{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

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

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
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. Two types of stress: physical & emotional 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
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Background image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: powerful message. • Warning: Pick a niche because you can’t be an expert on everyone’s 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 People’s 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 !...
View Full Document