Avoid Encouraging Consumers to Ignore Advertising.

People avoid wasting resources on anything perceived as unproductive.

You'll maximize advertising efficacy by testing offers & using consultations to learn consumers' perceptions of current & potential circumstances. While withholding direct criticism of customers' goals, you can lead people to persuade themselves to adjust perceptions & goals.

Offer Example: '(Store) offers (products) & insightful knowledge for shaping (results) into advantages. Imagine checking your house for (problem) without dread because (Store) guidance will link your product choices with instructions for achieving your goal. You can end (problem) & create progress with less stress because you created new advantages.'

Don't risk big bucks without knowing how consumers perceive reality. Learn their beliefs about their abilities to shape reality. Consistently test offers & adjust after interviewing respondents.

Apparently, retailers assume consumers are motivated to accept ads. Consumers consistently need/want benefits, but questionable claims & bland offers indicate advertising isn't worthy of attention. Advantage offers build on Awareness by earning Attention, Interest, Desire & Action.

Advantage Offers Motivate Consumers To Accept Ads.

People are motivated or naturally inclined to approach familiar locations & resources for opportunities plus avoid potentially threatening unfamiliar things.

Advantage offers are different than competitors' bland ads & stimulate curiosity by establishing consumers' awareness of valuable options for creating remedies & opportunities. Ads should demonstrate you understand niche members enough to help them escape trouble, change directions & achieve goals.

Overwhelmed people temporarily avoid exploration & might skip limited time/supply offers, while resting or recovering from stress. Avoidance can become habitual stagnation despite an uncomfortable status quo. Habits seemingly have gravitational pull & breaking free includes techniques for maximizing products to establish traction & momentum.

Setbacks Break Momentum by Undermining Traction

Advantage offers explain basics so consumers recognize their circumstances & realize you can guide their steps for maximum traction & minimum slippage.

Even uncomfortable mistakes can become habitual when overwhelmed people don't recognize negatives or positive alternatives. Explain why offers are viable options via step-by-step understanding. Example: (Symptom) indicates (cause). Step-1 uses (product) to start (process) which is necessary because __.

Build insightful local knowledge to develop questions about maximizing suppliers' offers & for guiding customers' expectations & actions.

Ask customers for reports plus request suppliers' testimonial & case study files to demonstrate why product & technique combinations bring advantages. These establish foundations for offers & consultations. Exchange insightful information in updated consultations when customers return for more advantages.

Adapt insights into offers. Example: Customer- 'When I used (products & techniques), I got (benefit).' Retailer- 'By adding (Product-A & Technique-B) to (benefit), you can increase it to (advantage).'

Future Offer: 'It's time to plan for (benefit). (Store) consultations explore your expectations to refine your goals. Let's consider your skills & conditions, so you'll sharpen your ability to do (techniques) & maximize (products) for creating (advantage).'

Increase Your Sales by Increasing Value.

My advice integrates your store into customers' lives & integrates their successes into your success. If you reject this advice, how will you differentiate offers & your store?

Typical advertising ('Product-X $7.99') doesn't offer better experiential opportunities or observable remedies. Would you buy from somebody yelling, 'Widgets $56'

Test compelling descriptions because people might ignore nondescript or redundant offers. When you test product combinations & offer statements you might attract consumers who weren't impressed by previous offers.

Motivate People to Move Toward Your Offers.

When actions & increased comfort correlate, people feel approaches or avoidance bring progress.

Advantage offers induce people to approach for new & upgraded experiences or problem avoidance. Activity exploration & planning can increase motivation because people anticipate better options especially when your retailer team offers disruption avoidance. How much disruption is preventable if customers can prepare?

Analogy: As Problem-ABCD starts, can customers avoid D, reduce C & quickly repair AB damage? After repairs, which offers would help customers personally recover enough to enjoy opportunities? How can your retailer teammates help customers confidently prepare for trouble & plan opportunities?

As stress dispels positivity from people's minds, how will you explain offers so functional hope & motivation relieve stress. After consumers feel that relief, they want more. Help people accept your advantage offers by explaining how you improve functionality.

Consider Consumers' Issues When You Develop Offers.

Do customers have updated knowledge about problems & techniques while planning to approach opportunities & avoid problems? If you don't offer knowledge updates, how will customers choose the best retailer, products & techniques?

If people are dissatisfied with previous offers & uninterested in stale promotion methods, how will you achieve AIDA?

Determine whether to motivate consumers to continue actions, adjust or change directions. After that, find THEIR reasons for actions instead of trying to persuade people to adopt YOUR motivations.

To prepare for or preserve opportunities, which disruptions do customers need to avoid? Do consumers recognize existing disruptions? How do consumers define opportunities & disruptions? How do you help customers maximize opportunities & minimize disruptions?

Fill consumers' knowledge gaps with insightful facts to create understanding of ways your offers fill gaps between conditions & consumers' goals.

Help consumers understand facts. Expectations drive purchases when people make assumptions about conditions, products & methods. As you learn about common assumptions, your ads should clarify issues. Do niche members expect superior advantages from generic products or methods?

Assumption-Based Actions Resemble Magical Thinking.

As we continue with magical thinking from January, let's avoid more human stereotypes by anthropomorphizing bears & salmon & extend Marshall Goldsmith’s analogy about success delusion.

I don't mean people believe they're magical.

Human nature imitates salmon nature when anybody assumes experiences indicate future consequences. Ocean-bound salmon swim to opportunities & away from problems. Rocks, logs, weeds & predators in shallow rivers are unfamiliar challenges for salmon.

Predators notice salmon swimming/leaping over obstacles. Air-borne salmon swim (they can't fly) & try swimming motions to break predators' grips. They swim toward spawning areas as if swimming is their only requirement. Their main activity is swimming since it matches their abilities. Swimming has always been sufficient, why change now?

If they prepare & don't let predators take control, salmon could use their tails to slap predators then escape while predators attempt self-defense. (It works in cartoons! OOPS! Magical Thinking!)

What would demonstrate benefits of preparations, so people accept offers? What could persuade people to adopt other resources for more abilities & be thoroughly prepared? How would you explain thorough preparation based on customers' needs/desires, goals & expectations?

People's actions & attitudes seem to mimic spawning salmon as they return to natal rivers without considering other options & planning precautions. Salmon hatchlings don't have the same experiences as adults swimming upstream. If they'd remember any details, evidence-based comparisons could be reality checks.

Consultations could prompt adults to remember river & personal conditions. For multiple spawning species, adults' case studies would help future spawners.

You can work with groups to create advantages based on members' varying experience levels. You & members can combine experiences, insights, & knowledge with physical resources to spawn advantages for each.

Conditions Analogy: 'Salmon hatchlings swam through small spaces & weren't noticed by predators. While swimming/leaping over rocks, adults are caught or barely escape. If they had known water-levels (condition-A) would change; they would've searched for camouflage (resource-B) & prepared to blend in (do action-C), so they could spawn (achieve result-D).

Human Consultation: As you remember (condition-A), what do you expect when you return? By looking at these pictures or scouting the area, you'll notice (condition-A) changed. Do you want to achieve (result-D)? Are you prepared to do (action-C)? (Discounters) have (resource-B-minus) & don't demonstrate it. I'll demonstrate how to use (resource-B+plus). Its advantage over (resource-B-minus) is __. (Resource-B+plus) makes (result-D) achievement easier because __.'

Many fish aren't threatened by bears & don't have lessons for salmon. They need to consult with or be escorted by piranha because salmon physical options are limited. Choices seem to be pre-ordained by salmon nature but self-inflicted limits are optional.

After bears teach cubs about piranha, salmon could use Anti-Predator-X piranha drones. (Work with me, OK!?)

What evidence would show which product & technique options advantageously fulfill desires so customers are persuaded to invest?

Great Lakes salmon might reject anti-predator products because salmon eat other species. If you offered Anti-Predator-X $38 without explanations, it would be irrational to expect anybody to magically recognize it & its benefits.

Salmon busily strive to fulfill responsibilities without knowing about land-based predators (humans & birds) because few salmon escape & inform others. After surviving for years without protection, salmon might magically assume a need for protection is a myth because salmon are the only serious predators.

Some sport-fishers catch-&-release salmon, who could think they escaped but deny being caught.

You won't persuade everybody. You only need to attract the persuadable with questions braggarts won't answer. Fishing-line breakers could claim they're too smart to be caught but how did they get that hook-shaped mouth jewelry?

Consultation Analogy: 'Lures seem attractive but real organisms look like (insects) & move like (wiggling motion). Use Hook-Detector to confirm safe food.'

Thank you for using my blog. Please let me know if I should clarify anything.

Copyright 2024 Dennis S. Vogel All rights reserved.

When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here- https://thriving-small-businesses.blogspot.com/

Happy Days Aren't Lost. Find Resources to Block Sadness & Restore Happiness.

Let's continue our Happy Days analogy & extend Marshall Goldsmith’s success delusion analogy (started June 2022) to avoid human stereotypes by anthropomorphizing bears & salmon.

This Happy Days analogy fits retailing because teenagers' concerns remain through adulthood. Retailers should understand obstacles to customers’ goals.

Abraham Maslow published his Hierarchy of Needs & studied humans' desires to dominate others.

Many thugs won't change because they won't admit being wrong plus they’re afraid of victimization. Thugs use objects & actions they fear to threaten others. Bullying "confirms" those objects & actions are terrifying, plus thugs enjoy feeling powerful. If previous victims still feel vulnerable, they might want overt products to discourage thugs.

Thugs may demand covert weapons to avoid being perceived as weaklings by peers. Thugs wield weapons to intimidate victims. Though victims may be afraid of weapons, self-deluded thugs believe victims fear them. It's like magical thinking because victims fear weapons & injuries.

Magical thinking starts in childhood. Example: Obedient children look both ways before crossing streets but don't wait for drivers to stop. Instead of investigating unknown causes, some people hope to control what will offset effects of unknown causes.

Magical thinking & success delusion relate when people don't understand or clarify important causes & effects. Examples: Knowledge is NOT power. Cramming for tests doesn't bring educational excellence or professional proficiency.

Proficiency comes from integrating insightful facts & optimizing implementations to fit conditions.

Discounters' customers learn about product categories & expect quick benefits. Consumers should learn to integrate specific products for influencing local problems & opportunities plus identify when efforts are successful.

Instead of diligently learning techniques, Richie felt threatened & "crammed" self-defense lessons with Fonzie's quick remedy suggestion to act tough. (It’s like discounters' inadequate offers to save money without considering product effectiveness.)

