How to differentiate your product or service
by OneCoach Team | posted on July 16th, 2008 | Marketing
This is the first of a series of posts excerpted from a conference call between OneCoach CEO John Assaraf and Tony Rubleski, president of Mind Capture Group and author of Mind Capture: How to Generate New & Repeat Business in the Age of Advertising Overload.
You absolutely must get your company in the mindshare of the consumers and really understand how important that is. You need to be in the forefront of your prospect’s mind. Essentially, you want your prospect to wake up in the middle of the night with a question about your industry, and have your company name and information pop into their mind as the answer.
To accomplish this mind capture, you must stand out – one of the few ways to get people’s attention and win new business in a world of too many choices and demands placed on people’s time. This can be a daunting task with about 50,000 messages bombarding us every day.
It’s truly incredible the amount of information overload that we live in. This is why you need to get your hooks in your prospect within three to seven seconds. Think that’s quick? Guess again. Our brains process an unbelievable amount in just one second. So you’ve really got to get your great marketing message, the hook or headline into what you’re saying very quickly, regardless of the media platform – e-mail, podcast, print or direct mail. You’ve got to capture them right now.
The main challenge in advertising today is getting the attention of your prospects. The second biggest challenge is time. Those who understand the true power of these factors will grow and prosper and those who don’t will be history. The latest studies show that we are gathering information about a third to a half of a second at an unconscious level before you’re even aware of it consciously.
For more about Tony Rubleski, visit his site at www.mindcapturegroup.com.
Members of the OneCoach Business Growth Network have unlimited access to hundreds of interviews like this one — see OneCoach.com to learn more about building your business fast.
Next in this series: Be friends with your marketing.
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