Download 42 rules of marketing by Lowell L. PDF

By Lowell L.

The forty two ideas of selling is a compilation of rules, theories, and useful methods to advertising and marketing demanding situations the writer has been amassing during the last 17 years. the assumption was once to create a sequence of valuable reminders; issues that dealers recognize we should always do, yet don’t regularly have the time or endurance to do. the concept that of the forty two principles is that nearly something in existence could be summarized into forty two exact rules that trap the essence of the subject.

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This makes it clear to customers that they can call HP for information or answers to their questions, they can visit their website and get more insight, or they can go down to their local retailer and have a live conversation with someone who knows about HP products. Pretty clear what their options are. 50 42 Rules of Marketing Then you need to make sure it is easy for the customer to complete the next step. Is the phone number printed on your landing page and your brochure? Did you include a link to a map of your location in the email?

Then you have lost your differentiator. You have to start over again, and it becomes a game of leapfrog. Quality can be a powerful differentiator but only in markets where quality is a really powerful customer desire. Medical equipment, for example, is heavily reliant on both product quality and brand image. In the toothpaste example, quality ingredients are important factors to some consumers. They might prefer Tom's of Maine toothpaste whose differentiator is natural, quality ingredients. Promotional activities and incentives can also serve to differentiate products.

It is also helpful to use other customers to validate your message. Messages are always more compelling when they come from someone like them - your customers. If I tell you I'm cool, I therefore am definitely anything but cool. But if someone else like you tells you I'm cool, then I probably am. Stories, quotes, anecdotes, success stories, case studies - call them whatever you like - they are all very effective at telling your customers you're cool without your having to say you're cool. ) Different customers are going to connect with different benefits of your message (or product).

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