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>Copyright 2005 by Dennis S. Vogel >(I advise you to copy & paste this into a text editor >& maybe print it on paper.) >Step 1 This is divided up into separate posts because >the full response is long. But however long this >response ends up being, please don't think it has all >of the answers. I'm writing this with the >understanding you have or will read my other posts in >this forum. Then eventually, you may want to read my >insights on my free information web site. The link to >it is in my sig file below. >My analogies may seem inane, but I'm using them like >Zig Ziglar uses stories in his sales training >sessions. He's found people remember the stories more >easily than they remember the principles he teaches. >When they remember the stories, they can remember the >principles. >Since I don't know how about your situation or the >situations of other readers, I'm hoping my analogies >will be like game theory. The concepts can be applied >to other situations. >(In addition to an explanation of game theory, there >are other more advanced things you should eventually >learn (or hoire somebody who knows them in >"Co-Opetition: A Revolution Mindset That Combines >Competition & Cooperation: The Game Theory Strategy >That's Changing the Game of Business by Adam M. >Brandenburger, Barry J. Nalebuff") >1st - Having enough sales is more than an advertising >issue. Clayton Christensen & others have covered parts >of this. This is something that's affected by other >parts of a business. Its ability to positively affect >the other parts depends on the support it gets from >those parts. That's why I've studied more than >marketing, so I can improve marketing programs by >improving businesses. >This advice seems to beat a round a few bushes, but I >set the stage for the main points. Each idea is >necessary for knowing how to fully implement the >concepts. >I've been advising business owners to reach prospects >when prospects can take action on the offers. Similar >concepts are- 1) Reaching prospects when they're most >receptive to the offers. 2) Reaching prospects when >they can change their plans & take action on the >offers. >Sleep Aids Examples - >Example 1- Late at night & early mornings, I've been >hearing a radio commercial for a sleep aid without a >pain reliever. This can be effective because somebody >who's laying in bed may listen to a radio in hopes of >hearing relaxing music. But unless they're totally >alert & know where to find a store (open for business >at that time) selling the sleep aid, it wouldn't be >safe or practical for them to go buy the product. It >could, inadvertently, prompt them to write a note as a >reminder for when they're able to go to a store. But >it doesn't suggest this. >If they already have some of this in their medicine >cabinet, the commercial could be a good reminder & >help them justify (to themselves) using it. Some of us >are stubborn & don't like to use medicine or >supplements unless we need them. Getting people to >finish the product supply they already have can lead >them to replenish it. This is especially true soon >after they've gotten the benefits. It reinforces their >previous decision to buy it. >For those of us who are stubborn, this message is good >too. It encourages people to not use a pain reliever, >if they don't have pain to relieve. (As opposed to the >product described in example 2, below.) We wouldn't be >taking medicine we don't need, so this medicine is >positioned as a suitable alternative to the night-time >pain reliever the commercial specifies by name. >Example 2- This afternoon I heard a commercial for a >pain reliever with a sleep aid in it. I thought this >might not be as well targeted as the other commercial. >But I've heard a lot of Americans are sleep deprived. >Then I imagined people at work or commuting, fighting >to stay awake after a sleepless night, especially >since back pain is also so common. >Even through the fog of their fatigued minds, they >might recognize & understand what they need. They may >think either of 2 things- 1- "No wonder I didn't get >much sleep. My sleep aid didn't relieve the pain." 2 >- "No wonder I didn't get much sleep. My pain reliever >doesn't have a sleep aid." >I'd strengthen the message with this - "Do you lay >awake thinking about the pain? Next time you think >about the pain, do something to get rid of it. Then >you can get the restful, comfortable sleep you need. >It will be like getting your life back." It'd be a >stronger message if I used words the target market >usually uses to describe the problem & the relief they >feel when it's solved. >By carefully positioning a product as a substitute, >it's set up as credible & the competitor as less >credible without disparaging the competitor. Yes, it >reminds listeners about the competitor, but to some >extent, it may be using the competitor's advertising >as a supplement. When they hear the competitor's >commercial, now people might think, "I need that, but >wait, I don't need that extra medicine. I just need to >sleep, not get rid of pain. So, I'd better buy the >other medicine." It's somewhat like the Uncola against >the colas. It doesn't state it's bad to take the extra >medicine, but implies it's not good either. >What didn't the commercial do? It could've been >expanded to claim, "Without the extra medicine, our >product is less expensive." That may be a valid point, >but for another commercial. Trying to put too much >into a message means there's actually too little >message. Huh? >(Note- I'm about to suggest for you to ask people what >they want or need. Be careful, because they don't >always know how to describe it. This will be covered >in another step. This is to help get re-started & I >suppose you already have some products in-stock & >buying a different product line isn't going to happen >for a while.) >Step 1 for you to implement: Figure these things out >or ask questions- >(It's up to you to get the answers & implement >accordingly. I'm already going beyond the call of duty >by codifying & writing this for you. I work on a >percentage of the sales revenue I generate for >clients. It seems like you need to re-invest all of >the revenue you get from using this. You'll probably >need some of it for personal expenses too. Meanwhile >we both have work to do to earn money.) >What does your target market want/need at this