The U.S.P Marketing Sins
Main Ideas
The U.S.P Marketing Sins |
1.Doing something that is totally boring |
2.Wasting your marketing weapons on the wrong targets |
3.Taking your customer’s loyalty for granted |
4.Letting a customer leave your business angry |
5.Abdicating control over your marketing to someone else |
Sin1 Doing something boring
Each day, the average American customer is exposed to at least 100 TV commercials, 35 radio commercials, 202 newspaper ads and between three and ten direct-mail solicitations. And some demographic groups receive many advertising messages daily through telemarketing or magazines.
To break through that background noise and mind clutter, a marketing message has to be interesting. If the message comes across as being dull, ordinary or mundane, the customer won’t even take notice---there’s just too much competition. The challenge for marketer is first and foremost to present messages in truly interesting ways, including elements that will engage the consumer intellectually and emotionally.
How can a boring subject be made interesting?
☆ With before and after photographs showing a dramatic transformation.
☆ Using dramatic, real-life stories of satisfied customers.
☆ By quoting shocking, jarring statistics.
☆ Through the use if dramatic or novel slogans, headlines or statements.
☆ With a physical demonstration of the product or service.
留言列表
