… And the joke response to this question is “No. I’m expensive but I have time to help with your problem.”
Let’s face it, there’s no such thing as free lunch. It follows that your customer knows you should take money for your item or service. Here’s a couple of things worth you remembering.
First, a client called me with a great quote on their web site — You may know the deal a fixed number of pages for cost of a few newspaper ads (or less). I said web guy should charge more.
At this point the client’s business associate spoke up with, “Why should we care?!” To the associate low-price was an attraction. I believe that ultimately you get what you pay for. I don’t believe the associate had a mental value of the web site idea.
That happens, one reason for this is that the web site’s business value and business potential was never guess-timated by said client until I became involved. When the value of your purchase is unknown, vague, or personal (as in this case), you can use the “cheap-helps-choose” policy to avoid doing your marketing homework.
- Your web site can be a great asset for a business, or your worst enemy.
- You customer gives you 10 seconds to be interesting.
- Put your web site to work for you, integrate it with your marketing programme.
You as ‘client’ need to pay enough to cover the time your web developer will needs to consult with you about the web site’s business contribution.
- You need a great (enough) web site to deliver public message.
If there’s no free lunch, there will be a direct cost in the gap between the “low price” and what you needed to pay to match your web site’s business performance goals.
What does this say about your own prices? Do you sometimes choose for your customer to pay some of the value in time or frustration so that you can offer lower dollar number?
- Look at the customer-value you supply, and
- The price you set.
Your marketing begins with your understanding how valuable your thing is to your customer. If your price is below the customer’s value, gently remind your customer of the extra value that comes from dealing with you.
Get free — Exchange value …
Place is a very old concept, I wouldn’t mind putting money on the possibility that place is the first part of marketing, Place or location, stems all the way back to our origins before agriculture, way back to the hunter gather period.
I also think that this goes as much for buyer and seller. For the most part I believe the ‘buyer‘ is tapping into primal urges to return with food. ‘Sellers‘ seek buyers and need to find their products & services. That’s good news, isn’t it? I mean, if my guess works in practice.
In practice then, how does this benefit you? Every fisherman knows that you need to be where the fish are, and you need to use the right bait. Every hunter knows that you need to understand the habits of your prey so that you can anticipate their location and capture them. Finally, everyone of our ancestors knows how important it is to know where to find the bush with the best berries and greens with the most richest leaves. The clarion call is: Location, location, location. Put your self, your products, your services, your brand together with your customer.
Your customer is the same. She knows where to find what she wants or where to look when she needs to find something new. As the long time successful advertising campaign once puts it, she know … “Where do ya git it?!”
If you can’t be everywhere like Coke a Cola, the next best thing is to be where your customer goes or where others offer your type of product.
“Where are you customer?“
You know what, I thought about calling the first post “Hello world”, which would be poor marketing on my part. This column is for bits and pieces of basic marketing stuff. This comment is an example of: P for promotion.
You can see quite a bit of material on creativity in marketing, especially in the promotion. Will your customer notice you if your ‘creative’ statement is outside his or her “sense-making model“?
I want to give you a good yardstick to self-check your promotions: W I S H ?
- What — Means His or Her personal benefit and value to that person. This isn’t necessarily your product or service either.
- Is — Indicating now or in the near future. Your reputation is only as good as the experience with next thing this individual buys from you.
- Sensible — It has to make sense to the customer (not necessarily to you).
- Her or Him — Your customer. This is an individual, who is someone, decidedly not you.
When you can continually fulfil your customer’s WISH in fact and not just on the box or the poster, you are well on your way to building a strong business.
- Creativity and Innovation
- Engaging with Social Media [Promotion]
- Sharing the Love [product]
- Customer Engagement [place]
- wiki marketing [promotion]
- i-marketing [promotion]
- Great Location [place]
- Optimal Customer Service [product]
- Me vs Shop [promotion]
- Sales isn’t Marketing [personal]
- Are you free? [price]
- Where are you [place]