(Newswire.net — February 15, 2014) Chicago, Illinois — You have a great concept. You have a valuable product or service you offer. You may have invented a new product. You may have a service that is uniquely yours.
You might be competing against larger businesses that advertise a lot. You don’t have the advertising budget they have. You have a website, have done your SEO and social media but still something is not working.
Everyone has preconceived notions, concepts, images and feelings.
One of the biggest issues that people and businesses face are preconceived notions. Let’s say you have a beautiful welcoming restaurant. You have just created the best chicken dish anyone has ever made. It is so flavorful, delicious, cooked perfectly, and seasoned just right, with a little, heat, crunch and even some umami. Every person that tastes your chicken dish loves it.
– You go to out to an event and a man there asks you “What you do?”
– You say “I have a restaurant.”
– “What kind of restaurant?”
– “I have a chicken restaurant.”
– “Oh, I don’t like chicken. It is greasy or has no flavor.”
– “My chicken is not greasy and has flavor. Why don’t you come try it?”
– “Thanks, but I just don’t like chicken”
Tired of feeling rejected and frustrated? Want things to work?
Imagine you are in their heads.
You can see what they see, feel what they feel, and think what they think. Images of the phenomenal chicken dish are in the owner’s mind enjoyed by all in her beautiful restaurant. She says “I have a restaurant.”
No matter who you are the word restaurant brings up images, feelings, thoughts, memories and associations. You can’t help it. You remember with feelings, memories and associations.
For the man the word restaurant brings up the images, memories, feeling and thoughts on a diner he goes to. That is his association.
The owner says “I have a chicken restaurant.” Her image is the beautiful restaurant with her delicious chicken dish.
For the man “Chicken restaurant” brings up fried chicken in a bucket. His mind was made up before things even started. His preconceived notions, feelings and opinions meant she was out the game before it got started. Are your marketing efforts defeated by preconceived notions?
How preconceived notions can defeat our marketing efforts and make our branding effective?
Branding is association. What do your associate Search Engine with? Energy drink with? Just Do It with? What would you like to associate you and your business with?
– Delicious French food
– Stylish clothes
– Hot music and dance – the best in Hip Hop
– Exotic Asian furniture
– Quick responsive heating and air service
– Best deals on cars in Chicago
– Cupcake cuisine
– Attorneys that win your case
– Sexy shoes and shoes you feel sexy in
– A place to meet new friends
– A gym everyone wants to come to
Human minds are very complex and yet there are things we can count on. Magicians use how our brains work to have their illusions appear magical.
Science has made leaps in how our memory, perception, brain and how people make choices. Corporations, advertisers and businesses use this to influence choices.
Corporations have huge advertising budgets so how can your business compete?
– Play where you can win
“Would you rather be big fish in a small pond or a small in a big pond?” In the big pond? Do you know what they call a small fish in a big pond? Food.
– Find something a word, sentence, emotion that is you and your business
– Associate that with your name and the name of your business
– Deliver on the word, sentence, emotion or it will not stick
– Support that and build on it
– Don’t explain – let your work speak for you
– Use emotional verbiage, feelings and visualization
– Do ongoing influential campaign marketing to set and promote the brand
Now, imagine this conversation.
– “What do you do?”
– “Let me show you.”
– “How can you?”
– “I would like you to be my guest at my restaurant. I know you will love it.”
– “What do you serve? You will have to come see, taste, and smell and enjoy.”
– “Ok. How can I resist or why would I. I can’t wait. Are you open tomorrow?”
At the restaurant the next day.
– “Welcome, I am so happy to see you.”
– “I am ready to enjoy your food.”
– “Let me bring our specialty.”
– “What is it?”
– “It is delicious.”
– “This is so delicious. What is it?”
– “It’s chicken.”
– “Chicken? Now when I think of chicken this is what comes to mind.”
It was not chicken he did not like. It was how the chicken was prepared.
What would you like to associate with? Success? Then associate that with your campaign with..
John K Arnold
JKA Marketing, Inc
910 W Van Buren # 340
Chicago, IL 60607
Ph: 312-802-1208
Ph: 407-592-0311
www.jka-marketing.com
Email: john@jka-marketing.com
It is about how it is prepared.