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Answer You - Is Your Marketing Missing The Cookie Factor
Whether you are a corporate executive trying to manage hundreds of employees, a marketing or sales rep trying to land a new client, or even an entry level gofer just struggling to appease a demanding boss, it is almost impossible to succeed without developing effective communication skills. In fact, effective communication skills are fundamental to almost every successful business interaction- a fact acknowledged by the plethora of courses and seminars offered teaching people how to persuasively convey their ideas and get what they want.However, all too often we forget that communication is a two way street, and that in order to effectively communicate we must learn not only to be a good speaker, but also to be a good listener. how to speak well, but also how to listen well. how to listen communicate thei is widely acknowledged that solid communication skills are fundamental to almost every successful business intera
Are You Mixing Up The Cookie Factor With The Hot Spot?
If you are, it’s okay. A hotspot in selling, is finding out what is of most interest to the buyer and then going after that interest, often basing the entire sale on that one factor. The cookie factor is a tiny shift away from this thought process.
Let Me Give You An Example
If you were selling a house, a hotspot would be the proverbial cherry tree. The buyer loves the cherry tree, has always wanted a cherry tree and the sale of the home is based on this hotspot. The cookie factor is slightly different. It is a deliberate act of placing cookies to entice the potential buyer to dip into their pockets for a brand new mortgage. I’ve known people who’ve bought houses based on the premise that they get the sofas, work desk or the artwork on the mantelpiece. I’ve known smart real estate agents that have placed this cookie factor as part of the deal and creating interest where boredom exists.
This is the bait, the cookie factor! It draws the customer in and tips them over in your favour. In effect, the cookie factor becomes the hot spot and you’re on
There’s no time like the present to change careers. The labor market is improving and there are opportunities available in almost every field. This article outlines five steps every career changer must go through to land a new position. I use real life examples of people I have worked with to illustrate my points. These steps are as necessary for people with disabilities as they are for any job seeker. So put yourself in high gear and let’s start up the career change staircase.Step One: Assess your skills and interests to make sure your career move is aligned with who you are. Changing careers is not for the faint of heart. On average new careers take longer to find and you often start at a lower salary. Jim, a Human Resources Benefits Specialist in a manufacturing firm, was willing to accept these risks. He was tired of overseeing a series of layoffs at companies as they outsourced their jobs overseas.
Just what the heck is a cookie factor anyway? And, how can you apply this simple marketing strategy and psychological principle to rake in some big bucks? You Buy $30 Takeaway, You Get Free Coke and Wontons
My smile was bigger than the Great Wall of China the first time this happened. We were regulars at this Chinese food takeaway, but this time there was something unusual. When we paid our bill, out popped a 2-litre bottle of Coke and 6 wontons.
Confusion reigned and dollar signs kicked in. Was I paying for something I hadn’t ordered? Was there some communication gap here? My knotted eyebrows must have revealed my bewilderment quite clearly. Before I could go blah, the little Chinese lady behind the counter held up her hand, smiled and said the words that entranced me forever.
"You buy $30 takeaway, you get free Coke and wontons"
She Had Us Trained Like Lab Rats…
Before that day, we’d never bought Chinese takeaways for more than $25. Yet magically as we crossed the $30 mark, this entrepreneurial woman made sure we knew the value of instant gratification. Every time we hit the $30 mark, out came the goodies. Every time we didn’t, we got our order and big smiles, but little else.
Now we had a choice. We could have our usual, or order just a little more and be rewarded with all the extra goodies that came with it.
What do you think we did?
Yes, just like you and every one else, our greed took over and our purchases hit the $30 mark like sunshine hits the Caribbean.
Say Hello To The Cookie Factor!
This in short is the cookie factor. You create a demand for the product with something so alluring that the customer forgets the product itself and concentrates mainly on the cookies. Psychologists call this the psychology of second interest. This effectively means that people shift focus onto the goodies and end up buying the main product based on this tiny inducement.
How Far Can You Take $5?
