One of the biggest faults I see in marketing is how companies focus in on everything else – BUT what’s important. They talk about the awards they’ve won, how long they’ve been in business, how great their logo is, and how amazing their service is.
And they completely forget what the customer is really concerned with.
The following is from the great Rosser Reeves. Print it off and post it above your desk. Every time you start working on your marketing – remember these words.
Ode by Rosser Reeves:
“I see you’ve spent quite a big wad of dough to tell me the things you thought I should know:
How your plant is so big, so fine and so strong, and how your founder had whiskers ever so long.
“So he started this business in old ‘92. How tremendously interesting that must seem to you.
He built up the thing with the blood of his life (I’ll run home like mad, tell that to my wife!)
“Your machinery is modern and oh so complete. Your reps, they are flawless; your workers so neat.
And your motto is ‘Quality’ with a capital ‘Q’ No wonder I’m tiring of your shtick and you.
“Tell me quick and please tell me true (or else, my dear love, to hell with you).
Tell me less how this product once came to be, And more about what this damn thing DOES for me!
“Will it save me more money or time or work, or hike up my pay with a most welcome jerk?
What drudgery, worry, or loss will it cut?
Can it yank me personally out of a rut?
“Perhaps it can make my appearance so swell that my telephone ringing will wear out the bell;
And thus it might win me a lot of new friends
(One never knows where such a thing ends!)
“I wonder how much it could do for my health?
Could it show me a way to acquire some wealth?
Better things for myself, for the kids and the wife?
Or how to quit work somewhat early in life?
“Yes, tell me quick and please tell me true (or else, my dear love, to hell with you).
Tell me less how this product once came to be, And more about what this damn thing DOES for me!”
To your success,
Troy White
Click here for original story, Are You Making This Mistake in Your Business?
Source: Mars News