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681638787 · Wysłany: Pią 4:59, 25 Mar 2011 Temat postu: A Short Story About YOU_3743

Marketing is about convincing the prospects that you have something they want. So it should be personal to them as possible. I.E. You should try to look at the situation from their perspective - agreed? So here is a little test you can try out.
The next time you look at some marketing material,[link widoczny dla zalogowanych], your own or something you have received try this. Count the number of times the words "I" and "You" plus their derivatives are used. So "I", "we",[link widoczny dla zalogowanych], "our company", "name of product" etc are all "I" words and "you",[link widoczny dla zalogowanych], "your", etc are all "you" words.
Then divide the number of "You" words by the number of "I" words and you get a "caring index". Less than 1 means the author has just spoken mostly about themselves, their company or their product. Above 2 means they are looking at matters from the clients perspective. Simple and easy to do - right?
You can do this with your own marketing material, your own public speeches or even listen to your staff on the phone. The higher value you get on the "caring index" means the better job you are doing at getting into the prospects shoes. Try it out and see what result you get, you will learn a lot from actually paying attention to what is happening.
Next look at what you competitors are doing. Surf their WebPages, do some mystery shopping, scan the trade press. See who gets the best "caring index". Now you have a target to beat and we all love competitions,[link widoczny dla zalogowanych]! As long as you can make your marketing material better than everybody else's you will get the lion's share of whatever business is out there.
The manageress and a guy behind a till were the only people in the shop and I made my way to the walk-in beer fridge at the back. Over the months they had got to know me well and no doubt had their own thoughts about me. But I was probably one of their best customers so they always treated me politely. They could not have failed to notice the huge amounts of booze that I was buying.As I made my way to the beer fridge the shop assistant appeared out of nowhere and greeted me. "Sawubona," he said. He seemed to stare right into my very soul. I wondered what was he thinking. He sometimes helped me to the car and today would be no different. No doubt I was a shock to him as well. Maybe I was too paranoid. Sure I was gaunt,[link widoczny dla zalogowanych], filthy and sickly-looking but then maybe there were plenty of people like me coming in and out of the bottle store every day. Maybe all that intrigued them was where the money was coming from. That must be a mystery as I looked like a typical down and out. Bugger it. Let them ponder.
The cold beer fridge revived me a little and I always stayed a couple of minutes longer than necessary. I found my beer and asked the assistant to help me carry the case to the till. There I fumbled for the money and handed it over to the guy. He remained silent and passed me the change which I gave to the assistant. He mumbled a quiet "Siyabonga,[link widoczny dla zalogowanych]," and carried the case to the car.I felt that I had no choice any more. The liquor consumed all my mental and physical energy. The people who came and went in my life saw me as a babbling wreck. I comforted myself with the thought that they should see me when I was deprived of my beers.I stopped at the fridge long enough to sink a cold one and then walked into the office. My entrance went unnoticed and only Mary looked up and asked how I was feeling. Plonking myself down, I couldn't fail to notice that it had turned into a lovely day.