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>It’s vital to realize, when you try to attract >consumers who never bought from you, you’re expecting >them to change their behavior. Even if they do it >once, they’re apt to go back to & stay in their >habitual ruts because they don’t have to expend effort >to change. >Plus, people don’t always remember the source of >things they buy. >Does the fact somebody benefited by changing mean s/he >won’t go back to old habits? I’ll answer that with a >question- Does the tobacco industry shudder every time >a smoker quits smoking? Many smokers say they can quit >any time they want to. They ought to know because many >who are still smokers have quit many times. >Here’s a tactic many successful quitters used (Those >who quit smoking for life are successful. I hope they >realize that.) - They replaced a bad habit with a good >habit. Their good habit can be chewing nicotine gum >for a while (I haven’t heard of any who have died from >exposure to nicotine gum chewers, so I consider it a >good, temporary habit.) >Since chewing nicotine gum is a short-term habit, it >should be replaced by another habit. > >If customers no longer need what you offer when their >lives change, you should be ready to refer them to >another business. Example- If you specialize in >products/services for babies, you’re apt to lose >income when your customers start caring for toddlers. >By having a host-beneficiary arrangement with a >business catering to parents of toddlers, you can get >a percentage of profits or a flat fee. >You’d be the host & the beneficiary would offer to >serve your former customers. The beneficiary would >gain customers without the hassle of finding them. The >beneficiary also wouldn’t risk spending money on mass >media advertising, which might not reach a profitable >number of prospects. >This arrangement can be cumbersome if the transactions >are small & frequent. If this is focused on a specific >kind of purchase (a particular product/service or >combination of products &/or services) it can be >measured & quantified more easily. >Instead of paying you money, the owner of the >toddler-oriented business could refer parents, of >growing families, to you. Some parents, who have >another baby, might not have done business with you >before. >Former customers, of both businesses, would be >changing purchasing habits/patterns anyway. You should >profit from finding a dependable source of solutions >for their next life stage. This is something to >introduce to them before their children toddle, so >they can adopt the other business & adapt their >purchasing behavior. > >Changing any behavior can take about 21 days or more. >Tony Robbins, & others, talk & write about quick >change. Those techniques work for personal changes, >but I doubt you’ll inspire anybody to change buying >behaviors quickly without a big incentive. >(Variations of what Tony teaches can be used to >inspire other people to change, but they’d have to be >used carefully. If they’re not done correctly, you >could associate or anchor your business to pain >instead of solutions. The changes Tony talks about >require intensity & that’s hard to convey to another >person in marketing messages when you’re not >face-to-face with that person or using infomercials.) > >This is why you may have noticed promotional offers >lasting for many purchases. It’s to get people to >establish a new habit. Many times that means replacing >an old habit. Establishing & replacing habits requires >effort & time. This effort & time aren’t available for >other things. >Good routines & habits are established to make life >easier. Though you might offer benefits people won’t >get from other sources, you’re still expecting people >to make their lives a bit or a lot harder for a while. > >Since situations change, what was a good habit can >become a bad habit. Or a good habit might outlast its >usefulness. This is similar to what I wrote in “It's >Sadistic If You Don't Help Clients Find Their Pain” >(http://www.voy.com/31049/1/151.html). Example- When >people can’t afford a solution, they may get used to >the “pain.” When their income increases, they may >still put up with the problem. >Some religious people just think it’s a cross for them >to bear. Others may think they can’t afford a >solution, because they’re used to not affording >things. Humble people might think they don’t deserve a >solution. > >Think of ways to reach more members of your target >market. Based on how & where you’ll reach them, >develop incentives to get their attention & inspire >them to change. But test these things in small, >inexpensive ways. I know you want & need maximum >results NOW. I don’t want you to risk more money than >necessary. >Break out of the bad habit of not testing approaches. >There are better ways to do things & you should find >those without big risks. >Dennis S. Vogel >thrivingbusiness@email.com >Some business owners wait until there’s a recession or >something goes wrong, then they change their methods. >That’s reactive & starts from a point of weakness. >Proactively changing strengthens businesses. I have >information you need for a stronger future. >http://web1.lakefield.net/~thrivingbusiness/ >http://www.voy.com/31049/

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