WOW eNewsletter

Nov 2009 Volume 4 Issue 11

Quote of the Month

"Those who wish to transform the world must be able to transform themselves." ~ Konrad Heiden

Get Into Them, Part I

Everyday new businesses start and fail. Some hang in there All Star Logoby-a-thread, while others grow and flourish. Today's economic conditions may have some bearing on your business, so to blame it for your business lags or failures if far too easy. No matter what the economy's condition, people still have wants and needs. Those of us who realize that fact early are apt to weather the economic storm. Bottom line, your product or service is still in demand. You just need to find the right audience and focus on them.

The first step to accomplishing this is to realize that, "it's not all about YOU!-it's about THEM!" It's about their wants and needs, their likes and dislikes. Until you realize and embrace that fact you will never see the growth you so earnestly seek.

"Get into them!" In order to do that, you must first identify just 'who' is 'them'. This group is known as your specific, targeted, niche' market. I know you've heard that term before. There's a very good reason for that. When you know 'who' you're marketing to you will be enabled to give them the information they need to buy. You have to show and tell them why it's important for them to make that transition between looking and buying. If you don't know who 'they' are, and what they want or need, how can you ever expect them to understand how you can help them?

Once you know who your target market encompasses, your next step is to learn all you can about them, their wants and needs. Armed with this information and the knowledge of your product or service, you will easily be able to find their need and which 'feature' of your offering is most beneficial to them. Remember, people don't buy features, they buy benefits.

Now, look at the 'features' you have to offer and consider carefully how they will benefit your potential customer. Your customers are looking for one or more basic benefits, and if you can meet their need, you can be sure they will buy.

What are those basic needs? These five basic needs are categorized as physiological, safety, belongingness, social, esteem, and self-actualization and equate in selling to:

  1. Need
  2. Greed
  3. Fear
  4. Pleasure
  5. Vanity
  6. Impulse
  7. Fatigue
Taking the time to figure out how what you have to offer can impact your customer in one of these ways. When you take that one important step you will readily know how to share your offering in a way that will cause them to not only listen but to eventually buy.
Join us next month for Part II when we will delve into these seven areas.

©2009 Ginger Marks


A/V Tip of the Month

You've asked for it, so here it is once again.
November's Tip can be found here...