People are frustrated by gradual benefits of method testing & learning. After learning repair techniques & succeeding with high-quality products, people might attempt similar repairs with cheap products. After successful repairs, people like believing they succeeded without considering other factors.

Offer Example: ‘After winter storms damaged __, it's repair time again. (Store) is stocked with (products). Though mortals can repair __, nature is still more powerful. (Store) checklists are available to assess what to replace or repair. You might have previous project instructions. Those might apply to cheap alternative products, but (Store) offers high-quality (products) with manufacturer warranties, so you can rely on them through a full winter. If you try replacing cheap stuff during cold weather, you'll be uncomfortable with the weather & substandard results.'

Vulnerabilities Multiply Impatience.

Impatience & unrealistic expectations disrupt cognitive processing.

Self-defense novices internally battle comfortable habits which seem superior compared to nascent skills. It's like salmon successfully swimming from ocean-dwelling predators. In shallow rivers, fish can't dive deeply to avoid birds & bears. Predators grip harder to overcome fish trying to swim faster, so fish are injured more. They feel dominated & react with current abilities instead of adapting to new threats.

Which responses are appropriate? After assessing circumstances, do customers' skills & resources fit their intentions? Arguing grade-schoolers skirmish to vent short-term anger, but thugs leave no doubt they intend to dominate victims.

Richie tried proving he could sustain independence with effective responses. Some problems start subtly, so retailers should warn about vulnerabilities & offer detection methods to establish problem & prevention/remedy awareness.

Personal vulnerabilities include possibly losing anything valuable. After securing basic needs, people want information to explore & reserve opportunities. People don't want thugs or problems to ruin perceived opportunities.

Don't wait for consumers to search. Describe opportunities & offer resources.

Customer Integration Makes AIDA Part of Personal Experiences.

Advantage offers focus customers' ideation processes on how vital your store is for goal achievements.

Practically as possible, understand motivations by studying niche members' experiences & goals. Fonzie's experiences indicated Richie should act tough with physical intimidation. Richie added his perceptions & nascent skills into his nearly failed attempt.

Customer integration includes remedy & opportunity awareness, so AIDA integrates personal experiences with in-store experiences.

AWARENESS transitions to ATTENTION as people receive messages about advantages &/or observe problem & remedy successes & attempts. Attention transitions to INTEREST as people add input into ideation processes, which are beyond fleeting thoughts. Interest increases when people interpret observations & messages based on personal experiences. These interpretations influence preferences.

Interest & preferences inspire DESIRES. Improved understanding inspires people to imagine adopting & adapting advantage offers into better futures. Desires & understanding prompt purchasing ACTIONS or inquiring about integrating advantage offers into goals & breaking negative connections.

Explain Adequacy & Importance.

Inadequate products may bring temporary benefits like junk food quenching hunger without healthful benefits.

Intermediate quality is like topical products to treat & hold skin long enough to protect emerging tissues.

High-quality products & techniques include internal treatments & nutrients establishing & preserving long-term remedies & preventions. People need insightful facts about high-quality nutrients enabling internal processes to heal injuries from external threats & decrease vulnerabilities.

Offer Example: ‘(Store) offers advantages of long-term (product) quality, so your investment brings (physical benefit) & you're confident your effort fulfills expectations. When you rely on (Store) guidance, your (product) installation brings lasting value so you can focus on other priorities including relaxation. If people are unsure about durability, they've chosen the wrong store & inadequate products. It's a bold statement. Choose (Store), if you want to be bold. (Store) combines insightful knowledge, high-quality products & techniques for fulfilling priorities. Avoid overwhelming problems. Don't let discounters tempt you with cheapness. Invest in advantages you deserve.'

Define Desires.

Though Fonzie perceived fear as respect, Richie showed friendship & respect can be redefined.

Customer integration redefines retailer-customer relationships by building long-term advantages beyond money. Transactional relationships can be financially profitable but shallow.

All physical & intellectual inputs potentially add or multiply dimensional values for current & future participants.

Even if product knowledge & skills seem common, customers need coaching to overcome big & small problems. As problems/enemies increase, people need different defensive techniques to disrupt attacks plus offensive techniques to stop attackers.

Self-defense could be minor resistance to stop some muggers. When newscasts or rumors raise fear or anger, people might want stronger techniques to quickly subdue attackers & reduce exposure.

Offer practical efficacy so people can quickly settle issues & aren't overwhelmed.

Offer Example: ‘As seasons change, you need to store equipment, check for negative seasonal effects & prepare for the next season. (Store) offers guidance checklists for prioritizing activities so you can fully focus on finishing projects before starting other priorities. When you reduce overwhelming stress with (Store) guidance, you'll experience more benefits of (Store) advantages.'

Self-defense novices repeat movements in similar contexts which reduces external distractions. Intermediate students are tested in seemingly random contexts.

Tests raise students’ self-consciousness because people feel pressured & contemplate movements. Tested students have disrupted timing which makes them less adept & more vulnerable to strikes. Some tests evaluate katas (choreographed dances learned as if attackers will accommodate).

Kata students & instructors interact with each other via identical techniques of one art. Skilled enemies are rude & likely to attack with other techniques & patterns.

Instructors & retailers should develop customized advantage offers to integrate people's resources (including abilities) with new resources for influencing problems (enemies) in unfavorable conditions. Fighters lose when training/preparations don't fit conditions or enemies’ techniques. It’s like consumers expecting generic products to remedy multiple problems & create durable benefits.

After many lessons & tests, students earn colored belts which might work as offensive or defensive weapons but are mainly decorations.

Students might learn martial arts for defense, discipline, self-confidence, exercise, &/or tradition. Exercise is possible without traditional dances. Discipline & self-confidence are internal but increase as external guidance refines mental clarity & physical results. Defense should be adapted based on attackers & conditions.

Civilians might want effective humane martial arts for dealing with bullies. Combatants need martial skills without art for eliminating dangerous enemies.

Instructors should determine if they want to be traditional or profit from people who won't victimize others & willingly help others.

Some martial arts instructors train students to entertain audiences in tournaments or movies. If instructors specialize in survival training, they should offer serious defense training. Since excessive force & injuries are criminal & civil issues, instructors should warn students about inflicting short- & long-term disabilities plus first-aid obligations to vanquished attackers. Practitioners can adapt deadly techniques to be less injurious, but those adaptations reduce effectiveness & efficiency & can backfire.

Toxic machismo types talk about putting attackers "in the hospital".

If I'm biased against traditional martial arts, have I been misled/misinformed? Am I rejecting what's uncomfortable? Have I misperceived some or all martial arts because I don't understand their value in specific conditions? Am I differentiating myself by rejecting something to boost my self-concept &/or to find followers because I imagine myself to be a leader? Am I differentiating myself from potential competitors?

Those are marketing issues plus cues for competitors to adjust offers.

Thank you for using my blog. Please let me know if I should clarify anything.

Copyright 2024 Dennis S. Vogel All rights reserved.

When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here- https://thriving-small-businesses.blogspot.com/

Happy Days Are Predictable with Retailer & Customer Cooperation.

Zig Ziglar used stories to help sales trainees remember lessons.

Consumers can feel like they're battling problems, so let's continue my interpretation of the sitcom Happy Days as an analogy/story.

Thugs didn't victimize anyone when Fonzie intervened. Since Fonzie wasn't always available, Richie wanted to proactively rely on self-service/self-defense.

Skills aren’t immediate, so success is iterative. Novices might doubt themselves &/or techniques. People maximize self-defense by integrating it into their lives. Instructors invest time to guide improved implementation plus adjusting to attackers.

/\ /\ /\ /\ Analogy above /\ /\ /\ /\

Retailers can intervene directly or help customers find criteria for determining which skills fit products, goals & conditions.

Customer Integration maximizes offers by integrating advantages instead of making separate results. Retailers can guide customers with checklists for monitoring changes plus determining which tutorials fit goals & conditions.

\/ \/ \/ \/ Analogy below \/ \/ \/ \/

Victimization increased Richie's total teenage stress, so he was impatient with self-defense lessons because thugs still victimized novices. His stress affected other life aspects including relationships.

Fonzie encouraged Richie to act tough, but with Richie’s Howdy Doody face, he could only be so tough. Bluntness can be justified when balanced with gentleness based on relationship types & personal acquaintance.

/\ /\ /\ /\ Analogy /\ /\ /\ /\

As customers redirect attention into establishing product familiarity & learning skills, positive life factors might decline & negative factors could worsen. Customers might be unprepared for stress. Distracted people need cues, so urge customers to cover other bases.

Though your specialty is limited to opportunity & problem categories, consider how problems influence & are influenced by customers' total reality. Problem-induced stress drains energy people need for existing & new trouble. Problem reprioritization divides people's attention. Concentration is split when people fret & reconsider product & technique choices to avoid regrets.

Consult about customers' goals of overcoming current & potential stresses plus determine which problems might grow while people implement one solution. People feel smaller as problems seem to grow.

\/ \/ \/ \/ Analogy \/ \/ \/ \/

Thugs didn't back down because Richie didn't seem skilled enough to be tough. They loomed larger because Richie didn't have quick fixes. When Richie complained, Fonzie remembered a missing detail: Besides Richie's appearance, he didn't hit anybody & establish a tough reputation.

/\ /\ /\ /\ Analogy /\ /\ /\ /\

Like people thinking big thugs are unbeatable, customers' internal reputations don't compare well to perceived problems.

Quick fix expectations are comforting until reality invades. Novices don't know which details are missing, so offer detailed guidance for maximized results. Descriptive case studies guide & reassure people. Instructive criteria guide people & assure they're accurately choosing & applying techniques.

\/ \/ \/ \/ Analogy \/ \/ \/ \/

Richie used imperfect skills to grab a thug's arm for a flip. Richie yanked the thug's jacket off & improvised by convincing the coward that crumpled jacket could've been him. The cowardly thug didn't want to mess with anyone that crazy.

Thugs generally don't bother anyone who predictably fights or could be unpredictably violent.

/\ /\ /\ /\ Analogy /\ /\ /\ /\

Without insightful knowledge, people don't know what to expect & might procrastinate to avoid trouble from mistakes. Despite authoritative guidance, people might mess up then improvise. Whether mistakes are by commission or omission, urge consumers to recover as much as practical & decrease negatives.

Cause & effect insights reveal vulnerabilities & emerging symptoms. Stressed novices don't know how to evaluate unfamiliar problems, products & techniques, so explain why offers are crazy enough to work.

