Ten Tall Tales of Traditional Marketing #2Written by Jimmy Vee
You have our permission to publish this article electronically or in print, at no cost, as long as bylines are included. Please print article in its entirety unchanged and notify author by email when you use it.~*~*~ "Ten Tall Tales of Traditional Marketing That Cost You Tons" Tall Tale #2 "Advertising is Expensive" By Jimmy Vee & Travis Miller Let's face it. Advertising isn't exactly a bargain. But it doesn't have to be as costly an endeavor as many people believe it to be. As we talked about yesterday, advertising is usually used as a surface treatment. Asking advertising to do lion's share of marketing your product or service is a yeoman's task. That's when things start to get expensive. For example, a relatively unremarkable store selling relatively unremarkable products in a relatively unremarkable fashion will often times expect an advertising campaign to yield leads and sales. It's possible, but it will take a hefty cash commitment from unremarkable player. The advertising message will need to be geared toward masses and communicated to as many people as possible. That's not cheap – and it's not smart either. A remarkable business, on other hand, is playing by an entirely different set of rules. A company with a remarkable product, service or method can deploy a remarkable advertising message to a small, targeted group of individuals who are most likely to appreciate company's uniqueness and act upon it. They, in turn, will spread word about that company.
| | Ten Tall Tales of Traditional Marketing #4Written by Jimmy Vee
"Ten Tall Tales of Traditional Marketing That Cost You Tons" Tall Tale #4 “You need to be cheaper than your competition” Hooey! Horse Pucky! This has to be most asinine statement to ever come out of anyone’s mouth. If you believe this nonsense then please just start writing us checks for a hefty part of your profits, because that’s what you are essentially doing. Do you have a “George Costanza” wallet that’s obscenely thick because it’s stuffed with fifties? Do you use hundred dollar bills as fire fodder! Are you in business of giving people ridiculous deals because you have more money than you know what to do with? If answer to these questions is yes then stop reading. This doesn’t apply to you. Ahhh…still here? Figured that much - keep reading! Let’s debunk this Tall Tale in stages. Why can’t this be true? If this were a true statement it would mean that people make buying decisions based on price. BUZZZZ, wrong answer. Never has any living human being ever made a buying decision based on price alone. So, it’s a combination of things right? Like price and advertising? You have lowest price and you’ve gotten it out in front on as many people as possible, right? I think you can guess where this is going? BUZZZZZZ, wrong again! People don’t buy because of price and they don’t buy because of advertising. They buy because they are emotionally attached to product. This statement is so significant that it bears repeating. People make buying decision solely based on EMOTION! Yell that from highest mountain top. Emotion in sales process comes in many forms: emotionally committed to product, emotionally committed to benefits product will deliver, emotionally committed to sales person, brand, store. There are lots of different avenues, but they all are emotionally driven. Not reason, not logic, not price, not advertising, not size, shape, color or smell. All of these things can contribute to sales process, but they do not end with a buying decision. There is an easier way to elicit an emotional attachment.
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