Advertising and Marketing Ideas to Create Phenomenal Profits In YOUR Small Business

“The Single Biggest Mistake Made In Marketing, By All Of Us” PDF Print E-mail

“The Single Biggest Mistake Made In Marketing, By All Of Us”

 

Most people, when they think of marketing, think “Well, I have this product, now how do I sell it...and who do I sell it to?”

 

Everyone does that. The real way to market (the way that almost guarantees success) is the approach “I have customers. What do they want? What can I get them that will satisfy that craving? How can I let them know that I have what they want?”

 

Think about this...It’s hard to make someone want something. It’s infinitely easier to find out what they already want, and get it for them.

 

For example. We sell a several models of vacuum cleaner. Now, what do people really want in a vacuum cleaner?

Not what we think they should want...but what they really want?

They want lightweight...easy to handle.

If they have pets, they want it to pick up the pet hair.

 

So that’s what we advertise. That’s what gets them in the door.

 

If you sell a weight loss product; What should they want? Better health.

But what do they really want? To look better to the opposite sex.

 

Have you ever heard this? “Give a man a fish, and you feed him for a day...teach a man to fish, and you feed him for a lifetime” It’s a beautiful sentiment. And everyone you see should want to learn how to fish……..but what do they really want? A free fish. The full page ad we looked at in this issue asks people to Think. Shouldn’’t they? Of course. We should all think more...the benefits are endless. But we don’t do what we should do...we do what we want to do. And appeals to what we should want to do...almost always fail.

 
 

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Reviews from Amazon.com.

Your Survival Guide to Ad Reps Who Don't Know Any Better!, January 23, 2010

By Gloria Steinman "Obsessive Compulsive Book Re... (Sandusky, OH)

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If you have ever been approached by an ad rep, you know the feeling of confusion and frustration. They tell you how much your business will increase and how you will get SOOO many new customers. Then you run the ad, nothing happens, and the rep comes back and tells you to run it again to see if it works next time. Surely if you continue to run the ad SOMETHING will happen!

After months of spending hundreds or even thousands of dollars, many business will throw up their hands and proclaim "ADVERTISING JUST DOESN'T WORK!"

 But what you don't know, and to be honest the ad rep doesn't know it either, is that the simple act of purchasing an ad does not mean you will get a response!

There are tried and true "rules" to advertising and Claude's book is very good at laying those "rules" out in an easy to understand way. It is not the last book you should ever read on advertising but it can be used to IMMEDIATELY improve the response to YOUR advertising!

 I highly recommend this book to any small business that operates on a local level.

The $20 bucks you'll spend (at Amazon.com) on this book will be well worth it and if you actually put some of Claude's principles to work you could see a return on investment worth thousands of times the cost of this book! Claude has spent 10 years in the school of harsh reality and has tested and tweaked these methods for the survival of his own business.

Claude Whitacre is My Hero!

 An Incredibly Valuable Book!, January 19, 2010

By Mike McGroarty

The Unfair Advantage is an excellent book that every small business owner should have on their desk. Not their bookshelf, on the desk, and the pages should be dogeared from constantly refering to this book. All businesses need to and should advertise aggressively and this book really does give you an unfair advantage by teaching you how to craft your advetisements, and where and where not to place those advertisements. Advertising that doesn't work is expensive. Advertising that REALLY works is libertating and will take your business and your life to the next level and beyond.

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