Going Shopping In The Business Supermarket.

In the consumer playground, it's not the name or logo of a business that generates the desire to buy, it's the 'what's in it for me' factor which is derived from information that offers the incentive to purchase. So why is it that in all our advertising we make our business name or logo the dominate feature, occupying 25% of our advertising space be it on television; in flyers, brochures and other printed material? I might add, we never question this tradition because we think that if 'everybody else is doing it, then it must be right'.....well, what can I say? To make matters worse, we also possess an inherent arrogance that says - 'Of course everyone needs my product/service....And, my business name and logo automatically tells people how they can benefit from my business'.

The news is, that's not how it works. Firstly, you will never be everything to everybody and secondly, consumers aren't mind-readers. In fact, within 5 seconds of being exposed to your advertising material, your potential customer has decided whether your business can 'quench his/her thirst'.... if it doesn't, you have lost him/her to your competitor who claims they can. Only the large multinationals who have spent serious money on 'being in everyone's face', can effectively use their name or logo as the dominate feature in advertising and make it cost justified. They have programmed the consumers' minds to automatically associate benefits with their name. However, in their marketing campaigns they are still very big on offering benefits. To better sell your product/service you need to understand people's - needs, greeds and desires. With this knowled.....

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