{"id":1736,"date":"2014-02-23T14:21:05","date_gmt":"2014-02-23T19:21:05","guid":{"rendered":"http:\/\/www.mrpwebmedia.com\/blog\/?p=1736"},"modified":"2014-02-24T12:55:24","modified_gmt":"2014-02-24T17:55:24","slug":"every-business-wants-sell-stuff","status":"publish","type":"post","link":"https:\/\/www.mrpwebmedia.com\/blog\/every-business-wants-sell-stuff\/","title":{"rendered":"Every Business Wants To Sell More Stuff"},"content":{"rendered":"

Every business wants more customers who buy more stuff; so where are the customers and why aren\u2019t they buying from you? Today\u2019s B-to-C customer and B-to-B client have options; whatever you\u2019re selling can be purchased from someone else, and if they can\u2019t buy the exact same thing, numerous substitutes are available.<\/p>\n

And if you\u2019re selling someone else\u2019s branded product, the problem is worse.<\/p>\n

Competition Is International<\/h3>\n

Despite Google\u2019s efforts to promote local search as the answer, the fact is, for most businesses, competition is international. Sure, if you\u2019ve got a local cupcake shop, international competition isn\u2019t a factor, but for most companies a click of the mouse opens up the competition to every international competitor from Shanghai to Mumbai.<\/p>\n

Build A Brand<\/h3>\n

The solution is simple: build a brand; however, the implementation of the solution is daunting and that\u2019s the heart of the problem. Branding is one of those areas of discussion that can lead to a lot of confusion. It\u2019s not that all the information you gather is wrong; it\u2019s just that most starts at the wrong end of the problem. Talk of social media, logo and Web design, and even video are important, but unless you understand how they effect the establishment of a brand, the results will be disappointing.<\/p>\n

If you follow our newsletter or have purchased our e-books you know the importance of Maslow\u2019s Hierarchy of Needs, so I won\u2019t repeat it here again. Once you\u2019ve established the Maslowian Need that forms the basis of your brand identity, you need to understand the psychological process required to get your message across, and to establish your brand as the singular source for what you sell. All major brands have nominal competition, but the ability to associate a psychological benefit to a brand gives that brand a significant edge.<\/p>\n

Four Key Elements Needed To Define Your Brand<\/h3>\n

There are four aspects to keep in mind when you\u2019re implementing your brand strategy: motivation, education, absorption, and integration.<\/strong><\/p>\n

Your marketing needs to create visceral experiences that motivate your audience to learn more about your brand. Once they\u2019ve invested themselves in learning what you\u2019re all about, they need to absorb that experience which comes from repeated consistent delivery of the same underlying message based on the psychological need you\u2019ve identified as your core brand value. After repeated focused experiences, your brand will become integrated into the audience\u2019s subconscious and become part of their internal preference bias, or what branding experts call owning a position in the market\u2019s mind.<\/p>\n

Stay On Message<\/h3>\n

The real challenge is to stay on message. The pressure to play it safe, to do what everybody else is doing, and to follow the latest trend is enticing, but those are the things that are standing in the way of doing what needs to be done.<\/p>\n

A Brand Says You’re Different<\/h3>\n

Below is an ad we created as collateral for a video campaign we produced for Workplace Modifications<\/a>, a supplier of ergonomic chairs and workstations.<\/p>\n

The Ad<\/h4>\n

\"Workplace<\/p>\n

The Video Campaign<\/h4>\n