You,Sell,Necessity,Luxury,amp, marketing Do You Sell a Necessity or a Luxury? They Are Marke
Awhile ago, I got an email from one of the "gurus" I follow and it shocked me. The gist of it was this person wanted to trade services for a household item.To say it floored me would be an understatement.What was worse was a few days later t Automation technologies represent a fundamental aspect of any modern industry. The major types of industrial automation solutions, such as DCS, PLC, SCADA, and MES, are used on a large-scale in process and discrete industries.DCS technologie
Products and services are a mixed bag. Some are downrightnecessities. If my toilet explodes, I need a plumber. If yourchild wakes up with a high fever, you need a doctor. Ragingtermites, aching teeth, and lawsuits also require services thatare necessities.But most products and services are more luxury than necessity. Ioften hire a young man to mow my lawn. But if he's on vacationone week, I'll get my out-of-shape self out there and push themower myself.Businesses buy out of necessity 90 percent of the time. Consumers feel a purchase is a necessity more like 30 percent of the time. In many cases consumers could do the job themselves or make the product. More often they simply want to buy to save time and trouble.It's important to think about how your product or service isconsidered by customers. Do some consider you a necessity whileothers figure you provide a luxury?This can figure in how you promote your business and write youradvertising. Necessities should be promoted as an affordablesolution to a pressing problem. Stress your competence andcaring.Promote luxuries by pointing out how much better the customer'slife will be after she buys. Stress how your product or servicesaves time, money, and hassle. There is an old saying among advertising professionals: When your ad stresses everything, you stress nothing.Let me give you an example. Lots of web sites list every singlebenefit their product or service can give you. You're faced witha long, long list of bulleted points.Kudos to these sites for putting their features and benefits ineasy-to-browse bullets. But they would do far better to focustheir sales copy on just a few key advantages.People tend to skip over copy that tries to stress every featureand aspect of a product. Even worse, many people simply skip over copy that tries to cram in too much.Make a list of the top three things about your product or servicethat seem to impress customers most.Create a headline for your copy that extols the virtues of one ofyour advantages. Then have your copy introduce the other twopoints. This keeps your sales copy from becoming overburdeningwith too much for busy customers to think about.Of course, many serious prospects want all the information theycan get. Save your complete list of features and benefits for asecond all-you-can-read page.Stressing the main points and advantages of your product works well on your web page, but it's a great way to structure a radio or televion commercial, too. Radio and television are excellent buys for many small businesses. It's pretty affordable to advertise through these mass media outlets, not to mention they also allow you to advertise to a very specific audience.Radio stations format their programming for certain age groupsand life styles. Whether you want to reach blue-collar menbetween the ages of 25 and 35, or white-collar women over 50;there is a radio station for you.Cable TV systems are dramatically increasing the number ofchannels they offer. New low- power TV stations are popping upeverywhere. Soon, thanks to new digital technology, regularbroadcast stations may be able to split their single channel intoseveral. All these new channels need advertising to survive. Many are offering very affordable rates easily in reach for small business people.Start by calling the sales departments of radio and TV stations. Ask about rates for advertising at different times of day. Alsoask about package deals, where you get a price break for buying anumber of spots over time. Keep in mind the kinds of audiences you'll be reaching.After you have all of this information, you can look at the demographics of your audience and decide if it would be better to push your product or service as a necessity or a luxury. Remember to stress the most important points for a better response.
You,Sell,Necessity,Luxury,amp,