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Write You - Small Business Marketing Tips #3: What Most Marketing & Vacuums Have In Common - They Both Suck!
I was reading the latest edition of Adverting Age magazine, an industry pub for us advertising nut-cases. Actually, I’m not real fond of the journal – too much junk about big brands and million dollar budgets. Not really the game most of our clients play in.But there was an interesting story I thought I’d share with you…The story is about the battle between Burger King and their National Franchisee Organization.The two organizations are fighting over pricing and promotion plans, including the chain’s $340 million dollar ad budget!!company, James Dyson. In 1970, Dyson graduated from Royal College of Art where he studied furniture design, then interior design.
In the advertising, Dyson is very persuasive and passionate about his product. He exudes believability and credibility by doing very little other than demonstrating the product and being confident in its ability.
Unwavering confidence is a key and often overlooked corner-stone of marketing. You must be confident in your personal ability and the ability of your product or service to deliver on its claims.
Many small business owners and independent sales professionals lack that level of confidence. It’s only when you have that level of confidence can you back up your products
Customer service is important in any type of business and is also important in private education. Customer service in public schools is nonexistent compared to that of the average business. In a private school, which is often run very similar to a business they need to be cognizant of the fact that community goodwill, public-relations and great customer service is paramount in their success.How does a private school engage its customers in a meaningful way? How can a private school give better customer service; what types of things they need to
I love it for what it is, what it looks like, what it promises and I love the marketing.
Let’s talk about the marketing. Let’s talk about it because the marketing is all the things I just mentioned.
This company is smart. They build marketing into the product at ground zero. They vacuum is scendsational to look at. It’s a cool and innovative thing of beauty and I’m sure to some it’s a hideous yellow beast, which from a marketing perspective is the right place to be.
They are following our rule of thirds principle here which is one I suggest you all strive to follow. Not being afraid to piss off, turn off and not be for at least a third of the population.
The Dyson also has a completely innovative design that moves completely based on a ball concept for revolutionary mobility – that’s worth looking at and talking about. They have built in buzz right in the product design.
See how that’s marketing at ground zero. You can do that too…
Next, I want to talk about the claims they make. Their irresistible offer is short and simple – “The first vacuum cleaner that doesn't lose suction.” Let’s analyze this.
1. What are we selling?
A vacuum
2. What’s in it for me – the customer?
It doesn’t lose suction
3. How much does it cost?
Not mentioned (more on this later)
4. Why should I believe what you say?
The first vacuum to not lose suction.
A short and simple statement that answers 3 out of the four power questions of an irresistible offer. That is a Gravitational Proposition that pulls people to them like crazy. What is the most frustrating thing about a vacuum? Losing Suction!!! So smart and it gets even better.
The company has made several models all that cater to very specific sub-niches.
1. Base model 2. Low Reach – for people who are frustrated with not being able to get under things 3. The Animal - The most powerful upright for pet hair – for pet owners. 4. Full Gear – for all the floor cleaning gadgets – for the people who always buy the top of the line.
This is a great marketing strategy.
The Website:
The front page of the web site uses an education based marketing approach that discusses the four things you need to know before you buy a vacuum.
The website is the best. They are a bit too caught up in fancy flash and they are losing some of the effectiveness as a result. They could make the site simpler and easy to navigate and ultimately make more sales.
The Advertising:
The advertising spokes person is the inventor of the vacuum and the owner of the UK based company, James Dyson. In 1970, Dyson graduated from Royal College of Art where he studied furniture design, then interior design.
In the advertising, Dyson is very persuasive and passionate about his product. He exudes believability and credibility by doing very little other than demonstrating the product and being confident in its ability.
Unwavering confidence is a key and often overlooked corner-stone of marketing. You must be confident in your personal ability and the ability of your product or service to deliver on its claims.
Many small business owners and independent sales professionals lack that level of confidence. It’s only when you have that level of confidence can you back up your products w
If you have a home based business or a family business, you probably cannot afford to hire a professional copywriter to create your advertising. However, you still need to advertise your business, so how can you make it as effective as possible? One thing you must never do is try to create a fancy advertisement. The instructor of a class of students learning to be copywriters said, "Creativity is not a positive virtue for an advertising copywriter. Whether it is a print, on-line or broadcast ad, when you ask a potential customer what he thought of the ad
They are following our rule of thirds principle here which is one I suggest you all strive to follow. Not being afraid to piss off, turn off and not be for at least a third of the population.
The Dyson also has a completely innovative design that moves completely based on a ball concept for revolutionary mobility – that’s worth looking at and talking about. They have built in buzz right in the product design.
See how that’s marketing at ground zero. You can do that too…
Next, I want to talk about the claims they make. Their irresistible offer is short and simple – “The first vacuum cleaner that doesn't lose suction.” Let’s analyze this.
1. What are we selling?
A vacuum
2. What’s in it for me – the customer?
It doesn’t lose suction
3. How much does it cost?
Not mentioned (more on this later)
4. Why should I believe what you say?
The first vacuum to not lose suction.
A short and simple statement that answers 3 out of the four power questions of an irresistible offer. That is a Gravitational Proposition that pulls people to them like crazy. What is the most frustrating thing about a vacuum? Losing Suction!!! So smart and it gets even better.
The company has made several models all that cater to very specific sub-niches.
1. Base model 2. Low Reach – for people who are frustrated with not being able to get under things 3. The Animal - The most powerful upright for pet hair – for pet owners. 4. Full Gear – for all the floor cleaning gadgets – for the people who always buy the top of the line.
This is a great marketing strategy.
