Explore The Hunger

You've heard the advice sell the sizzle not the steak? Kent Schrader says to take it a step further.

"Don't sell the steak. Don't even sell the sizzle. Explore the HUNGER! " Kent says. Find where the customer is hurting and solve that hurt.

Kent illustrates it like this: "If someone calls me at 3:00 in the morning to tell me that because I am such a good friend, they are giving me FOUR new tires, and they are letting me know the tires are now in my driveway, I'd probably say 'thanks' but then I'd be thinking, 'why the heck did he call at 3:00 am' before drifting back to sleep."

"On the other hand, if the same friend called me to say he just drove by and saw someone taking ONE of the tires off my car, I'd probably thank him profusely, leap out of bed, and run to the window before calling the police."

Most folks are motivated a lot more by a pressing problem or fear of loss than by the chance for gain. Make your marketing explore the customer's frustration and pain.

Have your product or service be the cure.

Kevin Nunley provides marketing and copy writing. Read all his free tips at http://DrNunley.com Reach Kevin at kevin@drnunley.com or 603-249-9519.

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