\/ \/ \/ \/ Analogy \/ \/ \/ \/

Richie was the original main character. People might've identified with Richie's struggles & his adjacency to Fonzie, who made it safer for Richie to be himself. Fonzie was flawed but heroic & became popularly aspirational. If people feel admirable reputations are out-of-reach, adjacency might seem realistic.

/\ /\ /\ /\ Analogy /\ /\ /\ /\

Like Fonzie became the main character, your specialist reputation & empathy encourage customers to be adjacent by mainstreaming you & your advantage offers.

Though supportiveness isn't directly profitable, your dedication attracts customers better than widely-available products. Customers might confidently misapply products & techniques to battle misperceived circumstances. Supply clear criteria & resource reinforcements.

\/ \/ \/ \/ Analogy \/ \/ \/ \/

Richie regained confidence partly because his new action-based reputation was enough for one problem remedy.

Richie could've had different results from confronting thugs who'd judge him based on misperceptions.

Besides Fonzie's reputation, how would thugs react if Fonzie had a Howdy Doody face &/or was small in stature? Fonzie appeared bigger than Henry Winkler.

If Richie figured his limited crazy reputation would discourage other thugs, he'd learn reality depends on who & what are involved.

Richie struggled for independence while depending on Fonzie, like teenagers wanting adult-level self-sufficiency. They might know the definition without knowing what self-sufficiency means in their lives.

/\ /\ /\ /\ Analogy /\ /\ /\ /\

Guide customers' preferred interdependence levels. Customer integration advantage offers help customers internalize meanings of experiences & resources. Circumstantial self-sufficiency isn't total self-sufficiency.

If people's impatience drives unskilled actions, familiar discount one-stop shopping might seem sufficient. Explain advantages of your better options because patience aids in breeding & nurturing ideas & methods instead of acting on problem appearance. Advise customers against rushing like salmon spawning without planning to nurture offspring.

\/ \/ \/ \/ Analogy \/ \/ \/ \/

Since June 2022, we've avoided human stereotypes by anthropomorphizing bears & salmon while extending Marshall Goldsmith’s analogy to avoid success delusion & spawn insights. We're blending analogies.

Teenagers rush in like salmon eagerly charge upstream without evaluating bears as threats. Without enough rest & food, salmon narrowly evade multiple bears. Preparation for one isn't readiness for all. Escape from one isn't victory over all.

Are They Furry, Ugly & Stink? They're Bears!

Bears are similar threats whether they stand on stones or wait in water. Bears attack differently by learning & adapting.

Fish are limited to swimming movements including leaping & wiggling. If fish used different criteria to identify threats, they'd still rely on sliminess & wiggling to escape from sharp teeth & bear breath. Despite losing scales, salmon rinse off bear saliva while swimming. If they'd learn from encounters, would they realize injuries interfere with future efforts?

/\ /\ /\ /\ Analogy /\ /\ /\ /\

People have limited perceptions & seemingly unlimited biases. Since they trust familiar products & techniques, people interpret circumstances based on preferences more than evidence.

If results don't fulfill expectations, help people evaluate circumstances, products & techniques. Are products less effective because problems changed? How has damage limited original product benefits?

Offer Example: 'People mostly want quick remedies. (Store) advantage offers include preparations for what's changed & changing. You'll gain advantages from (Store) monitoring emerging problems & comparing with product specifications, so you can prepare techniques. Let's adjust product choices & methods as you report causes & effects step-by-step. Let's start evaluating how conditions affect your goals, so you won't start too late & be overwhelmed.'

Because perspectives are limited, people don't recognize circumstantial changes & don't adjust opportunity & remedy pursuits. Whether problems are personal, social or physical, effective planning requires acknowledging troubles & limitations.

After misidentifying changes, people don't know what to do, so certainty & confidence shatter quickly. People learn too late if they overestimate their abilities &/or product quality. Add local knowledge to case studies & tutorials to help customers acquire practical skills for using optimal products.

Do your suppliers offer better/longer warranties than competitors? As you offer high-quality products for specific conditions, confront competitors & skeptical consumers with questions. Ask consumers to define values by evaluating their needs & desires. Do competitors offer price inducements as value substitutes?

Products are made for limited applications, but techniques can increase versatility. Provide guidance so people don't try force-fitting products into goals.

Use Advantage Offers to Influence Perceptions & Expectations.

On surfaces, ugly problems can seem small while spreading below. Because of unfamiliarity &/or wishful thinking, people misjudge severity. What evidence is available to show you aren't exaggerating problem severity?

Cheap products & unplanned efforts seem sufficient when people perceive problems as minor or opportunities as easy. New problems & opportunities don't have "reputations".

Offer guidance for product choices so customers don't attribute dissatisfaction to product quality. Satisfaction can be low when nascent product quality varies & is imperfect for consumers' needs.

Do you offer early/rough or later/optimized product iterations?

Consumers' opinions could be based on early iterations or possibly later improvements. After discounters push for cheap prices on established products, manufacturers risk reputations by reducing quality.

\/ \/ \/ \/ Analogy \/ \/ \/ \/

Richie was frustrated when Fonzie acted wiser or tougher than he was. Until exposed to liver, Fonzie aspired to be like Superman, but liver isn't Kryptonite. Despite that flaw, Richie didn't reject Fonzie & his guidance.

/\ /\ /\ /\ Analogy /\ /\ /\ /\

You & your guidance don't have to be perfect. Your insightful knowledge & empathy should inspire customers to proceed cautiously while you discuss results & next steps.

From a distance, people don't discern whether results are from nascent products (pre-liver Fonzie) or improved versions. Until techniques are used with products against fully-emerged problems, remedies are theoretical. Current versions could achieve results that seem Fonzie-tough until conditions change to liver.

Successful case study goals & results might not apply to somebody else’s conditions. Guidance should be updated according to step-by-step results & adjusted expectations.

Some retailers overload customers with products. You should differentiate by recommending products & techniques for initial steps. You can propose products & next steps for planning, but sell based on confirmed needs.

Thank you for using my blog. Please let me know if I should clarify anything.

Copyright 2023 Dennis S. Vogel All rights reserved.

When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here- https://thriving-small-businesses.blogspot.com/

Happy Days Are HERE. Why Are You THERE?

Since normal negatives inevitably increase, people reduce stress of external struggles by surrendering. Internal struggles grow into resentment ("Why me?") & don't accept surrender.

Mixed emotions arise when people surrender to avoid feeling like failures, but feel frustrated without opportunities & remedies. Help customers identify & workaround limitations & obstacles.

Normality is flexible, but people need planned adjustments instead of improvisation. People need realistic options, but nobody perceives full reality of opportunities & problems.

In our world of distractions & conflicting opinions, if people could receive all sensory input, perceptions would challenge beliefs. Mental traffic would be disrupted as impressions are stopped at subconscious borders.

People might think control is beyond their reach & doubt reality if you offer full benefits. Representative case studies show consumers how people like them succeeded.

Explain people's step-by-step successes, so customers confidently recognize steps they can do. Beginning steps can match personal experiences & observations, when customers internally confirm what they did or discern. When they personally confirm your advantage offers & accept your help with other steps, integration merges into partnership.

Control is on customers' horizons when they combine your offers with their efforts. Since goal achievements are beyond horizons, provide navigation & logistics so customers confidently set courses. When storms (problems) emerge, customers can adjust directions & timing to preserve progress.

People seek any ports in storms to preserve resources, but prefer returning to homeports despite sacrificing progress. Is it better to experience unfamiliar ports or divert to explore other latitudes? Until storms pass, help people explore opportunities for achieving consistent progress.

Where There's a Will, There's a Way!

Case studies are Attention, Interest, Desire, decision & Action patterns of buying & using resources.

You can motivate people to test alternative approaches & connections. While people survive with "A", they yearn for "C" but it isn't durable enough to last. They need to maintain "A" as a foundation & build "B" to connect "C" then preserve “ABC”.

People should accept responsibility for decisions & actions, but people are perplexed by results of complicated issues. Wishful thinking imitates functional hope, so people need local examples of possibilities & warnings of potential impossibilities.

Offer Example: '(Store) is expanding the local insightful knowledge-base. The Internet has many product ratings & tutorials, but people need step-by-step options to customize opportunities & problem remedies. As neighbors report experiences before, during & after using products, our team efforts will customize strategies & techniques. Help will flow from members reporting results online or in-person, so others can adapt those results then give reports. Let's create cooperative progress by learning from & with each other.'

Product innovations, experiences, experiments & observations can expand options when people create & use insightful knowledge.

Happiness Doesn't Come From Perfection, It's Created Despite Imperfections.

This analogy is my interpretation: The sitcom Happy Days was based in evolving 1950-1960s culture. Richie Cunningham was the original main character. Watchers preferred Fonzie who adapted to fan preferences & became The Fonz.

Watchers might've identified with Richie struggling through adolescence as Fonzie transitioned from a thug to a fallible protector. Thugs backed off when The Fonz arrived.

He & Richie mentored each other. As Richie introduced Fonzie to stable family life; he helped Richie resist destabilizing thugs. Stability allows some vulnerabilities as people relax. Fonzie developed a mellow home life. Richie didn't find total safety but had more security.

Richie & Fonzie admired each other, but didn't want to trade places. They learned from each other & blended positives to reduce negatives.

When people feel continually threatened, it's tempting to figure they survive by avoiding other people's vulnerabilities. Comparisons feel comforting: I have XYZ & they have ABC, they aren't any better than me! Others have less.

Possessions inspire pride. Achievements build delightful morale with/without comparisons.

Fonzie didn't accept unfamiliar insights until he noticed though Richie's & others' lives weren't ideal, they had things Fonzie wanted. Unfamiliar insights might be reasons friends obtain & retain some secure comfort.

Without observing people's experiences, children's daily life stresses seem normal & inescapable.

Adults perceive "unreachable" alternatives as existing for others. Though people are more privileged than others, exclusive privileges often become democratized as retailers persuade people to learn about & adopt technologies. As mass production decreases prices, people can adapt goals by purchasing or renting more products & learning other skills.

As technologies expand, you can guide people in learning techniques to adapt product upgrades to their conditions.

People might feel accepting advice indicates they're inadequate &/or surrendering control. Before planning projects, people should define their spheres of control.

Will people oppose, accept or influence changes? Are people open to suggestions or insist their ideas are the only viable, valuable options? If negative case studies indicate people's ideas aren't feasible, will people reject those cases? If people's options don't achieve their goals, who/what is blamed?

