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    It’s Not Getting What You Want…

    by Dave Hughes
    Sheryl Crow's hit song "Soak Up The Sun" has a wonderful line in it that we can take a lesson from.
    "It's not getting what you want, it's wanting what you've got."
    This is a definite key to peace and happiness, and it should also be a cornerstone of your marketing campaign. Your potential customers think they know what they want, but sometimes they feel cheated after they get it...whatever it was that they thought they wanted didn't turn out to be what they needed, whether it be a consultant, a piece of software or the latest gadget from late-night television infomercials. This is something you should keep in mind when crafting your marketing message. Don't spend time explaining how you have a wonderful product or service, or that you have the "next big thing". Instead, your message's time in front of a potential customer is better spent explaining how your product or service is what they need to solve a problem in their life or business. When you sell someone what they "want", if they're let down after the purchase...well, let's just say any referral you get from them won't be glowing. However, if your marketing message explains how you're going to solve their problem (and then your product or service performs as advertised), you've just added a member to your sales force. They'll spread the word about what they purchased, who they purchased it from, and what it did for them. And that is the kind of advertising that can't be bought. Try to remember...don't try to make the customer get what you want them to...make them want what you've got, by explaining how it will make their life easier in some way. Which is marketing in a nutshell, when you think about it.
    Written by:
    Dave Hughes
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