When you were a kid, how many times did you excitedly open a toy, expecting it to do all the wondrous things you saw it do on TV, only to discover that the "magic" was all make believe?
Adults, particularly economically-conscious ones, are no different from children. We expect a product to do what the marketers say it will do, and we reject, even resent, anything less.
In an effort to stand out from the competition, we sometimes want to stretch the truth. Make a statement that we think may be true but don't have the statistics or the research to back up. Out of eagerness--or desperation--to make a sale, we push the boundaries of our truth comfort zone and hope we don't get caught.
Has this ever been you? Hopefully, if you've danced along the edge of fact and fiction, you've stayed on the side of fact. Although exaggeration can make a sale, reality will kill the relationship. Customers base their buying decisions on your ability to give them straight and true information and place their loyalties with companies and organizations that deliver.
The lesson here? The same one your mom taught you when you were a kid: honesty is the best policy.
Do you have a better suggestion to offer or a challenge you'd like help with? Say it here. Your comments are always welcome.
Tuesday, September 25, 2012
Tuesday, September 18, 2012
AMiable Solution #34: Marketing Lessons Learned from Watching Cartoons: Differentiate Your Product
When she was young--elementary school age, I believe--a friend of mine kept an 11 x 17 sheet of paper taped to her bedroom door. It contained her Christmas wish list. Every time she saw a commercial for a toy she wanted, even one she hadn't previously considered, she ran to the paper and added the toy to the list.
How do you get your product or service on someone's "wish list"? How do you make your offer stand out among the barrage of offers and inspire an instant desire? Focus on what makes it better than the competition, what makes it different:
• Features. Does your product or service include a feature, maybe even a minor one, that your competitors' products or services lack? If so, it just may be enough to tip the scales in your favor. The more you know about your offer and your prospective customers' needs and preferences, the greater the chance you have of differentiating your product by feature.
• Location/accessibility. Is your product or service easy to get? Do clients or prospects have to visit a physical location, or can they conduct business via the internet, over the phone, or through the mail? If you offer an easier option than your competitors, this may be your focal selling point.
• Price. How does your selling price compare to your competitors'? This one gets tricky. Higher-than-average prices could be perceived as either exclusive/higher quality or as a rip-off. Lower-than-average prices could be perceived as either a steal or a stinker. In either case, your marketing must justify and defend--without being defensive--your pricing position and reassure prospects and customers about the quality of your product or service.
• Customer service. Nothing frustrates most people more than poor customer service. Communication barriers, poor or nonexistent responses, slow response times, and lack of knowledge or sympathy for a customer's concerns or problems can turn a current customer into a former customer. However, if you promote and promise quality customer service, support that promise with testimonials, and provide satisfying customer service experiences on a regular basis, you may have the distinguishing factor that others just can't beat.
Do you have a better suggestion to offer or a challenge you'd like help with? Say it here. Your comments are always welcome.
How do you get your product or service on someone's "wish list"? How do you make your offer stand out among the barrage of offers and inspire an instant desire? Focus on what makes it better than the competition, what makes it different:
• Features. Does your product or service include a feature, maybe even a minor one, that your competitors' products or services lack? If so, it just may be enough to tip the scales in your favor. The more you know about your offer and your prospective customers' needs and preferences, the greater the chance you have of differentiating your product by feature.
• Location/accessibility. Is your product or service easy to get? Do clients or prospects have to visit a physical location, or can they conduct business via the internet, over the phone, or through the mail? If you offer an easier option than your competitors, this may be your focal selling point.
• Price. How does your selling price compare to your competitors'? This one gets tricky. Higher-than-average prices could be perceived as either exclusive/higher quality or as a rip-off. Lower-than-average prices could be perceived as either a steal or a stinker. In either case, your marketing must justify and defend--without being defensive--your pricing position and reassure prospects and customers about the quality of your product or service.
• Customer service. Nothing frustrates most people more than poor customer service. Communication barriers, poor or nonexistent responses, slow response times, and lack of knowledge or sympathy for a customer's concerns or problems can turn a current customer into a former customer. However, if you promote and promise quality customer service, support that promise with testimonials, and provide satisfying customer service experiences on a regular basis, you may have the distinguishing factor that others just can't beat.
