. Please return soon. I genuinely appreciate your visits AND my ongoing blog following of family, friends, past and present clients and students, and business owners and managers from more than 30 different countries! Thank you all!

     My writing can also be found at

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Input welcome anytime: Hal@TheWriterWorks.com (”Businessworks” in the subject line) or comment below. Thanks for visiting. Go for your goals, good night and God bless you! halalpiar              # # # 

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