Αρκεί μονάχα η καλή γνώση του προϊόντος?

Μύθος Νο 4

"I know this product like the back of my hand. I’ll be able to sell it." Quite often people do know their products and services, but do they know the market place? It’s nowhere near as important to know about the product or service as it is to know the market place. The market place and how it is approached and developed will more dictate your success, than product or service knowledge.

Μια Διαφήμιση γίνεται αποδοτική μετά από 3-5 επαναλήψεις?

Μύθος Νο 3

You have to run an ad 3-6 times before it is effective/profitable. Really? If an ad bombs month #1 why will it do better in month #4? A bad ad is a bad ad. It doesn’t improve over time. Advertising with the direct mail method isn’t like a magazine ad . People are more prone to save postcards and letters that interest them than magazine ads. Also, in general, it’s a lot easier to target prospects with mail than magazines. Another problem with magazine ads is a common production lead time of 3 months. By the time your first ad appears and bombs, its too late to do anything about the second or third ad. Don’t even put yourself in this position. I’m convinced that the same guy who coined the phrase “user friendly” created Myth #3.

Κατά μέτωπο επίθεση στον ανταγωνιστή?

Μύθος Νο 2

Attack your competitors’ weakness with your marketing.

You must attack your competitors’ strengths. After all that’s why their clients buy from them. They overlook their weaknesses. You need to attack the weakest strength first. That’s what Jack-in-the-Box is presently trying to do to McDonalds & Burger King with the “we won’t make it until you order it”. Suggesting that by using heat lamps and microwaves the competitors’ fast food is inferior and not as fresh and tasty as Jack-in-the-Box’s.

Το καλύτερο προϊόν "νικάει" και στην Αγορά?

Μύθος Νο 1

The best product or service will win. Not so!
If that’s the case, why do we use VHS tapes instead of Sony Beta tapes? The Beta was superior technically. It’s now gone, ancient history. What wins in marketing is the perception in the prospects mind. Perception is reality. Most people are quite sure their perceptions are correct. When Coca Cola introduced the “new” Coke it failed miserably. It was a problem with “perception”. Even though Coke had performed over 200,000 taste tests and new Coke had won hands down. Today “new” Coke is also ancient history. In peoples’ minds, Coke was better than “new” Coke. The lesson - if you intend to change people’s minds you had better have deep pockets. Another case in point: The Energizer Bunny - $5 billion dollars spent on ads and still 45% of the time people buy the wrong batteries, while thinking they’re getting “bunny” batteries.