time of >year (including predominant weather patterns), in >their location, at their age, in the current economy, >etc.? >What are they trying to accomplish? >What do they need to be done? >Don't just listen to the content or meaning of what >they say. Remember how they say it. This is the way >they think of the problem &/or solution. The way they >think about something is the most meaningful way to >attract them. So, when they hear or read problems & >solutions expressed their way, they're more apt to pay >attention to it. >Example- Which of these potential headlines appeals to >you? >Are You Chagrined Because You Haven't Attained Your >Business Goals? >Are You Embarrassed About Your Lack of Results In >Marketing Your Business? >I'm willing to bet the second headline appeals to you >more because you wrote, "I'm embarrassed about my lack >of results, people told me I should have a back-up >plan when I started my business." >If you handle conversations correctly, find out what >prospects think & how they think of it. You'll also >show you sincerely want to learn from them. Here's a >sample from "The 7 Habits of Highly Effective People" >by Stephen R. Covey. It's not about marketing, it's >about seeking first to understand, then to be >understood. That's valuable in many aspects of >business, including marketing. >"Boy, Dad, I've had it! School is for the birds!" >"You've had it. You think school is for the birds." >You have essentially repeated back the content of what >was being said. You haven't evaluated or probed or >advised or interpreted. You've at least showed you're >paying attention to his words. But to understand, you >want to do more. The second stage of emphatic >listening is to rephrase the content. It's a little >more effective, but it's still limited to the verbal >communication. >"Boy, Dad, I've had it! School is for the birds!" >"You don't want to go to school anymore." >This time, you've put his meaning into your own words. >Now you're thinking about what he said, mostly with >the left side, the reasoning, logical side of the >brain. >The third stage brings your right brain into >operation. You reflect feeling. >"Boy, Dad, I've had it! School is for the birds!" >"You're feeling really frustrated." >Now you're not paying as much attention to what he's >saying as you are to the way he feels about what he's >saying. >The fourth stage includes both the second and the >third. You rephrase the content and reflect the >feeling. >"Boy, Dad, I've had it! School is for the birds!" >"You're really frustrated about school." >"I sure am. It's totally impractical. I'm not getting >a thing out of it." >"You feel like school's not doing you any good." >"Well, yeah. I'm just not learning anything that's >going to help me. I mean, look at Joe. He's dropped >out of school and he's working on cars. He's making >money. Now that's practical." >"You feel that Joe really has the right idea." >------------------------------- >Based on this, if it was for marketing a tutoring >program, I'd write a headline like this - >"Do You Feel Like School Is Totally Impractical >Because You're Not Getting A Thing Out Of It?" >Some marketing practitioners advise not using question >headlines. So how this headline - >"Boy, Dad, I've had it! School is for the birds!" >Yes, a direct quote. It'll attract the attention of >students who feel like that & of parents who heard >something like that from their children. >What's the most important benefit you can offer? >(Among your current stock, so hopefully you can profit >from your inventory investment.) >What makes that important to anybody? >How is that benefit like the goal your target market >wants to achieve? Example- Do they just want to sleep >or also relieve pain? >How is that benefit different from the goal your >target market wants to achieve? Example- Do you offer >restful sleep & pain relief? Does your target market >only want half of that benefit? (I consider the >combination of being able to sleep without pain to be >a single, but compound benefit.) >Mac Ross, one of Jay Abraham's cohorts, If when you're >trying to sell it, people are apt to ask, "So what? >Why are you bothering me? Who cares?" >You should develop answers to those questions before >you try to sell anything, then implement the answers. >While you're implementing them, you'll testing the >validity. Then you'll have results to implement & more >testing to do. >I've been hearing a lot of radio commercials featuring >slice-of-life or pseudo-interviews, the characters >featured range from shallow & foolish to bizarre & >stupid. These may get & hold attention because of mild >humor. These characters are supposedly the business's >customers. But what are they communicating? Be one of >the customers & it shows you're stupid or you'll soon >be foolish. Wow! Is that compelling or what? >Since, as you wrote, people pay attention to 1 out of >3 ads/commercials, what else does that mean? One >powerful thing about radio commercials, if they're >done well, is they can slip messages into people's >minds. It's not subliminal, it's blatant. But people >aren't fully conscious of it either. You've probably >heard plenty of things you weren't paying attention >to. It happens with others too. But even when people >are paying attention they don't remember everything. >It's even worse when they're listening while doing >something else. >As Bob Lorber & Ken Blanchard wrote in "Putting the >One Minute Manager to Work," "KISS." Keep it short & >simple. Yes, they wrote it about telling subordinates >what to do. But is trying to get somebody to buy >something much different? Of course, you won't fire a >consumer for not buying a product, but they won't get >the benefit if they don't "obey." Workers want the >benefit of being paid, among other things, so they >obey orders. >You want somebody to just tell what you what to do so >you can do it. That's what I've done. Now it's time >for you to start doing. You can read Step 2 on another >day. > >Dennis S. Vogel >thrivingbusiness@email.com >Are you waiting results from your marketing >investment? Why? Your target market isn't waiting for >you, they're getting benefits from somebody else. You >should at least be learning while you wait. Here's >free information to help you get results sooner. >http://web1.lakefield.net/~thrivingbusiness/ >http://www.voy.com/31049/

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