Case Studies Are Instructive But Not Definitive.

Biases are like rocky gravel making roads possible but rough. Removal techniques vary in effectiveness & value depending on whether biases are anchored in people's identities or popular heroes’ reputations.

Induce people to reconsider biases with compelling, advantageous case studies. Description: ' (Person) created (advantage) by combining (benefits A,B,C) to boost (results), (Store) offers you local, personalized insights.'

If customers are stubborn, ask, 'If friends were making costly mistakes, would your concern prompt you to let friends cause self-inflicted problems or would you offer wisdom? That's good, would let me be your friend as we explore options?'

Integrating Requires Understanding.

Customer integration helps you use your understanding of customers to help them integrate advantage offers to maximize personalized values.

Insights make products more advantageous plus increase appreciation for products & customized advantages. Case studies demonstrate people connecting products & actions: ‘People used (product) to create (benefit) in (location) & combined it with (result), so they enjoy (advantage). Local people adapt it by __.’

Since June 2022, we've avoided human stereotypes by anthropomorphizing bears & salmon while extending Marshall Goldsmith’s analogy to understand success delusion & spawn insights.

Advise consumers against rushing ahead like spawning salmon assuming what's natural is successful.

Salmon don't know what goal fulfillments cost. Without planning to survive & spawn again like other fish, do salmon evaluate success on hatchling numbers or offspring surviving to spawn?

Method "A" could be returning to natal rivers. "B" could be completing the journey. "C" could be males winning/avoiding fights, then releasing milt where ("D") females securely embed eggs. Apparently, salmon barely eat & rest during ABCD. Each method could be fulfilled if salmon could avoid predation while eating & resting ("E") in unfamiliar conditions. It'd be AE+BE+CE+DE & bring success unless salmon aren't genetically encoded for it, which they can't change.

As you settle issues, another arises. Instead of endlessly searching for issues, structure & optimize frameworks to advance & preserve progress plus workaround unchangeable problems.

Evaluate structural advantages & disadvantages, then confine goals to what's achievable with available resources.

(Between here & the subhead below, this framework & questions might be overwhelming until you replace ABCD with products & methods plus apply questions to customers' projects. While reading it, consider how consumers endure unfamiliar problems & offers without information to fill gaps.)

Develop offer frameworks based on niche members' descriptions & goals: Before product quality declined &/or conditions changed, "ABC" combinations brought ideal benefits. AB/AC/BC was adequate. Progress requires higher technology & skills because elemental absences bring inadequacy: ABC-A=BC or ABC-B=AC. Is it because A or B are inadequate for securing benefits? Though C adds value to A or B, ABC is more durable, so advantages are complete longer into the future despite (problems).

If niche members had ABC before losing any elements, what caused the losses & what are the effects? Can those causes be decreased or eliminated? Can those effects be remedied? Can element replacements restore or recreate benefits? Which repairs would make those replacements practical?

What are the effects if some niche members never had ABC? What prevented those elements? How would people need to change circumstances to add any elements & preserve positive effects?

Are specialists required to do methods for using your products or could most consumers learn those methods? How long is the skill learning process? Are tutorials enough or should people have in-depth lessons about repairing & preserving specific conditions? If people can't afford fully skilled service, are they apt to: 1) Attempt actions with or without learning skills; 2) Hire somebody for partial work; 3) Skip actions?

Motivate Customers with Functional Hope.

We interpret conditional factors differently. Are those factors well-known? Do people have enough functional hope to motivate them to restore or recreate benefits?

What can you offer for people to evaluate practicality of their decisions & actions? Guide customers in comparing input from others including case studies.

People should know important facts including consequences of results from their decisions. It’s important to monitor conditions & niche members' preferences & adjust offers to help customers adjust what they influence & adapt to what they can't influence.

Thank you for using my blog. Please let me know if I should clarify anything.

Copyright 2023 Dennis S. Vogel All rights reserved.

When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here- https://thriving-small-businesses.blogspot.com/

If Consumers Don’t Like There or That, “Been There, Done That” Advertising Is Wasteful.

Consumers are there doing that already. Does your advertising promise advancement? How does your advantage offer make THAT a better option for specific people while journeying to & being THERE?

Offer Example: 'Whether life is one journey or a series, you deserve the best options for benefiting from your journey & destination. Discount customers accept less value while preparing to achieve goals, so efforts are harder & achievements are less satisfying. Journey successes required high-quality in each product & technique. At (Store), let's define your success criteria so your plan integrates knowledge, skills & products. Before you buy resources, compare offers & participate in a (Store) consultation about your needs & desires.'

Retailers stagnate as competitors' fresh superior offers attract consumers. If you expect consumers to believe you offer progress, don’t imply “Been there, done that” with your advertising.

I’m risking rejection by writing how local retailers limit progress by resisting risks. Can retailers achieve long-term success by repeating or copying declining practices? Can retailers advance if their "authoritative" information sources are biased against exploration?

People refuse trying "new" things by rejecting anything not "proven" to "work". For them, new=unfamiliar; proven=beneficial/profitable; work=dependable.

Without specific goals, retailers don't notice declining dependability soon enough for remedies.

Because people's priorities change, advertising tests & adjustments optimize profitability. Retailers fail professionally by failing to change congruously with consumers.

Testing is necessary since consumers like or ignore ad versions.

Why do retailers complain about consumers rejecting or ignoring new, unproven offers? Retailers & consumers reject what's unfamiliar. Stubborn retailers won't guide customers in effectively using unfamiliar products.

Which of these is more logical: 1) Explain how to use products to create benefits &/or reverse declining results; OR 2) Expect uninformed consumers seek products & determine uses?

If you don't inform consumers about your offers, who will?

Instead of labeling consumers as fickle or worse, retailers should test offers consumers can evaluate for relevance.

Relevant offers fit perceived opportunities or problems. Offers are irrelevant if consumers don’t know how products/services fulfill opportunities &/or remedy problems.

Knowledge incentivizes consumers to buy empowerment offers to create positive changes.

Advertising should induce AIDA: 1) Awareness of opportunities/problems & products/services; 2) Attention to consequences; 3) Interest by explaining consequence remediation; 4) Desire by explaining how consumers can use offers to bring positive changes; 5) Action by explaining reasons for starting promptly.

Advertising can fail without each factor.

How Do Your Offers Answer People's Question: "What's In It For Me?"

Are retailers offering value for consumers' lives or expecting charity sales to sustain business? As lives change, testing should include conversations to compare consumers' expectations with products & methods.

Expanding advertising reach & frequency might increase expenses without effectiveness.

Develop relevant offers instead of expanding what doesn’t work.

Analogy: Effectiveness & efficiency decline when workers keep sharing stale air. Stale offers are ignored.

Principle: Insanity is expecting better results from repeated actions. Consumers realize the same outdated products & techniques won't bring superior benefits, so they ignore stale advertising techniques.

Why should consumers pay attention to irrelevant ads? Relevant retailing differentiates competitors & positions stores in consumers' lives where problems exist & opportunities can be maximized? Powerful positioning isn't passive. Maximum success comes from actively benefiting customers.

Reject Stagnancy, Offer Innovations

Is store location really the most important factor? Retail failures claim competitors put them out-of-business. Can local consumers evaluate offers & choose retailers or do competitors people? Do discounters prevent local retailers' innovations? Read retailing news about big retailers advancing by maximizing successful tests & adjusting after some experiments fall short.

Since people ignore or reject unfamiliar innovations, meaningfully explain how advanced products & techniques bring & maintain progress. People want to understand how to avoid losses while focusing on gaining advantages.

Current & future successful innovators are often ridiculed until ridiculers embrace innovations or become less boisterous. Successes fade without maintenance & failures aren’t final for those who rise again.

Be More Like Birds Than Cats

Analogy: Cats, squirrels & birds eat at ground level without risking falls.

To escape cats, sometimes squirrels & birds go up trees before descending after cats climb trees. If cats won’t jump down or reverse climb, they’re stranded. Would-be prey can see what's ahead at ground-level & might survive by outrunning cats.

Potential prey doesn't see possible dangers in tree canopies but often survives by doing what cats can’t/won’t. Are known, ground-level risks worse than unknown risks up trees? Instead of betting their lives on one technique, animals can test by ascending incrementally to observe cats & look higher into canopies. Next moves are based on updated indications.

Business & wildlife survival isn't accidental. Techniques are learned plus innovated as necessary.

Big competitors don’t suck in every dollar. Discerning consumers want value & accept guidance in assessing how products solve problems & support opportunities. Successful competitors test to improve ads & methods.

Though experimenting includes tripping & falling, different approaches are necessary because consumers’ preferences & needs change.

Analogy: Toddlers trip & rise multiple times before eventually cruising between furniture to rest, regain balance & plan next steps before walking. When competitors walk along with consumers & respond to trips & falls, are you there too?

Whether consumers step hesitantly or boldly, are you or competitors there like encouraging parents?

Who’s More Hesitant: You, Competitors or Consumers?

If you refuse to provide information, don’t criticize consumers for hesitating without guidance. Without information about conditions, products & techniques, how can consumers know if your offers are relevant?

Offer Example: 'You might feel more comfortable with products & techniques others use. But their conditions, resources & goals are different. (Store) offers insightful knowledge with products to help you choose products & adapt techniques for your abilities. As you use incremental processes, you'll have guidance & evaluation criteria for determining next steps & starting on-time. Let's review your goals, resources & conditions to make your plans effective & efficient. (Store) doesn't claim perfection but provides realistic step-by-step success.'

Since June 2022, we've avoided human stereotypes by anthropomorphizing bears & salmon while extending Marshall Goldsmith’s analogy to avoid success delusion & spawn insights.

No Plan Survives First Contact

Habits are NOT sufficient plans. In oceans, salmon are predators & prey. They’ve avoided predation & missed prey because faster swimmers escape in deep water. Salmon return to rivers without considering the shallower water flowing among obstacles. To fish, rivers are water, how bad could they be? Predators watch for salmon leaping over obstacles or getting stuck.

Situational familiarity doesn't create detailed awareness. Knowledgeable observers might ignore or forget familiar things while searching for opportunities & threats.

Single-minded watchers look mainly for expected things & might disregard the rest. With limited time & energy for seeking, they overlook distractions (potential threats) as if nothing else matters.

Option Awareness Aids Flexibility.

Flexible procedures are valuable. Flexibility from options won’t matter if people aren't aware & prepared with plans plus alternatives.

