By Joan Perry - PHP Communications, Inc.

     1224 20th Street South

     Birmingham, Alabama 35203

     Phone: (205) 933-2093 ext. 106

     E-mail:  joan@phpadv.com

     Website:  www.phpadv.com

There are some things in life that seem to defy explanation. Some of those are people paying hundreds of dollars for a Furbie or Beanie Babies or Pokemon trading cards, the success of Dennis Rodman, and a professional wrestler becoming governor.

There are other things that we take for granted - the consistent success of products like Coca-Cola, Pepsi, Budweiser, Microsoft, IBM, and the list could go on and on.

The explanation for these successes is marketing. Consistent, innovative marketing targeted toward the consumers of products and services makes the difference. Marketing is essential to the survival and success of a business.

The first and most essential step to marketing a business, large or small, is to create a marketing plan. Like anything else, planning will make the difference in whether you reach your full potential or not. To begin with, the customer must be identified. The profile of the customer will determine how you communicate and through what medium. The key is to talk to "heavy users" of your product or service, find out what they like about your business, and then target people who would be interested in the same thing. The more you know about your consumer, the more efficiently and effectively you will provide for that customer. Remember, that without the customer, there is no business. Many businesses get so wrapped up in "running the business they forget the customer.

Listen, listen, listen to the customer. Treat the customer as you would want to be treated if you were the customer. Know your customer.

Once you know the customer, the way to talk to the customer and the way to reach the customer will become apparent.
The way you talk to the customer is critical. There may be many other businesses offering the same product or service you are offering. What makes your business different? What makes your product or service better? Research what the competition is doing to talk to your customer. Then develop "breakthrough messages" that set you apart from the competition. Be different. Set the trends. Make people pay attention.

Think about this for a moment. When a giraffe is born, it falls six feet to the ground… and it falls on its head. Because of the trauma of their birth, giraffes are afraid of heights the rest of their lives. So a small moat around them will keep them confined. They are afraid to step the moat because of their fear of heights.

We are a lot like the giraffe many times. We have been traumatized by events and things that have happened to us over the years. And we become afraid to venture past the way it has always been done. Psychological barriers hem us in. It is a survival strategy. It becomes a neurosis and can even be a phobia. We are born into a traumatic world. We form our own survival strategies so unpleasant things or things that hurt us won't happen again. We do the same thing when we enter the business world. We are, therefore, confined for the rest of our lives.

Those who make the decision to take the risk and step over the moat are the ones who successfully recreate their world. Go back and get in touch with your early traumas and understand that it can't happen again. Then you can be free to step over the moat that confines you and keeps you from venturing into new and exciting avenues of promoting your business.

You must be willing to step over the moat. Once you have stepped over that moat, defined your customer and created breakthrough marketing, it is time to talk to the customer. The most important thing to remember now is to be consistent. Remember that everything you say, everything you print, everything you do creates an image and a reputation for your business. Consistency in what people see and hear is important. Consistency in reaching the customer is essential.

Study after study has proven conclusively that the more people are exposed to your advertising or marketing message, the more they will like your product or service and the more they will buy it. Furthermore, the value of repetition is cumulative, which means that far too often advertising or marketing is pulled or replaced just as it is beginning to work.

The impact of advertising repetition goes far beyond awareness to the very way people feel about your product or service. Research proves that positive feelings toward a brand are directly related to the number of advertising exposures.

It is clear that creating a strong advertising or marketing message is only a start. The more you repeat it, the stronger it gets.

So, I am going to repeat the message here. Know your customer. Know them well. Treat them the way you would want to be treated. Dare to step over the moat. Be different. Create breakthrough marketing and advertising to tell your story. And, above all, be consistent and repetitious. These are the keys to good marketing.

For Women’s Exchange membership information or advertising rates Call 205-967-0085 or e-mail linda@womens-exchange.com.