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Answer You - The Two Immutable Share-Stealing Laws
Depending on who you talk to, positioning is a marketing phrase that has many different meanings to many different marketers. I define positioning as how the customer maps your product in their minds versus comparable products that are available to them.Let me explain this further.In the car market (now bear in mind I’m in Australia so some of these brands may or may not be familiar to you but I’ll do my best to be universal), let’s map out in our minds how the positioning might look.Status symbol/luxury: Mercedes Benz/Lexus Serious Driver: BMW Serious sport: Porsche Safety: Volvo Family: Holden or Ford (6 cylinder) Affordable: Toyota Affordable European: Volkswagen Cheap: Hyundai Hoon: Anything with holes cut in its bonnet, big mag wheels and noisy mufflers. (Suburu's seem popular amongst
A Scientific Approach
How do we scientifically do this with great consistently? First you must research your customers’ emotional and intellectual precepts:
1. We identify their emotional bonds to their existing brand.
2. We identify their mental bonds to their existing brand.
3. We isolate their most powerful motivations, so we discover how we can steal their hearts.
4. We isolate their most powerful convictions so we can discover how we can steal their minds.
Then we develop the most powerful emotional a
What you say to other people can make or break you and it can happen without you even knowing about it. That old saying “loose lips sink ships” is oh so true in business. If you like to gossip as most people do, learn to listen rather than participate. Oh, you’re saying to yourself that yes maybe you do talk about the job or your co workers, but never to anyone who’s involved outside your work.That’s the kind of thinking that enabled my friend Susan to land that $50.00 an hour teaching contract with one of the local businesses. You see, I happen to be at lunch with a person who was casually talking about her job. After all, I had nothing to do with her company. I was just a computer consultant that was going to send her business. How could I be a threat?This is how it happened. At the time,
In other words, you must get them to stop doing what they are currently doing and choose differently.
There are many reasons why exciting this customer change is a difficult endeavor. Among the most obvious is simply inertia of rest. Your customers, like those of your competitors, are change adverse. There is an old marketing adage that says, “It is easier to keep current customers than it is to get new ones.” As barriers to change, there is also force of habit, satiation and God forbid, your competitors’ customers might even be satisfied with their current product or service.
Strategically, there are many disciplines that we follow when creating brands and marketing strategies that steal market share. We utilize every one of them in the marketing strategies we create for our clients so that they can spend their marketing dollars more efficiently and win without having to be the biggest spender with the largest share of voice. When a brand firm, marketing company, or ad agency says the answer to growing market share is simply to “spend more” it demonstrates a simple lack of understanding about your customer and their relationship with the brands they currently use and buy.
Permission is an Imperative
For those of you who believe that you can effectively influence the purchase decisions of your most coveted customers without making fundamental changes to your brand — read no further. Our advice to you is “spend more” and watch your competitors who are dedicated to building their brand as an impetus for growing market share take-off, even without the largest share of voice.
For those of you who have come to realize that all of the marketing and advertising arguments that you put forth in the competitive market place find their permission to be important in the DNA of your brand, read on. Trying to fix your marketing and advertising efforts without a fundamental understanding of what your brand is and how it provides “permission” to your target market is like taking an aspirin to treat a brain tumor. The process may give you some temporary comfort but the outcome is anything but positive. Our goal is not a temporary spike in sales, any ad agency can do that by “spending more.” Rather our goal is to change customer behavior permanently through weaving the essence of our target customer into the brand. Changing customer behavior may be a bit of a misnomer really because in reality, brand permissions must change to more effectively reflect the precepts of your customer, not vice a versa. But, the end result is the same… the customer chooses differently.
The Two Rules
There are two basic rules to get your target to choose differently – change their hearts and change their minds. You can’t expect your competitors’ customers to abandon their existing brand unless your brand can break into BOTH their emotions and their intellect. This is the foundation for what a successful a share-stealing brand does – it breaks into both the hearts and minds of your competitors’ customers.
Most brand companies design brands that appeal to your customers’ hearts and a few build brands that appeal to their minds. This is because they see brand as equity and not as the very basis of persuasion. This bipolar brand strategy is not nearly enough. You have to be able to break into the customers’ hearts AND minds at the same time, to steal them. This is how the experts at Stealing Share build brands to maximize growth and it is surest way to ensure continuous share growth with your existing investments.
