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INSIGHTS & JOY
A business newsletter with Pizzazz! "We help leaders become better marketersusing a holistic business approach!" In
Memoriam There is a big difference
between an idea and an insight. An insight is bigger. An insight can spawn many
ideas and ways of powerfully communicating Subscribe directly by e-mail to rpmorgan@morganmarketingsolutions.com and writing "subscribe" in the subject box. Check our web site for: $ Million Marketing Tips, Insights & Joy Archive, Speaker's Bureau, and our Article Library! www.morganmarketingsolutions.comIN THIS ISSUEStart your marketing with good insights! Smiles make the day!$ Million Marketing TipsAmazing facts...Marketing Facets - The Market Focused
Guide to Company Analysis
Start your marketing with good insights! "Insights are what will let you stay in business,
build market share, open new income streams, cement relationships with old
customers,
and attract new ones." It takes insight to identify what makes a
company unique. Those working in the company may provide the answer. In
other cases, customers or
clients will best express the specific attributes that keep them coming back. People today are bombarded with marketing messages. Most of those messages go unheeded and end up being part of the static of daily life. How, then, can a company get its message heard? Insight is more than a bright idea for a cute
slogan. Insight occurs when those involved, both inside and outside the firm,
identify something of value
that transcends the ordinary, the expected, the competition. Such insight can then spawn a multitude of ways to express that value. Positioning the firm, and positioning the firm's products, is best accomplished from the solid base of real insight. The job is not an easy one, and such insight is not often captured quickly. Developing real insight may take multiple iterations, trial and error, and reevaluation. For starters, look at what those inside the
company do. Listen to what they say is important and how they view themselves.
Do they view
themselves as technical pioneers? Do they see themselves as providing customers with the very best? Where is the passion? Do most seem content with simply earning their pay and leaving at five o'clock? Listen to how the owner expresses his or her
vision for the future. How does the firm measure success? What benchmarks
gauge progress?
What is the organization committed to doing come Monday morning? Do others associated with the company see and subscribe to the same vision? Customers may express an insight into the
company even better than those within the firm. They see how a company
differs from competition and
they have made the decision to buy or continue to buy. Customer insight is extremely valuable. Often, customers have more than the one obvious reason for choosing a particular service or company. A past client provides a good example. The company's partners recognized that clients came to them because they needed a funding source for international trade deals. According to the partners, that was the sole reason. I wanted to test their assumption and proposed a series of in-person client interviews. The interviews validated the primary reason for
using my client...funding of international transactions. The interviews also
uncovered other equally
compelling reasons from the customer's perspective. The other highly prized advantages were that my client was expert at the involved paperwork, and also assumed all or most of the foreign risk. These added pluses made international transactions no more challenging than domestic deals for my client's customers. The insight gained from my client's customers allowed us to properly position the firm in the marketplace and justify the transaction fees. Bringing Good Insights to Life, an
article by Phil Dusenberry in Fast Company, September 2005, sums up the
difference between ideas and
insight very well. "Ideas, valuable though they may be, are a dime a dozen in business. A good idea can inspire a great commercial. But, a good insight can fuel a thousand ideas, a thousand commercials. Insights are essential. Insights are what will let you stay in business, build market share, open new income streams, cement relationships with old customers, and attract new ones." Smiles make the
day! The only thing people everywhere will agree on is that they are underpaid and overcharged! With airline fares increasing, even the cost of going up is going up. Having a big SUV doesn't mean you have money, it may mean you once had money. The new 2006 model cars will give you more room...by removing the bulge in your wallet! I hear that next year's sticker prices will be lower. I also hear that on 2006 models, steering wheels will be an option! Even after the Employee Discount Program, the economy model is still the one I'm now driving. Cars are getting lower and wider, while the payments are getting longer and higher! All you can do on a shoestring these days...is trip. When you hear someone complain about prices today you can be sure he's buying, not selling! Congress should not try to improve our lives any further. We simply can't afford it. It's really not difficult to meet expenses these days. In fact, you can meet them everywhere! But, after all, the high cost of living becomes less important when we consider all of life's fringe benefits! Whatever the cost of living is, it's worth it! Have you met anybody lately who wants to stop living on account of the cost? $ Million Marketing Tips TIP: Give your products and services
distinctive names. Brand names help customers become familiar with you and what
you offer.
That's a good start toward improved marketing and easier selling. TIP: Why do people often buy something
familiar rather than a potentially better choice? Buyers need to feel they are
in control
and that their risk level is low. Risk and vulnerability are buyer concerns even if they are unstated!
Amazing facts! A newborn baby's brain weighs about 3 ounces;
the average adult's weighs 3 pounds.
The first American car race was held in Chicago, in
1895. Average speed: 7.5 mph.
What gives insects their buzz? The air, when it hits
their moving wings!
An eel can emit 400 volts of electricity to stun its
prey.
If any head on Mt. Rushmore had a body, it would be
nearly 500 feet tall.
In the next minute, 101 people will die...and 261
babies will be born!
Marketing Facets - The Market-focused Guide to Company Analysis I have recently completed Marketing
Facets - The Market-focused Guide to Company Analysis.
Marketing Facets is a practical Marketing Facets is a valuable
resource to private investment fund managers, individual investors, venture
capital specialists, investment banks, > Electronic in MS Word .doc or Adobe .pdf format via the Internet @ $79.95 > CD/ROM format @ $85.95 including U.S. shipping and handling > Ring binder version and CD/ROM combo @ $99.95 including U.S. shipping and handling Consulting is also available.
Please contact me for additional information.
Telephone: 972.931.7993 Fax 972.931.0542 rpmorgan@morganmarketingsolutions.com. P.S. Ninety-five percent of our engagements originate as a referral from helpful people like you! If you know someone who:> Wants to develop a more productive
marketing program, or
> Needs help building and implementing an
effective operational business plan,
I would appreciate the opportunity to discuss the situation with you. Our ideal client is a business owner or CEO between 30 and 60+ years old. Usually with a financial, engineering, or production background.Who is often impatient, and interested in improving company performance. Comes alive when you ask, "How's business?" He, or she, is practical but also enjoys the finer things in life. So, you may see my ideal client driving a Lexus or SUV to Neiman Marcus...and to Sam's Club. Who do you know that fits this description? A client
speaks: "It is hard to
believe that our relationship is now more than ten years old. We continue to
benefit from your professional To unsubscribe, e-mail to rpmorgan@morganmarketingsolutions.com and write "unsubscribe" in the subject box. ©2005 Morgan Marketing Solutions, Inc. All rights reserved. Other distribution permitted with proper attribution.
Richard P. Morgan CMC Telephone 972.931.7993 fax 972.931.0542 www.morganmarketingsolutions.com Author,
Marketing Facets - The Market-focused Guide to Company
Analysis
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