Power Marketing Tip #56: Stop marketing to people who need...

The Myth about Needs


Have you heard this damaging myth about how to build a business? "Find a need and fill it".

Don't buy that fairy tale.

The cold reality is that people don't buy what they need. They buy what they want.

You might disagree with that. You might even argue that people need food so they buy food. That's true. But, they don't necessarily buy the food they need with the proper healthy balance of nutrients.

If you've taken your children on a shopping trip I bet that you bought something that you didn't need but your child wanted. Fruit Loops isn't on any need list.

I've noticed that many dog owners need to take their pet to obedience training but that business looks pale compared to pet foods, pet health and pet cemeteries.

This distinction between need and want is important to you because many sellers believe that their market is everyone who needs their product. They make the mistake of targeting their marketing at those ignorant masses that need but don't want their product.

There are usually more people who need your product than want it. That larger pool of needy people often seduces marketers to chase those ignorant masses. If you do this, your marketing must first convince the uneducated and unwilling that they have a need for your type of product. You have to insult them by suggesting that they don't recognize that they have a problem. Then you also need to convince them to buy from you.

This can be a frustrating waste of time, effort and money.

Instead you will experience less stress and enjoy more profits when you target those informed individuals who already want what you sell.

You only need to convince them to buy from you.

As a marketing consultant I've been surprised at the successful business owners who hire me. I often learn much from them. On the other hand I've been dumbfounded by the individuals who really need my help but are too blind to realize that.

Perhaps you've heard sellers introducing themselves at a networking meeting by telling you that their market is "anybody who needs...."

Don't make that mistake. Instead proudly announce that your market is "smart people who want..."

When you market to people who want your product you simply need to position your business as the smart choice for smart buyers.

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

The Branding Fallacy

Your Branding might be killing your business

Beware of the branding zombies. They regurgitate meaningless mantras like “branding is good”, “you need a brand” and “we can help you develop your brand.” These creatures only want your life blood. Unfortunately these zombies don’t look like the ones in Michael Jackson’s Thriller video. They look like you and me. They call themselves branding consultants, marketing agencies or graphic designers. And they try to sell you snake oil remedies.

It’s time for a branding wakeup call. This might hurt especially if you have recently succumbed to worship of the brand. Remember, “Pay no attention to that man behind the curtain” in the movie The Wizard of OZ. I’m ripping back the curtain. You might not like what you see. But it might save your business. I’m urging you: Pay attention to the man behind the curtain.

Let’s start by examining some of the world’s best brands.

Read the rest of The Branding Fallacy

 

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

8 Marketing Truths that Will Make You More Profitable

Beware of the dangerous marketing myths that can destroy your business. You’ve probably heard most of them. Many are spread by the marketing mystics who don’t understand or don’t want you to understand the simple realities of marketing. The challenge for you is to sort the truths from the myths and the mystics from the masters.

 

Read this article and study each of these marketing truths to increase your profits and reduce your losses. Think about how you will apply these marketing lessons to improve the profitability of your business. 

 

1. Marketing is about sending messages
Everything you do or don’t do sends a message. Marketing is much more than advertising. Marketing includes your customer service, company policies, telephone manner, community presence and supplier relationships.

Read the rest of Marketing Truths that will Make You More Profitable

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

Marketing Tips video: Marketing is More Than an Art

A common myth is that marketing is an art. The reality is that marketing is a science and like any behavioural science it is imperfect. It is important to recognize that like any science related to business the numbers are critical. Every good marketer needs to understand the numbers.

Enjoy this Marketing Tip video from George Torok reporting from the streets of the big city.



George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

Marketing Presentation video: How to Appear to be More Successful

We would rather deal with successful people and successful companies. How can you appear more successful - especially when you don't feel successful?

How can you feel more confident?

Enjoy this video clip from a live presentation of George Torok speaking to a group of business owners and representatives. The message is practical and the performance is engaging and entertaining.




George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing
Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

Do You Really Want the Cheapest Price?

Remember the Lada?

Cheap - Cheap - Cheap!

Russian made car. First imported into Canada in the 80's. People referred to it as a throw-away car. Use once then discard. The resale value of a used Lada was nil - nada -nyet.

The car didn't last.

Why? Maybe people didn't really want cheap.

People say they want the lowest price when they don't know what to say. Perhaps they are afraid to admit their wants and desires. When they are confused with buying options they can say, "The price was too much." Whey they see no difference in the competition they will compare price.

Curious, the Lada failed. Yet Porshe, BMW and Ferrari are still around.


George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing
Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

Why do People Need to See Your Ad Seven Times?

You might have heard that prospects need to see your advertisements seven times before they buy. That phrase is often repeated by advertising sales reps when they are selling you advertisements. "You can't expect results from only one ad" they'll scold you.

Teachers and trainers agree that new information is best remembered after repetition.

But who said that seven times is the magic number for effective advertisement - and more importantly how did they discover that magic number? What research was conducted to draw that conclusion?

Where did that wisdom originate?


Perhaps it was P T Barnum, the famous American showman, businessman, entertainer, promoter and sometimes scam artist.

Or perhaps was a real or fictitious French journalist.

Read this excerpt from P T Barnum's book, "The Art of Money-Getting" published in 1888 and you decide. Enjoy the amusing analogy that P T Barnum uses to make his point. This curious type of analogy appears several times in his book.

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A French writer says that "The reader of a newspaper does not see the first mention of an ordinary advertisement; the second insertion he sees, but does not read; the third insertion he reads; the fourth insertion, he looks at the price; the fifth insertion, he speaks of it to his wife; the sixth insertion, he is ready to purchase, and the seventh insertion, he purchases."

Your object in advertising is to make the public understand what you have got to sell, and if you have not the pluck to keep advertising, until you have imparted that information, all the money you have spent is lost.

You are like the fellow who told the gentleman if he would give him ten cents it would save him a dollar. "How can I help you so much with so small a sum?" asked the gentleman in surprise. "I started out this morning (hiccuped the fellow) with the full determination to get drunk, and I have spent my only dollar to accomplish the object, and it has not quite done it. Ten cents worth more of whiskey would just do it, and in this manner I should save the dollar already expended."

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Excerpt from "The Art of Money-Getting" by P T Barnum 1888

Can you picture P T Barnum smoking his cigar, swirling another glass of whiskey and chuckling as he wrote these words. Do you think he dreamed that his anecdote would become advertising dogma one hundreds later?

So how many times does an advertisement really need to appear?

George Torok

Marketing Speaker

Co-Author of Secrets of Power Marketing

Marketing Myth: Find a need and fill it

George Torok

Power Marketing

Marketing Myths