HUMAN MARKETING

HUMAN MARKETING - powerful message. Warning: Pick a niche...

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2/25/2008 1 How to increase market share and profitability in the face of ever-stronger competition and ever-faster change. HUMAN MARKETING competition and ever faster change. Donald Cooper www.donaldcooper.com Go to Free Articles, then Section A, then #1 i.e. ‘Human Marketing’ Why do people buy things? • STRESS!!!!!!!!!! • “It is the stress in people’s lives and their assumptions about what will make some of that stress go away that determines what and where they buy.” D. Cooper • Service is anything that makes some of our customer’s stress go away. 3 Steps of Human Marketing • #1. Understanding your customers’ stress better than your competitors. • #2. Reducing some of that stress better than your competitors than your competitors. • #3. Effectively communicating that
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Unformatted text preview: powerful message. Warning: Pick a niche because you cant be an expert on everyones stress! 2/25/2008 2 Focus on a group of people that have similar stresses in their lives and become their Trusted and Respected Authority IF YOU ACCOMPLISH THIS YOU BECOME THEIR PREFERRED SUPPLIER! 4 Currencies in Peoples Lives MONEY CURRENCY IS ANYTHING OF VALUE. VALUE CAN BE FUNCTIONAL EMOTIONAL OR FINANCIAL. TIME FEELING SAFE FEELING SPECIAL EVERYTHING WE DO OR BUY IS TO GET US MORE OF THESE FOUR CURRENCIES! CREATE HUNDREDS OF WAYS TO COMPETE THAT ARE NOT ONLY PRICE DRIVEN IN ORDER TO DIFFERENTIATE YOURSELF IN ORDER TO BE NOTICED, REMEMBERED, TRUSTED AND FAMOUS TRUSTED AND FAMOUS! RATIONALE: LIFETIME VALUE OF A CUSTOMER REMEMBER OBJECTIVE: BECOME PREFERRED SUPPLIER !...
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This note was uploaded on 02/26/2010 for the course ITM ENT526 taught by Professor Wise during the Spring '10 term at Ryerson.

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HUMAN MARKETING - powerful message. Warning: Pick a niche...

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