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Greetings!
Save the drama for your mama? Successful
marketers say NO!
As Jay Conrad
Levinson, father of Guerrilla
Marketing
says...
"Find the inherent drama within
your
offering.
After all, you plan to make money by selling
a product or a service or both. The reasons
people will want to buy from you should give
you a clue as to the inherent drama in your
product or service. Something about your
offering must be inherently interesting or
you wouldn't be putting it up for sale."
Found the inherent drama?
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Jay says, "Translate that inherent drama
into a
meaningful benefit."
People buy benefits, not features.
In
O&P, people
do not buy microprocessor
knees; people
buy stability or even, status.
People
do not
buy orthoses; people buy reduced pain or
injury prevention.
Parents of babies who sleep on their
backs do not buy
cranial molding helmets; they buy a nicely
shaped head.
Your assignment (should
you choose to take it) - Find the major
benefit of
whatever you offer and write it down.
It should
come directly from the - drama, drama, drama -
feature. And even though you probably have
four or
five benefits, stick with one or two - maybe
three if you feel you have to.
What do people want? Well, if you're
talking about a car, it might be:
- Speed
- Status
- Style
- Affordability
- Performance
- Power
- Stop Global Warming
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YSRCTO
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New section alert!!
I've added a new section that will appear
from time to time - and I've give it the
fascinating acronym YSRCTO (You Should
Really Check This Out.)
Today's
YSRCTO?
Disaboom,
Inc.
Disaboom.com will be the
first online resource to offer comprehensive
medical information and education,
classifieds, social networking and commerce
together in one area targeted to meet the
needs of hundreds of millions of people
currently living with a disability or
functional limitation as well as family
members, friends, caregivers, recreation and
rehabilitation providers and employers.
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Firestarter
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I saw Outsource Marketing Solutions
newsletter subscriber and blog
reader Chad
Duncan, CPO at
the Alabama
Prosthetic & Orthotic Association
meeting last weekend (for photos from the
APOA meeting, click
here) and he had these kind words to
share:
Elizabeth,
The marketing tips you send out are very
helpful. I incorporate them into my
Professional Communications class at Auburn
University. The students like the real world
application they provide. Keep up the great
work!
Chad Duncan, CPO
Auburn
University
Thanks Chad!!
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Marketing Gold Star
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AAOP gets a
big gold star for placing this
video on YouTube.com. That is SO
2007!
It's been viewed 797
times so far. Well done, AAOP.
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Calendar of Events
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7/26-7/28/07 Florida
Chapter, Bonita
Springs "Your Web Presence: The Good, The
Bad & The Ugly"
8/24-8/25/07 TAOP, Dallas,
TX
"Blogs, Podcasts, Lenses - Web Technology Can
Maximize Your Marketing
ROI" 9/22/07 Women's Health
Boutique
Annual Meeting Cypress, TX "Custom Fab
Marketing Boot
Camp" 11/3/07 Midwest
Chapter Meeting,
Hickory Hills, IL "What's a
Wiki?" 11/7-11/9/07 New
England Chapter Meeting (and Lizzypalooza
'07), Mystic,
CT
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Feedback - Let me have it!
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Marketing Gold Star? Firestarter?
Have a marketing success story? Tell me
about it! I'm listening.... 860-967-4184.
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