Do you have a better suggestion to offer or a challenge you'd like help with? Say it here. Your comments are always welcome.
Tuesday, September 11, 2012
AMiable Solution #33: Marketing Lessons Learned from Watching Cartoons: Push Product Groups
Whenever a commercial for children's toys comes on TV, it's rarely for one product unless that product is a bigger ticket item, like a child-sized, battery-operated vehicle. In most cases, the commercial features a series or set: two versions of a princess Barbie with multiple accessories (each sold separately, of course), a collection of Toy Story or Marvel Comic action figures with optional play sets, or an electronic game system with numerous games to choose from.
When you send out an e-mail, a letter, or a postcard, do you think single product or product group?
You may think, given the limited space and focus of such pieces, that you can or should limit yourself to a single product or service. Don't.
We're not saying you should give space to every related product or service, but you should at least acknowledge they exist. Make a blanket statement about the availability of other similar items by category. Include a bulleted list of specific related items of interest. Direct clients and prospects to a web page that features your complete offering.
No matter how you convey it, making your clients and prospects aware of the range of your offerings in as many marketing campaigns as possible not only increases your potential return, but it also increases customer awareness. How else will they know what you have unless you tell them?
Do you have a better suggestion to offer or a challenge you'd like help with? Say it here. Your comments are always welcome.
When you send out an e-mail, a letter, or a postcard, do you think single product or product group?
You may think, given the limited space and focus of such pieces, that you can or should limit yourself to a single product or service. Don't.
We're not saying you should give space to every related product or service, but you should at least acknowledge they exist. Make a blanket statement about the availability of other similar items by category. Include a bulleted list of specific related items of interest. Direct clients and prospects to a web page that features your complete offering.
No matter how you convey it, making your clients and prospects aware of the range of your offerings in as many marketing campaigns as possible not only increases your potential return, but it also increases customer awareness. How else will they know what you have unless you tell them?
Do you have a better suggestion to offer or a challenge you'd like help with? Say it here. Your comments are always welcome.
Tuesday, September 4, 2012
AMiable Solution #32: Marketing Lessons Learned from Watching Cartoons: Tailor Your Message
A friend of mine has a two-year-old son. Every time he sees the commercial for "Dream Lites"--Pillow Pets with projection night lights in their backs--he freezes, mesmerized. While he's probably thinking, "Wow! That's amazing!," his mom is thinking, "Great. Another stuffed animal."
Why the difference in responses? The commercial wasn't created for adults.
Marketing professional or social products and services to adults isn't much different than marketing toys to kids: both require a detailed understanding of the target audience and the motivating factors and needs of that audience. Your four-color catalog and your hi-tech QR code have the same goal as that Dream Lites commercial: to appeal to a specific audience and sell a product or service.
It's not enough to identify the cartoon market as "kids." Kids come in two sexes, a dozen ages, and countless personalities. The same is true for your customers. They have different roles, interests, and budget/income levels. Your job is to match a particular segment of your market with a relevant product/service or set of products/services and create a message your audience can't ignore. No matter how many times they see it.
Do you have a better suggestion to offer or a challenge you'd like help with? Say it here. Your comments are always welcome.
Why the difference in responses? The commercial wasn't created for adults.
Marketing professional or social products and services to adults isn't much different than marketing toys to kids: both require a detailed understanding of the target audience and the motivating factors and needs of that audience. Your four-color catalog and your hi-tech QR code have the same goal as that Dream Lites commercial: to appeal to a specific audience and sell a product or service.
It's not enough to identify the cartoon market as "kids." Kids come in two sexes, a dozen ages, and countless personalities. The same is true for your customers. They have different roles, interests, and budget/income levels. Your job is to match a particular segment of your market with a relevant product/service or set of products/services and create a message your audience can't ignore. No matter how many times they see it.
Do you have a better suggestion to offer or a challenge you'd like help with? Say it here. Your comments are always welcome.
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