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Will You Add? - Features and Benefits Brainstorming
Ego has cost corporate America more money than any other single factor. This is caused by poor decisions, thwarted initiatives, products that have out lived their life cycle, acquisitions gone bad etc. Want more? O.K.-New products that should never have hit the street. -Bad products that were left on the street too long. -Poor hiring decisions. -The decision to terminate a good employee for no other reason than they have an egotoo. -The unwillingness to let go of control of anything. -Keeping decision making at the top of the corporate ladder. -Unwillingness to delegate difficult or critical tasks. -The desire to look good to the rest of the corporate world regardless of whether you aremaking money or not.I believe by now I should have your attention. So why is ego such a big problem in business. Donald Trump has one and he is successful.In the classic book, Good To Great Jim Collins states, “Level 5 leaders channel their ego needs away from themselves and into the larger goal of building a great company. It’s not that Level 5 leaders have no ego or self-interest. Indeed they are incredibly ambitious – but their ambition is first and foremost for their institution and not herself or himself.”If you were to ask one of these executives or managers who have an - out of control ego - if their ego is out of control, guess what you will hear? You guessed it – no. Why is this? Denial? Arrogance? Insecurity? Or, some other psychological or emotional need that has not been
Executive business gifts, such as those found online, are often proven to show and increase in sales and company moral. For only a minor amount of money, they provide major results. However, most companies are not taking advantage of the sales incentive programs that have been proven to work, and some companies that do try to provide these kids of programs fail miserable. Simply buying executive business gifts is not enough—you have to understand why sales incentives work in the first place. Employees want the reward. The most typical reasons that executive business gifts work as sales incentives is that employees really want the prize. Imagine if staying late on Fridays or working a couple Saturdays enough would boost your sales to earn a brand new car, courtesy of the company—you’d do it, right? Your prizes don’t have to be as elaborate as a new car, but you do have to choose prizes that your employees actually want. Promotional baseball caps and T-shirts are great for exhibitions and conferences, but you don’t have to sell your product to your employee. He or she will want the reward more if it’s something useful, like a conference bag or executive business folder. Choose your gifts wisely so your employees will want them. Employees feel motivated. When there’s something more up for stake, your employees will feel motivated to work harder for you. Note that this works even if your employee doesn’t particularly want the gift. Even if you have a great gift, like a computer memory stick, perhaps a sp
I complete this exercise even when I think I'm sure that I have it done. The mind plays some funky games, by redoing this exercise, my thoughts zone into what I'm working on, and my mind becomes razor sharp.
In other words, if I am writing marketing copy and I do this every day for many different projects, even though I did the exercise yesterday for the same project, I repeat it without looking at the previous version.
Almost every time something new emerges that surprises the ding-dongs out of me. This works on the principle that when you dump it on a page, your mind becomes free to allow what is underneath to rise to the top.
By Hand Method
On a new sheet of paper, draw a vertical line down the center into two columns. Title the left column "Features" and the right "Benefits."
Let’s first start by listing the features. Leave the Benefits for after you dumped as far as you can at this sitting. Features are the adjectives that describe the product or service.
Here is a few questions that will help speed your progress: * What does it look like? * What does it do? * How does it help? * What unique advantage does it offer?
How is it different from other products/services?
Your goal is to list at least 10 features.
Now let us switch to the "Benefits" column. Here you need to describe the outcome (results) of each feature. They need to describe the results of the feature you listed. If you don't come up with anything, ask yourself if that is really a feature. If not, scratch it out and keep moving down.
Here are a few questions to get you started: * How does that particular feature bring value to the customer? * Will they sleep better, eat better, make more money, or what better because they have it?
Next, contact some prospects or past customers (not current customers). Ask them to identify the benefit they see in your product/service. Usually they can give you benefits you could not see. This is usually an eye-opening experience so don't skip over it.
Now, number each of the benefits in significant order from the prospect's perception. You can number them and then e- mail ten or so prospects, present and past customers, and ask them to number them. Then you can see how well you know your prospects. If you are way off to their perspective, then at least you know you need to get to see things from their viewpoint and you can work on that.
Finally, yet importantly, choose the top, number one, ultimate benefit that stands out. THAT, my friend, is the foundation of all of marketing and writing marketing copy. This isn't the end, now you need to build your marketing strategy around this ONE, repeat ONE, benefit.
Don't make the mistake juvenile marketers make by expressing all the benefits. This only confuses the buyers. Moreover, if your prospects are responding, "I need to think about it" more frequently then you prefer -- let this be your clue.
You can complete the form with the same by-hand method listed here or use the form that I've created (available in the FORMS section of our web site, http://www.abundancecenter.com/forms/main.htm).
Catherine Franz, a Certified Professional Marketing & Writing Coach, specializes in product development, Internet writing and marketing, nonfiction, training. Newsletters and articles available at: http://www.abundancecenter.com blog: http://abundance.blogs.com Article Source: http://EzineArticles.com/?expert=Catherine_Franz |  |
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- After The Show - Self AnalGetting Projects Funded With Bank Instruments"Benefits" column. Here you need to describe the outcome (results) of each feature. They need to describe the results of the feature you listed. If you don't come up with anything, ask yourself if that is really a feature. If not, scratch it out and keep moving down.