Whether moves are defensive or offensive, plans or planners won't survive unchanged. Planners can use options to adjust plans if planners observe what fails plus are aware of & accept options while available. Imagine salmon thrashing bears’ mouths & asking, “What are my options?”

How will you sell products after warning consumers about threats? Offer functional hope with the maximum possible functionality.

Salmon proceed as if they have direct connections to spawning areas. They return to natal rivers. Even if external conditions are like those the salmon fry left, these adults are different. Predators notice bigger fish needing bigger spaces to swim through.

Customer integration creates or recreates connections by offering advantages of customizable resources & techniques.

Adjustments are important while options are available & can be optimized. However & whenever plans are made, option optimization is challenging like building & repairing jets in-flight. Start with structural integrity then observe progress & changes.

Find & optimize options while you can or you won't have viable choices. People are more apt to fail by refusing to test small & incremental options. Don’t bet all on any options including current methods.

Risk-averse people act as if they're apt to step-off cliffs. When people start early, small tests reveal beneficial steps so people probably won't need to risk hazards. Risk-averse people might avoid setbacks, but risk eventual total failure without progressing.

Since distant risks & problems aren't direct experiences & don't feel connected to "real" life, people focus on current pain. People confirm quick relief, even if it's retail therapy. Remote relief doesn't feel powerful enough to offset painful payments.

Without quick relief, functional hope lacks impact. Current & past comparisons can show functionality. Example: Because Option-X was used to create Result-Y, Benefit-Z was improved & preserved.

Communicate how investments contributed to benefits & how problems would remain or worsen without beneficial investments. Example: Instead of focusing on current feelings, focus on how you'll feel without relief plus progress. If you bought cheap discounters' stuff to fix XX, are you in the same, better or worse circumstances now?

Thank you for using my blog. Please let me know if I should clarify anything.

Copyright 2023 Dennis S. Vogel All rights reserved.

When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here- https://thriving-small-businesses.blogspot.com/

Functional Hope Can Maximize Meaningful Benefits & Inspire Customers

People's sensory reception & perceptions of the same stimuli are different. Since mental states vary, your ads might be missed, processed or partially received.

Since people process meaningful messages, let's evaluate meaningfulness: Do your offers connect people's current or recent experiences to their goals? Do you help people settle issues that aren't fully resolved or could recur?

Describe relief of health &/or property problems because people: 1) don't want to believe troubles still exist or could recur & might reject warnings; 2) might ignore vague symptoms because old information & cheap products fail to bring relief.

Ad repetition reinforces offers while experiences confirm needs still exist.

Example: To overcome success delusion, advertisers can describe indicators of pest incursions. People figure traps solved pest problems because indicators diminished. Wishful thinking blocks contrary thoughts, so homeowners don't consider how pests enter. Homeowners should compare pests' sizes & abilities with house construction to find potential entries. Material inspections & knowledge reveal necessary replacements & patches.

Stress crowds-out positivity. Functional hope renews freedom from people's actions to escape stressors.

Functional hope opens mental space to plan for uncomfortable possibilities because functionality inspires hope of overcoming new & recurring problems.

Watch For Reasons Consumers Should Watch You.

By monitoring local people's triumphs & struggles, you can find & connect resources for converting struggles into triumphs then extending or renewing triumphs.

Whether it's typical pessimism or pride, people misinterpret options because failures make success seem impossible or reserved for privileged people. To describe formulas or projects, use product specifications, testimonials & case studies to explain how & why success becomes probable in local conditions.

Offer to explore why product versions & attempted methods were insufficient. Persistence brings progress as people learn improved techniques for using high-quality products, possibly by adapting observed successes.

With teamwork, you with your customer group can invest money, insightful knowledge, effort & persistence into personal & group advantages. As customers report problems & progress, all can learn to build results into benefits then combine those into advantages.

Without confidence to explore & expand knowledge, people might suffer problems even with optimal products. Case studies can supplement skill-building tutorials, so people learn what's practical plus how to implement suggestions.

Since low expectations can seem logical, customers might stop short of personal & product potentials. Because of risks, hesitation feels safe. During implementation, seemingly safe practices can fall short of long-term safety & practicality.

Since June 2022 without human stereotypes, we're anthropomorphizing bears & salmon plus extending Marshall Goldsmith's analogy to avoid success delusion.

Analogy: When conditions support predators, fish need more than swimming techniques. People rely on experience in new conditions. People, who feel "made for this", take to problems like fish to water. Fish & bears are "made for this". Bears grab ignorant fish.

Advise investing for current circumstances because previous successful efforts might be outdated. Practical examples imply insightful knowledge even if you don't recommend specific techniques to avoid liability.

Interrupt Bad Things. Expand Good Things.

Negatives seem bigger & positives seem smaller than reality.

Reinforce attention-to-detail with updated information because it's important for choosing offers & completing projects. People are distracted by perceptions, expectations, predictions or conclusions of failure & success.

Because of experiences & observations, people might expect contextual threats & miss benefits. After experiencing &/or observing problems & solutions, people are distracted also by concerns of future problems. Immediate problems can distract people from warnings or evidence of impending serious problems. Other times, public scandals & distant disasters hold attention, so people are less apt to notice advertising.

Let's expand on Al Ries & Jack Trout books. In "Positioning", they wrote about "The Assault on the Mind" & minds have positions for information bits.

Unfamiliar threats seemingly suck mental energy away from information processing & upstage typical personal & public priorities.

"The 22 Immutable Laws of Marketing" details importance of categories. Customers' problem categorizations & prioritizations influence purchases.

Despite daily sensory deluges, if you pound messages into brains, Top-of-Mind-Awareness can associate your products/services with opportunities & problems. Does Top-of-Mind-Awareness compare advantages & help people choose optimally? Instead, offer advantageous reasons so people position you in their minds. Induce people to keep you in a prioritized category position as their specific advantage source.

Mental Traffic

Analogy: It's a minor inconvenience for me to let you go ahead in traffic. I could miss appointments by letting everybody go ahead. When people consciously let sensory traffic in, they could miss better value.

While dealing with mental & physical traffic, people need to get 'THERE'. Offer advantages for getting 'THERE', so people let you in ahead of others.

Imagine if all mental "vehicles" were trucks signaling value with product signs & drivers determine which trucks to let through. Sign messages plus truck sizes would hint about value people would expect. Do consumers have enough space to let your truck/messages enter? Your job includes explaining value to justify their costs of yielding to you.

Optimal interactions (including persuasion) happen in environments of norms. Laws & social norms influence behavior. Learn what society seems to enforce plus what niche members do for personal satisfaction & social allegiance.

Make advantage offers according to social rules-of-the-road as you drive value into personal spaces.

Attention, Interest, & Desire either diverge or merge like highway lanes as people become aware of optional Actions. Either way, success depends on being prioritized above others since your lane could be closed or rerouted as mental (memories & reminders) &/or physical (ability) access changes.

As excessive options merge into commoditization, differentiation is more important to separate offers while people can buy plus use products.

Induce Consumers To Let Your Offers Into Their Life Traffic.

Retailers are surprised when consumers aren't impressed enough by offers to fulfill AIDA. If people aren't aware of problems or opportunities, why pay Attention to Product-X $89?

Even if people are aware of problem severity or opportunity benefits, Product-X $89 doesn't explain how to improve anything or describe relief.

If people are aware of problems & opportunities, awareness might attract Attention, Interest & Desire. Inquiries & purchasing Actions come after information integrates Attention to, Interest in & Desire for problem solutions & opportunity fulfillment with Attention to, Interest in & Desire for product/service benefits.

Develop advantage offers to create awareness of problems, solutions, opportunities & fulfillment. Build AIDA to induce purchases.

What do you need to understand about people's life traffic? Humans have stimuli coming at them from almost all directions. It's almost like people need air traffic controllers to bring order.

Explain why people should let your offers in. If people have any available capacity to let your messages in, what makes your offers worthy of invitations?

High-traffic cities have carpool/bus lanes. Develop offers into valuable content "buses", so consumers prioritize them with dedicated lanes.

When your advantage offers integrate into people's needs & desires, promoted ideas can be like co-workers on employer-chartered buses arriving to create specific value. They're expected & allowed entry. When they're cleared by security, they're granted access after earning trust.

Offer coordinated products & methods to be like trusted co-workers on buses. Make them worthy of trust & invitation, by learning niche members' needs, desires & standards.

People might trust you with money via purchases after they trust you with time to offer value. When you provide advantages, you give reasons for putting other things (including overwhelming feelings & exhaustion) aside because people are eager for value.

We won't know all circumstantial factors affecting whether people expend mental energy & time on advertising.

People seem to have limits for some factors & combinations. Some limits might depend on brain regions. Very verbal people might have high maximums when conversing at work & home. Others seem to run out of words & need to zone out.

Visual people might have available mental energy & want more input but have tired eyes. Exhausted people can get second winds when interesting activities are available. Second winds are more than breath & require mental motivation.

Priorities Establish Right-Of-Way

Though subconscious minds involuntarily receive sensory impressions, advertisers are more successful when they gain access according to conscious priorities. Sensory traffic favorably passes based on personal right-of-way rules.

Loud, flashy interruptive advertising is like bigger vehicle drivers implying threat of force & size to push other drivers to yield.

Big (long) ads get through based on value, not gimmicks. Which facts & insights are worth immediate attention or research? Make your offers more valuable & worthy of attention than other things vying for niche members' attention.

Sensory impressions & priorities collide with others when right-of-way rules are disregarded. Establish value to avoid collisions.

Reticular activating systems are like mental receptionists responding based on ability to pay attention plus importance to people's lives.

Whether ads are logically or emotionally evaluated, reception depends on previous & current experiences. Do your best to make customer experiences fulfilling, so customers will figure you offer value for current &/or future opportunities.

Thank you for using my blog. Please let me know if I should clarify anything.

Copyright 2023 Dennis S. Vogel All rights reserved.

When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here- https://thriving-small-businesses.blogspot.com/

Successful Customer Service Requires Your Attention, Interest, Desire & Action.

Jay Abraham said people are interested in those who are interested in them. To be an interesting conversationalist, express concern about people before sales attempts. Consultations show concern & willingness to learn.

Stephen Covey advised seeking to understand before expecting others to understand. When you understand niche members, you can offer easy-to-understand advantages.

For value-building, advantage offers start with attentive interest to understand niche concerns. Maximize value by contextually fitting proposals to customers' lives & helping them understand causes & effects.

