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November 25, 2008 By

Quality. Service. Value. Who needs them?

It’s time to stop beating your chest in your marketing.

There are some words, like quality, service and value that are so overused in marketing materials that consumers just tune them out.

They’ve lost all meaning and credibility and using them can actually hurt you. They don’t enhance your message, they cloud it.

These words have been so watered down and are so generic that the consumer makes the assumption that you don’t really have anything to tout, so you’ll just pulling out the generic words to take up space.

That doesn’t mean you cannot market your quality, commitment to service or value.

Just find other ways to get the message across.   Let your customers talk about your quality.  Let satisfaction survey results brag about your high level or service.  Do price comparisons or a 110% price difference refund speak to your value.

Live them.  Just don’t use the words.


File under: Featured
October 17, 2008 By

What Motivates People To Buy?

One of the biggest challenges for business owners and marketers is to step out of their own shoes and slip into the shoes of the buyer.

You need to put aside your own bias and perceptions and always remember that when creating marketing messages, the bottom line is – you have to create the need in the potential buyer’s mind.

Always ask yourself — does my marketing answer the question:

Why should they exchange their hard-earned money for your product or service?

Having an understanding of the human psyche pays off here.  It sounds deceivingly simple, but all human decisions are motivated by one of eight things.

  • Time/convenience
  • Money
  • Recovering something lost (like youth)
  • Sex
  • Knowledge/self improvement
  • Security/safety
  • Comfort
  • Care of loved ones

Knowing this, how could you change your communications to better trigger a response from your audience?


File under: Featured