Deepen Your Mastery of Marketing Psychology by Discovering Customer Motivators and Reasons to Buy
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Marcia Yudkin
Apr 22, 2013, 10:10:03 AM4/22/13
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Please consider this free-reprint article written by:
Marcia Yudkin
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IMPORTANT - Publication/Reprint Terms
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- You are not allowed to use this article for commercial purposes. The article should only be reprinted in a publicly accessible website and not in a members-only commercial site.
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The role of iSnare.com is only to distribute this article as part of its Article Distribution feature ( http://www.isnare.com/distribution.php ). iSnare.com does NOT own this article, please respect the author's copyright and this publication/reprint terms. If you do not agree to any of these terms, please do not reprint or publish this article.
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Article Title: Deepen Your Mastery of Marketing Psychology by Discovering Customer Motivators and Reasons to Buy
Author: Marcia Yudkin
Word Count: 522
Article URL: http://www.isnare.com/?aid=613708&ca=Marketing
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=613708
Easy Publish Tool: http://www.isnare.com/html.php?aid=613708
*********************** ARTICLE START ***********************
In preparation for my latest web site makeover, I toured about a dozen competitors� web sites, in search of ideas I could use or definitely wouldn�t want to use at my new site. Since I�m not a potential client for them, I normally didn�t spend much time looking at marketing consultants� or copywriters� web sites.
To my surprise, I discovered two sites containing a statement along these lines: �Confidential projects require a 100% surcharge.� Without the surcharge, clients could see the work they�d commissioned and paid for dissected, discussed and shown off in the consultant�s courses and portfolio.
Never in a million years would it have occurred to me to present confidentiality as a competitive advantage, as something all my clients receive without any extra charge.
Reading competitors� terms and conditions might be similarly eye-opening for you. Industry norms that you take for granted pertaining to privacy, quality control or courtesies for clients might have slipped while you�ve been quietly doing business traditionally.
�Unlike other companies, we...�: See if you can create a powerful differentiator.
For example, unlike other companies, we have no hidden charges. What you see on our quote sheet before we get started is what you owe us when we have finished. Or, unlike other companies in our industry, we are available 24/7 to answer your technical questions as well as to troubleshoot and solve any glitches that occur. Or, unlike most adventure tours, we accept the challenge of working with clients who have never before spent a night out under the stars or may have fears and phobias about heights.
You may have an even better chance to connect with potential clients by conducting Hot Button research. This involves discovering the biggest worries and concerns for people in the industry you sell to.
When that industry is one you target but do not directly participate in, try these four methods of discovering its hot buttons:
1. Attend an industry meeting or conference and during the coffee breaks, ask everyone what their biggest challenge or obstacle is this year.
2. Find a discussion list or discussion board for the industry and note both heated debates and thoughtful questions experienced folks ask each other.
3. Take previous clients in that industry out to lunch and ask them about current controversies in their field and any others they think are bound to break out soon.
4. Sometimes a hot button is perennial rather than new. Simply ask your informants what business issue has most kept them awake at night over the years.
With all this listening, pay attention to the words people use to describe their fears and ordeals and echo them when you create your new product or promotion. Whenever you discover a new hot button that doesn�t seem to have gotten much public attention yet, write a white paper or create a video about it and distribute a press release about the white paper or video to your industry and the general news media.
About The Author: Marcia Yudkin is the author of more than a dozen books, including 6 Steps to Free Publicity and Persuading People to Buy, from which this article is adapted. Learn about her Marketing Insight Guides series on turning strangers into long-time customers: http://www.yudkin.com/guides/index.htm .
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=613708
*********************** ARTICLE END ***********************
- To distribute your articles go to http://www.isnare.com/distribution.php
- For more free-reprint articles go to http://www.isnare.com
Message delivered directly to members of the group:
publish-the...@googlegroups.com
*****************************************************************
Please consider this free-reprint article written by:
Marcia Yudkin
*****************************
IMPORTANT - Publication/Reprint Terms
- You have permission to publish this article electronically in free-only publications such as a website or an ezine as long as the bylines are included.
