| Being a man and a gear head I love mechanical | | | | of the web site uses an education based marketing |
| marvels and innovation. New tools, new kitchen | | | | approach that discusses the four things you need to |
| gadgets, new electronics and new high tech appliances | | | | know before you buy a vacuum.The website is the |
| - with that in mind you shouldn't be surprised when I tell | | | | best. They are a bit too caught up in fancy flash and |
| you that I am in love with the new Dyson Vacuum.I | | | | they are losing some of the effectiveness as a result. |
| love it for what it is, what it looks like, what it promises | | | | They could make the site simpler and easy to |
| and I love the marketing.Let's talk about the marketing. | | | | navigate and ultimately make more sales.The |
| Let's talk about it because the marketing is all the | | | | Advertising:The advertising spokes person is the |
| things I just mentioned.This company is smart. They | | | | inventor of the vacuum and the owner of the UK |
| build marketing into the product at ground zero. They | | | | based company, James Dyson. In 1970, Dyson |
| vacuum is scendsational to look at. It's a cool and | | | | graduated from Royal College of Art where he |
| innovative thing of beauty and I'm sure to some it's a | | | | studied furniture design, then interior design.In the |
| hideous yellow beast, which from a marketing | | | | advertising, Dyson is very persuasive and passionate |
| perspective is the right place to be.They are following | | | | about his product. He exudes believability and credibility |
| our rule of thirds principle here which is one I suggest | | | | by doing very little other than demonstrating the |
| you all strive to follow. Not being afraid to piss off, turn | | | | product and being confident in its ability.Unwavering |
| off and not be for at least a third of the population.The | | | | confidence is a key and often overlooked |
| Dyson also has a completely innovative design that | | | | corner-stone of marketing. You must be confident in |
| moves completely based on a ball concept for | | | | your personal ability and the ability of your product or |
| revolutionary mobility - that's worth looking at and | | | | service to deliver on its claims.Many small business |
| talking about. They have built in buzz right in the | | | | owners and independent sales professionals lack that |
| product design.See how that's marketing at ground | | | | level of confidence. It's only when you have that level |
| zero. You can do that too...Next, I want to talk about | | | | of confidence can you back up your products with |
| the claims they make. Their irresistible offer is short | | | | solid, no-nonsense guarantees.Price:Wouldn't you think |
| and simple - "The first vacuum cleaner that doesn't | | | | that a vacuum is a commodity product? One vacuum |
| lose suction." Let's analyze this.1. What are we | | | | sucks, they all suck - figuratively and literally. You're |
| selling?A vacuum2. What's in it for me - the | | | | looking for the cheapest thing to get the job done, |
| customer?It doesn't lose suction3. How much does it | | | | right?Wrong...With the identification of the pain of the |
| cost?Not mentioned (more on this later)4. Why should I | | | | target, an irresistible offer, an overwhelming benefit, |
| believe what you say?The first vacuum to not lose | | | | education based marketing, social proof and a |
| suction.A short and simple statement that answers 3 | | | | buzz-worthy, spread-able design this product rips itself |
| out of the four power questions of an irresistible offer. | | | | from the commodity market and commands more |
| That is a Gravitational Proposition that pulls people to | | | | money then all it's competitors.And the thing is selling |
| them like crazy. What is the most frustrating thing | | | | like hotcakes.Heck, I'm considering it even though is like |
| about a vacuum? Losing Suction!!! | | | | $500.00. Plus I have pets, so I'm thinking I'm gonna pay |
| So smart and it gets even better.The company has | | | | even more for the pet vacuum because its niche |
| made several models all that cater to very specific | | | | marketed just for me.Here's them using a special offer |
| sub-niches.1. Base model | | | | and action incentive too...great stuff.Jimmy Vee and |
| 2. Low Reach - for people who are frustrated with | | | | Travis Miller are the authors of "The Ten Tall Tales Of |
| not being able to get under things | | | | Traditional Advertising That Cost You Tons" and their |
| 3. The Animal - The most powerful upright for pet hair | | | | newest release, "The Small Business Owner's Guide |
| - for pet owners. | | | | To The Galaxy: Jim & Travis's Super-Stellar, Out Of |
| 4. Full Gear - for all the floor cleaning gadgets - for the | | | | This World, Step-By-Step Guide To Generating Leads, |
| people who always buy the top of the line.This is a | | | | Attracting Customers and Making Sales. |
| great marketing strategy.The Website:The front page | | | | |