|Small Business Guide - Small Business Resources
(Add to Favorites | View All Articles | Resource Directory)
Tell people why they should do business with you
The Power of Why: Your Psychological Ally To Marketing Success!
Here's why 'WHY' is such a profit-making marketing trigger.
"Stop taking two and three plates of food," my mother said to me angrily.
I was at a wedding and seven years old. Back then, at a lot of the weddings we used to go to, the food would be pre-served on a plate. I could never get enough of those calorie-ridden platters. Waylaying different waiters, (so I would not be recognised), I'd polish 3-4 plates without blinking an eye.
"Why?" I'd ask. Her stock reply was always, "It's bad manners to do that." This Dustbin Hoffman act obviously got her goat, but it left me unfazed. It must have bugged her more than I expected though, because in a short while Dad was peering down at my food-stuffed face.
"If you invite a hundred people to a wedding, how many would you cater for?" he asked. "A hundred," I answered, proud of my analytical genius. "If you ate four plates," he continued, "how many would remain?" He prompted quickly, "Ninety-six right?" I nodded vigorously. "That means some people don't eat. If you're so hungry, we can go out after the wedding and get something to eat, but don't deprive others."
Dad understood psychology. He had to sell my brain an idea that my rumbling stomach didn't want to understand. And he did it by answering the question, 'WHY?' How many of us ignore this powerful trigger in our marketing because it seems too obvious, almost too simple?
Let's examine the six honest men. What, How, When, Where, Who and Why. Which one of these is the most powerful psychological movers of them all? This would be better answered with an example.
Let's assume you needed to go to the supermarket. All the other triggers (how, when, where, who and what) would make absolutely no difference if you didn't know 'WHY' you were headed there. Everything else would be totally irrelevant. Once you know WHY you're doing something, everything else is just a matter of logistics.
Simple. Look for the WHY in advertising and scarcity pops up instantly. All the fancy layouts and the smart headlines can't quite compensate for the niggling question that goes unanswered. All your customers want to know is, Why should I choose you? Why should I take this decision? Why should I spend this money? Why should I look at your website? Why should I read your brochure?' Why should I listen to your speech? 'Why? Why? Why?'
Dump the cotton woolly fluff. Get your customer's brain to go scrambling like an over-enthusiastic pup after a Frisbee. Once you have enough WHY factor built into what you're selling, everything else is just clip, clop, fall in place stuff.
Look at your communication. Like reeeeeeeaaaaally look at it! What about your website? Does it answer the question WHY straight up? And does it do it on the first page? How about your brochure? Does its headline make it a cinch for dustbin land? What about your speech? Do you have enough beds to compensate for your lack of WHY?
Be merciless. If the WHYs don't stack up, dump the communication. Or chop and change it till it does.
Finding the Right Level of Why Power
If you noticed, Mum actually answered my WHY question. She just didn't answer it to my satisfaction like Dad did. Herein lies a subtle, yet formidable difference.
It's not enough to simply have the WHY question answered. It's got to be the most 'Rambo in your face' answer, or it will bounce higher than a defaulting cheque. Let your WHYs loose on each other, and let only the one with the most testosterone come out shining.
All communication must lead to change.
That's what the old wise man said over 2300 years ago. Not some or most communication.
Yet we are dealing with customers that inherently detest change. WHY is the only motivator that allows them to make that shift. Change is still a scary word, but at least the justification sits nicely in their cranium.
In fact, if you look closely, even a WHAT question like, What's in it for me?, is really a "WHY" issue. All it is saying is 'Why should I pay attention?' Give your customers the WHY factor and their buying sprees will reflect nicely in your growing bank account.
This is simple, down to earth advice. Yet it represents one of the most powerful psychological triggers why people buy. WHY on earth would you ignore it?
Wouldn't you love to stumble upon a secret library of small business ideas? Find simple, yet electrifying ideas onmarketing strategy,psychological tactics and branding. Head down to http://www.psychotactics.com today and judge for yourself.
Stratford Library offers seminar series for small business owners
SurePayroll Small Business Scorecard(R): Small Businesses on the Hunt for New Hires
Investors leading surge on small-biz loans - Insurance News Net
Mayor makes another vow to cut small-biz red tape - Crain's New York Business (blog)
Pair launch equity crowdfunding platform for small-biz owners - Crain's Detroit Business
Decline of small business hurts recovery, jobs growth
Small Biz in a Digital Age: Analytics - Know Your Options - GoLocal Worcester
Small Business Column: Time for Irish SMEs to take advantage
Small Biz Sentiment Slips In January - Advertising Specialty Institute (press release)
Small Business - Is The Accounting Profession Ripping Them Off?
My 16 year-old daughter said, "Gee Dad! You look just like an accountant" And she wasn't being complimentary. Accountants are perceived to be boring, stodgy and conservative.
