Marketing thoughts

On usability

– I don’t know how to measure the “I get it factor” or the “It just works” factor, but it is real and it means more than ever.

– Writing for people is a lot easier than writing for “your audience” or “consumers” or “the general public.” So just write for people.

– Simplicity does not equal simple.

On common sense value

– Give them a break.

– Give them a good deal.

– Don’t take your customer for a ride.

On selling

– Most buyers aren’t experts in your product. Very few want to become experts. They have an awareness, whether conscious or subconscious, that they are at your mercy in many respects. You, being the expert, market your stuff to them, being the ones hoping your stuff will solve their problems. Don’t overlook the obvious fear built into that relationship. If you aren’t the type that can harness that fear (i.e. overbearing closer with a real success rate), better to remove it.

– The idea is to get people to want to buy your product so they will buy it. Salespeople spend too much time on everything other than getting a prospect to WANT what they are selling. (This does not apply to those who sell things that have absolutely no desirable appeal. I feel sorry for you.)

– Most buyers want what everybody else wants: the best product at the best possible price. This probably isn’t the surest way to maximum profits, but keeping it in mind will get you closer to any sale.

– To contradict myself (actually just complete the picture), most buyers just want to feel good when they buy your product from you.

Managing sales

– Your CRM is your friend.

– Sales and customer support activities represent the bulk of time someone from your company spends with your customers. As a rule, it’s better to reduce the quantity of time spent than to reduce the quality.

Managing marketing

– Marketing ideas are almost universally expensive propositions, especially in a startup environment. A fifteen minute conversation about a product promotion idea can boomerang from a $1,000 cool idea to a concept that would require $millions. If you can’t manage the execution of the idea presently, just write it down and move on; it is in all likelihood a distraction. The high dollar ideas should come from your core business strategy, which is rarely a pure marketing idea.


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