There are many different marketing tactics but the underlying strategy remains the same.
Here are three main principles that most marketing experts agree on:
- Give more value to your clients.
When you give more value to your clients than they paid for, they can’t help but love and appreciate your service.How can you offer more value to your clients? Perhaps better instructions on how to use your product or service. Maybe a follow up call to see how they are doing.
- Focus on benefits not features.
People want to know, “What’s in it for me?” So when they evaluate a product they don’t want or need to be technical expert, they just want to know how it will help them. A classic example is the iPod. It wasn’t the first portable music player and it wasn’t even the first MP3 player. The genius behind their marketing was that they focused on the benefits not the features. Every other MP3 player was marketing how many Gigabytes they had. Instead, Apple marketed “1,000 songs in your pocket.” The other MP3 players could do the same exact thing but they didn’t know how to communicate it since they focused on features not the benefits.Try making a list of all the benefits and features of your product or service. Then separate them out into benefits and features. Ask your colleagues and clients to review the lists and add things you may have overlooked.
- We buy with emotion and justify with logic.
Whether you are buying a DSLR camera for video, a new car, a pair of shoes, or anything else this idea remains true. When we buy something we first make an emotional connection to the purchase. On a deep level we feel the purchase will help us in some way. Some of these emotions could be happiness, fulfillment, variety, stability, safety, security, connection, love, entertainment, etc. Once we know we want it and want to buy it, then we justify the purchase with logic. Some logical things could be number of megapixels, miles per gallon, made of premium leather, and so on.What are some ways to help people make the emotional connection with your product or service? Can you play a certain type of music in your store? Can you adjust the lighting to help people get in the right frame of mind at your location?
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