Most people don’t get this simple marketing truth:
Marketing’s job is to facilitate the prospect’s decision-making process.

Why? Because prospects want to make the best buying decision possible.

There are two factors at work in a prospect's subconscious mind when he's considering doing business with you: confidence and risk. Your job in advertising is to raise confidence and lower risk. If you successfully do that, you'll sew up all the business. So let's talk first about confidence. The problem is that in today's marketplace, people are more jaded, skeptical, and weary. Weary of getting ripped off. Jaded from bad service. Skeptical of offers that sound too good to be true. In short, people are generally in a defensive buying position. As a result, the tendency is to either do nothing (remember your third kind of competitor, the dreaded inertia?) or to stick with their current supplier - even if the relationship isn't all that great. People figure it's safer to stay in a so-so relationship than test the waters of finding a new company to do business with.

So, are you marketing your company in such as way that it is instantly evident that you are the obvious choice to do business with? If not, you need to learn how to make those advantages so obvious to your prospects and customers that they quickly and easily draw this one conclusion: "I would have to be an absolute fool to do business with anyone else but you-regardless of price."

Our Monopolize Your Marketplace (MYM) program is about getting more results and making more money with the same time, the same capital outlay, and the same effort.

If you would like to learn more about our marketing services and the scope of the MYM program, please visit our Affiliate Company, LINC Performance Consulting at www.lincperformance.com.  LINC was initially started as in order to better assist business owners in growing their businesses; and, as appropriate, these business owners may greatly capitalize on this growth through the sale of their business.  LINC know offers strategic marketing, tactical marketing, graphic design, web design and print and media brokering.

(C) 2004 Corporate Investment International