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Our guest blogger- Jay Conrad Levinson is the author of the best-selling marketing series in history, “Guerrilla Marketing,” plus 30 other books. His books have sold 14 million copies worldwide. His guerrilla concepts have influenced marketing so much that today his books appear in 41 languages and are required reading in many MBA programs worldwide. He was a teacher and sounding board for The Shift Doctors (Tracy Latz, M.D. and Marion Ross, Ph.D.) ; and after many discussions strongly encouraged us to publish a book (soon to be released) designed to assist people who struggle with implementing tools learned in business or entrepreneurial coaching programs due to self-sabotage. For more on Jay Conrad Levinson visit www.gmarketing.com
Help Them Problem Solve
As you already know, people do not buy shampoo; they buy clean, great-looking hair. That means selling a benefit. A way that some shampoos have achieved profits is by reassuring people that the shampoo cleans hair, then stressing that it solves the problem of unmanageable hair — a benefit and a solution to a problem.
Right now, products and services that are enjoying success are those that help people quit smoking, lose weight, earn more money, improve health, grow hair, eliminate wrinkles, and save time. These are problem-solving products and services.
You can be sure that some of these can also be positioned as offerings that accentuate a positive, but savvy company presidents saw to it that their offerings were positioned as things that could eliminate a negative. Your biggest job is to be sure your products and services do the same.
– For more on Jay Conrad Levinson visit www.gmarketing.com