| I want to get back to marketing basics with this article | | | | The second woman puts a sign on her table that |
| because we often overlook the fundamentals. When I | | | | reads: |
| was a freshman in high school I had a basketball | | | | "Chocolate Chip Cookies - Made With Clean Utensils - |
| coach that only coached us for 40 minutes each day | | | | $2.00" |
| (normal practice is usually 2 hours a day). | | | | Which woman do you think sold more cookies? |
| But this coach just spent a half hour or so pounding in | | | | Obviously both women used clean utensils, heck they |
| the fundamentals. He didn't think we needed to worry | | | | probably used the same kitchen, but that doesn't |
| about anything else. We beat everyone that season. | | | | matter one bit to the person standing in front of each |
| On the internet, often times flash wins out. Gurus | | | | table. |
| preaching their latest get rich quick strategy seem to | | | | The two women probably used the same recipe |
| be the focus of the day and people lose track and | | | | (they're old friends) but woman two has created an |
| sight of the simple marketing basics that can make | | | | implied superiority just by adding a few words to her |
| you a lot of money online! | | | | sign and raising her price slightly. |
| Today I want to talk about one of those basics. | | | | How you present your offer makes all the difference |
| How you present your offer will determine if you | | | | in the world. A few simple words, added or left out, |
| make the sale or not. | | | | can make or break your business. Keep that in mind! |
| In marketing, whether online of offline or anywhere | | | | Here's another very old example. Keep in mind that |
| else, presentation is everything. | | | | this is very old...but a soda shop guy was trying to sell |
| Most people don't think like this. They focus more on | | | | milk shakes with eggs in them (the eggs make it richer |
| WHAT they are selling instead of HOW they are | | | | and tastier!). |
| selling it. That's a major mistake and I don't mind saying | | | | He would ask each customer if they wanted an egg in |
| it! You can even quote me on it if you want to! | | | | their milkshake. Nobody wanted one (eggs in |
| Here's an example. | | | | milkshakes? Yuck!) |
| Two women set up booths selling cookies at a church | | | | Then he changed his presentation. When someone |
| bake sale. | | | | bought a milkshake we would now ask "One egg or |
| The two women set their booths up across from | | | | two?" |
| each other. | | | | People would inevitably say..... |
| The first woman puts a sign on her table that reads: | | | | ....you guessed it "One egg please!". |
| "Chocolate Chip Cookies $1.00" | | | | It's all about presentation. |