My Product is Obviously Better ? Why isn?t it Selling?

The movie, "Field of Dreams" opens with a farmer standing in a cornfield. He hears a disembodied voice saying, "If you build it, he will come"?by the end of the movie the mantra has changed to "If you build it, they will come".

The movie takes a religious theme and applies it to baseball. The story appeals to our sense of order in the universe, that if you create something exceptional whether it be a product or service, it will take on a life of it's own and automatically be successful.

In reality, we know that that is not so. "Build a better mousetrap and the world will beat a path to your door." It didn't work when the better mousetrap was designed and it won't work now.

How are you going to reach your prospective customers?

Look beyond the features of your products and services, to the reason the customer would want to do business with you.

Developing an effective strategy requires a clear idea of who your core group of prospects is.

Demographics ? age, sex, education, income

Are augmented by

Psychographics ? style, buying habits, personality, values, ideology, attitudes and issues of the day and the consumers stage of life.

Identify the main motivation of your customer, reach out and touch them with an emotional message they are compelled to act on. Each market segment has it's own triggers, which is why it is ineffective to say "everyone is my target market" and try to use one message and medium to reach them.

Pain is a greater motivator than pleasure. Pain of loss, pain of being laughed at, pain of being left out, pain of looking old, pain of looking unsuccessful?what pain does your customer have? How can you communicate your understanding of their problem and the fact that you can take away the pain?

Motivation is also affected by current trends. Today's consumer doesn't believe in promises, anymore. You only have to look at the most popular shows on TV and the resultant association the phrase "You're fired" conveys to realize that there is a hunger for truth. The show alone isn't enough. There is a whole spin off of "behind the scenes", even more real reality TV.

Stating a "truth" is not enough, form a connection.

Delivering a clear, concise message, often, to a small group of receptive people is much more effective than using the scattergun approach.

Be willing to embrace new ideas, be excited about the opportunities presented by being seen as different, and have the dedication and commitment to stick to your plan to reach out and touch someone.

Nancy Fraser has spent the last 25 years working with businesses to create and implement effective advertising and marketing campaigns. Sign up for the Notable News to receive Nota Bene's FREE monthly e-zine. Sales, PR, logo design, advertising and marketing tips are provided by a group of Associates with specialized skills. http://www.notable-marketing.com/newsletter. html

---

Getting the Maximum Marketing Mileage Out of Your Nametag

As a small business owner, you must always explore creative... Read More

Marketing with Special Reports. 5 Ways to Develop Content Your Prospects Cant Wait to Read

So you've decided to start publishing an e-newsletter, or you'd... Read More

Deciphering Marketing Lingo: Whats the Difference between a USP, Single Message and a Tagline?

Maybe you've heard these different marketing terms, maybe you haven't.... Read More

The 4 P s of Marketing: Effective Marketing Programs Depend On Them

There is no shortage of marketing programs, many with great... Read More

Eliminate Your Competitors With 2 Simple Steps

In business, having competitors goes with the territory. There's almost... Read More

The Surprise Inside!

Think about all those Cracker Jacks you ate as a... Read More

Marketing To Women

Recent studies concerning the "new world of women" have been... Read More

Marketing Success - Marketing Strategy - Brand Identity Guru

Marketing message x Credibility x Visibility = Marketing SuccessThese three... Read More

Another Commercial? Dont Touch That Dial! Watch & Learn

When commercials come on the television do you get up... Read More

Have You Captured Me Today?

There are many Web sites I visit every day and... Read More

Use The Neglected Weapons In Your Marketing Arsenal

Business marketers have a lot of weapons in their arsenals... Read More

Off The Shelf Software for Making Business Lists

Available to all small businesses are business lists, which come... Read More

Marketing Planning Made Simple - Another Small Business Power Tool

Marketing planning must be really difficult and complex, otherwise why... Read More

The Words That Sell

What You Say, Who You Say It To, How you... Read More

Are You Guilty Of Interruption Marketing?

You muted the commercials on the TV last night because... Read More

Business Marketing For Consultants, Coaches, Speakers, and Trainers: How To Be Noticed and Trusted

Business marketing is essential for professional services, such as consultants,... Read More

Top 10 Tips To Market & Build Your Professional Practice

In building and running a professional practice (or any small... Read More

Positioning For Success

According to military historian David Chandler the campaigns of Napoleon... Read More

Qualify Prospects Using Direct Mail Marketing

When a prospect responds to your lead generation sales letter,... Read More

Consider Consumer Psychology

In your marketing efforts, be they on or offline, it's... Read More

Ten Crucial Questions

Ten Crucial Questions for Your Business Future I'm... Read More

Off the Shelf Small Business Mapping Software

All small businesses can benefit from inexpensive off the shelf... Read More

An Example of Understanding Consumer Thinking

A church in my community provided me with one of... Read More

Mortgage Marketing and Advertising ? The Magical Ingredient

Do you offer superior service, consistently close loans on time... Read More

Increase Sales With Travel Incentives

Today's business environment has changed dramatically over the past 10... Read More