What do my customers think I’m saying?

On June 11, 2012, in Uncategorized, by John Ekonomou

Imagine an apple, think of the type, the size, and the color. Now what do you think the chances are that we are thinking of the same apple. Not likely. I could have been talking about an apple computer, right? The point is, I said one thing and you understood it as something different. Is […]

Imagine an apple, think of the type, the size, and the color.
Now what do you think the chances are that we are thinking of the same apple.
Not likely. I could have been talking about an apple computer, right?

The point is, I said one thing and you understood it as something different. Is it possible that your customer does not understand what you are trying to convey in your marketing messages.

You see it all the time. When someone says I’m a realtor, or an accountant what comes to mind. You probably thought the same thing as everyone else. Its like we are all selling apples.

How do you choose one realtor over another? Well the same applies when we are marketing to our customers. Are you general in your marketing messages, do you say the same things in your flyer as someone else. If you do, I’ll give you a tip. Stop wasting your money NOW!

The question is? Is there a preconceived notion of my business right now? Do they see me as just another lawyer, accountant, hair salon, insurance guy.

Your target market usually already has a preconceived notion about you. There are BUY ME messages that are screaming out from everywhere, and bombarding consumers every single day.

Telling your market the same advantages and benefits of a product or service is no longer effective, mostly because nearly everyone is saying the same thing. Best price, better quality, or 25 years experience as an example.

This causes the customer to shut out all this white noise (sameness) and stop listening about the importance of your offer before you even start! There you are. You’re stuck trying to convince, no over convince a consumer to buy your product or service, but in reality you’re only wasting your time and money because whatever you say, they won’t be listening.

Have you ever looked to find a lawyer lately, how do you pick? All you have to do is open the yellow pages and see for yourself. They all say the same thing.

It’s important to remember that everyone already has a preconceived notion of the value of any product of service that already exists, something that they’ve interacted with before and have experience with. Like if you spot a Ferrari, you have a preconceived notion of what it’s worth.

How does this affect you?
Well, before you put together either a new product or launch a new business, you must first be aware, as we said, that people already have a preconceived notion of how much of whatever it is that you are offering costs. They have already predetermined a value for whatever it is that you do. That is why you are automatically positioned for value (by them) if you do not do something different.

Think of it this way. It’s as if the destiny of your product or service is set in stone. It’s more difficult to change an old perception than it is to mold a new one from scratch.

Unfortunately, a lot of people don’t get that. They think their positioning is obvious, based on their product being “better”: Well, my stuff is better, so therefore I should charge more.
Wake up call… It doesn’t matter how much better you are, because you are already categorized in the same category as everybody else who provides what you provide.

It’s going to be very difficult to convince your consumers that you are “worth” the extra rate that you charge. Once a customer has made up his or her mind about how much something should cost, it’ll take a desperate situation to force him or her to give up that conception. Even if you believe it’s a misconception.

So what do you do?
You don’t let them categorize you! It’s as simple as that. I always urge my clients to create a value position where a person doesn’t have a preconceived notion of the value that they offer. When you become the “only” in your marketplace that does what you do, then there is no one to compare yourself with, there is no preconceived notion of value, and because there is no preconceived notion, you could literally charge whatever you want.

There are so many ways to set yourself apart from your so-called competition. Start by fusing the combination of a value contrast, or rarity, and exclusivity to help set you apart. At the very least save yourself some money by not saying the same things in your messages and when you do, you’ll have yourself a value about which nobody has a preconceived notion of.

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