Banking Instruments are used as Credit / Asset Enhancement in order to aid in the development of projects, to facilitate trade-finance, help to secure Loans, Real-Estate Development, or General Business Expansion.The advantage of using these instruments is that it is immediately confirmed as Viable Security, thereby meeting the criteria of the Standard Credit Committee and triggering the Credit Line Days and dispensing with the normal 60-90 day period of Institutional Due DiligenceHere is a summery list of projects that a Bank Instrument could be used for, from this authors experience.They have been used for:-Increasing the underwriting Ratio for an Insurance Co.-Substantiating a stronger financial position of a Company going public prior to issuing an IPO.-Triggering the release of Funding from a Foundation / Trust / Pension Fund-Enhance the Book value of a Company in order to implement corporate financial strategy-Allows the Client to meet a Collateral First requirement-Used to qualify a Client in order to Tender a formal BID-Used to qualify to capture an allocation of product in order to be able to be a distributor of various commodity products-Proof of Funds / evidence financial wherewithal-Used to enhance or trigger a Commodity Trading Credit Line using DLC purchases.-Banks can place them on their books under their custody in order to increase their reserves thereby increasing their Multiplication Factor Lending Ratio and simultaneously earning overnight interesHere are a few questions to get you started: * How does that particular feature bring value to the customer? * Will they sleep better, eat better, make more money, or what better because they have it?
Next, contact some prospects or past customers (not current customers). Ask them to identify the benefit they see in your product/service. Usually they can give you benefits you could not see. This is usually an eye-opening experience so don't skip over it.
Now, number each of the benefits in significant order from the prospect's perception. You can number them and then e- mail ten or so prospects, present and past customers, and ask them to number them. Then you can see how well you know your prospects. If you are way off to their perspective, then at least you know you need to get to see things from their viewpoint and you can work on that.
Finally, yet importantly, choose the top, number one, ultimate benefit that stands out. THAT, my friend, is the foundation of all of marketing and writing marketing copy. This isn't the end, now you need to build your marketing strategy around this ONE, repeat ONE, benefit.
Don't make the mistake juvenile marketers make by expressing all the benefits. This only confuses the buyers. Moreover, if your prospects are responding, "I need to think about it" more frequently then you prefer -- let this be your clue.
You can complete the form with the same by-hand method listed here or use the form that I've created (available in the FORMS section of our web site, http://www.abundancecenter.com/forms/main.htm).
Catherine Franz, a Certified Professional Marketing & Writing Coach, specializes in product development, Internet writing and marketing, nonfiction, training. Newsletters and articles available at: http://www.abundancecenter.com blog: http://abundance.blogs.com Article Source: http://EzineArticles.com/?expert=Catherine_Franz | |
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- After The Show - Self AnaThinking Of Starting A T-Shirt Design Business?t make the mistake juvenile marketers make by expressing all the benefits. This only confuses the buyers. Moreover, if your prospects are responding, "I need to think about it" more frequently then you prefer -- let this be your clue.
As the price of modern technology continues to fall, aspiring designers are finding it increasingly possible to produce small quantities or even individually designed printed T-shirts.A T-shirt design business can be a part-time venture for an additional source of income. It can also be a full-time career where you’re in charge of your own work, and prosperous work at that.But how do you ensure that your T-shirt design venture is a success? That is what we will be discussing over the course of this article.What Types of T-shirt Printing Are Possible?There are several methods of T-shirt printing to be considered as you evaluate your business strategy. Each has its benefits, and each is preferred for certain circumstances. Choosing the right printing method is absolutely crucial.Heat Transfer printing is arguably the most popular choice for small businesses. The process involves heat transfer to press an existing photo or design on to a fabric. While it certainly isn’t as lasting as other methods, transfer printing is great for small quantities and is much faster than, say, screen printing.Heat transfer provides a smooth feel when the fabric is produced. You’ll certainly notice the difference in texture, but it also has a tendency to crack more often. The machinery required is relatively small and a good option for small scaled production.One of the most important things to remember with transfer printing is the restrictions of pressing on to coloured garments. In general, most forms of transfer printing
You can complete the form with the same by-hand method listed here or use the form that I've created (available in the FORMS section of our web site, http://www.abundancecenter.com/forms/main.htm).
Catherine Franz, a Certified Professional Marketing & Writing Coach, specializes in product development, Internet writing and marketing, nonfiction, training. Newsletters and articles available at: http://www.abundancecenter.com blog: http://abundance.blogs.com Article Source: http://EzineArticles.com/?expert=Catherine_Franz | |
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- After The Show - Self Ana3 Ways to Gain and KEEP Customers Using PostcardsneArticles Expert Author">
In today’s competitive (sometimes cutthroat) marketplace, savvy business owners need to constantly look for ways to get and, more importantly, keep their customers. When used properly postcards offer a great opportunity to do both.1. Mail systematically to a targeted database of prospects. Most people who use postcard mailings as a way to acquire new customers mail to a list once and then stop. It’s far more effective (provided that your postcards have an enticing offer, and provided that you are mailing to a group of “ripe” prospects) to mail regularly to the same group of potential customers.Think about it this way. How many times have you received something in the mail or seen an ad on TV and thought, “that’s a good idea, I need to look into that.” Only to forget about it the next day and never take action. That’s just human nature. And that’s why it’s better to mail systematically and regularly to a group of prospects than it is to just mail once or twice. It may take 3 or 4 contacts with a customer before they are willing to do business with you.2. Systematically contact your customers. Once a business gains a new customer the tendency is to do nothing but hope that the customer will come back. Bad idea. It’s far better to be proactive and mail monthly, weekly, quarterly, etc. to your current customers offering them special incentives, additional products, or just to simply thank them for their business. It’s amazing what kind of growth you can achieve if you get even a small percentage of your customers to make an add
