The Power Of Emotion In The Marketplace

October 9th, 2009 | Posted in General | by Michael Hobach

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Your company offers the best product or service of its kind in your industry. Its prices also happen to trump all comers. Tons of money is dumped each year into advertising and marketing yet your sales have not taken off. Meanwhile, your competition is enjoying a boon that is unbelievable.

What are you doing wrong?

Chances are it has nothing to do with your product, service or the pricing involved. The likely culprit for your sluggish returns is found in how your marketing is handled. Even if you are spending a lot of money and really getting the word out there, it may not pay off. If your message does not reach customers the right way, your gains may only be modest at best.

Take a look at the competition and see how it is getting the word out about a product or service. Look beyond the actual frequency of campaigns or the vehicles that are used. Pay attention to the substance, style and presentation of the advertising.

There is a very good chance that your competition has succeeded in reaching out to customers on an emotional or subconscious level where you have not. If the competition is using marketing techniques that speak to customers, so to say, it will not necessarily matter that you have better pricing and better products to offer. They will make the sale every time. Your traditional marketing techniques might improve your sales, but they will not produce the skyrocketing results your competition is enjoying.

So, why is it that emotions are so important in marketing?

When customers are appealed to on an emotional level, they will respond even if they do not necessarily mean to. People simply gravitate toward products, services or companies they feel they can trust. They are also more likely to support products that they believe can do something for them or their families that other products might not be able to.

Consider some of the most successful companies in the world. They have spent a great deal of time and effort making themselves household names. Many have done this by reaching out to consumers on the emotional and subconscious levels.

Say you sell laundry detergent. Your product is marketed as the greatest powerhouse with the most value. Your sales are good, but they could be better.

As you try to grow your reputation, competition comes on the market. Its product is clearly not as good as yours and its price might even be a bit higher. Its packaging, logo and promotions, however, have been designed to reach consumers on an emotional level. The commercials show busy working moms beaming that their children look so well taken care of. They might show single guys impressing the ladies with their crisp, clean and stylish clothing. While your product might actually do those things, the competition might enjoy a bigger piece of the sales pie because it has convinced others that it provides the solution to their problems.

When it is time to take your business to the next level, marketing will matter. Learning how to reach clients in a different, more compelling way can make all the difference in the world. There are secrets about marketing that can turn the table in your favor, emotional appeals are just one avenue for success.

 

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MLM and Network Marketing Schemes

September 17th, 2009 | Posted in MLM/NM, Personal | by Michael Hobach

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I thought I’d cover this early in our discussion – I have been involved with a number of Network Marketing Companies in the past. I have built a downline of several thousand people. I have earned thousands of dollars per month through Nework Marketing – years ago…

I have several really nice suits and cotton white shirts in my closet.

I’ve taken and written off many vacations.

I even purchased for cash a timeshare in Florida just outside of the Disney properties.

I never worked so hard in all of my life!

Some companies have really wonderful products and I still order Nuskin through my distributor account. Other companies have fizzled and all but gone away. Yet others keep going because they make so much money that they can stay alive.

I was a presenter – I had my laptop connected to a video projector and I stood up there talking to the groups that my downline ‘Invited’ to our presentations.

I did in-home demonstrations – I just can’t tell a woman that she has lines and wrinkles in her face that our product would help!

I told people that it was easy to make the money that I made – that I would show them exactly what to do.

Have you been here?

Pay attention to what I’m going to say for the rest of this post…

If a company has a product that is sold through a distribution channel that requires multiple people to earn a commission – no matter how good it is, it is going to be over priced. Remember that the company makes the biggest profit – then all of the ‘Distributors’ down the line to where the product actually gets to the customer. Whew… hard to imagine the whole $$ thing. You have a  $1.00 product that ends up costing the buyer $49.00 because of everyone in between that needs to get a cut.

No matter how good it is it takes a lot of ’selling’ to convince the buyer that it’s worth it.

Don’t forget the ‘autoship’ product that you have to maintain – $100 of product produces commissions for all of that upline – doesn’t matter that YOU are buying it now does it!

Here is what I really didn’t like about Network Marketing…

My (BIG) income had nothing to do with my ability to sell or market the product(s) – it was directly dependent on how well I recruited, motivated and babied those in my downline.

I stopped counting how many times I heard – "I can’t find anyone to buy this stuff" or "I don’t have any friends who I can recruit"

But this is why I won’t do this ever again – no matter what the product or how close to the top I’m placed. Just never going to happen.

The difference with doing my own thing…

When I have my own company, products, services, etc – I can decide what I’m going to sell today. If wigs that make a woman look like beyonce are hot (look up ‘beyonce wigs’) then I will promote it… if it’s the beginning of the NFL season I want to be able to promote ‘NFL wear’ or Fantasy Football League web sites.

I want to choose what I’m going to sell… something that I know is hot and real people are really buying them!

I don’t want some company to tell me that their product is hot – because that’s what they produce and market – regardless of how cold the market is for their product. Just because they say that their products are needed – it’s the wanted products that I will be promoting!

IMPORTANT NOTE!

Please don’t comment about how the MLM or Network Company that you are with is different. I’ll delete your comment and ban you from this site.

We are not here to promote MLM / Network Marketing as the way to really make money.

To your continued success,

Michael Hobach 

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