Pretty far, I’d say judging from Marie’s success. Marie, a friend of ours, is a freelancer and gets called in when there are specific jobs to be done at various design firms. Like clockwork, she lands at the job with a box of yummy, scrumptious chocolate chip cookies. (Makes my mouth water, just writing this out!)
It’s bizarre I know, but clients earning in excess of a hundred grand a year, drool like little puppies over the prospect of free cookies. $5 worth of cookies was getting Marie a red carpet treatment and more work than she could imagine. Without doubt, her work was exceptional, but then so was the work of her competition. The only tipping point in the game was the cookie factor.
You may not believe that grown, sensible people would be so stupid to fall for what seems to be a quite obvious bait. Yet look around you, the cookie factor is well and alive and bouncing off the walls!
Lookie Mommie, There Are Cookies Everywhere!
Look at air points and points that you collect every time you fill gas. Why on earth would you fly the same airline, despite those crazy timetables? Why fill gas at that grotty gas station? Or buy pizza from the same pizza shop every time? It’s all thanks to the cookie factor. It’s greed kicking in and wanting something for nothing.
You can see the cookie factor in different dimensions. Here are three main avatars.
1) As An Inducement: Get That Vacuum Cleaner Moving!
People buy because of the added factor. They always have and always will. As long as they perceive themselves as getting something for nothing, they will be drawn to it like flies to honey. The cookie factor makes firm believers out of hesitant buyers. Deep in the human psyche is the need for justification. The bonus that they receive fills that space and gets the credit card heated up once more.
2) As a Retention Tool: Stuck Like Glue!
The cookie factor is magical for retention. Imagine you had a law firm and you had these free educational training sessions for your clients on a regular basis. What you’re doing is giving away something for nothing. You’re drawing them back like the pizza parlour does every time. This is a powerful retention tool to get customers back in your airspace. The inducement and the retention factor might look and feel the same, but there is a tiny difference. Inducement is instant gratification, where as with retention, it’s a slow moving process that shows results in loyal customers.
2) As a Deterrent
This is the dark side of the cookie factor-- The Darth Vader! 5-year rentals and leases come under this category. The cookie factor is used to get the client in at a low rate, but keeps them hooked into the product or service over a long period of time. When you buy a fridge or a computer, you can get an additional 5 Year Peace of mind by buying into additional guarantees. There is very little real benefit for the user here, but it exists, if only in the dark alleys of your marketing strategy.
Are You Mixing Up The Cookie Factor With The Hot Spot?
If you are, it’s okay. A hotspot in selling, is finding out what is of most interest to the buyer and then going after that interest, often basing the entire sale on that one factor. The cookie factor is a tiny shift away from this thought process.
Let Me Give You An Example
If you were selling a house, a hotspot would be the proverbial cherry tree. The buyer loves the cherry tree, has always wanted a cherry tree and the sale of the home is based on this hotspot. The cookie factor is slightly different. It is a deliberate act of placing cookies to entice the potential buyer to dip into their pockets for a brand new mortgage. I’ve known people who’ve bought houses based on the premise that they get the sofas, work desk or the artwork on the mantelpiece. I’ve known smart real estate agents that have placed this cookie factor as part of the deal and creating interest where boredom exists.
This is the bait, the cookie factor! It draws the customer in and tips them over in your favour. In effect, the cookie factor becomes the hot spot and you’re on
Compost shredders are used produce large quantities of compost from garden waste. They help speed up the composting process. Compost shredders can shred garden plants, piles of leaves, vegetable waste etc. into instant mulch or compost. Powerful compost shredders can shred thick tree pruning and branches. Goggles, gloves, breathing gauze and ear protectors should be worn while using a compost shredder. Compost shredders are available in sizes ranging from light use models to high powered models. The output of a compost shredder is directly related to its engine size.A common model of compost shredder consists of a self feeding spiral blade system. It automatically draws in the shredding material and revolves. This model has a reverse running and blockage release system. The material undergoes heavy crushing, producing small chippings. This allows micro organisms and oxygen to accelerate the composting process.
Now we had a choice. We could have our usual, or order just a little more and be rewarded with all the extra goodies that came with it.
What do you think we did?
