What People Really Buy

Once you've determined the exact market that you serve,
this rule asks you to focus upon: What do your customers
really want to buy? Jay Conrad Levinson provides a list of
more than 30 different answers, including wealth, success,
security, love and acceptance.

Michael Gerber provides my favorite example of this idea in his
book THE E MYTH REVISITED, quoting Charles Revson, the
founder of Revlon: In the factory Revlon manufactures cosmetics,
but in the store Revlon sells hope. Levinson says that marketing
works because prospects are "reassured into becoming customers."

Marketing works because prospects are offered exactly what
they want or need, and because they are turned on enough
to the benefits that they are seeking
- on both a conscious and an unconscious level.

This idea is what attracted me to guerrilla marketing in the
first place. Describing the benefits of coaching seemed quite
elusive to me. And I knew that if I didn't figure out the
marketing, I wasn't going to get to coach. As many of you
have heard me say, this was a "teach what you need to
learn" approach.

Talking about the benefits of guerrilla marketing seemed
much easier than talking about the benefits of coaching.
And yet practicing what I preach, I've realized that I need to
return to my original focus. Which isn't guerrilla marketing.

Since writing the November issue of this e-zine, I've
recognized that my ideal clients are successful
entrepreneurs and executives that want to integrate
more meaning, authenticity and purpose into their
lives. They want to experience the soulfulness of
leadership - aligning their "destiny, cause and
calling" to be successful at life, not just at work.

For me, it is easiest to use a sports analogy to describe
the benefits of coaching. Athletes use coaches because
they want to achieve a certain degree of success quickly
and reliably. What kinds of success do I help clients with?

Some of my clients have told me that they have achieved
levels of financial success that they had previously only
dreamed of. Others have said that they have regained a
sense of purpose and even passion about their work. And
still others have experienced renewed confidence, clarity
and joy at home and at work.

My intention for my marketing is that when someone
wants to BE more, not just accomplish more,
they will know that I have what they want.

(c) Guerrilla Marketing Golden Rules e-zine.