This experiment has been done many times at events.
At one end of the table, they place a box of donuts.
At the other end of the table, they place a bunch of fruit.
The attendees filter out of the room on a break…and see the table.
Fifteen minutes later, the attendees go back into the main room.
What do you think the table looks like? As you can imagine, the donut box is usually empty and much of the fruit is left on the table.
This doesn’t makes sense, does it? Everyone knows that fruit is MUCH healthier than donuts. So why does everyone eat the donuts?
Obviously the donuts taste better, and unfortunately, this trumps the fact that the fruit is healthier.
So, why do I tell you this story? Because many times companies make the mistake of marketing “fruit” in their businesses, when they need to be marketing “donuts.”
Let me explain. Even though customers should need your product or service, it doesn’t mean they will buy it. If consumers always bought what they needed, the size of the fruit section in grocery stores would be doubled, and fitness clubs would be twice the size.
The solution is typically this: sell customers what they want; but then give them what they want AND what they need.
An example of this would be to sell a weight loss diet that promised customers they could eat five times a day and never be hungry (because that’s what they want to hear). But then, the diet would slowly replace those five meals with smaller and/or healthier options so that the consumer realizes the desired weight loss.
So, I want you to ask yourself two questions:
1) What assumptions do you have about what your customers need, that your customers might not agree with (or won’t buy since the reality of solving that need is unappealing)?
2) How could you reposition your offerings and/or solutions so that you are able to give customers what they want, and then give them what they need?
In marketing, your “hook” or marketing “offer” will bring more customers to your door. But then there are 14 other tactics you need to employ to maximize your sales and profits. The section below explains more:
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