Basic Example: ‘Because you're concerned about (issue), (Store) combines (benefits) into customized advantages to solve, then prevent (problem). (Issue) is complex, so somebody else’s approaches might bring only limited success. To achieve full success, it’s time for (Store) consultations because (issue) is emerging. Let's prevent its full negative effects.’

Explain causal factors plus sufficient prevention or counteraction.

Example: Since people don't spend time in crawl-spaces below houses, negatives aren't noticed. There's just enough air movement for mold spores & humidity to enter & increase. Mold fouls air in occupied rooms by expanding upward & outward. After mold & damage remediation, ventilate crawl-spaces with filtered, dehumidified air. Regularly use problem checklists so you’ll remember prevention practices.

Your interest & understanding inspire consumers' interest in your offers by indicating potential advantages consumers won't find in discount stores.

Systematize insightful facts to increase value of customers’ assets. Synchronize insight inventory with product inventory based on people’s personal, social & seasonal transitions. Which product & insightful information combinations preserve stability during transitions?

Show interest in people’s concerns by explaining how to customize product benefits into advantages in current & desired life contexts.

Reach People Through Their Interests.

Your & customers' success depends on their: 1) receptivity to offers via specific media; & 2) available time, energy & money to buy. Multiple exposures are necessary, so distracted minds compare offers when related needs bubble to the top. As people consciously focus on activities & compartmentalize unrelated desires, subconscious minds scan for necessities, prioritized opportunities & threats.

Example: Mealtimes liberate hunger which settles for any necessary relief. Appetites crave flavor above necessities. Food advertising can register in subconscious minds, where appetites prioritize desires. Food descriptions & fragrances can stir memories plus arouse familiar cravings or curiosity.

Analogy: Food fragrances initially indicate appealing ingredients. Appealing indicators inspire minds to combine memories with updated awareness, attention & interest then determine which food seems desirable enough to warrant acquisition action.

Even without interpreting specific ingredient fragrances, people anticipate flavors especially when pleasant memories are triggered. Anticipation & appetite push from interest to desire satisfaction at least equivalent of what satisfied previous standards. How will you set niche members' standards to fit your advantage offers?

Fragrances seem to communicate chemically & descriptions trigger neuro-chemical memories. Appetites are harder to suppress when people anticipate satisfied desires.

You can inspire anticipation when you know how flavors (benefits) satisfy niche members’ appetites (triggered desires). Appetites combine interest with attention & push for fulfillment. People desire excitement (flavors) & have appetites for specific adventures (recipes).

Personal Example: My parents had me eat cooked cabbage; YUCK! They knew cole-slaw included raw cabbage, YUM! They could’ve satisfied my appetite with raw cabbage. Until I was older, I didn’t connect cole-slaw appetite with cabbage which was differentiated from cooked cabbage. Cooked cabbage consumption feels like losses. Cole-slaw consumption feels like winning though raw cabbage isn’t exactly a trophy.

Cole-slaw memories don't block cooked cabbage memories, but cole-slaw anticipation means I'm aware other cabbage combinations could be worth pursuing (action).

When you're interested in people, you can learn which memories to stir into renewed desires. When you know what's familiar & which impressions are inaccurate, you can differentiate your offers.

If you offer kohlrabies to people who dislike turnips, you'd need to differentiate based on appearance & flavor. If you promote the cabbage flavor, you can advise people to eat cooked or raw kohlrabies based on cabbage preferences.

Differentiate Based On People's Lives.

Do people perceive your offers as equivalent or superior advantages? Differentiate customers' advantages from other people's experiences with analogies, observations &/or familiar anecdotes.

Offer Example: ‘If you enjoy free-flight, ski-jumps could be like low-risk sky-dives & gliding. (Store) offers safer simulated experiences with wind-machines, hang-gliders & bungee cords.’

As memories fade, feelings become distant. Descriptions connect experiences & subconscious minds can maintain connections if conscious minds are pulled back to the present.

People are too distracted to reach for meaning over mental distances every time ads come long. Do that work for them, instead of letting their awareness & attention slip away. To inspire interest, help people connect what's familiar with your offers.

Be interested enough to differentiate among niches & their preferences for shaping plus combining conditions, products, skills & techniques. Each winter, Wisconsinites either leave; want to leave, but can't; enjoying staying; or are ambivalent.

Find ad recipients & use their degrees of desire for deciding ad timing plus products, services & information combinations. Wisconsinites, who leave in October, might want snow removal offers earlier than Wisconsinites exhausted by blizzards.

When you know what sustains satisfaction, help customers define & achieve full victory.

Your interest in people communicates your desire to recognize their specialness. Though it’s professional interest, you’ll imply personal concern about contributing to people’s well-being.

Empathy can be like pouring water to prime old long-handled pumps. Before self-priming pumps, jugs held water for pouring into pumps before lifting & pushing levers.

Like buying from discounters, people might apply excessive effort & time to eventually pump water without priming.

Discounters prime consumers with low-prices & wide selection. Water symbolizes value. You probably can’t afford low-prices, but you can afford valuable empathy. When you prime with empathy, you show consumers can safely reciprocate their interest with yours.

Awareness, Attention, Interest, Desire AND Action?!? Are You Serious?

Because of excessive distractions & contrasting priorities, people's awareness & attention are thinly spread among urgencies, emergencies & thousands of advertisers. Who has time & energy for interest, desire & action?

If retailers' offers only show interest in money (Product-X $43), consumers rightly wonder, "What's In It For Me?"

When retailers explain benefits, consumers have reasons to PAY (invest time & energy) attention. Retailers should explain how benefits correspond to consumers' needs & desires plus offer coaching about converting benefits into condition-specific advantages.

Basic Offer: 'You can satisfy your (need/desire) by using (product benefits) to create (advantage). (Store) has (products) plus guidance for you to maximize (product features) to improve __ & reduce __.'

People are concerned about privacy & seeming ignorant, despite knowing questions & answers are necessary.

By demonstrating basic understanding you indicate when consumers share specific information, team efforts will create value to fulfill life improvement criteria.

Build functional hope to increase people's trust for sharing deeper information to enhance functionality. Customers feel less risk when they realize how much they gain from sharing personal details.

Though total interpersonal understanding is unlikely, empathy includes learning & accepting people's reality. Empathy helps retailers reach people & explore their troubles.

Even when your & customers' knowledge is limited, you can use combined knowledge to help customers understand gaps between present & potential circumstances. In consultations, you can propose diagnoses, provide guidance & offer deeper advice, written suggestions &/or recommend tutorials.

Customers' Destinations & Goals Are ‘THERE’.

How long do customers plan to stay 'THERE'? Do they have optimal resource quantities for getting 'THERE' & staying long enough for full achievements?

Since June 2022 without human stereotypes, we've anthropomorphized bears & salmon plus extended Marshall Goldsmith’s analogy about avoiding success delusion. It's gone swimmingly!

Whether it's genetic or lack of planning, salmon deplete resources by swimming upstream while eating little or nothing. Some males fight & females dig nests. Whether they successfully spawn, they die. Salmon should eat well in oceans because by focusing on prey in rivers, they might become prey.

They don't review expectations & plan: Step-1: Though ocean currents are different from rivers, train by swimming into currents. Step-2: Salmon are relatively safer swimming in oceans among familiar food & predator species. Study future conditions & plan contingencies. Step-3: Swimming upstream in fresh water rivers. Adapt techniques for shallow navigation & self-protection from unfamiliar predators.

Consultation Example: '(Effort) helps you reach __. (Product) supports your efforts, so you can __. When you achieve (benefit), options will open so you can choose (range of advantages). Kit-A results will help us test for the best approaches because (problem) is the preliminary diagnosis. Kit-A should start creating (benefit) from (preliminary result) with (products), so as you close that gap you'll notice one of these indications: 1) progress; 2) interrupted decline; or 3) possibly continued decline. Progress will indicate it's time to implement the full project with Kit-B. Interrupted declines would show you should continue with Kit-A before finishing with Kit-B. If declines would continue, the problem diagnosis could be __, so Kit-C would be effective. Please take pictures & notice (sensory indicators) so we can review your findings.'

Thank you for using my blog. Please let me know if I should clarify anything.

Copyright 2023 Dennis S. Vogel All rights reserved.

When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here- https://thriving-small-businesses.blogspot.com/

Client Relationships Are Destinations In The Customer Integration Journey.

Customer integration shows your commitment to be a personal resource & move beyond share-of-wallet tactics to strategic client relationships. It means helping clients choose & implement personal optimizations to establish your loyalty to them. Until then, don’t expect customer loyalty.

Customer integration offers are: ‘Here’s what you need to __.’ Client relationship offers are: ‘This is how we’ll __ together.’

Blog readers vary in knowledge, so we're reinforcing customer integration while setting our vision to explore horizons. You should set customers’ visions to find new advantages.

To some extent, you can optimize current methods but when you’re close to peak performance, further advancement is limited.

As you optimize a marketing offer & method, you’ll need other offers & methods to appeal to other consumers. You’re more apt to increase profits with sales to customers who respond to additional offers & methods. Until you explore beyond your current reach, you won’t know how much more success is available or how to achieve it.

Since I’m proposing what’s unfamiliar to you, you think about risk because you haven’t implemented customer integration. Consider consumers’ risk perceptions. If you refuse to integrate your store into their lives to make offers less risky & more fulfilling for them, how can you expect them to initiate integration?

If you refuse to reach out further to consumers, don’t expect them to reach further to you. Customer integration shows you’re reaching out to help them instead of grabbing their wallets.

After you implement & optimize customer integration, you’ll transition beyond reaching out. You’ll stand out where customers want to be & they’ll join you. When you’re standing with customers, you can form client relationships.

Since June 2022, we've used Marshall Goldsmith’s bear salmon analogy to avoid success delusion. Goldsmith uses personal coaching to explore successful causes & effects.

Quotes From WHAT GOT YOU HERE WON'T GET YOU THERE:

“Successful people have a unique distaste for feeling controlled or manipulated. Even when I’ve gotten the greatest advance build-up as someone who can help people change for the better - in other words, I’m effective at helping - I still meet resistance. I have now made peace with the fact that I cannot make people change. I can only help them get better at what they choose to change.”

“People will do something - including changing their behavior - only if it can be demonstrated that doing so is in their own best interests as defined by their own values.”

Which Advantages Do People Value?

Let’s explore how client relationships build advantages on the customer integration foundation. Both models increase retailers' understanding of consumers' current 'HERE’ plus help customers realize why 'THERE’ is a more advantageous destination.