Yes, just like you and every one else, our greed took over and our purchases hit the $30 mark like sunshine hits the Caribbean.
Say Hello To The Cookie Factor!
This in short is the cookie factor. You create a demand for the product with something so alluring that the customer forgets the product itself and concentrates mainly on the cookies. Psychologists call this the psychology of second interest. This effectively means that people shift focus onto the goodies and end up buying the main product based on this tiny inducement.
How Far Can You Take $5?
Pretty far, I’d say judging from Marie’s success. Marie, a friend of ours, is a freelancer and gets called in when there are specific jobs to be done at various design firms. Like clockwork, she lands at the job with a box of yummy, scrumptious chocolate chip cookies. (Makes my mouth water, just writing this out!)
It’s bizarre I know, but clients earning in excess of a hundred grand a year, drool like little puppies over the prospect of free cookies. $5 worth of cookies was getting Marie a red carpet treatment and more work than she could imagine. Without doubt, her work was exceptional, but then so was the work of her competition. The only tipping point in the game was the cookie factor.
You may not believe that grown, sensible people would be so stupid to fall for what seems to be a quite obvious bait. Yet look around you, the cookie factor is well and alive and bouncing off the walls!
Lookie Mommie, There Are Cookies Everywhere!
Look at air points and points that you collect every time you fill gas. Why on earth would you fly the same airline, despite those crazy timetables? Why fill gas at that grotty gas station? Or buy pizza from the same pizza shop every time? It’s all thanks to the cookie factor. It’s greed kicking in and wanting something for nothing.
You can see the cookie factor in different dimensions. Here are three main avatars.
1) As An Inducement: Get That Vacuum Cleaner Moving!
People buy because of the added factor. They always have and always will. As long as they perceive themselves as getting something for nothing, they will be drawn to it like flies to honey. The cookie factor makes firm believers out of hesitant buyers. Deep in the human psyche is the need for justification. The bonus that they receive fills that space and gets the credit card heated up once more.
2) As a Retention Tool: Stuck Like Glue!
The cookie factor is magical for retention. Imagine you had a law firm and you had these free educational training sessions for your clients on a regular basis. What you’re doing is giving away something for nothing. You’re drawing them back like the pizza parlour does every time. This is a powerful retention tool to get customers back in your airspace. The inducement and the retention factor might look and feel the same, but there is a tiny difference. Inducement is instant gratification, where as with retention, it’s a slow moving process that shows results in loyal customers.
2) As a Deterrent
This is the dark side of the cookie factor-- The Darth Vader! 5-year rentals and leases come under this category. The cookie factor is used to get the client in at a low rate, but keeps them hooked into the product or service over a long period of time. When you buy a fridge or a computer, you can get an additional 5 Year Peace of mind by buying into additional guarantees. There is very little real benefit for the user here, but it exists, if only in the dark alleys of your marketing strategy.
Are You Mixing Up The Cookie Factor With The Hot Spot?
If you are, it’s okay. A hotspot in selling, is finding out what is of most interest to the buyer and then going after that interest, often basing the entire sale on that one factor. The cookie factor is a tiny shift away from this thought process.
Let Me Give You An Example
If you were selling a house, a hotspot would be the proverbial cherry tree. The buyer loves the cherry tree, has always wanted a cherry tree and the sale of the home is based on this hotspot. The cookie factor is slightly different. It is a deliberate act of placing cookies to entice the potential buyer to dip into their pockets for a brand new mortgage. I’ve known people who’ve bought houses based on the premise that they get the sofas, work desk or the artwork on the mantelpiece. I’ve known smart real estate agents that have placed this cookie factor as part of the deal and creating interest where boredom exists.
