This consumer is dissatisfied with their current state of existence. They want to perceive themselves in a more positive light. This consumer perhaps has low self-esteem and is depressed because of their poor level of fitness or perhaps they are dissatisfied with their level of athleticism because they know they can excel beyond where they are currently. The bottom line is they are dissatisfied with themselves, with their social image, and with their level of achievement.

With this in mind you’re not selling heart-rate monitors, you’re selling positive, and encouraging feedback. The heart-rate monitors tell consumer that they are achieving and meeting their goals. The heart-rate monitor gives positive feedback and brings pleasure to painful exercise. The heart-rate monitor brings satisfaction to a dissatisfied outlook. What you’re really selling is pleasure in midst of pain.

This is what I mean by understanding your consumer’s psychology before you begin marketing and advertising. With above analysis, someone selling heart-rate monitors can develop a marketing campaign that speaks directly to heart of consumer and hopeful turns more prospects into purchasing customers.

Take time to analyze true needs of your consumer and how your product meets that need before you begin writing your and developing your marketing and you’ll be at a distinct advantage over your competition.

Darrin F. Coe, MA holds a master’s degree in psychology and works as a mental health professional, wealth building advocate, weekly columnist, and author. His latest information product is “Consumer Thinking Exposed” available at http://dcoe1.tripod.com. Contact him at coe@ris.net or subscribe to Darrin Coe Ezine at http://dcoe1.tripod.com

A good consultant will work with companies that he or she knows they can help by relying on their background and expertise in certain areas of marketing and advertising. Nobody knows everything, but if someone has an expertise in an area that I lack knowledge with, I would hire him or her in a second if they can honestly help me and they can prove they can help me and they will back up what they tell me.

We get emails every day from people who want to join ISOR with plan of retiring in a month, making a million dollars without doing anything, etc. and we turn every one of them down. There is no business on Internet or in traditional business where you can accomplish this type of unrealistic goal.

There are, however consultants who will tell you what you want to hear, just to get your business. They take your money and run and they will not help you a bit. We hired a copy writer one time who seemed like a good fit for our company and only after she finished writing at $120 an hour did she tell me that she would not buy my product. Not because she could not benefit from it, but she refused to pay for anything online. Her copy was terrible and we ended up re--writing entire sales page. Her feelings and beliefs came across in her writings. It was simply impossible for her to write positively when her mind was telling her negative things.

We have many marketing and advertising partners and all companies we partner with have been tested by us to offer valuable services, but there are thousands of other companies on Internet and you might find a very good company with a very good service that works for you and within your budget. Not all companies are out to cheat you, but purpose of this article is to forewarn you regarding where you spend your advertising dollars.

We have spent a lot of money and time buying and trying different advertising options and by using our own ad campaign and link tracking system for all our advertising campaigns we have data to back up what we say.

Research your advertising options carefully and do not get pulled into a good deal just because it sounds like a good deal. You do not need to spend a lot of money to advertise and promote your business, you just need to use your common sense and think long term.