Retailers can be like students' guidance counselors by building insights to create & reach destinations. Help clients learn how to maintain progress while expanding horizons.

Consumers want benefits others enjoy but impractically deplete resources trying to get ‘there’. Help customers understand when somebody else’s ‘there’ isn’t suitable. Advantage offers include reviewing goals & conditions to develop a personal advantageous ‘THERE’ so costs are justified with increased positives &/or decreased negatives.

It includes describing how clients should fully own/maintain advantages of being 'THERE'.

'Client' implies relationship since clients have relationships preferably with fiduciary-like providers who serve based first on creating client advantages.

By relating to advantages, people form 'relationships' when things are gained, so losses are felt physically & emotionally.

Though healthy interpersonal relationships include sacrifices, advantages can equal or exceed sacrifice costs. Insightful information gives people perspectives for perceiving & comparing advantages & costs.

Insightful AIDA offers bring Awareness/Attention leading to Interest, building to Desire & inspiring purchase Actions. Client relationships justify purchases with guidance for productive actions.

Short-term Goals Long-term Costs

Salmon sacrifice themselves to spawn 'THERE' because they relate to actions & locations but not to results of hatchlings surviving & swimming to oceans/lakes. Adult salmons' struggles seem to indicate dedication to offspring but suffering is detrimental.

By equalizing sacrifices & self-preservation, adults could survive to warn offspring about those dammed rivers & bears. Warnings & workarounds strengthen individuals plus their relationships. Client relationships form bonds of interdependent help because each contribution makes advantages for all involved.

Discounters relate to profitable sales, so there's little dedication to customers because service is considered a cost. Discounters may claim to serve customers, but how do they define “service”? Investors grab profits instead of reinvesting in product & service quality.

Customer integration service includes matching products & actions with goals.

Example: Toddlers’ parents build adaptable recreation rooms to last long enough for teenagers to enjoy. Buildings should be top quality. Furniture & equipment should be safe even if units wear out in a few years because children will want age-appropriate units. Teenagers will probably reject formerly-favorite kiddy-size furniture & toys. Temporary decorations would fit teenagers’ evolving ‘relationship’ with their long-lasting 'clubhouse'.

Are customers’ desires for change & consistency realistic based on evolving product technology & probable developments? If customers’ desire & priority fulfillments require cooperation, which explanations could create understanding with those who can add resources & share benefits? How can you help customers persuade others to cooperate?

Relationships are based on similar priorities even if members don't prioritize equally.

Example: Greenhouse operators' dedication to beautifying cities might be a #2 priority, but citizen volunteers might prioritize public flowers at #8. Retailers could sell plants & materials at cost for civic projects & hope people pay full price for home projects. If volunteers are too tired to maintain civic & home projects, declining quality could discourage participation. Volunteers could share dedication to goal achievement but not commitment to maintenance.

Client relationships should include knowledge for realistic prioritization according to requirements & resources. Do your best to help clients preserve advantages as worthwhile investments.

If priorities & desires change, what do those changes indicate about goal achievements that established value? Do life changes or personal resource shortages force clients to abandon achievements? Do clients want to reduce activities but preserve property & equipment value? What do clients need for transitioning to other advantages? If people can't store & maintain equipment, do you offer maintenance, storage or rentals?

It's easy to start enthusiastically when people realize what their commitments can bring, but would requirements be too burdensome?

Consultation Example: 'You can start with in-stock products. Step #3 requires ordering (products). Rainy weather might strike anytime after (products) arrive. You'd have to dedicate time &energy to rush through remaining steps. I'll place the order if you're sure you can make it work.'

Consultations show your attention-to-detail.

Retailers' inattention or attention-to-detail indicates to consumers whether relationships or transactions are worthwhile.

Relationships Should Be More Valuable Than Transactions for Retailers & Clients.

I agree with Jay Abraham about serving clients instead of attracting tactical, transactional customers, especially if transactions are reactive instead of preventative & progressive. Relationships involve interactions, not just transactions.

Ideally, prevention & progress are planned. If you want clients more than customers, justify your role in clients' planning.

Jay used The Greek Parthenon analogy for supporting businesses with multiple pillars/methods. Customer integration builds powerful pillars.

Pillar & relationship combinations require architecture/planning to build & position pillars advantageously.

We can add "Positioning" by Al Ries & Jack Trout because you should position your business in people's minds & solidly position it in people's lives. If your advantageous business is removed, people's lives won't be complete & could be unsteady.

People happily think problems are over even if relief is temporary. It's important to differentiate preliminary & long-term results so customers don't stop too soon. Which analogies & comparisons demonstrate importance of next level results?

Offer Example: 'After last month's storm, (Store) has filled orders for (benefits). Since major damage & risks are reduced, it's time to finish with customized repairs. Stopping now would be like relying on temporary spare tires for your car. You need full-size replacements. At (Store), let's personalize product & method choices for your current & emerging needs so you'll avoid stresses of searching for & comparing important information plus deciding on options under pressure of approaching problems.'

Thank you for using my blog. Please let me know if I should clarify anything.

Copyright 2023 Dennis S. Vogel All rights reserved.

When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here- https://thriving-small-businesses.blogspot.com/

Do You Need People to Accept Unfamiliar Offers?

Are you doing what’s necessary for your store to be & remain a popular choice for a benefit?

Do you test or reject conceptual offers & innovative methods? If you reject unfamiliar marketing methods, why expect consumers to buy what they haven't tried?

Don’t expect different results without trying different methods & offers to attract different people.

“Are You Talking To Me?”

Identify intended recipients. Authentic niche members know enough to evaluate product benefits & your advantages when you compare those with members’ lives & goals. Describe how offers are better than people's current experiences & competitive offers.

To adequately test offers, you need enough authentic niche members to interrupt routines to evaluate benefits & advantages. Help people justify purchases with details. What’s special enough about offers to warrant people postponing other things to concentrate & buy?

People Disregard Been-There-Done-That Offers.

Product names & prices don’t offer advantages to accept or reject. People can engage with offers of specifically customized product benefits to achieve goals.

If people don’t engage regularly with your offers, you aren’t in their routines. Most probably don’t routinely pay attention to & evaluate your offers.

Test offers to determine which facts induce people’s curiosity & preliminary confidence to inquire. When people inquire, consultations can connect your advantages to people’s goals.

If you won’t break routines to adequately test offers, why would you expect anybody to break their routines?

Some retailers complain about fickle consumers, but some retailers are so fickle, they don’t experiment.

Do You Reject Anything That Isn’t a Proven Success?

For those who only invest in proven successful methods, invest in Sears, Roebuck/Kmart. Their combined methods were built in more than a century of power. Oops, they didn’t last!

Long-term success happens when people start small & adjust based on results. Mainstream methods started as theories before becoming dull, unnoticed routines. You need new messages relevant to people’s goals because advertising success depends on Attention, Interest, Desire, & Action.

Realistic retailers test approaches to find new successes & readily replace fading business practices. It only happens by investing a percentage of revenue into testing new options. Long-term successes come from creating methods to find better approaches & replacing lower performing practices.

If you copy mainstream advertising methods, copies would be new in your conditions but old for consumers.

Advertising success starts with earning attention with opportunities relevant to consumers concerns.

Diversify To Optimally Compete For Attention.

In repetitive surroundings, do you notice new things more than familiar things?

When you use repetitive methods, they blend in with common surroundings.

Humans perceive familiar things as settled because threats &/or benefits seem to be reduced, so more attention seems unnecessary.

If threats still have longer term effects, change explanations so people understand how your advantages make product benefits more effective &/or efficient. Explain why offers are better than current conditions & competitors’ offers.

It’s important to have an option portfolio so you can depend on what’s currently strong while replacing weaker options.

Build multiple success streams of new advantages for consumers, so your store will thrive even when some streams falter.

Instead of continually investing resources in old, worn out methods, you can consistently achieve AIDA with new, innovative methods. People notice & pay attention to new value like descriptions of advantages you add to product benefits.

People are interested in what’s advantageous in achieving goals. People desire what increases value of current & planned possessions. You’re responsible for compelling value descriptions. People are less hesitant to quickly acquire superior value when retailers help them understand how to maximize results, benefits & advantages.

You could lose more money by advertising the same offers people didn’t prioritize & buy already. If people link stale offers to your store, they might ignore future offers.

Product, service & business differentiation requires compelling value descriptions. If you don’t influence consumers’ perceptions, you’ll lose sales to competitors’ better efforts. It’s your responsibility to increase perceived value & decrease perceived risks of buying from you.

Cognitive Labor & Perceived Value

Don’t expect people instinctively to understand value or feel compelled to investigate products. People go to discounters for generic offers that don't warrant detailed descriptions. If you believe your offers are special, demonstrate that value with details.

Which offers have more perceived value? 1) Discounters’ cheap stuff; 2) Indifferent retailers’ expensive, generic offers; or 3) Empathetic retailers describing advantages for people to optimize results.

Descriptions build knowledge & show you know people’s conditions, so people feel comfortable about purchasing. Your specialized knowledge builds people’s confidence in unfamiliar products.

Despite discomfort about risks of spending money, people might feel driven by uncomfortable conditions & desire for your advantages. Describe persuasive value to decrease discomfort of spending money & perceived risks of buying.

Offer Full Advantages

If benefits increase incrementally, tracking progress is important to maximize results & check for reversals.

Examples: 1) Health products slowly decrease problems by increasing healing, but if healing slows or stops, problems could advance. 2) Plants might grow without producing food. Opportunities can be lost if remedies are done late in growing seasons. 3) If mold remediation succeeds slowly, spreading spores can cause medical problems & property damage.

People might overlook slow deterioration if effects aren’t measured because conditions might seem normal.

Customers need to know if negative causes are nuisances or problems, so resources are used well for priorities.

Ads should alert people about conditions that sustain problems. Offers should include resources for checking symptoms, remediating problems & repairing damage.

Offer more than physical results & show concern for people, not just sales. Planning consultations reduce overwhelming feelings & improve long-term quality so people are confident.

When people feel overwhelmed by priorities, acknowledging problems adds more obligations. People might feel less neglectful if they don't look for problems (error of omission) than by (committing errors) neglecting recognized problems.

Write offer stories so people recognize causes & consequences plus understand how optimal solutions reduce obligations.

Example: ‘Just as your vacation is set, you notice (problem) as you prepare to leave stress behind. Your money & time are committed, so (problem) feels worse. (Store) offers kits for quick diagnosis & solutions. You’ll reduce stress without disrupting plans & enjoy your vacation.’

