They do not compensate the consumer for their lack of confidence or perceived value
Many business owners and marketers, maybe you too, have been taught to think that they can learn only a few advertising techniques and techniques. Many people say, “Teach me the tricks.” This is a mistake because they should actually learn THE TRADE. In other words, the principles and techniques of advertising success – not just the tricks. After you have learned the basics, you can start learning the techniques. All good advertising and marketing teachers go through all of the principle-based strategies first before moving on to the techniques and tips.
Let me tell ya, I have a problem with teaching techniques. Let’s take a look at an example to show you why. Joe is my oldest son. We sometimes go to the drive-thru fast food restaurant and get french fries. Joe was only 2 or 3 years old when he would eat french fries too hot. He’d ask me to cool them off. How do you cool down a hot French fry in your car? Then, you hold the hot french fry up to the vent of your air conditioner and turn it on for a few seconds until its cools off.
This technique was called the “fast food cooling down technique”. You’ve done it! You know what, my son? He is smarter than most.He was able to do the entire technique on his own, even at such a young age. One day, I glanced over at Joe and saw that he was performing the fast food cooldown technique. I had not told him or reminded him of it. He was simply doing it. And I thought, “Wow! He really is quite smart.” After looking closer, I realized that it was actually a double-take. It was obvious that the french fry wasn’t hot enough and that the air conditioner wasn’t on. Joe was doing the technique perfectly, but he didn’t know what conditions were necessary for it to work. My experience was that of a child who executed a technique to perfection, but had no understanding of the principles behind it. He didn’t grasp the principles or the technique.
This is how it works with advertising techniques, marketing techniques, and sales techniques. Let me offer you an example: direct mail. In the 1970s, men began to teach techniques for tricking people into opening junk mail. You should send your sales letter in plain white, regular-sized envelopes with no return address and a first class stamp. It would be received by people who would say, “Wow! It’s a letter written by someone who forgot to include their return address. It makes me wonder who it is. Then, they would open it. They were curious to know what they thought. YouDo you know what to do if you get a white, hand-written envelope without a return address? Do you want to be notified if you receive a white envelope hand-written with no return address? It’s your chance to pitch itYou don’t even have to open it! It is junk. You know that it is a waste of time. However, people still use that method. It’s similar to a 3-year old holding a cold french fries up to an a/c vent that’s not even switched on.
Car dealers use another advertising tactic. Because they aren’t yet able to innovate their business enough to make them stand out from their competitors, car dealers are known for their use of tricks. They don’t have an inside reality so they trick you into thinking they are offering a better deal. I won’t even discuss the loss leader trick. This is where they place a low-cost model in their ad to lure people onto their lot. But, the model doesn’t exist. It’s too obvious. This trick is known by everyone. Here’s another example: I was captivated by an ad with the headline “Pay No Sales Tax on All New Models.” This headline instantly makes you realize that you don’t need to pay sales tax. That could be a huge savings on a vehicle worth $25,000! That was what I saw and thought, “Wow! That’s a great deal… no tax!” Then, I noticed the tiny text at the bottom. It stated, “Dealership will cover the INVENTORY taxes on the vehicle. Customer is responsible for all state sales taxes.” Now, I just purchased a new car and noticed “Inventory tax” on my final invoice. It was about $55. It was $55. A $55 savings. Bravo, guys! Tell me, guys: Does this trick build trust and confidence… or contempt and hatred?
This is what advertising and marketing programs teach you to accomplish – to use a variety of small tricks to convince people that doing business with you has some value. You’ll find that many of these techniques don’t work in the real world. There are many techniques and tricks that can be used to make your business successful. It’s important to make sure that your inside reality is believable so that outside perceptions of your business can be influenced. You have to think about what the outside perception of your business might be if you have a poor or similar inside reality. So-so at best, right? You’re setting yourself up to fail if your sole focus is on the “inside truth” and you don’t know how to do advertising well. It will be a frustrating task to try to understand how anyone could do business with other businesses when your company is clearly superior. It might not be so obvious.
The discovery: Many businesses could improve in both these areas. However, most companies struggle with the “outside view”, which is the perception that all of their competition exists. This confidence gap means that they have trouble distinguishing themselves from others in the marketplace. No matter your current situation or whereabouts, these tips will help you improve the outside perception and reality of your company. It is best to talk about innovation and how your business can be competitive in terms of product, operations and management. Next, you should discuss how to effectively advertise your company so it stands out from the rest.
Do you see the need to consider both the inside and outside reality? Innovating alone will not make you a solid company. However, learning marketing, sales, or advertising won’t make you a better businessman if there isn’t a superior product. You must consider both the inside reality as well as the outside perception.First you have to have something positive to say, then you have to communicate it well.