| |
| |
|
Marketing Information |
|
|
|
How Much Is Your Popcorn Worth? Powerful Lessons In Marketing & The Psychology Of Selling - Part 4
Let's continue to discuss the various marketing principles that are involved in "popcorn marketing": 4. Engaging the "Senses" You may already know that people usually buy for 'emotional' reasons more than 'intellectual' reasons. You can try to sell to a person by appealing to his intellect i.e. by providing dry facts. Or, you can sell to him by stirring up / appealing to his emotions, i.e. by offering him a 'taste' of what the future will be like when he has your product in his hands. The latter is a more powerful and effective way to sell. People buy for emotional reasons. So, what can we use to stir up their emotions? We engage their 5 senses! Movie theatres make full use of this strategy by engaging your sense of smell (using the aroma of freshly popped corn all around you,) your sense of sight, (situating the popcorn machine right in the middle of the theatre so it's the first thing you see, using slides and ads about popcorn on the movie screen several minutes before the movie starts), and your sense of taste..or at least the memory of it from your last popcorn-eating experience. And, of course there's the visual images of others around you munching on, and enjoying, their own bag of popcorn. The bottom line is, the customer can either pay the high prices or fight the aroma, the visual images, and physical reactions (drooling) for the next 2 hours. You can use this strategy for your product as well, by describing in vivid detail how the product will benefit the customer. Paint a vivid, graphic picture of what the future will be like for him after he buys your product. Sell the benefits, and engage all his senses! Get him drooling over the product before he has even seen it. There are many businesses out there who are still trying to sell their products only by talking about the 'features' of the products. That's equivalent to selling popcorn by saying "You will get approximately 200 pieces, approximately 1/2 inch in diameter, white on the outside and golden brown on the inside." It sounds crazy, I know. Yet, this is exactly how most people sell their products. They focus on the 'features.' Not on the benefits or 'end results' that the customer is seeking. If you're selling a fishing rod, don't just give them the dimensions and physical attributes of the product. Explain to them how each of those features will benefit them. More importantly, paint a picture of the satisfaction he'll get out of holding that big fish, of enjoying the praises of his companions, of tasting that first bite of his favorite fish, prepared just the way he likes it, etc. You're not just selling the fishing rod. You're selling the 'result' the buyer will experience by owning and using that rod. 5. Preselling the Idea Continuing with the above concept, theatres are using the smell, sight, and pre-existing memories within the customer to "presell" the popcorn. The customer may not necessarily be hungry or even want popcorn before he enters the theatre. But once that aroma of freshly popped, hot buttered popcorn hits his nose, and his 'mind', he suddenly 'becomes' hungry for some popcorn. Can you use a similar strategy to sell your product? Absolutely. Before you sell the product, show the customer why that product is so important and valuable to him? For example, let's say you're selling home security products. When you initially approach a customer, he may not be that interested in spending money on alarms and light sensors, etc. But?the moment you start sharing burglary statistics from his area to him, as you start to explain the increased crime rate and the lack of effectiveness of most other security systems, he is suddenly interested in learning more about your product. By educating the customer about your product and the need for it, and by showing him why he'll miss out on the benefits, you'll be able to convince him that he needs the product. You can also presell your product by offering a 'sample' or trial of your product, with no obligation. If you're selling cookies, offer him a 'taste' of it. Once he takes a bite, he will probably want more. If you don't presell the idea by offering him a taste, he will never know what he's missing out on. Thus, he'll not care about what it is that you have to sell. I remember a time when I went to the movies and just happened to be genuinely hungry. I don't usually buy much from the theatre concession stands, but this time I didn't have a choice. And, popcorn just wasn't going to do it for me. So, I decided to buy a hotdog to hold me over till the actual meal (after the movies.) Here's what's interesting?My friend was sitting next to me, so I offered her a bite. She took a bite of mine and seconds later decided that she wanted one of her own, and she then ran off to buy one. Taking a bite out of mine (just like the cookie example above) made her realize that she did want a hotdog even though she really wasn't hungry or even in the mood for a hotdog. Sometimes, you don't know what you're missing until you get a small taste of it. That gives you a frame of reference. To read the rest of this special report, you can download it here: http://www.trafficstrategiesonsteroids.com/popcorn.pdf (Feel free to use this article online and in your email newsletters as long as you leave it intact and do not alter it in anyway. The by-line and resource box must remain in the article all links must be active hyperlinks.) Ian Canaway Reveals A Breakthrough Internet Home Business System Which Uncovers The Secrets To Getting Rich On The Web Using 3 Simple Strategies! Click Here To Find Out How You Can Make Money Online.
