They Never Pay for the Lack of Confidence and Sensing Value in Consumer Consciousness
Most owners and marketers – maybe even you – have been conditioned to try small ads tricks and technology … mostly because it's all that is taught in any school. I've heard many people mistakenly say "teach me the tricks of the deal." This is sad because, in fact, they need to learn HANDBANDINN … in other words, the principles of effective advertising – instead of learning just TRICKS. Once you have learned the basic rules, you can continue learning technology. There is a good reason why all good marketing and advertising teachers go through all the principles that are based on before continuing on technology and tips.
Let me tell you I'm having a big problem just teaching methods. Let's look at a story soon to show why. My oldest son's name is Joe and sometimes we go to the local fast food chain and get the french fries. When Joe was very small, like 2 or 3, sometimes fried potatoes could get too hot for him to eat, so he would ask me to cool them down. Well, how are you chilling hot French fries when you're in the car? You keep it in the air cooler It's a few seconds until it cools down!
We call this technology Ique on "fast food cool technology." I know you've done this! Well, my son, be better than most (at least that's what most parents always say, right?), He could do this technique all himself, even at a very young age. Then I once remembered Joe, and he was making fast food in the cooling system and I had not told him to do it or remind him to do it or something. He just did it. And I was thinking, "Wow, he's very smart." Then I looked closer, and really had to do twice. I realized there were two problems – first, the French steak was not hot and secondly, the ventilation was not even switched on. See, Joe was implementing technology to perfection – it's just that the situation was absolutely wrong; He could not understand what conditions had to exist before this technology would work. What I had was a little child to implement technology to perfect perfection without understanding the principles that made this technology work in the first place. He does not understand the principles, just technology.
And so it's with sales methods and marketing and advertising technology. Let me give you an example, direct mail. In the eighties, guys began to learn from teaching timber work to help people read spam. They teach to send your sales message in a standard, white, envelope with no return address with a first-class stamp and handwritten address. People would get it and go, "Wow! A letter from someone who forgot to write back their address! I wonder who it is?" Then they would open it. What did you do when you get a white hand written envelope with no backward on it? You throw it without even opening it! You know it's trash. You know it's a waste of your time. But people still use this technology, like 3 years old, with a cold French fried sprocket that is not even turned on!
Here is another advertiser who is using a car dealer. They are notorious for using tricks because they have not yet taken advantage of their business to be considered to be different from their competitors. They are not good at reality, so instead they try to free you to believe they get better value. I will not even talk about loss of taste leaders, since they put a canceled, low-priced model into their advertisement that lure you on the batch only to find that the model does not exist. No, it's too obvious. Everybody knows the taste. What about this: I saw an ad that contained the heading, "Pay no tax on all new types." You look at it and immediately conclude that you do not have to pay your sales tax, which on a $ 25,000 vehicle could mean saving a few thousand dollars. I saw it and went "wow, that's a lot of value … do not pay taxes." Then I saw the youngster, a small type at the bottom of the page. It said, "Dealership will pay INVENTORY tax on the vehicle, the customer is responsible for all state and local sales taxes." Now I have recently bought a new car and remembered to see "Registration Tax" on the final account. It was something like $ 55. Well, what are you doing? A $ 55 saving. Nice taste, guys. Now you say, is this kind of taste based on trust and trust … or does it build what we call contempt and hatred?
But it's what most ads and marketing programs teach you to do – perform a lot of small methods to plot people into believing that there's some kind of value in business with you. Technology, I could add, which often does not work when you try to use them in the real world. You can not just rely on tricks and technology. You must build the internal reality of your business so that the external perception has the opportunity to be honest. If your internal reality is poor, or even if it's just the same as everyone else, what do you think your company's external perception is? Thus at best, right? On the other hand, if you focus on all your "internal reality" attempts, but you can not do ads very well, you're up for frustration. You must pull your hair out and try to figure out how to be so knuckleheaded to trade with competitors when your business obviously offers better value. Well, maybe it's not so obvious.
The discovery: Most companies could improve in both areas, but they struggle most with "external perception" or in other words with all competitions. It is because of the confidence of the team – they are unable to identify themselves market. Regardless of your situation, or where you are now, that's what these tips are all about – improving your company's internal reality and external perception. It's best to spend time talking about innovation and how to make your business competitive from product, business, and management goals, and spend the most of making ads so it's really your business looking like cutting above all competitors.
Can you see why it is important to consider these two factors – internal reality and external perception at the same time? Just innovation understands you with a very strong company that nobody knows. On the other hand, just learning sales or marketing or advertising will run a business that will not stand around if there is no better value. You must consider both internal reality and external perception. You must first have a good say, say it well.
Source by Joe Cavell