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Whether we like to admit it or not, the human race is centred around satisfying its immediate needs, dreams and wants. Indeed, each and everyone of us strive to `quench that thirst', and this reflects on our decision to buy a product or service. Consumers are literally `Going Shopping In The Business Supermarket' in search of the best benefits.
In the consumer playground, it's not the name or logo of a business that generates the desire to buy, it's that need - the `what's in it for me' factor, which is derived from information that offers the incentive to purchase. So... why is it that in all our advertising we make our business name or logo the dominate feature, occupying 25% of our advertising space be it on: television; in flyers, brochures; and other printed material? I might add, we never question this tradition because we think that if everybody else is doing it, then it must be right... well, what can I say? To make matters worse, we also possess an inherent arrogance that says - "Of course everyone needs my product/service. My business name and logo automatically tells people how they can benefit from my business". The news is that's not how it works. Firstly, you will never be everything to everybody, and secondly consumers aren't mind readers. Indeed, within 5 seconds of being exposed to your advertising material, your potential customer has decided whether your business can `quench their thirst'... if it doesn't, you have lost them to your competitor who claims they can.
Only the large multi-nationals who have spent serious money on `being in everyone's face', can effectively use their name or logo as the dominate feature in advertising and make it cost justified. They have programmed the consumers' minds to automatically associate benefits with their name. However, in their marketing campaigns they are still very big on offering benefits.
To better sell your product/service you need to understand peoples' - needs, dreams and wants. With this knowledge, you can refine how to more effectively offer your customers benefits that they will find hard to resist.
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By adopting a marketing strategy that aims to satisfy your customer's needs, dreams and wants, you won't get left on the shelf in the `Business Supermarket'. In fact, you will be able to make powerful offers that will have your customers coming back for more.
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