Target the Heart of Your Customer, NOT their Wallet

by Rick Beneteau

"HOW TO SUCK CASH FROM YOUR CUSTOMERS LIKE A HEAVY DUTY
HOOVER!!"

How many times have you come across Internet ads that sound
like this? I hope you thought, "too often!"

Personally, I cringe when I read something like this. After
all, MY customers are NOT wads of money and my business is NOT
the vacuum through which to suck up their hard earned dollars!

Granted, selling is a process, and a certain amount of
*sizzle* is required. Successful marketers and advertisers
know that consumers purchase what they *want* and not what
they *need*. It is my belief that as entrepreneurs, we should
present what our customers want, in order to deliver what they
need. Make sense?

I was a guest panelist at a seminar earlier this year and had
the priviledge to meet and hear a great man named Clay Cotton
speak about "Love Based Marketing". As I listened to this
former professional piano player (with the likes of Jimi
Hendrix and Janis Joplin to mention just a few), now sadly
stricken with Multiple Schlerosis speak about his concept, I
couldn't help but think that although I never really thought
about selling as having anything to do with "Love", that in
fact everything I had done successfully throughout my life was
approached just as he so eloquently portrayed.

The Internet is saturated enough with scams, shams and flim-
flams and to see sincere Internet entrepreneurs using copy
along the lines of what I opened with, is a real shame.

There's nothing wrong with making money. In fact, there's
everything right about making lots of it! But to focus *on
money* as your end goal while degrading your customer in your
advertising will be a *costly* mistake in the long run if you
make it!

I need say nothing more than repeat the title of my article -
Target the Heart of Your Customer, NOT their Wallet!

Oh yeah, keep the Hoover in the closet!

About the Author

Rick is the author of 3 top-selling eBooks at: http://www.interniche.net/ebooks.htm and the purveyor of those amazing traveling billboards called I.D. IT! Plates:
http://www.iditplates.net

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