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Ten Tall Tales of Traditional Marketing #4

"Ten Tall Tales of Traditional Marketing That Cost You Tons"
Tall Tale #4 “You need to be cheaper than your competition”

Hooey! Horse Pucky! This has to be the most asinine
statement to ever come out of anyone’s mouth. If you
believe this nonsense then please just start writing us
checks for a hefty part of your profits, because that’s
what you are essentially doing. Do you have a “George
Costanza” wallet that’s obscenely thick because it’s
stuffed with fifties? Do you use hundred dollar bills
as fire fodder! Are you in the business of giving
people ridiculous deals because you have more money
than you know what to do with? If the answer to these
questions is yes then stop reading. This doesn’t apply
to you. Ahhh…still here? Figured that much - keep
reading!

Let’s debunk this Tall Tale in stages. Why can’t this
be true? If this were a true statement it would mean
that people make buying decisions based on price.
BUZZZZ, wrong answer. Never has any living human being
ever made a buying decision based on price alone. So,
it’s a combination of things right? Like price and
advertising? You have the lowest price and you’ve
gotten it out in front on as many people as possible,
right? I think you can guess where this is going?
BUZZZZZZ, wrong again!

People don’t buy because of price and they don’t buy
because of advertising. They buy because they are
emotionally attached to the product. This statement is
so significant that it bears repeating. People make
buying decision solely based on EMOTION! Yell that from
the highest mountain top. Emotion in the sales process
comes in many forms: emotionally committed to the
product, emotionally committed to the benefits the
product will deliver, emotionally committed to the
sales person, the brand, the store. There are lots of
different avenues, but they all are emotionally driven.
Not reason, not logic, not price, not advertising, not
size, shape, color or smell. All of these things can
contribute to the sales process, but they do not end
with a buying decision. There is an easier way to
elicit an


emotional attachment.

Finding a strong enough emotionally attachment to your
product will make customers buy at any price,
regardless of the competition. You also can make them
emotionally committed to you. Impossible, you say? No
not really. You know the old saying “The right tool for
the job” or “He’s the best person for the job?” These
are clichés for a reason. They are rooted in truth. If
someone feels without a shadow of a doubt that you have
the right “tool” or that you are the right “man for the
job” they will become emotionally committed to you and
they will pay your price. Everyone will pay a little
more for the resident expert. Did you hear that? I
said, pay a little more. Not – pay a little less than
your competitor charges. I said pay more than your
competitor. You need to be the expert. You need to
establish yourself as an expert in your field…the end
all, be all, of your market segment…“The Go To Guy.”
Then they will pay a premium just to have YOU!

The “Gravitational Marketing” System utilizes expert
positioning as a tool to increase awareness, emotional
involvement and profits. You can learn more about
establishing yourself as an expert and creating an
expert perception in your market place in our
“Gravitational Marketing Road Map.” Niffty, ain’t it?

It’s plagued you for years. The age old tale is finally
set straight. Size matters - Bigger is better. You
don’t want to miss this one! It all happens in
tomorrow’s installment.

Get the full ebook "Ten Tall Tales Of Traditional Marketing That Cost You Tons" and others at our website: http://www.scend.net/small_resources.htm

About the Author

ABOUT THE AUTHORS
Jimmy Vee & Travis Miller are the partners of scend, a nontraditional advertising agency and authors of the revolutionary “Gravitational Marketing System” which helps businesses harness the power of word-of-mouth advertising. They believe that if you are remarkable, you can be famous, people will know your name, and the world will beat a path to your door. For questions, comments, or to shoot the bull, email them directly: mailto:talk@scend.net

 

KnowThis: For Marketing, Market Research, Internet Marketing ...
KnowThis.com offers a wealth of information, forums, and resources for professionals, academics and students in traditional and internet marketing, ...
www.knowthis.com
 
Marketing - Wikipedia, the free encyclopedia
Marketers depend on marketing research, both formal and informal, ... The next big thing is a concept in marketing that refers to a product or idea that ...
en.wikipedia.org
 
Marketing - Marketing Strategy - Marketing Plan - Marketing ...
Learn about marketing careers, the stages of developing a marketing plan, how to begin marketing research, create a marketing strategy, and how to market ...
marketing.about.com
 
Marketing.org - Home of the Business Marketing Association
Serves the professional, educational and career development needs of business-to-business marketers.
www.marketing.org
 
Welcome - American Marketing Association - www.marketingpower.com
Dedicated to serving the educational and professional needs of marketing executives.
www.marketingpower.com
 
Advertising, Marketing, Media and PR News - Brand Republic
Find the latest Advertising, Marketing, Media and PR news from Brand Republic, the online resource for up to the minute advertising and marketing news and ...
www.brandrepublic.com
 
Marketing Magazine - Marketing News - Brand Republic
Marketing Magazine - Marketing News - Brand Republic.
www.brandrepublic.com
 
Marketing (Canada)
Offers a Canadian source of news and articles on marketing, advertising and media.
www.marketingmag.ca
 
BidVertiser - Pay Per Click Advertising On Sites Of Your Choice.
Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers.
www.bidvertiser.com
 
Online Behavioral Contextual Advertising and Marketing.
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV.
www.clicksor.com
 
Sales Jobs / Marketing Jobs / Advertising Jobs - MarketingJobs.com
Employment site for marketing and sales professionals.
www.marketingjobs.com
 
The Chartered Institute of Marketing
The Chartered Institute of Marketing is the world's largest international marketing professional body and helps with career support and information ...
www.cim.co.uk
 
Marketing: See what people are saying right now on Technorati
See all blog posts tagged with marketing on Technorati.
www.technorati.com
 
Marketing Profs - Marketing Concepts and Strategies: Expert ...
Marketing knowhow from professionals. Newsletter, articles and how-to's.
www.marketingprofs.com
 
Guerrilla Marketing Online - The Official Site
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds.
www.gmarketing.com
 
Business Marketing - Small Business Marketing
Business marketing - Read everything your need to know about small business marketing.
www.entrepreneur.com
 
All About Marketing
Adapted from Field Guide to Nonprofit Program Design, Marketing and Evaluation ... Inbound Marketing Includes Market Research to Find Out: ...
www.managementhelp.org
 
Pages tagged with "marketing" on del.icio.us
USA Network Announces a NASHVILLE STAR Marketing Partnership With ... - Yahoo! ... Direct Marketing Association: Telephone, Mail & Internet Marketing ...
del.icio.us
 
ClickZ Internet Marketing Solutions for Marketers
Includes columns with commentary and analysis on a wide variety of internet marketing subjects ranging from B2B marketing to search engine marketing.
www.clickz.com
 
Direct Marketing Association: Telephone, Mail & Internet Marketing
Trade association for users and suppliers in the direct, database and interactive marketing fields, offering seminars and resources, and lobbying for ...
www.the-dma.org
 
 

 
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