by Chuck McKay | May 16, 2008 | Advertising / Marketing Strategy
Thus far in the Marketing P.A.I.N. Series, you’ve seen the value of talking to your customer about the exact discomfort she’s experiencing. You’re able to identify four stages of pain. You can help your customers to identify with your solution at...
by Chuck McKay | May 7, 2008 | Advertising / Marketing Strategy
Suppose you go to bed Tuesday evening at the usual time, following your usual routine. Wednesday morning you sit up in bed, swing your feet over the side, and are startled as you put your feet into a cold, wet puddle of standing water. You discover that somehow,...
by Chuck McKay | Apr 27, 2008 | Uncategorized
I’m dating again. Oh, not because my marriage to the Lovely Mrs. McKay is in trouble, far from it. I’m “dating” in that I’m ready for a new consulting relationship. I’ll be taking my time to find the right fit for the long term.You see,...
by Chuck McKay | Apr 25, 2008 | Advertising / Marketing Strategy
Most models of effective advertising list getting attention as the first step. Doesn’t it stand to reason that your communications will become powerful when your prospect recognizes that you’re talking to her? That’s the purpose of the Marketing...
by Chuck McKay | Apr 13, 2008 | Advertising / Marketing Strategy
There are three ideas critical to the Marketing P.A.I.N. concept. 1.Nobody buys anything until she becomes aware that the absence of that thing in her life causes discomfort. 2.Your prospective customer will be much more likely to pay attention to your advertising...
by Chuck McKay | Apr 2, 2008 | Advertising / Marketing Strategy
A brand is a trademark or distinctive name identifying a product or a manufacturer. Branding is the process of raising awareness of the advantages of a particular trademark, and building strong emotional ties between customers and products. The advantage in building a...
by Chuck McKay | Mar 13, 2008 | Customer Education, Expectations, and Motivation, Market Segmentation, Targeted Marketing, Database Marketing
Originally published March 8, 2008 They want you to make it stop hurting. Remember Abraham Maslow’s Hierarchy of Human Needs? Maslow described “deficiencies” that cause an individual discomfort when her needs are not being met. In other words, deprivation...
by Chuck McKay | Mar 7, 2008 | Customer Education, Expectations, and Motivation, Customer Focus, Retention, and Evangelism, Market Segmentation, Targeted Marketing, Database Marketing
Assume John sells vacuums. He feels he needs to advertise. Does he… 1) Explain to people why clean floors are important? 2) Explain how vacuums remove dust, allergens, and pollens to keep your family healthier? 3) Announce that his store has vacuums with HEPA...
by Chuck McKay | Feb 27, 2008 | Advertising / Marketing Strategy
Imagine yourself the quarterback of a football team. You understand the game. You know what the goal looks like, and how to score. There’s only one problem. You don’t have any idea of where you are on the field. You could be on your own 30-yard line. On...
by Chuck McKay | Feb 19, 2008 | Uncategorized
Its hard to believe that a dozen years have gone by since Jeffrey F. Rayport of Harvard Business School coined the term Viral Marketing.A viral message replicates itself through voluntary participation of the recipients, spreading an idea through preexisting social...
