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Supercharge Your Sales With The Five Greatest Ideas in Marketing ECommerce Articles | November 2, 2006
"Supercharge Your Sales With The Five Greatest Ideas in Marketing" talks to the evolution of marketing thinking and how it impacts the web entrepreneur. The vast majority of those starting on the web have no marketing background. These five 'big ideas' provide rich perspectives for thinking about how to design a web site, develop a sales letter Cheap Soccer Jerseys From China , run an email campaign - in fact the whole gamut of web marketing.
Web home-based business is about marketing. Pure and simple! Yet few home entrepreneurs are versed in marketing. We all get caught up in the latest techniques and give little thought to the simple but immensely powerful ideas that sit behind those techniques. There are many ideas floating around, but only five that are truly profound.
The Unique Selling PropositionUnder the USP theory you identify some feature of the product and you use that as a lever to distinguish it from its competition. So products are stronger, faster, sharper Cheap Soccer Jerseys China , and they wash cleaner, and so on. USP thinking is product-oriented thinking, totally focused on the ?functionality' of the product. Product-oriented thinking is very common on the web, understandably as people become very wrapped up in what they produce. It is also a death-trap for the unwary as it ignore or simply assumes ? the customer.
Customer OrientationCustomer orientation shifts the focus from the product to the customer. It recognizes that the customer puts very little value on a product's functionality. Cars are SUPPOSED to work and not rust. No-one is willing to pay a cent more for one that doesn't rust Cheap Soccer Jerseys , though they may be charged more!Think in terms of a continuum of what the customer values i.e. what the customer is ?willing to pay for!' At one end are the generic functions that the product is supposed to have, next to that are various augmentations ? say, support services, warranties Cheap Jerseys Wholesale China , guarantees, and so on. People are willing to pay a little more for these augmentations but they largely resent them. At the other end are the psychological factors ? fear, safety, status Cheap Retro Jerseys , children's advancement and so on. People are willing to pay almost anything for these AND, even better, positionings based on customer psychology are extremely difficult to copy and it is difficult to dislodge the leaders. Despite an overwhelming quality advantage, it took decades for the Japanese to create a truly high status car ? the Lexus ? and dislodge Cadillac and Mercedes.
Solution MarketingThe solution approach is an evolution of customer orientation. The primary insight is: People buy things to solve problems.
Those problems may be simple Cheap Replica Jerseys , requiring an equally simple solution. Or they may be ?systemic' requiring many products working together to resolve them. So the ?ring around the collar' image that used to sell detergent in the 1950s has m.