This is the bait, the cookie factor! It draws the customer in and tips them over in your favour. In effect, the cookie factor becomes the hot spot and you’re on
I have learned some important lessons from my experience on both sides of the digital divide – as a peddler of technology services and as a client of technology providers. In the new world of the Web and E-commerce opportunities these lessons are even more important to keep in mind:1. The first wave of Internet investment was driven by fear and greed.2. Current e-business plans require more than a bright idea and a high "burn rate".3. Success requires a strategy and a plan before jumping into action.4. People and supporting processes are always more important than the technology.5. Cool technology is a distraction, focus on the business objectives - sales increases, cost reductions, service improvements, enhanced corporate image.6. The secret of success on the Web is to turn the W W W upside down: Think M M M - Management, Marketing, Monitoring.7. Stop worrying about wha
You may not believe that grown, sensible people would be so stupid to fall for what seems to be a quite obvious bait. Yet look around you, the cookie factor is well and alive and bouncing off the walls!
Lookie Mommie, There Are Cookies Everywhere!
Look at air points and points that you collect every time you fill gas. Why on earth would you fly the same airline, despite those crazy timetables? Why fill gas at that grotty gas station? Or buy pizza from the same pizza shop every time? It’s all thanks to the cookie factor. It’s greed kicking in and wanting something for nothing.
You can see the cookie factor in different dimensions. Here are three main avatars.
1) As An Inducement: Get That Vacuum Cleaner Moving!
People buy because of the added factor. They always have and always will. As long as they perceive themselves as getting something for nothing, they will be drawn to it like flies to honey. The cookie factor makes firm believers out of hesitant buyers. Deep in the human psyche is the need for justification. The bonus that they receive fills that space and gets the credit card heated up once more.
2) As a Retention Tool: Stuck Like Glue!
The cookie factor is magical for retention. Imagine you had a law firm and you had these free educational training sessions for your clients on a regular basis. What you’re doing is giving away something for nothing. You’re drawing them back like the pizza parlour does every time. This is a powerful retention tool to get customers back in your airspace. The inducement and the retention factor might look and feel the same, but there is a tiny difference. Inducement is instant gratification, where as with retention, it’s a slow moving process that shows results in loyal customers.
2) As a Deterrent
This is the dark side of the cookie factor-- The Darth Vader! 5-year rentals and leases come under this category. The cookie factor is used to get the client in at a low rate, but keeps them hooked into the product or service over a long period of time. When you buy a fridge or a computer, you can get an additional 5 Year Peace of mind by buying into additional guarantees. There is very little real benefit for the user here, but it exists, if only in the dark alleys of your marketing strategy.
Are You Mixing Up The Cookie Factor With The Hot Spot?
If you are, it’s okay. A hotspot in selling, is finding out what is of most interest to the buyer and then going after that interest, often basing the entire sale on that one factor. The cookie factor is a tiny shift away from this thought process.
Let Me Give You An Example
If you were selling a house, a hotspot would be the proverbial cherry tree. The buyer loves the cherry tree, has always wanted a cherry tree and the sale of the home is based on this hotspot. The cookie factor is slightly different. It is a deliberate act of placing cookies to entice the potential buyer to dip into their pockets for a brand new mortgage. I’ve known people who’ve bought houses based on the premise that they get the sofas, work desk or the artwork on the mantelpiece. I’ve known smart real estate agents that have placed this cookie factor as part of the deal and creating interest where boredom exists.
This is the bait, the cookie factor! It draws the customer in and tips them over in your favour. In effect, the cookie factor becomes the hot spot and you’re on
I am having a hard time understanding why a valuable resource such as the “over qualified employee is having such a hard time getting a job. Something seems to be out of whack here. How is that as a society we deplore people who live on welfare and rape our system, but at the same time, refuse to hire people who are out of work because they are seemingly over qualified for the job, EVEN when they are willing to work for thousands of dollars less than they would normally receive.Now this seems really weird to me. I can understand on the one hand why an employer may not want to hire the person who is overqualified. They may fear he will be unhappy in the position and will try to leave as soon as possible. This is a valid concern, however, think about it for a moment. This person is knocking at your door and willing to take thousands of dollars less because they CAN’T get a job. You have a gold mine walking into your
2) As a Retention Tool: Stuck Like Glue!
