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| Subject: Setting Your Target Market's Buying Criteria Will Make You More Successful Than Your Competitors | |
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Author: Dennis S. Vogel |
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Date Posted: 18:28:19 07/15/01 Sun Why should anybody buy something from you instead of from a competitor? Whatever that reason(s) is/are won't make a difference (won't do you any good) if they're not presented logically, with emotional appeal, to your target market. If you have a mobile oil change service, here's something that will help you. If you have a different business, then adapt this. 1) What's the biggest benefit you offer? 2) Why is it such a big benefit (compared to other alternative products/services)? 3) Why is it more important to a certain group of people than to others? Let's say your prospects are very busy and distracted, so they have a hard time remembering appointments. Also, when their work shifts are over, there's a lot of traffic, they're tired and just want to get home and rest. But they've driven their cars more than 3,000 miles since they had the oil changed. They can set up an appointment with you, up to a month in advance. (When they have an accurate estimate how many miles they'll drive.) You'll call them the previous day to confirm your appointment, you'll already have the vehicle's description and license plate number, so you'll want to be sure you have a good idea where their vehicle will be at the appointed time. So, knowing all that, let's set your target market's buying criteria so you can reach and catch the attention of others like them. Their buying criteria is something they'll identify with and use when they consider what to buy or even whether or not buy anything. "You work 8 or more hours per day. After work and on days off, you're tired and still too busy to fight traffic just to bring your vehicle to an oil change service. That's why ABC Mobile Oil Change comes to you and your vehicle. "Your vehicle is too valuable to neglect oil changes, and your time is too valuable to use it driving to a service station. "ABC Mobile Oil Change saves your vehicle and your time. Call ###-#### for time and energy saving details today before you drive too many more miles." That's how to do it. It seems simple and maybe even simplistic, but it can make the difference between thousands of people picking you or your competitors. It's literally that important. An added note- you should send them or leave a reminder card or magnet for their next oil change (what the mileage will be when another change is needed). Dennis S. Vogel thrivingbusiness@email.com You don't need a miracle. You don't need magic. You need powerful marketing. Here's where to get it. http://wz.com/business/SmallBizThriving.html http://www.thrivingbusiness.homestead.com [ Next Thread | Previous Thread | Next Message | Previous Message ] |
| Subject | Author | Date |
| My big competitors sell the same brands | Cassandra | 12:25:13 07/25/01 Wed |
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