Thanks for sharing Sant Qiu Entrepreneur friends, heres an example of a product and market mismatch. The cast of The Sound of Music sang in the MRT on their way to the theater at MBS. Response: Everyone minded their own business and... no one clapped! When they perform in the theater, people would have paid hundreds of dollars to watch them, appreciated their performance and would have clapped at the bare minimum, if not gave them a standing ovation. Ironically, the same people who sat in the MRT emotionless, if they followed friends or loved ones to watch them in the theater, would have behaved very differently too. Thats another critical aspect of marketing: The location (Media). A similar experiment happened sometime back where a highly acclaimed, award winning violinist performed as a busker at the entrance of the subway in US. Barely anyone stopped to listen and appreciate his music, let alone gave him any tips. This is the same guy that would be performing the same exact song at the theater just a few blocks from the subway, where the audience would have paid a lot of money just to listen to his exquisite melody. Business lessons: 1. Reach the right market who appreciate your offer. Talk to them and them alone. Dont get distracted by trying to please everyone who might not be in your target market. 2. Give the market the right product / service. You might have the best product / service but if youre talking to the wrong market, you can still get lousy sales. 3. Use the right & appropriate media / location to reach them. Thats what copywriting is all about: i. Finding out whos the target market and their deep internal motivation. ii. Crafting a message that speaks to the market and strongly appeals to them. iii. Using the right media to deliver that compelling message to reach that particular market. This is the reason what my students get massive results when they apply the techniques I shared with them. Because everything fits and synergistic. Unfortunately most businesses do things randomly without realising it and suffer from it. If youre interested in the copywriting workshop: https://facebook/santqiu/posts/10152565571509192
Posted on: Mon, 11 Aug 2014 08:13:06 +0000
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