A Scientific Approach
How do we scientifically do this with great consistently? First you must research your customers’ emotional and intellectual precepts:
1. We identify their emotional bonds to their existing brand.
2. We identify their mental bonds to their existing brand.
3. We isolate their most powerful motivations, so we discover how we can steal their hearts.
4. We isolate their most powerful convictions so we can discover how we can steal their minds.
Then we develop the most powerful emotional an
Imagine a home-based business that really works to produce staggering incomes. I am going to show you a new business that is quite literally taking the world by storm.Hundreds are joining every week and you'd be crazy not to come aboard.So what makes this program so phenomenal? Let me tell you... Unheard of product value, team support and an entry fee so low you won't believe it.We have people joining us from all over the world...because we have what they've been searching for,something that really works and is affordable.Look, I know you're sick of all of the hype on the Internet. So, don't take my word for it.Think. Either you take charge and live a productiveprosperous life and begin to benefit from what we have to offer or you continue to allow yourself to be ruled by circumstances.
Permission is an Imperative
For those of you who believe that you can effectively influence the purchase decisions of your most coveted customers without making fundamental changes to your brand — read no further. Our advice to you is “spend more” and watch your competitors who are dedicated to building their brand as an impetus for growing market share take-off, even without the largest share of voice.
For those of you who have come to realize that all of the marketing and advertising arguments that you put forth in the competitive market place find their permission to be important in the DNA of your brand, read on. Trying to fix your marketing and advertising efforts without a fundamental understanding of what your brand is and how it provides “permission” to your target market is like taking an aspirin to treat a brain tumor. The process may give you some temporary comfort but the outcome is anything but positive. Our goal is not a temporary spike in sales, any ad agency can do that by “spending more.” Rather our goal is to change customer behavior permanently through weaving the essence of our target customer into the brand. Changing customer behavior may be a bit of a misnomer really because in reality, brand permissions must change to more effectively reflect the precepts of your customer, not vice a versa. But, the end result is the same… the customer chooses differently.
The Two Rules
There are two basic rules to get your target to choose differently – change their hearts and change their minds. You can’t expect your competitors’ customers to abandon their existing brand unless your brand can break into BOTH their emotions and their intellect. This is the foundation for what a successful a share-stealing brand does – it breaks into both the hearts and minds of your competitors’ customers.
Most brand companies design brands that appeal to your customers’ hearts and a few build brands that appeal to their minds. This is because they see brand as equity and not as the very basis of persuasion. This bipolar brand strategy is not nearly enough. You have to be able to break into the customers’ hearts AND minds at the same time, to steal them. This is how the experts at Stealing Share build brands to maximize growth and it is surest way to ensure continuous share growth with your existing investments.
A Scientific Approach
How do we scientifically do this with great consistently? First you must research your customers’ emotional and intellectual precepts:
1. We identify their emotional bonds to their existing brand.
2. We identify their mental bonds to their existing brand.
3. We isolate their most powerful motivations, so we discover how we can steal their hearts.
4. We isolate their most powerful convictions so we can discover how we can steal their minds.
Then we develop the most powerful emotional a
Time…oh… time… how I wish that I had more of you. Don’t you wish that you had more time, too? The one thing that all students definitely lack is, of course, time. We have to make time for homework…time for our social lives…time for our girlfriends…time for those study groups…time for those nasty part-time jobs that we all hate… And on top of all that we have to make time for building our companies. Almost seems impossible, right? Well it isn’t as long as you manage your time well. I never really did, but I at least started to at some point.With the proper time management, any student entrepreneur can balance their school work with their business work. Sure it takes a lot of discipline and devotion but I’m confident that it can be done with the proper desire.When I first started my company in my so
For those of you who have come to realize that all of the marketing and advertising arguments that you put forth in the competitive market place find their permission to be important in the DNA of your brand, read on. Trying to fix your marketing and advertising efforts without a fundamental understanding of what your brand is and how it provides “permission” to your target market is like taking an aspirin to treat a brain tumor. The process may give you some temporary comfort but the outcome is anything but positive. Our goal is not a temporary spike in sales, any ad agency can do that by “spending more.” Rather our goal is to change customer behavior permanently through weaving the essence of our target customer into the brand. Changing customer behavior may be a bit of a misnomer really because in reality, brand permissions must change to more effectively reflect the precepts of your customer, not vice a versa. But, the end result is the same… the customer chooses differently.
The Two Rules
There are two basic rules to get your target to choose differently – change their hearts and change their minds. You can’t expect your competitors’ customers to abandon their existing brand unless your brand can break into BOTH their emotions and their intellect. This is the foundation for what a successful a share-stealing brand does – it breaks into both the hearts and minds of your competitors’ customers.
Most brand companies design brands that appeal to your customers’ hearts and a few build brands that appeal to their minds. This is because they see brand as equity and not as the very basis of persuasion. This bipolar brand strategy is not nearly enough. You have to be able to break into the customers’ hearts AND minds at the same time, to steal them. This is how the experts at Stealing Share build brands to maximize growth and it is surest way to ensure continuous share growth with your existing investments.
