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Sell the result, not the tool
We often get caught up in the whiz bang nature of the tools, products and services we offer, without stopping to think about what people really do with them.
Sometimes one of the smartest things you can do is take a tool and package it in new ways, with new names and uses - look no further than what they actually do, do with it and rename it that.
An alert Duct Tape Marketing reader pointed out a fine example from Amazon. Instead of a laser level and stud finder, this enterprising marketer is selling a “laser decorating kit.” Now I know people have used these tools as such since they were invented, but naming it made it unique and I suspect opened some sales doors.
What would stop you from packaging services and even processes in the same way?
Got any good examples to share?
Posted:
Dec 13 2007, 3:52 PM EST by
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What would the perfect small business CRM look like?
CRM as a category is tough for the small business because there will always be the balancing act of “too much or too little” and “return vs. upkeep.” CRM or at least tracking leads, nurturing leads and converting, reconverting and partnering with leads will always be a good thing. Once you more than about 10 such leads, keeping it all in you head, or in the head of a person that walks out into the street everyday, get dicey. And yet, looking for another CRM fix to cure your poor processes or cultural dysfunction can be more of a waste than a productivity gain.
You can read more here
http://www.ducttapemarketing.com/blog/2008/01/07/what-would-the-perfect-small-business-crm-look-like/
Posted:
Jan 8 2008, 8:29 AM EST by
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You must start and grow a blog in 2008!
I know you are getting tired of hearing about blogs as marketing tools, but they are still one of the best return on investments for a small business.
Here’s why:
1) It makes it very easy to update your web presence - easy is good because easy gets done
2) Locally you can use a blog to gain exposure that your competition can’t
3) Search engines love blogs (still) and will reward you with better search results when your prospects go looking
4) The daily and weekly chore (that may be how you initially view it) of producing written content will make you a much better communicator, marketer and salesperson - it’s the killer activity
Posted:
Jan 5 2008, 9:16 AM EST by ducttape
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