What about you? How can you control supply? You are the secretary, the IT guy, the salesman and the consultant. You desperately need a few new clients.
Your, and my, natural reaction is to say I can meet any day and any time you want to meet. In fact, if you say this, you would make a huge mistake. You determine when you are available, right? Of course, you do. Although you may not have meetings with other clients and prospects, you should have appointments scheduled with yourself. You have to study the latest marketing techniques, you have proposals to write, phone calls to make and children to take to softball practice.
You are busy! You only have a limited supply of time, so be sure your prospective client knows this. Notice the difference?
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One is very vague and broad, and the other is very narrow and specific. Trying to position yourself in the general market as the most respected marketing consultant is a lot like a novice mountain climber deciding to attempt to summit Mount Everest as her first mountain. This is exactly what most entrepreneurs do.
They try to summit the biggest peak first, fail, and then lose hope. The smart novice mountain climber understands his limits and picks smaller peaks to conquer before setting Everest as his goal.
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Once he summits his first mountain, he gains confidence, recognition and credibility as a true mountain climber. He is then able to use the skills and knowledge he obtained while summiting the smaller peaks to successfully climb Everest. And the only way to do this is to pick a small market and lay claim to your title. By positioning yourself in this manner, you immediately gain control over supply while also manufacturing demand for yourself.
People like purchasing and doing business with those in demand. Think Apple, Lamborghini, the hottest club in L. All are in demand. Everyone wants to either have one or be associated with one. They have all successfully manipulated the law of supply and demand by manufacturing demand. However, Apple makes the easy case study on how to manufacture demand. They are brilliant at generating a buzz around the latest to-be-released gadget. They fill an auditorium with journalists, bloggers, and other influencers and then wow them with all the new features and benefits of the gadget.
At the Apple release events, every portion of the event has been carefully engineered and rehearsed to ensure one thing: that their evangelists understand the core message Apple wants to carry them back to their markets. Not only do they want them to understand their core message, but they also want them to influence exactly how it is communicated.
Have you ever noticed how before every big gadget release from Apple, a prototype of the gadget ends up getting left in a restaurant or club and magically ends up in the hands of a reporter? Maybe, but I doubt it. It never fails that as an Apple release is drawing near, more information is leaked to their evangelists. They magically find fuel to add to their evangelists fire to help them spread the word. Apple always announces the release of their newest gadget well before its release date.
It causes their evangelists to passionately defend their beliefs and support of the soon-to-be released gadget.
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With your limited budget and limited time, what can you do to manufacture demand? The first step is to identify and understand your evangelists.
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You have to treat them differently than your regular customers. You have to give them access to and information about your new product or service.
You have to tell them what message to spread and how to spread it. All you have to do is convince your clients and prospects that you are a rare commodity. But how can you pull that off with what you sell? DeBeers did it with diamonds. Many other companies, both small and large, have done the same with their products and services. You just have to figure out a way to control the supply of what you produce or provide.
Zappos could have said that too. After all, there are a million shoe stores, but they are the only one to provide the freedom and quantity that they do.
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And lastly, start creating your own demand. So, yeah, it is easy. You just have to actually put these formulas into practice. Essay on wonders of science in english? Essay writing marathi my hobby. Essay over consumption. Essay on mathematics is the queen of science, how to make a header on an essay. Essay questions about urbanization, linking words in academic essay. Case study ten worksheet psych Essay on genetic disorders how to write a research paper in literature pdf methods section of research paper pdf single mom essay hook , retribution essay good abstract for research paper, essay that describe me temptation essay introduction conjugal roles essay.
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