Last time, I shared the importance of recognizing your customers\u2019 needs above your own.\u00a0 Over the years, countless companies have vanished because they failed to recognize the shifting needs in the marketplace.\u00a0 People want to buy a product that offers creative solutions to life\u2019s challenges, which can come in any size.\u00a0 We all expect innovators to anticipate our latest desires before we seek a solution.\u00a0 As a marketer, your greatest challenge is to know so much about your customers that you are not guessing about your next offering.<\/p>\n
Traditional Business<\/strong><\/p>\n Do you ever wonder what that man selling hot dogs is really selling?\u00a0 How can he draw a crowd every day at lunch?\u00a0 Those are just hot dogs!\u00a0 What about the insurance agent?\u00a0 Do people really buy an insurance policy, or do they buy peace of mind and protection against loss?\u00a0 Consider your product that is currently under construction.\u00a0 Are you really selling a widget?\u00a0 Maybe you want to sell so much more than that.\u00a0 Even the most traditional business is based on solving underlying needs that the customer senses but cannot name.\u00a0 Your challenge is to reach past your own product and connect with your customers.<\/p>\n An Outlandish Approach<\/strong><\/p>\n A few weeks ago, I tried something that many people thought was crazy.\u00a0 Honestly, even I thought my idea was pretty far out there.\u00a0 We were promoting an incredible product that was designed to benefit our customers\u2019 businesses through advertising.\u00a0 The product was selling, but I wanted to create an amazing response.\u00a0 The thought crossed my mind to pay for the product for the people who were hesitating.\u00a0 I offered an unconditional loan, which was less than $10, and an avalanche of responses flooded my email box.<\/p>\n Now you might be wondering why I would take that approach.\u00a0 My idea to offer loans was more about the people involved.\u00a0 I wanted them to try the product without risk.\u00a0 I knew they would make money if they would just implement the product.\u00a0 No one could lose in this situation.\u00a0 Now some people warned me that some people would buy pizza, but I just don\u2019t think about people in that light.\u00a0 I was not offering to buy cars, just a great product with remarkable potential.<\/p>\n Your Unique Approach<\/strong><\/p>\n I know that I will meet new people through that first-time-ever loan approach.\u00a0 That is more important than a few dollars.\u00a0 I want to reach out to people in ways that move them forward on their pathway to success.\u00a0 What could be more rewarding than watching someone else see remarkable results?\u00a0 Sometimes, the strategy brings more satisfaction than any amount of money could.<\/p>\n Everyone, and I mean everyone, has a special approach when approaching other people.\u00a0 My style might not work for you.\u00a0 You might develop your niche by learning from five or more other people and then devising your own strategy.\u00a0 We place too much emphasis on our widgets and not enough emphasis on the person who offers great insights about the market.\u00a0 One conversation might be the source of countless ideas for your next step.\u00a0 You might change course based on what you hear one night in a restaurant.\u00a0 You would be amazed to find how many great product ideas can emerge from a question you ask in a group of friends.<\/p>\n How Did We Get Here?<\/strong><\/p>\n Few people living today were around to witness the emergence of the energy, transportation and communication industries.\u00a0 Simple living included candles for light and domesticated animals for labor and transportation.\u00a0 People living in the 19th<\/sup> century were content with a peaceful existence.\u00a0 Entrepreneurs noticed the need for a safe light source, so kerosene was produced.\u00a0 Countless other inventions followed and today we have gadgets that were part of science fiction stories less than a half century ago.<\/p>\n As you think of new products, consider the ways you can reach past the need and find your customer.\u00a0 Your ability to anticipate your customers\u2019 next step will allow you to connect with people in ways that you never thought possible.\u00a0 Connections with other people will provide invaluable information as you take another step.\u00a0 Before long, you will have so many ideas that you won\u2019t be able to stop your own success.<\/p>\n","protected":false},"excerpt":{"rendered":" Last time, I shared the importance of recognizing your customers\u2019 needs above your own.\u00a0 Over the years, countless companies have vanished because they failed to recognize the shifting needs 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