Author : Daniel Wadleigh
As thoroughly described, many times, it's "added values" that separate you from the pack. This then elicits the critical response, "I'd be nuts not to buy from these guys." In order to accomplish this, first take a look at "What is Your Market" and determine what your customer is really looking for from your product or service. Once you have a handle on what they want (usually one of the 4 basic human desires, as described later), you can better add values to exceed Brand X in delivering what they want.Some examples of the kind of "added values" may be better ways to: hold it (handles on things); sip it (pop tops on beverage cans); pour it (spouts); digest it (added enzymes); start it (extra battery, push buttons); get rid of it (storage bags, mulcher); install it (included fasteners, tools, instruction video, 1-800 help line); transport it (handles, carrying case, easy disassembly); paint it (prepared surface); replace it (easy insert, duplicates, 1- 800 number); use it (light weight, additional instructions or information not normally available from Brand X that make it "idiot proof" or more readily understandable). In addition to "accessories," it is "added value" to include other values of a complimentary nature. For example, a subscription to the Wall Street Journal gets "Guide to Personal Finance"; cooking ware products include a cook book; a lawn mower with a guide to healthy lawn; a restaurant that promotes nutritional highlights. (Note: any repeat business should include regular changes in information to entice them to return.) A printer might include a guide to writing ads; a tire store could include a safe driving guide. The point is, give them more than the other guys and make it important stuff - not filler.The cost of not doing business with you needs to hurt! The secret- you need to communicate the "added value" to your customers. I have seen many good added values sitting in corners, collecting dust. Make it a part of your advertising and bother to train all employees on why doing business with you is superior to Brand X. Make it an important part of your business, because it is!Daniel Wadleigh is a nationally published marketing consultant and has programs for start-up and existing businesses including effective web sites, e-mail/database, other non-internet ways to drive them to your website, and low cost ways to get more new customers.Go to: http://www.more-new-customers.com to get free copy of "Marketing to Men vs. Women- the 8 different responses" and a Free copy of "Market Research- 7 Questions to Ask to Start-up and 7 to Ask to Improve Any Business."
Keyword : marketing, start-up, web creation, small business, retail, web hosting, grow profits,
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