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What to offer your customers
You must sell concepts and solutions to your customers rather than products, because the key to making money when marketing off or online is to fulfill desires. We sell dreams and images and hopes for the future. We sell to people's wants and dreams; the product or service must serve your customers desire, or you fail quickly. Everyone wants to be prosperous, to feel important, and to be needed. We want to feel protected. We want to feel good about ourselves. This is the basis of all marketing strategy when it comes to inventing the concepts for our products or services. It does not matter whether you are selling e-books or cell phones, cars or CD's: the same principles apply. You should not concentrate on the product, but rather on what the product will do for the people that purchase it. The benefits are the key! Why should you order from me instead of all the competition? We have to tell the people in our market exactly what the product will do for them. They will not spend their hard earned money unless they really feel that their desires and needs are going to be met. This is the way it is. You have to realize that most people are not happy with their current predicament, no matter what that might be. A recent Gallop poll found that 71 percent of all Americans are not completely happy with their lives. Can you imagine that? Seven out of ten people are not happy with their lives as they are today. Worse yet, 76 percent of all working adults are not happy with their jobs. They're not happy about where they work. That gives you some idea how much unrest there is out there, how many people are dissatisfied. People are looking for cures. They are looking for hope. They are looking for change. That should make it easy for you to sell a concept rather than a product or service. Life can be a pain, and you want to say: "Look, I have the pill that can help, I have your solution. I have what you need to turn your unhappy life into something great and exciting." When you do that, people will spend their money on your product that you did not even have to sell. What you are showing people is the hidden benefit of your book, CD, service or widget! |
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