 Wysłany: Pią 11:40, 25 Mar 2011 Temat postu: A Short Story About YOU_3743 |
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| Marketing is about convincing the prospects that you have something they want. So it should be personal to them as possible. I.E. You should try to look at the situation from their perspective - agreed? So here is a little test you can try out.
The next time you look at some marketing material, your own or something you have received try this. Count the number of times the words "I" and "You" plus their derivatives are used. So "I", "we", "our company", "name of product" etc are all "I" words and "you", "your", etc are all "you" words. Then divide the number of "You" words by the number of "I" words and you get a "caring index". Less than 1 means the author has just spoken mostly about themselves, their company or their product. Above 2 means they are looking at matters from the clients perspective. Simple and easy to do - right? You can do this with your own marketing material, your own public speeches or even listen to your staff on the phone. The higher value you get on the "caring index" means the better job you are doing at getting into the prospects shoes. Try it out and see what result you get, you will learn a lot from actually paying attention to what is happening. Next look at what you competitors are doing. Surf their WebPages, do some mystery shopping,Affliction Jeans, scan the trade press. See who gets the best "caring index". Now you have a target to beat and we all love competitions! As long as you can make your marketing material better than everybody else's you will get the lion's share of whatever business is out there. For us, Halloween was here. Some of the older folks were concerned about tomorrow night, which was really Halloween night. We had been told, "Tomorrow night you are not leaving this house." The story was the same with all of us. There was a conspiracy among the older folks. They had it in their heads to spoil our tricking, but our plans were already made, and we had taken what our folks had said into account. We would do our tricking on this night, the night before Halloween and forget about the treats of tomorrow night.Our plan was for all of us to get out of the house as quickly as we could after supper. If your folks raised suspicions, then you were to sneak out before supper. After all, what is a meal missed when the fun of Halloween was about to begin? Just before supper, Wizzer gave our signal then hollered for me from outside the kitchen door just like we had planned. Mom never could say no to Wizzer. I had never told Wizzer about this, but one day I had heard Mom say that she felt sorry for him, what with him being a change of life baby and all. It wasn't my intent to spy on her. This particular conversation was overheard at one of her gabfests with her friend Julia. I was only trying to do what I had been trying to do with no luck at all for as long as I could remember. Namely, it was to see Mrs. Wetzel sleeping and doing something that took some watching and being careful. Just now, they was pitting and peeling peaches and getting them ready for canning. |
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