Creating Connections: Making Your Business Truly Multimedia

Written by Mary Wheeler


Remember when "multimedia" wasrepparttar hottest term inrepparttar 121922 computer world? Everyone wanted a system that was multimedia-ready -- some were even called "multimedia" systems, which usually meant that they had decent sound and video cards.

Today, we are onrepparttar 121923 verge of having TRULY multimedia systems -- systems that integrate and connect various ways of communicating and sharing information. Businesses that want to prosper (or perhaps even survive) inrepparttar 121924 future need to be aware of these changes and should try to capitalize on them as soon as they can.

What kind of changes am I talking about? Mainlyrepparttar 121925 ways thatrepparttar 121926 Internet is combining with other communication media to create products and services that hadn't been thought of before. Here are just a few examples:

* You can now userepparttar 121927 Internet to make local and long distance telephone calls, as well as video conferencing. The combination of these two media allows customers to transmit more information than either could do by themselves.

Do You Sell a Necessity or a Luxury? They Are Marketed Differently

Written by Kevin Nunley


Products and services are a mixed bag. Some are downright necessities. If my toilet explodes, I need a plumber. If your child wakes up with a high fever, you need a doctor. Raging termites, aching teeth, and lawsuits also require services that are necessities.

But most products and services are more luxury than necessity. I often hire a young man to mow my lawn. But if he's on vacation one week, I'll get my out-of-shape self out there and pushrepparttar mower myself.

Businesses buy out of necessity 90 percent ofrepparttar 121921 time. Consumers feel a purchase is a necessity more like 30 percent ofrepparttar 121922 time. In many cases consumers could dorepparttar 121923 job themselves or makerepparttar 121924 product. More often they simply want to buy to save time and trouble.

It's important to think about how your product or service is considered by customers. Do some consider you a necessity while others figure you provide a luxury?

This can figure in how you promote your business and write your advertising. Necessities should be promoted as an affordable solution to a pressing problem. Stress your competence and caring.

Promote luxuries by pointing out how much betterrepparttar 121925 customer's life will be after she buys. Stress how your product or service saves time, money, and hassle. There is an old saying among advertising professionals: When your ad stresses everything, you stress nothing.

Let me give you an example. Lots of web sites list every single benefit their product or service can give you. You're faced with a long, long list of bulleted points.

Kudos to these sites for putting their features and benefits in easy-to-browse bullets. But they would do far better to focus their sales copy on just a few key advantages.

People tend to skip over copy that tries to stress every feature and aspect of a product. Even worse, many people simply skip over copy that tries to cram in too much.

Make a list ofrepparttar 121926 top three things about your product or service that seem to impress customers most.

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