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Article Title: What Dr. Seuss Teaches Us About Marketing
Author: Kristie Tamsevicius
Word Count: 724
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I am Sam! Sam I Am!
That Sam-I-am! That Sam-I-am!
I do not like that Sam-I-am!
I was sitting down with my son last night to read Green Eggs
and Ham. You know, of Dr. Seuss fame...
I'm sure you read it when you were a kid. Anyway, I couldn't
help but smile as I gleaned words of marketing wisdom that I
found hidden in between the lines. Isn't it funny where ideas
strike you sometimes?
So here are some of the lessons that Dr. Seuss has to offer
about marketing your business.
Lesson 1) Sam Was Selling Green Eggs and Ham
Do you like green eggs and ham?
I do not like them, Sam-I-am. I do not like green eggs and ham.
Do you sell something unique or different that your customers
aren't familiar with? In the story, the big fellow is running
away from Sam who is pushing green eggs and ham. He flat out
says he has never tried it.
I don't blame him. Take one look at the plate of green eggs and
ham and it doesn't look very appealing.
Customers are often afraid to try something new. Sometimes they
don't understand your product. Other times they have
preconceived notions about it. Perhaps if Sam had taken time to
share more product information with the fellow, then he would be
more apt to try those green eggs and ham.
For instance Sam could interest his customer more if he:
- shared the customer focused benefits of green eggs and ham
- shown testimonials from customers who sing the praises of it
- offered a free report so he could learn more about it
- offered a free teleclass with recipes for using green eggs
and ham
Lesson 2) Sam Wasn't Focused on the Customer's Needs
I am Sam, - Sam I Am.
That Sam-I-am! That Sam-I-am! I do not like that Sam-I-am!
It seems that Sam has created a bad impression with his
customer.
The only thing on Sam's mind is selling his product. Had Sam
been more focused on caring about his customer, discovering
their needs, and creating a relationship, he might have had
better results. Remember, to get inside the customer's head by
asking "What's in it for Me?"
Lesson 3) Multiple Marketing Exposures Pay Off.
Sam is an aggressive little salesman isn't he? In fact, he is
SO aggressive that he tries to reach his customer in a boat,
with a goat, in the rain, in the dark, on a train, in a car, in
a tree, in a box, with a fox, in a house and with a mouse. And
in the end, those friendly marketing exposures worked. The
customer "got" the message and finally tried green eggs and
ham!
Quite often we send one announcement about a product in an
email or newsletter and are dumbfounded at why we didn't get a
better response rate. The truth is, that it takes repeated,
consistent marketing communications to achieve maximum sales
effectiveness.
A marketing message must reach a prospect 9 times. However,
because of SPAM and the sheer flooding of marketing messages,
people only HEAR your message 1 out of every 3 times they are
exposed to it. That's why Guerrilla marketer, Jay Conrad
Levinson says that these days it takes a full 27 exposures to
ensure the full capacity of your sales campaign.
Lesson 4) Sam's Customer Now LOVES Green Eggs and Ham!
Say! I like green eggs and ham!
I do! I like them, Sam-I-am!
I do so like green eggs and ham!
Thank you! Thank you! Sam-I-am!
In the end, all that work of romancing Sam's customer worked.
After taking one bite, the customer is singing the praises of
green eggs and ham. So how can we use testimonials in your
business?
- Ask your customers for feedback on how satisfied they were
after purchase
- Provide a feedback form on your web site
- Create a customer forum where people can share their
experiences with your product
- Add testimonials from satisfied customers to your web site
and sales letters
About The Author: Kristie Tamsevicius - turns entrepreneurs
into the lavishly paid in-demand experts in their field. Learn
how branding helps you to attract customers, build income, &
gain visibility while successfully promoting your business
online with our FREE report "Web Branding Secrets" by visiting
http://www.branding
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