Be Open Minded

You’re hypocritical if you stubbornly refuse to change approaches but expect people adopt your ideas.

I wouldn’t do you any favors if I didn’t include unpleasant truths. To serve people, you need to present reasons & explanations even if people are uncomfortable. People need to know why, what & how they should change.

Example: ‘Paint $10’ doesn’t express value of What’s In It For Me? I want sweet beverages, why would I want your paint? If I pay you $10, I’ll have fewer desired benefits. Wait! What might happen if I don’t use your paint?

It’s easy to ignore offers without reasons to pay attention. People need priorities because nobody can pay attention to everything.

People attend to things connected with survival, comfort & self-actualization goals. You’re responsible for making offers connect to people’s priorities.

To have enough mental energy for productivity, people have perceptual & mental filters. If something is perceived at any level, it’s probably 1) connected with people’s priorities; 2) unfamiliar enough for pleasant variety or 3) potentially threatening.

When people are distracted by other issues, attention is sporadic & interest in offers can increase incrementally. Offers can connect while or after issues arise. People might disregard offers that aren’t connected with expected issues.

Social tensions raise people’s defenses & distract from low priorities.

It’s important to promote offers at various times, so messages can be perceived while people aren’t defending against other issues or focusing on more pleasant things. Incremental perception & reception can be like overlapping radio stations. Stronger signals on the same frequencies can be received more clearly than weaker signals that are barely perceived.

Changing antenna or radio positions can affect signal reception. People's receptivity changes when internal & external issues affect mental positions.

When messages are received while people experience related issues, you can connect to people’s priorities. If people missed part of your message & your offer fits their priorities, humans can remember & assemble pieces.

Each message exposure helps people integrate rationales incrementally.

Example: People receive parts of an automotive offer. Even if drivers think they don’t need brake service, ads prime them to notice brake system trouble. That offer is prioritized (earns Attention & Interest) & other exposures are integrated because the benefit is Desired & prioritized for Action. Emphasize safety during inclement weather. During dry weather, offer lower expenses of maintenance compared to replacements.

Purchases might be delayed because resources (time, energy, money, etc.) aren’t available. Other priorities might be fulfilled because of importance &/or convenience (resources are available).

Even if offered benefits aren’t the highest priorities, your advantage can include conveniences. Examples: Do you offer pick & delivery, payment options, project planning, complete customized kits, & whatever else customers need to benefit fully & quickly?

Thank you for using my blog. Please let me know if I should clarify anything.

Copyright 2022 Dennis S. Vogel All rights reserved.

When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here- https://thriving-small-businesses.blogspot.com/

Replace Guess Work with Yes! It’ll Work!

Primer $10? I guess it’ll work.

Guesses fracture certainty & added aggravation shatters hope. Certainty increases confidence & decreases stress. Certainty is an advantageous offer. If people buy despite uncertainty, discount store prices seem less risky without increasing confidence.

People can choose these options: 1) superior results from optimal products, knowledge & methods; 2) try decreasing possible losses by paying discount store prices; 3) ignore problems/opportunities.

People are more stressed when low priced, low quality products increase failure & risks. Validate higher prices by describing lasting value of superior results plus the value of avoiding negatives. Explain why specific goals require superior products & planned methods you offer.

Offer Example: ‘People might think they have less to lose by buying products made of cheap materials. Losing your budget on cheap products can ruin opportunities to enjoy great results. Secure benefits you deserve. (New material) resists weather conditions better & longer than (old material). Low prices won’t save you money if results fail. In (Store), consultations focus on goals. What do you want to prevent? Which specific resources do your goals require? Because you need more than products, (Store) offers (result) with these advantages: ___. Successful goal achievement combines the right elements. Suboptimal products & methods can bring dissatisfaction. Instead of settling for less than you deserve, get full advantageous results from (Store).’

Superior Offers Are Superior Options

Initial Awareness doesn’t guarantee Attention. When people don’t know or forget about your store, it doesn’t exist in their Attention. Maintain customer integration by consistently achieving Attention, Interest, Desire & Action.

Diagnostic Awareness mentally connects causes & effects. Optimize consumers’ Attention by connecting causes to what affects people & what you offer to eliminate or reduce causes plus mitigation or repair of effects.

Example: Though you’re aware of sitting on a chair, you might not be aware how old cushions weaken & slowly contribute to spinal trouble. When you consciously think about it, you’re paying attention to it & remember your back hurts. Benefit offers connect to your Interest in & Desire for remedies plus motivate you to take Action for relief.

People are stressed when they aren’t fully aware why something doesn't seem right. (Why does my back hurt?) Without firm knowledge, people diagnose things incorrectly or disregard potentially illogical feelings.

If people use incomplete knowledge & cheap products, problems might fade anyhow. People might think that’s repeatable success plus tell friends. Example: Cheap aspirin reduces pain, but doesn’t eliminate causes.

It’s vital to offer organized resources for specific conditions. People need consultations for complete knowledge to find & fill gaps. Outline: Since (fact A) means __, (project) should produce (result). Customer noticed (indication B) which connects to (A), showing (damage) was from (cause). (Method C) creates (result) with (Product D) & fixes (damage) plus prevents (cause) recurrence.

After Creating AIDA, Sustain Awareness

Consistent offers should raise & sustain Awareness of your store’s opportunities &/or solutions. Offer opportunity plans for fulfilling Desires by achieving goals & solving problems. Help people recognize how problems interfere with goals, so solution offers relieve stress & open opportunities.

Offer specific benefit achievement & retention because Attention is finite & people Desire control over personal circumstances. People become Interested in your store when offers are the most advantageous for creating & maintaining important benefits. To build Interest & Desire, define why benefits are important for people’s current &/or future conditions. Help people set & fulfill higher priorities, so you'll inspire purchasing Action.

Effective advertising gives people superior options. Some retailers make ineffective offers, but complain about ineffective advertising media.

Bad Luck Might Be A Lack Of Control.

Customer integration helps people take control & decrease stress.

I write about projects & plans because organized product selection & methods bring better results. People might buy from discounters to get quick, generic results without processes. You can specialize in refined methods & help people recognize what’s necessary. Example: Gardens start successfully when seeds are sown according to requirements for each plant.

People think preparation wasn’t necessary if they’re lucky with unplanned schemes.

It’s easier to determine what’s wrong or missing when people know requirements & how required elements interact. Example: Luck ends if tack hammers adequately pound weak nails that don’t hold shingles during storms.

Consultations can develop adaptations for people who don’t have or can’t use tools or materials. Planning includes determining which factors produce superior results for achieving goals in specific conditions. Otherwise, it’s like trying to analyze meal failures without recipes.

Though people want turnkey benefits, somebody is responsible for planning what happens. Explain who has those responsibilities, so consumers know how much they're required to do. Does turnkey mean fully automated or minimal effort is required?

Explain why turnkey isn’t too good to be true & assure customers about how that convenience is maintained. Differentiate offers by explaining what your supply chain does for customers’ benefits. Who/what makes consumers’ efforts more productive? Offer guidance so people get better benefits from efforts.

Offers can present competitive alternatives &/or announce new opportunities. Internet access makes searches easier, but people search if they have some awareness.

Some retailers act as if people naturally know about & remember their stores. When memories fade, awareness drops. Don’t blame people for forgetting. Blame yourself if you don’t remind them.

As multiple priorities pull people’s attention, they become less aware of lower priorities. Though all priorities still exist, people must set some aside. When you understand niche members’ concerns, you can link offers with priorities & reestablish or retain awareness.

Sometimes desires don’t arise until people realize what’s possible for them.

Product & price ads communicate possible purchases without offering results except having less money. Do you think people search for product information just because you offer a price? Do you think people see familiar products & automatically consider how to use them?

If you try to get by with minimal offers, don’t complain if your business fades because of minimal sales.

Big competitors feature no-brainer offers of familiar products & prices. If you can’t afford to compete with low prices, don’t try to win that race because big competitors are optimized for it.

Analogy: You can own the right car but lose the wrong races. Optimize your business for races you can win.

Why Struggle?

Marketing success is incremental. It’s rare to achieve a slam dunk in Attention, Interest, Desire & Action. Each time you remind niche members about necessary & desirable values, you can gain a bit more attention. As people recognize value, their product attention space expands.

If your offers are compelling, potential benefits become Interesting & paying money feels more comfortable. Increase Interest with compelling descriptions of how offers improve people's lives. Help people understand value so they wish they had that result.

Desires become more than wishes when you explain how you combine resources (tools, materials, methods & knowledge) into dependable results. Purchasing Actions happen when transaction opportunities fit people’s schedules or people rearrange commitments.

Seeing somebody else’s result won’t always lead to believing, but personally succeeding by doing is confirming.

Benefits are only theoretical until people are sure they can create results because their conditions are suitable. Theories aren’t comforting.

People might accept theories based on incomplete information & think they did everything necessary for success. If any elements fail, the theory threshold is harder to overcome in the future, so people might not try again. So, it’s important to make offers to preempt competitors’ incomplete offers.

Use Consultations To Encourage People To Try Again.

What prevented or interfered with successful project steps? Is the problem related to or from products, methods or conditions? Is the problem temporary, long-term or permanent? How much problem mitigation is practical?

Is total success possible? Consider how much progress is possible for determining if projects are worthwhile? How can you optimize mitigation steps to create progress?

Without those answers or testimonials, how can consumers compare your offers with competitors’ claims?

If previous products & methods didn’t produce optimal progress, explain what’s better about your offers. Can your offers help customers salvage previous or budding results? If it’s too late to achieve that previous goal, what can be salvaged for another goal?

Would big competitors offer thoughtful value like that? Your concern adds value to your offers.

Offer elements that bring benefits closer to fruition & reduce stress.

Offers don’t have to be discounts. Descriptive product offers present results. Businesses make those results beneficial. Specific businesses make benefits advantageous for specific consumers.

Your advantage offers can bring opportunities people think they’ve missed. People might think they’ve waited too long or tried & failed to achieve goals. New product, method &/or knowledge innovations can bring better success than people could’ve gotten without you.

People might think, “Every time I tried __, it failed immediately or didn’t last.” How can you fill gaps to prevent collapses? What indicates problems are likely or already emerging? Compellingly offer prevention, mitigation or solutions.

Thank you for using my blog. Please let me know if I should clarify anything.

Copyright 2022 Dennis S. Vogel All rights reserved.

When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here- https://thriving-small-businesses.blogspot.com/