Thursday, April 9, 2015

LISTEN - STOP AND THINK

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THE SECRET OF BUSINESS IS TO KNOW SOMETHING THAT NOBODY ELSE KNOWS

Few businesses enjoy the privileges of monopoly power in their chosen fields of operation. Most markets are increasingly global, increasingly crowded and, therefore, increasingly competitive. In order to achieve commercial success companies need to do something different—as Greek shipping magnate Aristotle Onassis recommended, they need to “know something that nobody else knows” in order to stand out from the competition.
 
Businesses had always used advertising to inform customers about products and to persuade them to buy, but mass media provided the platform for  a new, and much broader, field— marketing. In the 1940s US advertising executive Rosser Reeves promoted the value of a Unique Selling Proposition. Marketing methods have since shifted from simply telling customers about products to listening to what customers wanted, and adapting products and services to suit that.

Better Lighting. Better Living.
Better Living

Although competition is a fact of life, it makes business difficult, contributing to an ever-downward pressure on prices, ever-rising costs (such as the funding of new product development and marketing), and an incessant need to outmaneuver and outsmart rivals. In contrast, the benefits of finding a market gap—a small niche segment of a market that is unfettered by competition—are obvious: greater control over prices, lower costs, and improved profits.

With functional uniqueness being so elusive, marketing guru Philip Kotler suggested that companies focus instead on an Emotional Selling Proposition (ESP). In other words, that the task of marketing is to generate an emotional connection to the brand that is so strong that customers perceive difference from the competition. For example, while 

Must Use Words in Every Piece of Marketing 

Must Own I  
use  this  one  a  lot  in  my  business  -  “This  is  a  must  own!”  For  example,  if  you  are targeting clients that want to lose weight, then try this - “For those of you that would like to get healthier than ever before, this book written by Dr. Christa is a must own.” That would  grab  the  attention  of  anyone  that  wants  to  live  a  healthier  life,  and  it's  a  must own.  Those  two  little  words  convey  to  the  reader  that  they  can’t  live  without  that product.

Listen 
When you say listen, everyone looks up. Try this – “Listen,  pay very close attention to this.” How does this sound? Don’t your ears automatically perk up? T hat’s how you grab your clients’ attention and keep them on edge to see what you are going to say next.

Best Price Ever Offered 
“Tonight and tonight only, this is the best price that I've ever offered so you’re definitely going t o want to take action on this deal.”  Your customer knows that you’ve never done a deal like this before so they better grab a hold of it now.

This Gets the Job Done 
“For  those  of  you  that  would  like  to  overcome  fear,  the  Lifestyle  Freedom  Club membership gets the job done. You will overcome the fear in your life now!”  Your buyer will fully understand that investing  in your services will get the  job done  for them and there’s no use in going anywhere else for what they want.

Warning 
“WARNING  -  do  you  have  zero  leads?  Are  you  constantly  frustrated  about  your  lead flow?  Then you’ll want to own our lead generating DVD teaching .”  Warning (in all caps) makes  the  reader  aware  that  the  information  they  are  about  to  see  is  so  huge  that  it needs  a  warning  label.  Every time  I  speak  at  a  large event,  I  always  put  a  WARNING Success  Disclaimer  in  the  very  beginning  of  my  presentation  to  WARN  the  attendees that the information that I’m going to teach them will change their lives forever.  Warn your  customers  that  your  services  will  bring  dramatic  results  in  their  lives  unlike  no