Burrow under the basics of all advertising and selling with “The Hi-5 Eternal Truths of all Advertising and Selling.” ©
I know. You’re probably fed up with the seminars, lectures and PowerPoint presentations on “The Basics” by someone who wants to sell you their services. Whatever your problem, they have the “Basics” to solve it. You’ve seen the drill.
In selling there is a set of fundamentals that pre-dates all the “Basics.” It is the bottom of the foundation on which all successful advertising and selling is premised. We’re going to burrow down and learn what WILL improve your advertising and selling be it consumer or B2B.
Let’s start at the end, Truth #5, the point WHEN the target/prospect/customer decides to buy what you’re selling. When will a person decide to buy something? Consumer or B2B, buying is buying. It’s not affordability, desire, or need. They’re components, but not the determining factor.
A person will decide to buy or commit ONLY WHEN the perceived benefits of the product or service outweigh the value of the money saved by not buying. You can afford it, you want it, you need it, but unless the perceived benefits of owning it outweigh the value of the money saved by not buying, you will not buy. Period.
In other postings we’ll talk about how to create that “perceived” value. It’s all wrapped up in the BENEFIT story of Mr. Ben E. Fitz and Ms. Bee Cause.