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Rick Henkin Karl Kasca
In
This Issue:
- Tip
of the Week - The Most Important Business Question You'll Ever Ask
- TheSolutionMovie.com
- Have a topic idea?
Let us know
Tip of the Week- The Most Important Business Question You'll Ever Ask
This 5 word question can be the key to increasing your response rates,
lifting your sales and re-charging your creative thinking. Here it is:
"What are we really selling?"
You're
not selling bird feeders. You're really selling the joy that comes from
seeing the beautiful colors and hearing the beautiful songs of the
birds that are attracted to the yard.
You're not selling gym memberships (that's exercise and time commitment). You're really selling health and a sexy body.
A chiropractor isn't selling spinal adjustments. He or she is really selling pain relief.
Simple to Ask, Difficult to Answer
While the question, "What are we really selling?"
is simple enough, it can be quite difficult to answer. It takes time,
sometimes a long time to really figure it out and there are probably
many correct answers.
Sit down with your staff and try to come up
with as long of a list as possible. Test ads around the different ideas
and see which ones resonate the best with your audience.
It might even lead you to discovering a completely different use for your product or service.
Post-itŪ Notes and Refrigerators
No
one set out to invent Post-itŪ Notes. In fact, Spencer Silver, who was
working in the lab at 3M in 1970, was actually trying to create a
stronger adhesive. But what he came up with was super weak, not super
strong.
Four years later, another 3M scientist remembered Silver's
adhesive and used it to coat the markers in his church choir hymnal
because they kept falling out. The adhesive kept the markers in place
without damaging the pages. In 1980, Post-itŪ Notes were born.
Back
in the 1950's most refrigerators were square, white and long-lasting.
So, how do you sell more refrigerators when everyone had one?
Someone
came up with the idea of selling refrigerators as "decor," producing
them in decorator colors and different styles. Consequently, when
people remodeled their kitchens, they now wanted refrigerators that
matched.
Answering the Question is Key
To me, how well we the answer the question, "What are
we really selling?" becomes the key to our business success. It can
change our entire approach to marketing, packaging and selling
our products and services.
Rick Henkin
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Have
a topic idea?
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primary
reason that Karl and I've put together this website is to help you
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more money. We know the things that you need to know, but we also
want
to hear about the topics that are of special importance to you.
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me with your topic ideas at:
Best
Wishes,
Rick Henkin and Karl Kasca
IncreaseOnlineProfits.comsm
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