The Perception of a Difference

Wes Zimmerman . Wes Zimmerman

Creating Awareness

Chapter 5 – Creating Awarenesse
Correct timing creates awareness when the product is available to be seen, touched, and used by the buyer and not before.

Creating awareness cost effectively should be the goal of Marketing.

The basic purpose of advertising is to make me, the potential buyer, aware that product exists and cause me to want to know more about the results of its use in my situation.

I don’t need or want to know everything the first time you contact me about a product or service.

Effective advertising is the result of allowing my mind and imagination to work in combination and they were repeated and repeated again and again. The purpose of an advertisement is to get me into the store where there is a 60% chance I will buy something on impulse.

The style and presentation of the ad attracts a specific buyer profile. If buyers in that profile do not find the same difference when they come to the business, they will leave without buying.

Creating Awareness:
Correct timing creates awareness. Is it time for you to introduce a new product? Creating awareness effectively is the goal of the marketing, and it is also a part of the sales job.

Advertising is part of the sales job to make me, the potential buyer, aware that product exists, and cause me to want to know more about the results or what it is going to do for me.

In The Perception of a Difference, Wes says about himself as a speaker, "I tell the people what the results will be from using me as a speaker and point out that there are no walkouts during my presentations. Then I tell how to contact me to get me on their program."

Simple. Be sure to spend some time to think about the “Wild Card” in this chapter for books, sales, sales training, marketing, and customer service.

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ISBN 0-9760307-0-5 - Hard Cover, 305 Pages

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