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40 Essential Communications Pieces For Your Sales Arsenal
I often get asked what sorts of sales pieces does a business need to maximise their sales conversions and repeat sales. Well - every business IS different, but here is a good starting point. Generating leads 1. A Yellow Pages ad that sells (if...
Editorial Calendars: A Key to Publicizing Your Business
Editorial Calendars: A Key to Publicizing Your Business by: Bill Stoller, Publisher Free Publicity, The Newsletter for PR-Hungry Businesses http://www.PublicityInsider.com/freepub.asp What is the one thing that all of the best public relations...
Should You Start An Ezine?
The answer is definately yes.First of all,you can
make money from selling ads.However,the main purpose
is to build a large opt in list.You will be able to
sell your products at a much higher conversion rate
with your ezine subscribers.
...
THE MOST IMPORTANT SALE
It doesn't matter whether or not you have your own product to sell...despite all the opinions to the contrary. Me and a whole mess of others have made money promoting other peoples' products. Sales people are among the highest paid people in the...
What's in a Listing? Do a Search of your Site or Ezine.
Recently while doing a search for content to put in my
ezine, I thought I might see just how many listings I
had for my ezine,"Dee's Helpful Info." I typed my
ezine name into the search bar and hit enter. I was
amazed with the results. There...
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Demand and Supply and Marketing
Supply and Demand and Marketing Darrin F. Coe, MA 11/30/04
According to Dough McCormick, Chariman and CEO of iVillage, Inc, “Technologists focus on supply but they don’t understand advertising is focused on demand. Just because we have an available ad doesn’t mean we have to sell it.”
What in the world does that mean? It means not every product online is going to sell. Online retailers and marketers are not going to succeed just because they are online. Marketing is about understanding the demand of the consumer and meeting it or creating demand for a product.
This means online business people must take the time to understand the consumer. They need to develop an understanding of the consumer’s thinking, motivation, and needs. Just because you develop a website and slap up some product graphics and have a checkout process using paypal does not mean you’ll be selling and rolling in money.
Is there a demand for your product or service? If there is how does your product or service fulfill that demand? If there is not a demand can one be created through advertising and marketing? For some products or services you’ll not be able to create demand and people won’t buy simply because you provide a supply.
So what’s the practical application of focusing on demand instead of supply?
1. Take the
time to research your demographics 2. Consider streamlining your websites to include interactive elements that help develop an understanding of what your visitor desires. 3. You may need to develop a different marketing campaign based on whether there is a strong demand or weak demand for what you are offering. 4. Demand can be created via a long term process of education/awareness, then branding, then interest, then trial, then demand. 5. In a demand mindset you’ll need to be more strategic, combining a campaign of both rational information with desire oriented emotionalness
Remember, just because you supply it does not mean there is a demand for it. Take the time to study your idealized market and idealized customer profile then search them out to ascertain what their demand level is for your product or service. This will help you develop your marketing strategy. Be prepared for a long-term commitment.
About the Author
Darrin F. Coe, MA holds a master’s degree in psychology and operates “The Center For Understanding Consumer Thinking”. He is the author of the special report, “The Internet Consumer Exposed” available at http://dcoe1.tripod.com/exposed1 visit The Center at http://dcoe1.tripod.com and subscribe to the Darrin Coe Ezine for more marketing and consumer information.
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