How to Remove Stress from Owning a Business... Forever!
I meet and talk to hundreds and hundreds of business owners every year and do you know what I've discovered? Virtually all of them are regularly suffering from stress.It dawned on me while running a seminar one day.
Franchise Buyers Lying On Forms
The Federal Trade Commission which governs the franchise industry thru the franchise rule, which enforces Franchise Disclosure laws seems to think that consumers need to be protected even when they lie. Often The FTC takes complaints from consumers who claim they had been ripped off or lied to from someone selling a Biz-OP or some corporation, which sells franchises.
25 Valuable Phone Numbers For Small Businesses Success
Starting and growing a small business can be a daunting and sometimes lonely process we have compiled a list of 25 helpful phone numbers for agencies and services that work with small businesses. They can give you information, ideas, and resources to help you be more successful.
Becoming Recession Proof
A lot of business owners I've spoken with lately have commented how their business is slow because of "the recession." If you are one of these people, you might want to reconsider your position.
FFP vs. CPFF Contracts
SBIR Corner: FFP vs. CPFF contracts:In the SBIR/STTR world, the single most important decision you need to make is whether you are going to bid a job as Firm Fixed Price (FFP) or as Cost plus Fixed Fee (CPFF).
Focus on what you do best, delegate the rest
Do you know what your genius work is? It's the highest and best use of your time. It's the best leverage your business has in the marketplace.
The Perfect Mission Statement
One way to determine your companies mission statement is based on a general overview of the company. Some important questions are asked like: Why does the company exist and what kind of business is it in? Is there a particular market or niche that it will concentrate upon? How will the company be distinctive in its business methods? Once these questions are answered, the focus moves to the accomplishment of these broadly expressed objectives.
Technology Community Helps SMBs Focus on Their Core Business
If you're starting your own business or currently work for a start-up, you wear a lot of hats. Any disruption in your business can eat up hours of your time and kill your productivity.
How to Start an Office Support Service
Office support services can range from basic data entry to a fully-staffed office handling all the details of a client's business.An office support service company can start very small, offering only a limited selection of services and expanding as you gain the capacity to do so.
Getting Behind in Your Work? You Need a Virtual Assistant!
If you don't know what a Virtual Assistant (or VA) is, don't worry. I only came across the term myself about a year ago.
Banking and Company Credit Card Policies for Small Business
Does your small business have a banking and credit card policy? If not, perhaps you might wish to think on it. Developing such policies and procedures is not a difficult task.
Truck Detailing Shop Business Case Study
As an entrepreneur you can learn a lot by following the real life case studies of other entrepreneurs. Often the text books in school leave out the beginning details and the juicy part of how it all comes together and is created out of nothing but a thought.
Franchise Company Operations Manual Sample Outline
Many companies wish to expand and a few wish to use franchising as a method of expansion. Not a bad idea, but one must consider the importance of the fine details.
Increase Productivity and Business Success - Take Responsibility
Are you responsible for your results?What comes to mind when I say that?When you hear that you're totally responsible for the results you produce in your business and in your life---you might jump to a conclusion. You may think that I'm suggesting that you should take the blame for your results.
Auto Detailers and Competitive Aspects of Automobile Detailing
There are both fixed and mobile detailers. Consumers often will use either or both during the life of their car.
Pressure Washer Companies and Steam Cleaner Maintenance
If you run a pressure washing business it is a must that you understand and take care of your equipment. It is your livelihood.
Creative Marketing Tips: Simple Things You Can Use In Your Business To Attract More Clients
The single most important activity you can do in your small business is create a unique marketing strategy and plan. When was the last time you saw a company marketing themselves in an outrageous way? In this day and age it looks like everyone has read the same book on marketing - and sorry to say - that book doesn't work!What does work - is a little creativity, a little personality and a lot of effort to make yourself so different from your competition - that there is no real competition.
Admit your mistakes - then do not repeat them
That's right are you making enough mistakes in your business? Some of you are probably annoyed at my question; others are thinking "Geez, Rose! If I made any more mistakes I'd have to run screaming back to a day job!"If you went to school in the public school system in America, you were culturally trained to avoid and hide mistakes, after all; your teachers and professors didn't give you a great grade for your efforts unless those efforts produced great results. So, too, if you were an employee in corporate America you were rewarded for chasing perfection and penalized for making mistakes.
Don't be shy; tell your success stories
-- Building Credibility Through Success Stories --Successful solo entrepreneurs spend quite a bit of time building and expanding their networks. These networks can cover a broad spectrum - professional associations, community service, school or alumni networks, virtual communities, athletic groups, neighborhood associations.
|Home | Site Map | Privacy Statement | More Articles|