How to Sell Anything / Marketing 101

Before anyone gets to use your product/service, they rely on REPRESENTATIONS of it. These may be, advertisements, reviews, or other communications. The net result of comms is a BRAND PROMISE. Here, BRAND refers to the personal( ident)ity of your business, and PROMISE means something like a pitch, label, or invitation.

The function of the promise is,

TO CAUSE PURCHASE DECISIONS.

What causes these decisions?

1. Customer has decided to spend money on a competitor, and now, but you PROMISE your goods/ services/peripheral-freebies/ relationship management : are superior. Explain.

1.

My burger is the best in town. - HORRIBLE PITCH. Explain to me with examples, how it is worth my risking the cost to go to you instead of the other 1200 burger sellers in between us.

1.

We are the friendliest shoe seller. - HORRIBLE PITCH. I'm not looking for friends while shopping.

1.

Form a long term business relationship with us. - BETTER, BUT HOW DO WE START? I need a reason to start!?

2. Customer has decided to spend money on you, but not now, and you PROMISE now is the best time to do so. Explain.

2.

This is why you always hear sellers saying, "this batch of goods was of unusually high quality, you should grab it today".

2.

This is why you hear sellers saying, "next week is a holiday and traffic will be bad, you'd better come now".

2.

This is why you hear sellers saying, "political situation is uncertain, better buy before tariffs hit."

3. Customer has decided to spend money on you, now, but isn't sure that you have what they want, and you PROMISE you have something that they will not regret, if bought now. Explain.

3.

"Rite of passage."

"Must try."

"Unique opportunity."

3.

"Part of a strategic improvement."

"Begin your journey now."

3.

"Tailored solution."

"Can make it exactly as you order it."

3.

"Everyone is getting this." ( If you get it, you will evade FOMO because you didn't have any other way to get over pathological anxiety. You'll fit in. Your class aspirations will be fulfilled. You will rise in life. )