Interesting Title I know! This is the Subject of an E-Newsletter that I received from Dan Kennedy the other day. It is a great lesson on making sure you are getting the right message to your clients...
Enjoy,
Nate Kennedy
www.NateKennedy.com
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In your last Success Marketing Strategy I talked about how the very make-up and personality of an entrepreneur can make them a huge success. Now let's talk about your marketing; how much are you talking about what interests you vs. what interests...them?
What Matters To Us May Not Matter To Them
I have a cautionary question for you, about your marketing; how much are you talking about what interests you vs. what interests...them?
It reminds me of Napoleon Hill's story of Andrew Carnegie's mother going into the store to buy a little furnace, getting the lecture on BTU's, energy efficiency, quality construction – finally interrupting to ask: "Will it keep a little old lady warm?"
Business owners tend to focus inward. On products, on services, on the business itself. The challenge is to focus outward, on consumer/client/user interests, thoughts, conversations occurring in their minds, the way they make decisions.
In short, true understanding of the customer's thoughts and emotions is far, far more important than anything else. This isn't easy. I'm told that Einstein's initial interest was behavioral psychology, specific female behavioral psych; he gave it up in favor of something easier to understand: quantum physics.
Understanding your customer may be just as tough. And subject to just as much (seemingly) irrational, frequent change. But that is your job.
Which is why you must read what they read, watch what they watch, hang out where they hang out, listen as they talk, shop where they shop. Surveys are nifty but insufficient. Immersion is more useful.
If you are deeply interested in being able to figure out people, I have an interesting resource to recommend, sent to me as a gift by Gold/VIP Member Dave Dee. It is a book titled 'The Full Facts Book Of Cold Reading' by Ian Rowland.
It is a how-to book, to do psychic readings. I was familiar with some of the technique, but learned more. You may find it as fascinating as I did. If nothing else, it'll stop you from wasting money on psychics.
In your next Success
Marketing Strategy that will be arriving in just a couple of days, I
would to continue our talk on marketing and tell you about a hot trend
in advertising or marketing.
Dedicated To Multiplying Your Income,
Dan Kennedy
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