A Scientific Approach
How do we scientifically do this with great consistently? First you must research your customers’ emotional and intellectual precepts:
1. We identify their emotional bonds to their existing brand.
2. We identify their mental bonds to their existing brand.
3. We isolate their most powerful motivations, so we discover how we can steal their hearts.
4. We isolate their most powerful convictions so we can discover how we can steal their minds.
Then we develop the most powerful emotional a
In the United States we have an abundance of raw materials and natural resources. Many of the mines in the United States of America have been shut down and we get much of our raw materials from other nations, which have to be shipped here at a very high cost. Many of the raw materials we get from other nations are not as good as the raw materials we have here and that is a real problem.Likewise in the future many of the raw materials we have in the United States we will not need because the likelihood of us making things out of steel and copper are not too probable. We will have nano tubes may have carbon, fiber optics, special composites and super alloys made from exotic metals or that have be re-engineered at the molecular level. Because this is the obvious future, we should use our own raw material
The Two Rules
There are two basic rules to get your target to choose differently – change their hearts and change their minds. You can’t expect your competitors’ customers to abandon their existing brand unless your brand can break into BOTH their emotions and their intellect. This is the foundation for what a successful a share-stealing brand does – it breaks into both the hearts and minds of your competitors’ customers.
Most brand companies design brands that appeal to your customers’ hearts and a few build brands that appeal to their minds. This is because they see brand as equity and not as the very basis of persuasion. This bipolar brand strategy is not nearly enough. You have to be able to break into the customers’ hearts AND minds at the same time, to steal them. This is how the experts at Stealing Share build brands to maximize growth and it is surest way to ensure continuous share growth with your existing investments.
A Scientific Approach
How do we scientifically do this with great consistently? First you must research your customers’ emotional and intellectual precepts:
1. We identify their emotional bonds to their existing brand.
2. We identify their mental bonds to their existing brand.
3. We isolate their most powerful motivations, so we discover how we can steal their hearts.
4. We isolate their most powerful convictions so we can discover how we can steal their minds.
Then we develop the most powerful emotional a
You will need to recruit computer service business personnel not only at the start of a business but continuously after that. There are many resources available to those in the computer service business looking to hire employees, and a computer service business manager able to think creatively will attract better candidates. Advertising, referrals, promotions and the Internet are excellent sources for computer service business managers looking for new personnel.AdsAdvertising, while the first thought for most computer business managers is by no means the only hiring tool. Classified ads can attract a lot of resumes, but will not weed out unqualified candidates. Ads can also be very expensive, so those in the computer service business taking out ad space should focus on writing adds that target
A Scientific Approach
How do we scientifically do this with great consistently? First you must research your customers’ emotional and intellectual precepts:
1. We identify their emotional bonds to their existing brand.
2. We identify their mental bonds to their existing brand.
3. We isolate their most powerful motivations, so we discover how we can steal their hearts.
4. We isolate their most powerful convictions so we can discover how we can steal their minds.
Then we develop the most powerful emotional and mental strategy.
5. We combine our understanding of their emotional bonds to their existing brand with our understanding of their most powerful motivations to develop your strategy for stealing their hearts.
6. We combine our understanding of their mental bonds to their existing brand with our understanding of their most powerful convictions – to develop your strategy for stealing their minds.
7. We then fuse emotional appeal and aesthetics into a motivating and penetrating look and feel that will steal their emotional desires.
8. We then combine truth and reason into a message that will steal their intellectual self-description.
In short, we transform the research insights into an emotional and aesthetic appeal and to steal their hearts, and construct a factual and rational message to steal their minds. This requires more then just a logo and theme line, it requires an integrated and robust marketing plan and advertising program to be built around the key insights that formed the rock solid foundation of your brand strategy.
One thing is for certain; your most coveted customers seek a defined level of consistency in their life. Not so long ago, brand management used to think that consistency was their hallmark for a great brand. However, our understanding of the depth of that consistency has changed as we have made effectiveness and permissions our science. Consistency is about honest permissions. It is graded not on consistency of color, form and message (which are all important too) but in consistency of promise and scope of permission.
Any promise or claim that your advertising makes that is not granted full permission from the brand strategy that it is built upon is less than half effective. Without full permission from the brand strategy derived from a complete understanding of the target whose essence is encapsulated in the brand, the simple answer is to “spend more” because more than half of your marketing dollars will have been wasted on an ineffective message. Following two simple rules, you can be more effective than your competition by making your marketing dollars work harder for you instead of having to work harder for more marketing dollars to spend.
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