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    What Are Your Customers In This Internet-
    Exploding World Really Looking For?
            
    I do not know exactly what your customers are looking for.  But YOU better know.  
    No room for guesswork or generalizations here.  No need to go into a philosophical
    discussion on needs vs. wants.

    In order to effectively grow your business . . . in order to create ads that get acted
    upon (not just seen!), you must understand that almost all customers buy mostly on
    emotion and rarely on logic.

    “Logic” is “rack and pinion steering.”  95 out of 100 consumers do not know exactly
    what that is or what it does for them.  “Emotion” is “guaranteed to go through ice,
    mud or snow – or we pay the tow.”

    If all you do  is state what your product or service is or what it does and fail to         
    tell what’s in it for me to buy from YOU, you have virtually wasted your ad money.

    Memorize these 4 words:  Gain, Be, Do and Save.  Write them on a blank card and
    pin them above your desk or on the visor of your vehicle.  These four words will get
    you involved in your prospects’ emotions.  They will get people off the schneid to see
    you about your product or service.

            Here’s a partial list of emotional hot buttons:  

    GAIN health, time, money, popularity, improved looks, security, praise from others,
    comfort, leisure, advancement, enjoyment, self-confidence and/or prestige.

            
    BE good parents, sociable, up to date, creative, proud of what you own, influential,
    gregarious, efficient, first, and/or recognized.

    DO express yourself, resist domination, satisfy your curiosity, emulate success,
    acquire possessions, win affection, and/or improve yourself or you lifestyle.

    SAVE time, money, discomfort or pain, work, worry, doubts, embarrassment and/or
    risk.

     Do not assume that you know what anyone in your prospective market feels,
    thinks, is anxious about or believes.  You must know!  If you don’t know, you have
    no shot at creating effective ads.

    How do you obtain this valuable, crucial information?  You ASK.  You LISTEN.  
    You set up your own data base. You make a habit of constantly collecting data about
    your own target market.  You make this project a work in progress.

    What do YOUR customers want to gain, be, do and/or save?  Recreational
    Equipment, Inc.’s target market probably has different emotional hot buttons than
    consumers who buy their outdoor gear from WalMart.  

    Define your market – right down to the last detail.  KNOW what your market wants.

    Once you know, advertise honestly.  Give the details.  Skip the clichés.  Tell it like it
    is.  Cut the hype or fluff.  

    If you want people to buy, you must tell them why.  Anybody can shout
    “OVERSTOCK!”  State the facts and make your case, “You can own this one-of-a-
    kind widget for $194 while 137 last . . . that’s 35% off the regular price of $299.  We
    simply bought too many widgets and now we need the space for newly arriving
    widgets.  Our mistake, your gain!  We open at 9 a.m. Tuesday.  We’ll most likely be
    sold out within a few hours.  Be here early.”

    Whether you’re selling at a discount or above the market, say WHY . . . in honest
    detail. . . make your case.  Your ads will get noticed and will produce results.

    Remember:  for a small business, any paid ad that doesn’t draw immediate inquiries
    or sales is a virtual waste of money.
            
Marketing Emporium
636 Horizon Drive
Unit 604
Grand Junction, CO  81506
Direct telephone:  970-210-8648
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