Marketing 101
You know how wonderful your product is.
You know how great a value it is.
f people could only hear about it, you think, the product would sell itself.
Communicating your offering to potential customers is marketing. The mistake people make is by simply showing the product (in a flyer, spec sheet, web site, etc.) that it will convince people to purchase it. Theodore Levitt (Harvard Business School) said: "People don't want to buy a quarter-inch drill. They want a quarter-inch hole!"
It's hard to change your perspective (from selling drills) to focus on the dis-interested potential customer (who wants a hole). How do you get their attention?
Here are three key questions your marketing materials need to address:
Let's take an example of Janet, who makes earrings. The earrings are beautiful. Her friends love them. People ask about them when she wears them around town. How does she market them?
What could be some of her simple marketing messages?
The right message is the one that works in the niche she's focusing on, since each niche has different priorities of money, relationship, and health.
Jay Hamilton-Roth (http://www.ManyGoodIdeas.com) combines his breadth of expertise in many areas of business with his ability to creatively sleuth out solutions. In addition to starting five businesses, Jay has used his engineering degree working for high-tech startups, medium-sized, and multi-national corporations.
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