MORE RESOURCES:
Marketing - Google News |
|
|
|
RELATED ARTICLES
Promotional Mugs: Become a Part of the Legendary Coffee Experience When you want someone to like you, associate yourself with something that they love. Take coffee for instance. The Real Marketing Genius I spend a lot of my time reading books and listening to tapes about business and marketing. I guess that's understandable. Mark Twain's Great Marketing Idea To tell you the truth (and about 53% of this article is true), I don't know where I heard this story about Mark Twain. But I've heard it enough times to verify that it's either (a) at least half true, or (b) a credible lie. 21 Ways To Expand Your Subscriber List Expanding your subscriber list, whether it be for your ezine, newsletter -- printed or electronic -- takes persistence, and commitment. Not to mention time and letting go of the frustruation of it all. Metaphysical Marketing The foundation of success is in your mind. You do not need to struggle, seek and strive to build your business. Finding Your Niche: What Do You Want To Be Known For? In my experience, there are two kinds of small business owners: one that knows whom their market niche is and utilize it, and another who tends to waiver or not want to "set in stone" their target market. With the latter group, I always probe for more information: Why don't you want to choose a specific target for your product/service? Time and time again, the response is the same "I don't want to limit my profits by only catering to a few. Marketing in Business and Commerce in the New Consciousness The point is what you give to another you give to yourself; the reason being that there is only one of us. You are apart part of the Universal life force just the same as your customer is. Slogans: Creating and Using Them In Life, Career and Business Information is coming at us from all directions nowadays. This pace requires us to demand that we receive it fast and predigested in order to inch ahead of the game. Packaging Trends You Cannot Overlook (part #1): 1) People are buying in smaller quantities. Our busy lifestyle keeps many people from eating at home on a daily basis. Take the Test: Do Your Marketing Materials Really Grab Attention? Today's constant bombardment of marketing messages means your materials must grab your prospects attention in the first few seconds, or your efforts are wasted.How do you know if your marketing materials will prompt prospects to keep reading? Take this simple test: hold each of your marketing pieces at arm's length and answer the following questions:1. 3 Simple Selling Tactics The following 3 simple selling tactics produce sales by responding to the way customers normally think and behave. They work for any business - regardless of what you sell, how you sell or where you sell it. Writing Marketing Copy That Sells When your prospects see your marketing materials, your brochure, your web site or your ads you want them to read them. You want prospects to read not just the first sentence but the majority of your copy. Top 5 Ways to Generate Qualified Leads for Your Small Business Do you ever wonder if you could be doing a better job marketing your small business or professional service firm? Successfully marketing a small business is hard work. There are several key skills required to consistently develop new business that you, as a small business owner, must master in order to succeed. Build your Trade Show - Virtually Virtual trade shows are gaining momentum as a way to encourage participation in the event - both live and online. Here are a few ideas to help you expand your trade show - virtually. Five Joint Venture Marketing Skills A Small Business Owner Must Have Joint venture marketing is a lucrative way of leveraging the assets of two or more businesses. It is the fastest way for businesses to achieve certain business goals and benefit their clients at the same time. Out of Sight, But Not Out of Mind What's black and white and read all over? A newsletter of course! And while there are perhaps hundreds of ways to market your business and increase your bottom line, one of the singlemost effective tools in marketing is your own business-building newsletter.The Power of Newsletters:Newsletters show the customer you care - even when you can't be there. Bedroom Marketing Hopefully we are all adults here, so let's talk about sex for just a minute. No, I'm not talking about porn sites, I'm talking about taking a look at what I call 'Bedroom Marketing' and applying the same principles to Internet marketing. 5 Steps To Help Fail-Proof Your Growing Service Business Business startup and failure rates are scary.. Features and Benefits Brainstorming This is it what I use BEFORE I begin to write any marketing copy or launch any new product or service. You can complete this with the by-hand method listed here or use the form that I've created (available in the FORMS section of our web site, http://www. Is Your Company A Member Of The Community? One particularly hot south Texas day, I was making a routine sales call to a family Mexican restaurant. Angela, with whom I had an appointment, is a real "hands on" lady.
|
| home | site map |
| © 2006 |
