By Cathy Goodwin, Ph.D.
Remember Marketing 101? Primary demand means demand for the category of product; secondary demand
means demand for your brand within the product line. When an avocado growers' association
publishes recipes for guacamole, they're promoting primary. When they tell you that California grows better avocados than Florida,
they're promoting secondary demand.
Not selling avocados? Okay, let's imagine you're a life coach.
Chances are your clients have already decided to hire a coach.
They won't be swayed by promises to "turn your life around" or
"take you to the next level." Everyone promises those benefits.
They want to know, "How are you unique?"
Now suppose you are offering a new type of service or trying to
reach a market that will not be familiar with what you offer.
New customers need to be sold on benefits. They ask, "What?"
Experienced customers recognize what you do. They ask, "How?"
Here's a more prosaic example. When I first bought a VCR, I
asked, "Why do I need one of those?" I learned that a VCR would
let me watch a program that was broadcast while I was away from
home. I learned I could watch at my own pace, taking time to
rewind and fast-forwarding through the slow parts or the
commercials. Those were indeed benefits worth seeking.
Last time I bought a VCR I knew a lot more. I wanted to compare
features. When the clerk said, "This model will allow youŠ" I
asked, "How? What will I have to do to achieve that result?" If
the salesperson had said, "Here's how our store defines a VCR," I
would have (pardon the pun) tuned out.
Your clients react in a similar way. They don't want to wade
through a whole page of, "What is coaching (or graphic design,
pet-sitting, or lawn care)?" They are looking for features:
personality, education, credibility. They learn about these
features through your brochure, website and/or in-person
contacts.
Therefore, if you are competing against others who offer the same
product or service, you sell difference. Your writing should
communicate your personality -- your "voice."
Alternatively, you can create a truly unique product or service.
Famed horse trainer Monty Roberts developed a way to "join" wild
horses without violence. His service was no longer horse
training but a unique offering that nobody else could duplicate.
He had to demonstrate the benefits: easier on the horse and much
less time to get the horse to accept a rider. Once others began
to offer competing options, each has to answer not just what but
how.
Bottom Line: Before writing your website or brochure copy, ask
yourself, "Am I creating primary or secondary demand?" If you
believe you are creating primary demand, you need to convince
customers that you offer benefits. However, once customers begin
comparing brands, sell uniqueness. They're already sold on the
benefits.
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How
to Master the Art of Salesmanship
Mastering the "art of selling" is simply knowing how
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will solve their problems or fulfill their dreams.
