It's time you heard the truth...
Dear ,
Recently, marketing legend, Ted Nicholas, passed away. He was gifted in all areas of marketing -- advertising, direct mail, copywriting, marketing strategy and many other areas.
We was the complete package. The real deal.
During one of his talks on direct marketing, he stated the following:
“In colleges and universities, and by well-meaning friends and relatives, we are taught that to be successful in business you must find a NEED and fill it!
And I’d like to submit to you that that’s one of the biggest myths in the history of business and has probably caused more bankruptcies than any other concept that I’m aware of! Because the goal that you and I have as direct marketers is to find a WANT and fill it! People act on what they WANT, not what they NEED!”
Let That Sink In for a Moment...
The framework upon which our sales and product demand model was built is completely warped. Or, at the very least, it's misleading.
FOR EXAMPLE:
I have need to eat. Do I need to buy $5 quart of Haagen-Dazs? No, but I want to.
I have a need for shelter. Do I need to buy the nicest home in the neighborhood that's out of my price range? No, but I want to.
If markets were built entirely based on needs and not wants, our supermarkets would only carry about 100 items, our automobiles would all look the same and have no options, and our entertainment would consist of binge-watching the Weather Channel.
My point is this: People spend money (much of their disposable income and even some of their discretionary income) on things they want. If you think it's all about needs, I suggest you think again and re-evaluate your business strategy.
Take this as an opportunity to see how you can integrate want-based products or services into your business/firm/practice.
You see this strategy used at dermatologists' offices all the time: You visit the dermatologist because you need to get a skin growth checked out to rule out melanoma... and then... the skin doc pitches you on a skin-care package for $149 because "it will make your skin look radiant and healthy" (that's a want not a need). So you plunk down $149.
So the idea is, even if you sell a want, there's almost always a way to upsell or add a want to your product line.
Give it some thought, ok?
Until next time.
And, remember, K.I.C. (Keep It Coptic).
To read Nader Anise's bio on Wikipedia, go to:
Your friend,
Nader
Founder of the Coptic Chamber
ABOUT NADER ANISE
For the last 30 years, Nader’s talents as a marketing strategist and copywriter have generated hundreds of millions of dollars for himself and his clients. In addition, he is a recognized PR expert, and has been featured in countless media outlets such as: The Wall Street Journal, NBC, CBS, Forbes, Bloomberg and USA Today.
Nader’s storied marketing and sales experience has enabled him to mentor business owners in all types of industries, including: legal, medical, financial, therapeutic, mortgage, investment, wealth, retail, insurance, transportation, pharmaceutical, clothing, restaurant, real estate, education, insurance, construction, internet, telecommunications, manufacturing and many others.
Nader has trained over 25,000 business owners from all around the world on sales and marketing.
To read Nader Anise's bio on Wikipedia, go to:
3 AMAZING FACTS ABOUT NADER ANISE, ESQ.
FACT #1: In 2001, Nader wrote a one page press release that generated over $2,200,000 in free national publicity.
FACT #2: Within four years of starting his law practice, Nader was featured on the cover of Lawyers Weekly USA section B (currently Lawyers USA) and was lauded for his remarkable achievement of building a "thriving law practice... without spending a penny on advertising."
FACT #3: Nader landed on the cover of the Wall Street Journal after sending the editor a cold email with a subject line that consisted of nine words, including, ONE key, riveting word.
(BONUS FACT): Nader wrote a direct mail letter for a small business that created such an overwhelming response, the owner sent Nader a frantic email with the message: "You're killing me with all the new business. We are busting at the seams and all my employees are freaking out..."
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