Why Should Clients Hire YOU? Let Marketing Psychology Teach You About Customers� Perception of Value
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Marcia Yudkin
Apr 22, 2013, 10:00:03 AM4/22/13
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Please consider this free-reprint article written by:
Marcia Yudkin
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Article Title: Why Should Clients Hire YOU? Let Marketing Psychology Teach You About Customers� Perception of Value
Author: Marcia Yudkin
Word Count: 545
Article URL: http://www.isnare.com/?aid=613712&ca=Marketing
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=613712
Easy Publish Tool: http://www.isnare.com/html.php?aid=613712
*********************** ARTICLE START ***********************
Attend marketing seminars for struggling business owners, and you won�t be able to walk ten steps without hearing the lament, "They just don�t get it!" That is, buyers don�t feel the need for what they�re selling or don�t appreciate the higher value experts offer, compared to lower-priced competitors.
It requires courage and psychological savvy to get beyond this communication barrier. But once you understand how to connect with buyers on the question of value, you possess the key to charging more than others � and getting it.
Sometimes the disconnect occurs because owners are much too close to their creation and lack the perspective to spotlight their offering so it appeals to the needs and motivators of clients. Dialogue with outsiders to your product development and plans can help you figure out and put into words the attractiveness of what you�ve put together.
Other times, the disconnect occurs because owners are trying to sell to an audience that lacks the psychological, economic or lifestyle foundation to appreciate the value, for example by trying to sell bicycles with ultra-light high-tech frames to weekend cyclists rather than racers.
Smart ways businesses can establish value include:
* Highlight the problem a product or service solves instead of its descriptive features. For example, an upstart broadband company uses new W2T3 wireless technology. That�s a fact that probably means little to the local community of potential users. But when you say you now can provide high-speed Internet to even the most remotely located homes without any investment needed in cables or satellite dishes, the service�s most likeliest customers will perfectly understand.
* Ask a focus group what the item reminds them of, which sometimes surfaces an appealing metaphor that gets buyers-to-be reaching for their wallets. Suppose you offer Feng Shui consulting in an area that hasn�t yet warmed up to this ancient Chinese art of improving the energy feel of an environment. After you explain the concept at length, someone might suggest it�s like injecting your home or office with vitamins � everything becomes more vibrantly alive. Potential customers easily relate to such an everyday idea.
* Concentrate on reaching the subset of customers who already understand your value � not those who must be educated on why they need you. When you�re trying to sell a fresh new fragrance, for instance, target the market of those who are already in the habit of dabbing on scent after their morning shower, not those who are satisfied with the afterglow of soap.
* Ask prospective customers what they hope hiring you will enable them to accomplish, then quote their phrases in your proposal. Let�s say you�re in discussions with a software company about bringing you in to train their marketing team on better writing. Simply ask them what they see they�d be able to accomplish with more skillful writing and sprinkle their exact wording here and there in the proposal. This technique often connects and sells without their conscious understanding of the way you�ve echoed their thinking.
Once you learn to put marketing psychology into practice, potential buyers get it, and you get hired.
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=613712
*********************** 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=613712
- 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=613712
- 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: Why Should Clients Hire YOU? Let Marketing Psychology Teach You About Customers� Perception of Value
Author: Marcia Yudkin
Word Count: 545
Article URL: http://www.isnare.com/?aid=613712&ca=Marketing
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=613712
Easy Publish Tool: http://www.isnare.com/html.php?aid=613712
*********************** ARTICLE START ***********************
Attend marketing seminars for struggling business owners, and you won�t be able to walk ten steps without hearing the lament, "They just don�t get it!" That is, buyers don�t feel the need for what they�re selling or don�t appreciate the higher value experts offer, compared to lower-priced competitors.
It requires courage and psychological savvy to get beyond this communication barrier. But once you understand how to connect with buyers on the question of value, you possess the key to charging more than others � and getting it.
Sometimes the disconnect occurs because owners are much too close to their creation and lack the perspective to spotlight their offering so it appeals to the needs and motivators of clients. Dialogue with outsiders to your product development and plans can help you figure out and put into words the attractiveness of what you�ve put together.
Other times, the disconnect occurs because owners are trying to sell to an audience that lacks the psychological, economic or lifestyle foundation to appreciate the value, for example by trying to sell bicycles with ultra-light high-tech frames to weekend cyclists rather than racers.
Smart ways businesses can establish value include:
* Highlight the problem a product or service solves instead of its descriptive features. For example, an upstart broadband company uses new W2T3 wireless technology. That�s a fact that probably means little to the local community of potential users. But when you say you now can provide high-speed Internet to even the most remotely located homes without any investment needed in cables or satellite dishes, the service�s most likeliest customers will perfectly understand.
* Ask a focus group what the item reminds them of, which sometimes surfaces an appealing metaphor that gets buyers-to-be reaching for their wallets. Suppose you offer Feng Shui consulting in an area that hasn�t yet warmed up to this ancient Chinese art of improving the energy feel of an environment. After you explain the concept at length, someone might suggest it�s like injecting your home or office with vitamins � everything becomes more vibrantly alive. Potential customers easily relate to such an everyday idea.
* Concentrate on reaching the subset of customers who already understand your value � not those who must be educated on why they need you. When you�re trying to sell a fresh new fragrance, for instance, target the market of those who are already in the habit of dabbing on scent after their morning shower, not those who are satisfied with the afterglow of soap.
* Ask prospective customers what they hope hiring you will enable them to accomplish, then quote their phrases in your proposal. Let�s say you�re in discussions with a software company about bringing you in to train their marketing team on better writing. Simply ask them what they see they�d be able to accomplish with more skillful writing and sprinkle their exact wording here and there in the proposal. This technique often connects and sells without their conscious understanding of the way you�ve echoed their thinking.
Once you learn to put marketing psychology into practice, potential buyers get it, and you get hired.
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=613712
*********************** 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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