bonniewjj: Sell the problem
Sell the problem
Aug 29, 10 at 18:30
No nike shox r4 business buys a solution for a problem they don't have. And yet, most business to business marketers jump right into features and benefits, without taking the time to understand if the person on the other end of the conversation/call/letter believes they even have a problem.
My friend Marcia (we've advised each other on various projects) has a very cool idea for large professional firms. As an architect, she realized the firms were wasting time and lacoste polo shop money and efficiency in the way they use their space. Roomtag is her answer.
The challenge is this: if your big law firm or accounting firm doesn't think it has a space allocation/stuff tracking/office mapping problem, you won't be looking for a solution. You won't wake up in the morning dreaming about how to solve it, or go to bed wondering how much it's costing you to ignore it. And so the marketing challenge is to sell the problem. Interesting paradox: a lot of people aren't willing to embrace that they have a problem unless they also believe that there's a solution wow account. so part of selling a problem is hinting that there's a solution that others are using, or is right around the corner.
Imagine, Having an affair for example, getting the data and publishing a list of the top 50 firms, ranked by efficiency of space use. All of a sudden, the bottom half of the list realizes that yes, in fact, they have something that they need to work on. If you knew that your firm was paying twice as much Charles - Spirited man per associate as the competition, you'd realize that there's a problem.When Gerald Roush died in late May, he left behind the Ferrari Market Letter. This newsletter, which he started and ran, had nearly 5,000 subscribers, paying him $130 a year for a subscription. Do the my aunt is your son's boyfriend math! It's a good living--even without a fancy website.
The newsletter, it appears, was not just lucrative, it was a bargain. It chronicled the pricing, whereabouts and details of just about every Ferrari ever made. If you were a buyer Do you have any or a seller, you subscribed. If you wanted to run an ad, you were required to include the car's VIN, which added to Roush's voluminous database.
The Roush effect involves extraordinary domain knowledge, a market small enough to understand and diligently earning the role of data middleman. The players in the market Calormenes want there to be one clearinghouse, one authority who can connect the data, see the trends and publish the conventional wisdom.It might be a newsletter, a conference or an online database. The tactics don't matter, but the role is indispensable. If you need examples to persuade you to try this, they won't be hard to find. One of my favorites is my friend Michael's role in the book industry. He's bigger and more important than the famous Just promise (but failing) trade journal.Just about every tribe needs a Gerald Roush. And in many markets, they can afford to pay someone like him very handsomely.If you're among the majority reading this that has never bought one of my books in a bookstore, not much will change. But I thought I'd share with you this fork in the road. Thanks for reading, in whatever form you choose.
One of the best he suddenly ways we have to intuit the way others decide is to understand how we decide. We have a voice in our heads and we assume others do too. We don't like rancid cheese and we assume others don't either.
My friend Marcia (we've advised each other on various projects) has a very cool idea for large professional firms. As an architect, she realized the firms were wasting time and lacoste polo shop money and efficiency in the way they use their space. Roomtag is her answer.
The challenge is this: if your big law firm or accounting firm doesn't think it has a space allocation/stuff tracking/office mapping problem, you won't be looking for a solution. You won't wake up in the morning dreaming about how to solve it, or go to bed wondering how much it's costing you to ignore it. And so the marketing challenge is to sell the problem. Interesting paradox: a lot of people aren't willing to embrace that they have a problem unless they also believe that there's a solution wow account. so part of selling a problem is hinting that there's a solution that others are using, or is right around the corner.
Imagine, Having an affair for example, getting the data and publishing a list of the top 50 firms, ranked by efficiency of space use. All of a sudden, the bottom half of the list realizes that yes, in fact, they have something that they need to work on. If you knew that your firm was paying twice as much Charles - Spirited man per associate as the competition, you'd realize that there's a problem.When Gerald Roush died in late May, he left behind the Ferrari Market Letter. This newsletter, which he started and ran, had nearly 5,000 subscribers, paying him $130 a year for a subscription. Do the my aunt is your son's boyfriend math! It's a good living--even without a fancy website.
The newsletter, it appears, was not just lucrative, it was a bargain. It chronicled the pricing, whereabouts and details of just about every Ferrari ever made. If you were a buyer Do you have any or a seller, you subscribed. If you wanted to run an ad, you were required to include the car's VIN, which added to Roush's voluminous database.
The Roush effect involves extraordinary domain knowledge, a market small enough to understand and diligently earning the role of data middleman. The players in the market Calormenes want there to be one clearinghouse, one authority who can connect the data, see the trends and publish the conventional wisdom.It might be a newsletter, a conference or an online database. The tactics don't matter, but the role is indispensable. If you need examples to persuade you to try this, they won't be hard to find. One of my favorites is my friend Michael's role in the book industry. He's bigger and more important than the famous Just promise (but failing) trade journal.Just about every tribe needs a Gerald Roush. And in many markets, they can afford to pay someone like him very handsomely.If you're among the majority reading this that has never bought one of my books in a bookstore, not much will change. But I thought I'd share with you this fork in the road. Thanks for reading, in whatever form you choose.
One of the best he suddenly ways we have to intuit the way others decide is to understand how we decide. We have a voice in our heads and we assume others do too. We don't like rancid cheese and we assume others don't either.
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