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| Subject: Problems Happen But Success is still Achievable by Choice | |
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Author: Dennis S. Vogel |
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Date Posted: 23:45:23 10/27/12 Sat In reply to: Faith 's message, "Re: Superstition ain't the way unless you want more problems" on 23:24:35 10/26/12 Fri I think you may've misunderstood some of my message &/or I'm misunderstanding yours. I agree about psychology & marketing not always depending on hard evidence (like chemical interactions in controlled settings). Psychology is considered a soft science because people make choices that may or may not fit a hypothesis or behavioral model. Hard sciences are focused on things that can't control events. People make choices about how to deal with things they can't control. Psychology & marketing have ways to study why people make decisions & form defense mechanisms & how they use those. Plus, psychology & marketing can offer better defense mechanisms. I've chosen to expand on some ideas you've shared. I like this statement of yours - "Retailing is in essence, helping people find what's physically missing from their glasses." This could be a basis (among others) for developing a Unique Selling Proposition. "(Business name) is dedicated to helping you find (what seems to be missing)." It could be used as a preemptive advantage (if nobody else has used it yet), but relying on being the 1st to claim something (IMO) is weak. I know Claude Hopkins ("My Life in Advertising" & "Scientific Advertising") was good in the advertising field & I understand his emphasis on preempting competitors who could make the same legitimate claims (like Schlitz explaining how beer is brewed). Yet, trying to obtain & sustain success based on something that competitors also do is flimsy, especially if competitors can easily do it just as well or better. In cases like these, advertising claims are fragile & businesses depending on generic statements are vulnerable almost like Jay Abraham describes as a diving board business marketing model. What comes to my mind is an image of somebody sawing a diving board so the person on the end falls. Competitors, changes in demand, economic factors, creative destruction (Joseph Schumpeter in "Capitalism, Socialism and Democracy"), commoditization (generalization) & judgment errors (among others) will chip away at or saw off marketing diving boards. Aiding these forces & adding to the problems they cause is masochism. Consumers are apt to notice & rate/compare what businesses do. When a business makes a claim & implies it's based on something unique is apt to inspire consumers' doubt in its other statements. I know there's a limit on how many concepts, ideas, models or methods anybody can use, yet refusing to use some of what's available is choosing to be blind to potential. Dennis S. Vogel Your success depends on using what's available & adapting it to work in your specific situation. Please use this link to get free information. http://www.lakefield.net/~thrivingbusiness/ [ Next Thread | Previous Thread | Next Message | Previous Message ] |
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