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>I don't know if what I wrote below is how the newscast >web site ideas were formulated. I've just speculated & >extrapolated. > >The Lesson: >Determine, with research & intuition, what's >incomplete. If you design or further develop >something, you can test it to find who is attracted to >it & how popular it is. After that, you can test for >profitability. > >You can try what may seem to be odd combinations. News >read by naked people seems a bit weird, until somebody >thinks about rationalizing magazine pictures with >articles. > >Many times, a touch of weird is what gets Attention, >Interest, Desire & Action. More forms of what's >already common may be socially acceptable, yet not >different enough to achieve AIDA or gain profits. > >I've seen a newscast - - on TV - - featuring a car >wash with people washing vehicles instead of using >machines. It's potentially boring, except those people >are women who are only wearing bikini bottoms >(topless). It adds a bit of spice. Though the washing >process takes longer, customers don't seem to mind. >Customers are required to stay in their vehicles with >all doors & windows closed. > >It Depends What You Think Of It >A customer, who's satisfied with your offer, may still >buy from a competitor. When it happens you shouldn't >feel betrayed or think you did anything wrong. > >Another magazine analogy: If a spouse/partner buys a >magazine with pictures of nude models, it doesn't mean >s/he is dissatisfied. S/he may just want some visual >variety. > >Novelty wears off & new alternatives are introduced. >So, even the most popular ideas eventually will lose >some luster if they're not polished with innovation & >more marketing. Since many customers want some kind of >new alternatives, it's vital to offer some. > >Ask customers what they want & expect. Maybe you can >supply it. As long as they still buy what you offer, >they're still attentive & interested. Ask what may >increase their desire & action. > >Yes, I intended the double entendre in the previous 2 >paragraphs because I sincerely want you to be happy at >home too. I know how a miserable relationship can >interfere with business. I also know how great >relationships can help - - inspire - - people to have >great businesses. It's what I wish for you. It's why I >put 2 lessons in those paragraphs. > >Back To Just Business >Being visionary with balance & restraint are vital. >You may have a great idea & introduce it. If you >include every feature & benefit in the 1st iteration, >you may ruin your chances of future success. > >Your complete idea may be too expensive to produce. >The price you need to charge may be too high. Your >complete idea may overshoot what people want/need. >After the novelty of your deluxe product/service wears >off, what more could you add to inspire/achieve AIDA >again? > >Contradictory Idea >You could remove some features & benefits then reduce >your price. Doing it may bring you more sales, but the >stripped down version could seem like a poor >substitute for your previous offering. > >Removing quality is the Walmart way of gaining sales. >The ploy works for a while, but will your >product/service keep working or will it Fall Apart? > >But you should be aware, in your 1st iteration, >offering less than your complete idea may undershoot >what consumers demand & it may be very easy to compete >against. It may become a commodity more quickly than >your complete idea would. > >My advice is: Be careful about what you decide & how >you implement what you decide. > >Wake Me Up When You're Finished, Doc >Some dentists offer sedation dentistry &/or TVs in the >rooms. For long treatments, patients can opt to be >asleep. If the treatment isn't so long, they can watch >TV shows or movies. > >Here's a combination of easing emotions & >rationalization: >Dentists can promote sedation dentistry as a solution >for those who are afraid or who need so much dental >care, they either 1 - require multiple appointments or >2- an appointment long enough to finish all of it. > >When people are asleep, dentists can do more work, >more profitably because they don't have so much setup >time compared to setting up & sanitizing for multiple >patients. Dentists have the potential to serve fewer >patients & get more money, with less expense for them >& patients. > >Pain Really Bites >Many people admit they're afraid of dentists because >of a bad experience with 1 dentist. Those, who don't >want to admit their fear, may opt for sedation & >rationalize it by having a lot of work done in 1 >appointment. They've often postponed treatment for so >long, they need a lot of dental work. > >They don't feel afraid when they're asleep. Their >teeth are fixed. Plus, they've had a dental >appointment without pain. It can help them feel >comfortable about future dental care. > >Another Dental Example >When a dentist drills & fills a cavity, there's >usually an assistant present. 2 people with intrusive >& sharp instruments leaning over are overwhelming for >some patients. They feel like they have no control. > >Since dentists need to use suction to empty a >patient's mouth, a patient can hold the suction >instrument (or whatever it's called). Then the >instrument is close by & a patient is holding >(controlling) it & participating (somewhat) in the >treatment. > >How can you help customers maintain enough control so >they don't feel overwhelmed? > >The Sum Is Greater Than Its Parts - - Or Something >Like That >There are many sources for ideas. I've heard Leslie >Wexner (Limited Brands founder) takes his camera when >he travels for business or vacations. He gets pictures >of interesting things, which he can later mix & match >to form innovative ideas. He doesn't just tour >clothing stores. He gets ideas from restaurants & many >other sources. > >A possible template for developing ideas could be some >questions like these: >What do people struggle to understand? >What do people struggle to do? >What are people already doing with a lot of >frustration & low satisfaction? >What do people wish they could do more *easily, >*quickly, *less expensively, *with better quality? >(Many other *qualities/*criteria can be added or >substituted in this question.) >Would people prefer to go to another place to do what >they already do? >What would people prefer to delegate it to others >(hire somebody to do)? >How much are they willing to pay to have somebody do >it? >What is the result they want? >How much is it worth to them? >What do people like to do alone? >What do people like to do with others? >What can be added to any of these activities? >What would they prefer to eliminate from these >activities? >Which of these activities could be combined? >What can be added to make buying a product/service >more enjoyable - - or at least less uncomfortable? >What do people usually dislike about businesses like >yours? > >Jay Abraham considers things from various focal points. >How can he directly apply something he's seen, heard >or read? >(He considers ways to adopt it - - with little or no >change - - to create or enhance something.) >How can he indirectly apply something he's seen, heard >or read? >(He considers ways to adapt or adjust it to create or >enhance something.) >Who can use it to gain benefits & advantages? >To whom can Jay give or sell it - - for further >development - - so it'll be more successful than he >envisioned? >(Jay is mostly a big picture guy. He often needs >somebody else to follow through & complete what he & >his ideas start.) > >These questions can help make a strong start. You can >probably think of others that fit your specific >business. > >Example: Some consumers drink tea or coffee while they >read at home. Some book stores have tea & coffee, plus >comfortable chairs so people can carefully consider >which books they want. > >For some it's a home-like experience. For others, it's >better than their experiences at home. What appeals to >them depends on if they want something different than >they usually experience or similar. > >Some prefer gourmet coffees because regular coffee >leaves so much to be desired. Those, who are satisfied >with regular coffee, don't understand why anybody >would pay more than $2 for a cup of coffee. > >Rowe, Rowe Inc.? Are Mac & Mike Brothers? >If you work best with macro concepts, you may need >somebody to develop the (micro) details. >If you're better at building & completing what others >start, you may need somebody to form ideas. >Both abilities are necessary, some people have both, >but many have 1. > >You should do what you do best & find others (who are >trustworthy) to do the rest. > >When you combine these questions, examples & concepts >(above) with The Hedgehog Concept (3 circles) in "Good >to Great", you can build a great company. > >Dennis S. Vogel >thrivingbusiness@email.com >When you use the URLs below to get free knowledge >resources, you'll learn how to make what you offer >more appealing. >http://www.lakefield.net~thrivingbusiness >http://www.voy.com/31049/

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