By Rick Beneteau
"HOW TO SUCK CASH FROM YOUR CUSTOMERS LIKE A HEAVY
DUTY HOOVER!!"
How many times have you come across Internet ads
that sound like this? I hope you thought, "too often!"
Personally, I cringe when I read something like
this. After all, MY customers are NOT wads of money and my business is NOT
the vacuum through which to suck up their hard earned dollars!
Granted, selling is a process, and a certain amount
of *sizzle* is required. Successful marketers and advertisers know that
consumers purchase what they *want* and not what they *need*. It is my
belief that as entrepreneurs, we should present what our customers want, in
order to deliver what they need. Make sense?
I was a guest panelist at a seminar earlier this
year and had the privileged to meet and hear a great man named Clay Cotton
speak about "Love Based Marketing". As I listened to this former
professional piano player (with the likes of Jimi Hendrix and Janis Joplin
to mention just a few), now sadly stricken with Multiple Schlerosis speak
about his concept, I couldn't help but think that although I never really
thought about selling as having anything to do with "Love", that in fact
everything I had done successfully throughout my life was approached just as
he so eloquently portrayed.
The Internet is saturated enough with scams, shams
and flim-flams and to see sincere Internet entrepreneurs using copy along
the lines of what I opened with, is a real shame.
There's nothing wrong with making money. In fact,
there's everything right about making lots of it! But to focus *onmoney* as your end goal while degrading your
customer in your advertising will be a *costly* mistake in the long run if
you make it!
I need say nothing more than repeat the title of my
article - Target the Heart of Your Customer, NOT their Wallet!
Oh yeah, keep the Hoover in the closet!
About the author:
Rick is the author of 3 top-selling eBooks at:
http://www.interniche.net/ebooks.htm
and the purveyor of those amazing traveling billboards called I.D. IT!
Plates:
http://www.iditplates.net
