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It’s true, the rumors have been confirmed. The NEW book “Walking With The Wise Entrepreneur” featuring 55 top business minds including Donald Trump, Bill Gates, Zig Ziglar, Wayne Dyer, Brian Tracy and yours truly will be arriving the week of September 12th. I will be sending out a very special announcement late next week to ALL subscribers with more details on this exciting book and “Special Pricing” which I’m sure many of you will want to take advantage of.
Let’s examine the seventh piece of marketing evidence you can use to strongly position your company, product or service as the clear choice versus the competition in a crowded and noisy marketplace.
This strategy is the creation and use of a powerful guarantee in your business. The goal is to take as much risk away as possible for a prospective customer that it’s a “no-brainer” to give you new or additional business.
So how do you create a powerful guarantee to use in your marketing efforts? Here are three shortcuts:
1. Look at other industries for ideas. The classic guarantee is Dominos Pizza with their “Fresh hot pizza delivered to your door in 30 minutes or less or it’s free!”. This bold, upfront and gutsy guarantee made them into a powerhouse because they found a common challenge that resonated with everyone. By using speed as a competitive advantage in their guarantee, they turned the entire industry upside down.
2. Determine what are major service gaps that your company could improve on or use to attract new and repeat business. The telephone and cable company come immediately to mind on this point. They’re notorious for wanting you to stay home all day to wait for a service technician to install or make changes on your service. They spend millions of dollars on marketing and make the initial service contact a real inconvenience.
3. Ask your customers for help and ideas with things they’d like to see offered, changed or easier for them to do business with you. There are a lot of ways to do this such as surveys, or asking questions over the phone, email, or when you see them in person. Some key questions to consider when looking for ways to create and use a powerful guarantee:
*Why do you do business with us?
*If you could change one thing about our product, service or organization what would it be?
*Would additional products/service would you be interested in for us to offer that could save you time or money? What are they?
*Rank our level of service the last time you stopped in or placed an order with us?
Never forget that people are always apprehensive and a bit skeptical when they’re drawn to you through marketing and advertising. A powerful and well thought out guarantee often times pushes them into action and encourages them to try you out. This seventh piece of marketing evidence can revolutionize your business if done properly.
In the next eletter we’ll explore the eighth and final piece of marketing evidence to improve your marketing. As always, I thank you for your time and the chance to educate and share with you effective ways to grow your business or organization.
Helping Others Achieve Marketing & Communication Breakthroughs.
Sincerely,
Tony Rubleski
For additional marketing resources visit www.mindcapturegroup.com.
