I should emphasize that way your customer thinks about you and your products will determine his behavior towards you. If you are not in your customer’s thoughts, it will be difficult for you to be part of his life. Your customer’s perception matters. He must see your product as product of choice. You must realize that your customer’s perception of you will determine what he will say about you to his friends, colleagues and relatives. Some of most powerful advertisement you will ever get may be from people who have never made contact with you, but who have a very good perception of you. They tend to exaggerate when they recommend you to others. Remember, you get best result when you are first to get into customer’s mind in your category.

BE THE STANDARD

When you are able to get into customer’s mind first, and you maximize that position, you become identified with your category as a whole. For example, it is usual for people to say, “I want to buy Coke” when they want to buy a cola drink even if it is not of Coca-Cola brand. Same for Xerox in photo-copying, people want to “Xerox it”

Allow me to explain. Most marketing efforts can be placed into one of three categories:

1. "Push Marketing" or advertising basically screams at

viewer. "Hey Look at ME, Buy My Stuff NOW!" Because we are exposed to this type of marketing thousands of times a day, we've learned to tune it out, hate it and even protest against it. Look at SPAM for instance. People even get arrested for using email to "Push" their offers in front of us!

With Push Marketing we have no choice in matter. We get a sales pitch whether we want it or not. And who doesn't want a choice in what they see, read or hear?

2. "Permission Marketing" on other hand aims to seduce us into allowing others to advertise to us. They offer up promises of great useful content, special offers and discounts if we sign up, opt-in or subscribe. It's effective but loosing ground day by day as we see content more and more diluted by ads.

Basically, they ask us if they can advertise to us and we have a choice whether content they're offering is valuable enough to us to put up with ads.

3. "Pull Marketing" is when people come to you, with a purpose.

If I'm seeking services of a programmer to develop a script for a web site I'm working on, first place I begin my search is either a search engine or a site where I know programmers can be found like Elance.com. I actually visit these sites with a purpose and seek out best person for job.

Maybe I read an article or web based tutorial on designing scripts for my purpose. Maybe I searched through HotScripts.com and couldn't find what I was looking for.

The Point is, I went looking for them. I took time and energy to find them and I'm ready to buy now. I'm most targeted prospect programmer could ever hope for.