The Most Important Marketing Question

The Most Important Marketing Question

The Most Important Marketing Question

By John Jantsch

Create all the fancy marketing materials, websites, and sales presentations you want, but if you can’t answer this question you’re dead…

So what’s the question? What is it that you really sell?

I know, I know, you thought it was going to be a tough one right?

See, cause you sell insurance, or financial services, or duct cleaning, or tax preparation. Okay, next question. Wrong

Here’s what you really sell. You sell what the client thinks they are getting when they buy from you.

And trust me, they are not buying insurance. They are buying peace of mind or pride or greed or safety. And that is what you need to sell.

Go to work on figuring out what your clients really get from your product or service and you will be miles ahead.

Here’s a really bad example but one that will make sense. The cigarette companies don’t hook teenagers but talking about low cost or great taste. No they’ve got Joe Camel selling how cool you will be.

See the difference. Well how does your product make your buyer feel cool, needed, sexy, in-control, smarter, thiner, better looking, more appreciated.

I think you get it!


How to Build an Effective Referral Program
You spend a lot of time and energy winning over new business, and once you’ve gotten that prospect to convert, you work hard to create a positive customer experience. Rather than going out and trying to find brand new customers all over again, it’s much more time- and cost-effective to turn to the customers you […]
Five Tips That Make Asking for Referrals Less Intimidating
Asking for referrals can be tough. It can feel like you’re being pushy or imposing on someone’s time. But in reality, the majority of happy customers are more than willing to give a referral when asked. While the first hurdle in asking for referrals is getting over your own insecurities or mental blocks associated with […]

Subscribe to the Duct Tape Marketing Podcast

If you know your small business needs marketing, but don’t have the time or resources, look no further. The Duct Tape Marketing podcast covers everything from earning referrals to managing time and being more productive.

Grab 7 Steps To Marketing Success

This eBook has been downloaded and used by thousands of business owners and marketers to use as a blueprint for marketing success. Start building your marketing system today!
x