- You are not allowed to use this article for commercial purposes. The article should only be reprinted in a publicly accessible website and not in a members-only commercial site.
- You are not allowed to post/reprint this article in any sites/publications that contains or supports hate, violence, porn and warez or any indecent and illegal sites/publications.
- You are not allowed to use this article in UCE (Unsolicited Commercial Email) or SPAM. This article MUST be distributed in an opt-in email list only.
- If you distribute this article in an ezine or newsletter, we ask that you send a copy of the newsletter or ezine that contains the article to http://www.isnare.com/eta.php?aid=613708
- If you post this article in a website/forum/blog, ALL links MUST be set to hyperlinks and we ask that you send a copy of the URL where the article is posted to http://www.isnare.com/eta.php?aid=613708
- We request that you ask permission from the author if you want to publish this article in print.
The role of iSnare.com is only to distribute this article as part of its Article Distribution feature ( http://www.isnare.com/distribution.php ). iSnare.com does NOT own this article, please respect the author's copyright and this publication/reprint terms. If you do not agree to any of these terms, please do not reprint or publish this article.
*****************************
Article Title: Deepen Your Mastery of Marketing Psychology by Discovering Customer Motivators and Reasons to Buy
Author: Marcia Yudkin
Word Count: 522
Article URL: http://www.isnare.com/?aid=613708&ca=Marketing
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=613708
Easy Publish Tool: http://www.isnare.com/html.php?aid=613708
*********************** ARTICLE START ***********************
In preparation for my latest web site makeover, I toured about a dozen competitors� web sites, in search of ideas I could use or definitely wouldn�t want to use at my new site. Since I�m not a potential client for them, I normally didn�t spend much time looking at marketing consultants� or copywriters� web sites.
To my surprise, I discovered two sites containing a statement along these lines: �Confidential projects require a 100% surcharge.� Without the surcharge, clients could see the work they�d commissioned and paid for dissected, discussed and shown off in the consultant�s courses and portfolio.
Never in a million years would it have occurred to me to present confidentiality as a competitive advantage, as something all my clients receive without any extra charge.
Reading competitors� terms and conditions might be similarly eye-opening for you. Industry norms that you take for granted pertaining to privacy, quality control or courtesies for clients might have slipped while you�ve been quietly doing business traditionally.
�Unlike other companies, we...�: See if you can create a powerful differentiator.
For example, unlike other companies, we have no hidden charges. What you see on our quote sheet before we get started is what you owe us when we have finished. Or, unlike other companies in our industry, we are available 24/7 to answer your technical questions as well as to troubleshoot and solve any glitches that occur. Or, unlike most adventure tours, we accept the challenge of working with clients who have never before spent a night out under the stars or may have fears and phobias about heights.
You may have an even better chance to connect with potential clients by conducting Hot Button research. This involves discovering the biggest worries and concerns for people in the industry you sell to.
When that industry is one you target but do not directly participate in, try these four methods of discovering its hot buttons:
1. Attend an industry meeting or conference and during the coffee breaks, ask everyone what their biggest challenge or obstacle is this year.
2. Find a discussion list or discussion board for the industry and note both heated debates and thoughtful questions experienced folks ask each other.
3. Take previous clients in that industry out to lunch and ask them about current controversies in their field and any others they think are bound to break out soon.
4. Sometimes a hot button is perennial rather than new. Simply ask your informants what business issue has most kept them awake at night over the years.
With all this listening, pay attention to the words people use to describe their fears and ordeals and echo them when you create your new product or promotion. Whenever you discover a new hot button that doesn�t seem to have gotten much public attention yet, write a white paper or create a video about it and distribute a press release about the white paper or video to your industry and the general news media.
About The Author: Marcia Yudkin is the author of more than a dozen books, including 6 Steps to Free Publicity and Persuading People to Buy, from which this article is adapted. Learn about her Marketing Insight Guides series on turning strangers into long-time customers: http://www.yudkin.com/guides/index.htm .
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=613708
*********************** ARTICLE END ***********************
- To distribute your articles go to http://www.isnare.com/distribution.php
- For more free-reprint articles go to http://www.isnare.com
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