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Focus Check -- Focus on the "Buy"

Some marketing experts recommend that in creating a direct mail program, you should devote half your time to creating the reply form. Most clients are surprised, if not shocked, when they hear this very revealing rule. The rule is revealing because it suggests that most marketers spend too much effort on the sale and too little on the "buy."

Think how often you have been virtually sold on something, but chose not to make the purchase because it was too hard to buy. The salesperson offered all sorts of options, for example, or made you worry about the value of an extended warranty. Perhaps they offered more complicated financing packages than you could intelligently choose among. The product was too hard to buy. Now, think of your opposite experiences. Something appealed to you a little, not necessarily a lot and the ease with which you could order, pay for, and receive the product ultimately led you to make the purchase.

Good marketing must focus on the buy. How clear is your offer? Can the prospects sample the service, thereby reducing their risk? How clear is the price? How easy is it to buy?

Save your customers some hassle and make your product easy to buy.



Selling the Invisible
by Harry Beckwith

REVIEW
In Selling the Invisible, Beckwith argues that what consumers are primarily interested in today are not features, but relationships. Even companies who think that they sell only tangible products should rethink their approach to product development and marketing and sales. For example, when a customer buys a Saturn automobile, what they're really buying is not the car, but the way that Saturn does business. Beckwith provides an excellent forum for thinking differently about the nature of services and how they can be effectively marketed. If you're at all involved in marketing or sales, then Selling the Invisible is definitely worth a look.


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