Every so often I look at the marketing messages
I've written for my various web sites, and I try to see them
through the eyes of the consumer. I ask myself ... are they
exciting? Powerful? Persuasive? Do they create the desire
to take action? What kind of changes are necessary to make
them more compelling?
If you are someone like me who makes a living
by using your creative skills, being objective about your
own work is not easy. Nonetheless, there comes a point when
you have to put vanity aside and look at your creation as
though you were the buyer. Have you created something that
speaks to the deepest needs and/or desires of the consumer?
Does it have substance? Does it radiate energy? Will it make
a difference in someone's life?
For the last few weeks, I've been editing
the manuscript of a first-time author. I feel she has written
a book that has strong potential and, although it may never
be a 'best seller,' I do think it will have its fair share
of sales. On several occasions, we have discussed the marketing
aspect of writing ... what it will take to make the book sell.
I've found that it has been very difficult for her to "let
go" of her creation and view it from the perspective
of the reader (buyer).
This is a gremlin that we all face. There
comes a point when each of us must "let go" and
see our business from the customer's point of view. No matter
how much we believe in what we have to offer, the hard facts
are that it's the consumer that makes the final decision.
It's the consumer that buys our product or service.
It's the consumer that we must satisfy.
Once you realize this and put it into
practice, you'll have a firm grasp on the heart of
marketing.
Nan Yielding has nearly 10 years experience as an online business owner. She is the owner of Writing-Etc.com and offers internet marketing services and assistance to help website owners attract more customers and increase sales.
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