The Website:
The front page of the web site uses an education based marketing approach that discusses the four things you need to know before you buy a vacuum.
The website is the best. They are a bit too caught up in fancy flash and they are losing some of the effectiveness as a result. They could make the site simpler and easy to navigate and ultimately make more sales.
The Advertising:
The advertising spokes person is the inventor of the vacuum and the owner of the UK based company, James Dyson. In 1970, Dyson graduated from Royal College of Art where he studied furniture design, then interior design.
In the advertising, Dyson is very persuasive and passionate about his product. He exudes believability and credibility by doing very little other than demonstrating the product and being confident in its ability.
Unwavering confidence is a key and often overlooked corner-stone of marketing. You must be confident in your personal ability and the ability of your product or service to deliver on its claims.
Many small business owners and independent sales professionals lack that level of confidence. It’s only when you have that level of confidence can you back up your products
Do you know booklets are now used for marketing?The booklets which are deemed as just an ordinary type of small panes that are fastened together with card cover are now recognized by many business-minded individuals as an effective medium that offers great marketing potential. What’s great about them is that they are very handy in the sense that they are easy to mail to your prospects.What to Consider? When you want to make a nice-looking booklet, you should consider on what to make. This means you have to make your mind up on how you will
2. What’s in it for me – the customer?
It doesn’t lose suction
3. How much does it cost?
Not mentioned (more on this later)
4. Why should I believe what you say?
The first vacuum to not lose suction.
A short and simple statement that answers 3 out of the four power questions of an irresistible offer. That is a Gravitational Proposition that pulls people to them like crazy. What is the most frustrating thing about a vacuum? Losing Suction!!! So smart and it gets even better.
The company has made several models all that cater to very specific sub-niches.
1. Base model 2. Low Reach – for people who are frustrated with not being able to get under things 3. The Animal - The most powerful upright for pet hair – for pet owners. 4. Full Gear – for all the floor cleaning gadgets – for the people who always buy the top of the line.
This is a great marketing strategy.
The Website:
The front page of the web site uses an education based marketing approach that discusses the four things you need to know before you buy a vacuum.
The website is the best. They are a bit too caught up in fancy flash and they are losing some of the effectiveness as a result. They could make the site simpler and easy to navigate and ultimately make more sales.
The Advertising:
The advertising spokes person is the inventor of the vacuum and the owner of the UK based company, James Dyson. In 1970, Dyson graduated from Royal College of Art where he studied furniture design, then interior design.
In the advertising, Dyson is very persuasive and passionate about his product. He exudes believability and credibility by doing very little other than demonstrating the product and being confident in its ability.
Unwavering confidence is a key and often overlooked corner-stone of marketing. You must be confident in your personal ability and the ability of your product or service to deliver on its claims.
Many small business owners and independent sales professionals lack that level of confidence. It’s only when you have that level of confidence can you back up your products
Your Nonprofit's Name Alone Isn't EnoughYou've got to explain in a few words what your nonprofit does, and why it's valuable. That's the job of the tagline.Many organizations expect their names to broadcast what it is they do. Trouble is, it just doesn't happen that way very often. One reason why is that many nonprofit names sound alike. Another is that audiences frequently confuse the work of organizations focused on the same issues – think Human Rights Watch and Amnesty International.Where Your Tagline Fits
This is a great marketing strategy.
The Website:
The front page of the web site uses an education based marketing approach that discusses the four things you need to know before you buy a vacuum.
The website is the best. They are a bit too caught up in fancy flash and they are losing some of the effectiveness as a result. They could make the site simpler and easy to navigate and ultimately make more sales.
The Advertising:
The advertising spokes person is the inventor of the vacuum and the owner of the UK based company, James Dyson. In 1970, Dyson graduated from Royal College of Art where he studied furniture design, then interior design.
In the advertising, Dyson is very persuasive and passionate about his product. He exudes believability and credibility by doing very little other than demonstrating the product and being confident in its ability.
Unwavering confidence is a key and often overlooked corner-stone of marketing. You must be confident in your personal ability and the ability of your product or service to deliver on its claims.
Many small business owners and independent sales professionals lack that level of confidence. It’s only when you have that level of confidence can you back up your products
Sometimes when we lose a job due to no fault of our own, it may take a while to find another suitable job. It can be easy to feel down and out and take a lack of progress personally. Just keep in mind that there are many jobs out there and it may take a while to find the one that is the best fit for you.The first thing you need to do is look for a job. If you are drawing unemployment, your state should have a job board or job bank that you can use to search for job postings, either online or at a local facility. Look in your newspaper. Most n
In the advertising, Dyson is very persuasive and passionate about his product. He exudes believability and credibility by doing very little other than demonstrating the product and being confident in its ability.
Unwavering confidence is a key and often overlooked corner-stone of marketing. You must be confident in your personal ability and the ability of your product or service to deliver on its claims.
Many small business owners and independent sales professionals lack that level of confidence. It’s only when you have that level of confidence can you back up your products with solid, no-nonsense guarantees.
Price:
Wouldn’t you think that a vacuum is a commodity product? One vacuum sucks, they all suck – figuratively and literally. You’re looking for the cheapest thing to get the job done, right?
Wrong…With the identification of the pain of the target, an irresistible offer, an overwhelming benefit, education based marketing, social proof and a buzz-worthy, spread-able design this product rips itself from the commodity market and commands more money then all it’s competitors.
And the thing is selling like hotcakes.
Heck, I’m considering it even though is like $500.00. Plus I have pets, so I’m thinking I’m gonna pay even more for the pet vacuum because its niche marketed just for me.
Here’s them using a special offer and action incentive too…great stuff.
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