Sell not the properties, but the benefits of your product.
“People buy things not for the sake of the things themselves, but for the sake of what these things give them.” Dan Kennedy.
Many people know an example from Kotler’s marketing “bible” about holes and drills. When people buy a drill, they don’t need the drill itself. They need holes in the wall. The result, not the tool itself.
Remember once were slide rules and scores? With the advent of calculators, they disappeared from the market. It turned out that people do not need a slide rule or score. They need the ability to quickly calculate. Continue reading
1. Reinvest profits
When you earn a lot of money first, you might be tempted to spend it. Do not do that. Better put them in a business that seems profitable to you. I figured it out early, while still in high school. My friend and I bought a used pinball machine and installed it at the hairdresser. We did not spend the money we received, as ordinary teenagers would do in our place, but began to buy other automata. For 26 years I had been $ 174,000, which in today’s money is $ 1.4 million
2. Be ready to be different Continue reading
1. Serve others.
“A business absolutely dedicated to services will have a slight concern for profit. It will be indecently big. ”
The secret to success is serving others. All successful people serve, the greater the success, the greater the service. Wealth is created from services, and comes only through services. Ford said: “Wealth, exactly, like happiness, cannot be achieved by direct search. It comes as a by-product of providing useful services. How do you serve?
2. Focus. Continue reading