There are many tips in marketing. I can give you a list as long as my arm of some of my best marketing tips. However, there is one tip that stands out from the rest of them.
Want to know what that tip is? It’s very simple my friendly Owner —
You must give people their opinion of you.
Now, I know you might be thinking, how in the world do I do that? It’s all about positioning the first impressions that your customers get of your business.
I’ve said this before and I will say it again — you only have one chance and one opportunity to give someone before they form their first impression of you.
First impressions last.
I’ll use this example — everyone has Toyota cars. It is a reliable brand that everyone knows and one day they came out with a new car – Lexus.
If Toyota had just said, “Hey we have a new car called a Lexus.”, we would not have even paid attention.
However, they told us through advertising and marketing, that Lexus is their luxury brand and is incredibly reliable. They shared reports on research and tests run so they have proven it’s reliability.
Now, if I ask you (without you seeing this video of course), about the Lexus brand, you would tell me that it is a luxury car brand.
Have you ever driven one or owned one? I have driven one, but they told me what it is so that is my first impression – a luxury brand that is equivalent to cars like BMW and Mercedez.
That is because they gave me the impression they wanted me to have of their company and car line.
Had they left things to chance, had I seen one without seeing any marketing, I would have thought the car was trying to be a knock off of another high end brand.
That is not the opinion they would want me to have. Had I just had that thought stuck in my head, then that is what I would think about when I see that brand of car.
However, they put the right impression and opinion in my head from the get go.
Let me give you another example by using my fire protection business. We are very successful in the UK and are the top fire safety brand.
When others came into the market, they tried and didn’t succeed. They saw our brand and thought they could copy us and be successful.
Whatever we did, they copied such as prices, website posts, images, etc. so we had to re-position ourselves in the market.
We dropped the image of being the leading website in the UK. We raised our prices a little and re-positioned ourselves as being a little higher, but we have quality merchandise.
That gives the customer an immediate image of being “not cheap”, because cheap means exactly that — cheap that breaks and is not good.
In fact, we end our conversations with, “Do you really want to be known as the company that buys the cheapest goods?”
We are giving people their impression. They think that ours is slightly better quality because the prices are a bit higher. Now, we have never said this personally.
It is just what impression the customers walk away with.
Do this for all your marketing efforts – website, email images, etc.
Tell your customers why they need to use and buy from you. They are interested in what is in it for them — not what your competitors are doing.
Today is Wednesday and that means it is friendly follow. Today we are looking at @Jason who is Jason Calacanis.
Jason is an investor and marketer who has a lot of savvy. His website is Calacanis.com.
His experience can go a long way. Learn how he does it and listen to what he has to say. Learn how he markets a company from scratch and interacts with his customers.
Learn from him. I’ll see you tomorrow.
What is the first impression your customer is getting of you?