5. Will personal fitness training have an impact on my personal sense of fulfillment?

I understand that most consumers, will ask themselves these types of questions without really thinking about them. The answers you develop as you purposely ask yourselves these types of questions will give you insight in processes a consumer may consider or be susceptible to as they are considering purchasing personal fitness training services.

This process will also help you define ways to market that will get consumers to consider your personal fitness training service if they are not. Using Maslow’s needs pyramid helps you target your marketing. It is foundation of :

Getting Attention Developing Interest Creating Desire Facilitating Commitment Motivating to Action

If you can use Maslow’s needs pyramid to get inside head of consumer by running it through a filter of questions like one’s I’ve presented above you’ll have a tangible marketing advantage because you now can respond to your consumer’s internal dialogue.

Using this type of filtering process can also help you create need in those that have not yet developed an interest in your product or service. Simply put yourself in consumer’s place and present you’re marketing to them in such a way as to answer or resolve each need in hierarchy.

Maslow’s needs pyramid is a powerful tool that is taught to every marketing and advertising student in world but it must be understood and applied if it’s to actually be useful. Try using Maslow’s marketing filter next time you are considering a marketing campaign. It’ll help you get a better grip on what consumer is thinking and feeling.

Darrin F. Coe, MA is a mental health clinician, weekly columnist, wealth building advocate, and author of “Micro Loans: Finance Your Dreams” available at http://dcoe1.tripod.com/microfinance For more great business and marketing information you can sign up for “Darrin Coe Ezine” at http://dcoe1.tripod.com

If you were jostling your way through a crowded store in a big rush and a bored teenage clerk asked you to fill out a survey of forty questions but wasn’t offering anything in return, how likely would it be that you’d do it? A more effective approach for Eddie would have been to narrow down his list of questions to four instead of forty, and offer a coupon for 10% off any online purchase in return for filling it out. If you want to create leads using your website, offer something for free and require your visitors to give you a bit of information first. They’ll be much more likely to respond if they get something they perceive as valuable in return. Give people what they want, an incentive.

Regularly study your website statistics Another area that Eddie seems to miss e-marketing boat is in analysis. He doesn’t have time for looking at all those pesky Web statistics. He can’t be bothered with analyzing number of visitors who come to his site, or how they got there, or where they go once they’re there. He’s rendered blind to his e-marketing campaigns’ successes and failures. It’s like always ignoring your checking account balance and then despairingly wondering where all your money went each week. What’s worse, because he ignores numbers, he has no useful information to help plan his next campaign. Numbers help in life.

A jumbo jet is off course 90% of time. It reaches its destination successfully by constantly checking data on its exact position and continuously making appropriate adjustments until it lands on target.

Likewise, an e-marketing objective can be best reached by analyzing data and making necessary modifications. For example, if your target is a thousand visitors a week, then look at your website statistics and learn where majority of your visitors are coming from. Discover what type of site, link or search engine is doing a lot of referring. Then adjust your time and budget accordingly.

It’s been rumored around office that Eddie sometimes locks himself in his office and counts his new website’s hit counter, prancing around in jubilation each time counter goes up by one. Yet he hates to hunker down and look at all numbers, all visitors, all referrals, and then conduct a meaningful analysis to help understand past and better plan for future.

Since Eddie hates looking at his site statistics, he has no idea how well his last email marketing campaign went. He sent out five thousand emails to a rented list and then asked his sales people if they got any more phone calls that day. It’d be like a television network executive asking his employees if they happened to see their neighbors’ TV sets on night before to determine if new show did well. Hey Eddie, I have an idea, check your Web stats for page views and you’ll know exactly how successful your email was!

Poor Eddie erroneous e-marketer, is he condemned to sub-par performances in life and business? If he tries to learn from his mistakes, if he starts to treat Web differently than print or any other medium, he’ll start to see results. If he uses more of Web’s power and potential, tapping into its interactivity and offering easy ways for his site visitors to communicate with him, and if he offers incentives to motivate his visitors to take action, then maybe, just maybe, he may not be doomed after all.

Unfortunately, after choosing longest line at toll booth again, his car’s engine seized from idling and poor oil maintenance. So to pass time waiting for tow truck, he popped in an eight-track cassette, flipped open his cell phone and purchased some more Enron stocks.

Jason OConnor Copyright 2004

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Jason OConnor is President of Oak Web Works

Jason is an expert at Web design and programming, e-strategy, and e-marketing http://www.oakwebworks.com

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