The cookie factor is magical for retention. Imagine you had a law firm and you had these free educational training sessions for your clients on a regular basis. What you’re doing is giving away something for nothing. You’re drawing them back like the pizza parlour does every time. This is a powerful retention tool to get customers back in your airspace. The inducement and the retention factor might look and feel the same, but there is a tiny difference. Inducement is instant gratification, where as with retention, it’s a slow moving process that shows results in loyal customers.
2) As a Deterrent
This is the dark side of the cookie factor-- The Darth Vader! 5-year rentals and leases come under this category. The cookie factor is used to get the client in at a low rate, but keeps them hooked into the product or service over a long period of time. When you buy a fridge or a computer, you can get an additional 5 Year Peace of mind by buying into additional guarantees. There is very little real benefit for the user here, but it exists, if only in the dark alleys of your marketing strategy.
Are You Mixing Up The Cookie Factor With The Hot Spot?
If you are, it’s okay. A hotspot in selling, is finding out what is of most interest to the buyer and then going after that interest, often basing the entire sale on that one factor. The cookie factor is a tiny shift away from this thought process.
Let Me Give You An Example
If you were selling a house, a hotspot would be the proverbial cherry tree. The buyer loves the cherry tree, has always wanted a cherry tree and the sale of the home is based on this hotspot. The cookie factor is slightly different. It is a deliberate act of placing cookies to entice the potential buyer to dip into their pockets for a brand new mortgage. I’ve known people who’ve bought houses based on the premise that they get the sofas, work desk or the artwork on the mantelpiece. I’ve known smart real estate agents that have placed this cookie factor as part of the deal and creating interest where boredom exists.
This is the bait, the cookie factor! It draws the customer in and tips them over in your favour. In effect, the cookie factor becomes the hot spot and you’re on
We have all been in the position of looking for a job, changing careers, etc. It is time consuming and patience challenging. We apply for job after job and never seem to get what we want even though we see people around us that always seem to get the job they want.Most companies will accept a resume and you should have one available just in case. If you are not good at writing a resume, use a service or an internet resume template. There are many free services on the internet to help you write a really good resume.If you are required to fill out an application, type it,if possible or print it neatly. this will be the first impression of your prospective employer. If your application is sloppy, it implies that you are sloppy in your work habits. Do not scratch out or white out mistakes. If possible, have a spare so you can fill out a draft and then the finished application.When responding to questions on
Are You Mixing Up The Cookie Factor With The Hot Spot?
If you are, it’s okay. A hotspot in selling, is finding out what is of most interest to the buyer and then going after that interest, often basing the entire sale on that one factor. The cookie factor is a tiny shift away from this thought process.
Let Me Give You An Example
If you were selling a house, a hotspot would be the proverbial cherry tree. The buyer loves the cherry tree, has always wanted a cherry tree and the sale of the home is based on this hotspot. The cookie factor is slightly different. It is a deliberate act of placing cookies to entice the potential buyer to dip into their pockets for a brand new mortgage. I’ve known people who’ve bought houses based on the premise that they get the sofas, work desk or the artwork on the mantelpiece. I’ve known smart real estate agents that have placed this cookie factor as part of the deal and creating interest where boredom exists.
This is the bait, the cookie factor! It draws the customer in and tips them over in your favour. In effect, the cookie factor becomes the hot spot and you’re on your way to a definite sale.
Where’s Your Cookie Factor?
If you look into your business and your marketing strategy, you will certainly find one. When tested online, it was found that sales went up by over 30% by introducing a bonus to the product. If you’re in services, you can offer two or three add-ons at the time of purchase. If you’re selling product, tag on a duvet to a bed sale or a box of stamps with a pen.
Relevance of your cookie factor is extremely important. A recent chain of restaurants offered a free dessert with an order of dessert. Does that really entice you? If you’re going to have a cookie factor, dispense with the stupidity. Make it relevant and valuable and your customers will respond to it in hordes. If your cookies are stale or crumbly, find a garbage can they can call home.
And finally, remember it’s not hard to find a cookie factor in your business. It provides you with additional ammo to make the customer happy. And guess what happens when customers get happy?
Yeah, they buy!
Go out and find your cookie factor. Life will surely be more chocolate-chippy once you do!
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