The “YOU” Mentality Sells More

I was on a conference call the other day with marketing genius Jay Abraham, and he said something very simple but powerful that I wanted to share with you.

That is, the single most powerful marketing strategy or mentality available to you and your business is the YOU mentality. Put simply, the YOU mentality means focusing on the needs of your customers over and above your own needs.

“Of course”, you say, “That’s marketing 101 for dummies”. But isn’t it funny how often many businesses ignore this most basic principle? For example, over 50% of websites start by focusing on the company, NOT on the needs of the visitor. They open with something like this:

“ABC widgets is the foremost supplier of quality plastic, vinyl and stainless steel widgets in Australia”

YAAAAAAAWN!

This approach is spectacularly unsuccessful, because

1) people care more about themselves and their problems than about other people AND 2) it’s invariably filled with unsupported claims and meaningless boasts.

All you have to do is turn this around is to focus on why the customer is even interested in your widgets in the first place - that is, their PROBLEM. Once you’ve shown that you understand their problem, you can start to get them interested in your SOLUTION.

A good rule of thumb is, the word “YOU” should either be written or implied in your headline, and it should feature many times over in all of your advertising materials.

Here’s an example: In my work as an advertising copywriter, I recently wrote the copy for a website aimed at helping companies Export to Japan. Notice how many times “you” and “your” are used to engage the reader.

By examining all of your marketing materials and honing your “YOU” mentality, your marketing results can only increase.

If you haven’t already subscribed to the free monthly “Results-Driven Marketing Secrets” newsletter, sign up now so you can start implementing effective low-cost and no-cost marketing strategies in your business. Subscribe here…

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Low-Cost Repeat Marketing For SMEs

It’s surprising the number of small and medium businesses that don’t take active steps to encourage repeat business. They take what’s given to them, but they don’t actively seek to increase the amount of repeat business that they’re getting.

That’s a shame, because repeat business is much cheaper and easier to get than new business.

The easiest strategy to drive increased repeat business is to build an in-house list, then regularly contact that list with offers and news of interest.

Most businesses already have a list of customer names that they can mail. Or if you don’t have a list, start building one now.

In our free “Results-Driven Marketing Secrets” Newsletter, we cover a number of strategies for building a list and generating repeat business. You can sign up free at www.Marketing-Results.com.au

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