Customer Creation Concept #7 - Weave Your Story...

There are a couple of myths that fly around in the brain box of the non-marketer.  “Build it and they will come” and “Build a better mouse trap and the world will beat a path to your door.”

Both of these myths are deadly to business.  They cause a lot of frustration and inevitable loss of a lot of great products and services in the world. 

Products and services DO NOT sell themselves. 

There is a constant dialogue in your prospect’s head.  Some of it takes place by your voice coming through their ears.  Some of it takes place in the voice of their mind.

Your “story” about your product or service must weave into the “story” taking place in your prospect’s head if you are going to create a customer.  When the story of your product or service (benefits, features, usability, testimonials) becomes part of their story you will create a customer.

Creation of customers is ACTIVE.  So, get to it…

Customer Creation Concept #6 - Emotion Sparks Action

Before any customer is created, your prospect must feel some emotion.  Emotion is the precursor of action.  No action is ever taken without some emotion proceeding it.

Emotion is the fuel…

Joy, sorrow, anger, fear, surprise, disgust, guilt, shame, pride, envy, and emotion #1, LOVE are all at the source of every customer creation.

If you want your prospect to take action, study emotion and make it the core of your marketing.

Customer Creation Concept #5 - Fight the Yawn

Customer creation is an ongoing, day-by-day, step-by-step, multiple action process.  Sounds like it can get a bit tedious.

YAAWWN!

It can never stop if you are going to be a successful marketer.  Differences are made over time, not in a single ad or direct mail piece.  That’s just the way it is.

YAAWWNNNN!!

The yawn is the enemy.  It is contagious.  Look around your industry and you will see it has taken over most of everything that everyone is doing.  The yawn even nibbles away at your margins.  The only way to market with a yawn is to have a low, everyday price.

You have to defeat it in yourself and in your prospect.  Curse the yawn with something different, imaginative, outstanding in the eyes of your prospect.

Put a charge in your prospect.  That charge will make a magnetic attraction.  When the prospect feels something you will create a customer.

It’s time for you to wake up and smell the coffee!  It’s perking up profits.