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 | Aug 19, 2007 | Customer Education, Expectations, and Motivation, Customer Service
“Who the hell wants to hear actors talk?” H.M. Warner, Warner Brothers, 1927. “Man will never reach the moon regardless of all future scientific advances.” Dr. Lee De Forest, inventor of the vacuum tube and father of television. “The...
by Chuck McKay | May 9, 2007 | Customer Education, Expectations, and Motivation, Media, Social Media, and Word-of-Mouth (WOM)
Your friend is raving about a movie his wife has dragged him to. He says he’s glad she insisted, because it turned out to be the best crime drama he’s seen in years. He’s so enthusiastic that you decide to see it, too. But you find the film is only so-so. The plot is...
by Chuck McKay | Mar 13, 2006 | Advertising / Marketing Strategy, Customer Education, Expectations, and Motivation, Presentation
You’ve no doubt heard that people emotionally decide what to purchase, and then use logic to justify that purchase. Can a product be sold on emotion alone? Yes. Usually to children. Children desperately want to fit in. The easiest way to entice a child is to present...
