A Quote by Jay Conrad Levinson
The guerrilla is obsessed with benefits. Whenever offering a product or service, she focuses on how it will benefit the consumer and builds everything—the product, the delivery, the marketing—around that benefit.
Related Quotes
You always think in terms of customer benefit. You always think, "How could I really benefit people at such a high level that they would love to buy my product or service and recommend it to others?"
Market-driven design builds the success of the product's marketing into the product itself.
In order to sell a product or a service, a company must establish a relationship with the consumer. It must build trust and rapport. It must understand the customer's needs, and it must provide a product that delivers the promised benefits.
Remarkable marketing is the art of building things worth noticing right into your product or service. Not slapping on marketing as a last-minute add-on, but understanding that if your offering itself isn’t remarkable, it’s invisible.
The key element of success is a product that matches all of what you've done in your message and your marketing, and all the emotion that has to be transmitted to the consumer through the product.
If you're a thorough professional, and they won't let you do a professional job, nobody's going to benefit from it. The people who produce it won't benefit. The people who buy it won't benefit from it. They're going to get a half-assed product.
If you think of the product as a service, then the separate parts make no sense - the point of a product is to offer great experiences to its owner, which means that it offers a service. And that experience, that service, comprises the totality of its parts: The whole is indeed made up of all of the parts. The real value of a product consists of far more than the product's components.
Great product trumps all. You can have the biggest marketing budget, the biggest show, a perfect merchandising plan, but at the end of the day, it doesn't mean anything if the design and quality of the product you are offering is not compelling.
New product and new types of service are generated, not by asking the consumer, but by knowledge, imagination, innovation, risk, trial and error on the part of the producer, backed by enough capital to develop the product or service and to stay in business during the learn months of introduction.
The key to growing a business is that you need to be meeting some segment of the consumer's needs. If you've got a small business and a product or service that is not popular, you simply have to change your product or service to be more popular.
No product is an island. A product is more than the product. It is a cohesive, integrated set of experiences. Think through all of the stages of a product or service - from initial intentions through final reflections, from first usage to help, service, and maintenance. Make them all work together seamlessly. That's systems thinking.
Over the past 60 years, marketing has moved from being product-centric (Marketing 1.0) to being consumer-centric (Marketing 2.0). Today we see marketing as transforming once again in response to the new dynamics in the environment. We see companies expanding their focus from products to consumers to humankind issues. Marketing 3.0 is the stage when companies shift from consumer-centricity to human-centricity and where profitability is balanced with corporate responsibility.
Often, the disconnect between the marketing hype around a new product and what the product actually does is astounding.
Now we understand that the most important thing we do is market the product. We've come around to saying that Nike is a marketing-oriented company, and the product is our most important marketing tool.
The product of stickers will be around for a long time, but how it gets to the consumer will change.
Medical tourism can be considered a kind of import: instead of the product coming to the consumer, as it does with cars or sneakers, the consumer is going to the product.
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