by Chuck McKay | Dec 10, 2021 | Buying Stages / Sales Conversion, Minimizing Risk, Persuasion / Power of Words, Two-Step Marketing / Back End Sales
There’s a gas station at one of the Interstate 20 off ramps in Columbia, South Carolina that is rumored to have the lowest prices in town. If they don’t have the lowest prices, they certainly have convinced a large group of drivers that they do. Most hours of the day...
by Chuck McKay | Nov 30, 2021 | Buying Stages / Sales Conversion, Customer Education, Expectations, and Motivation
“Everyone needs our product,” said Bob. “All we need to do is to tell them about it.” Bob’s enthusiasm is contagious. He’s convinced that America’s tap water isn’t safe to drink because of the presence of pollutants. The water filter he sells...
by Chuck McKay | Nov 24, 2021 | Buying Stages / Sales Conversion, Unique Selling Proposition (USP)
Is this a good ad? Does it make you want to buy a can of John’s Tomato Juice? A good ad would. A good ad would catch the attention of someone who wanted tomato juice, and offer compelling reasons to choose John’s brand. But this ad? People expect tomato...
by Chuck | May 14, 2012 | Advertising / Marketing Strategy, Buying Stages / Sales Conversion, Customer Education, Expectations, and Motivation, Fresh Catch, Systemic Marketing (TM)
There tend to be two schools of marketing. The creative and the scientific. Imagination and mathematics. Right brain, left brain. At least, it looks that way on the surface. Marketing Yin & Yang Some highly effective marketing uses evocative imagery. “Melts in...
by Chuck McKay | Jun 8, 2011 | Buying Stages / Sales Conversion
A regional community college has just contacted the marketing rep for the local TV station. They’ve spoken the words which strike fear into the hearts of salespeople everywhere: “”The advertising isn’t working.” “Tell me more,” says the rep. “Well,...
by Chuck McKay | Jan 11, 2011 | Buying Stages / Sales Conversion, Market Segmentation, Targeted Marketing, Database Marketing
You carry a cellular telephone. You’re reasonably happy with the service, the rate, even with the quality of your phone calls. Still, the phone you purchased two years ago was already proven technology by those standards, and is now considered old. Plus,...
