Sell to Non-buyers
By shifting the company's primary focus and attention to prospects who haven't even heard of it yet, a company can enter the domain of the market leaders. ... Instead of doing what everyone else does, plant good ideas with non-customers—when they're not even looking—by waking them up to exciting possibilities.
Some principles to consider:
1. Start selling a promise instead of a thing.
2. Connect with consumers through their emotions by promoting an idea that offers a better vision; a better tomorrow.
3. Plant the idea of a new problem among the vast universe of non-buyers—then offer a better solution.
4. Define what consumers can expect if they're savvy enough to take you up on your offer.
5. Do all you said you were going to do and then add a little extra to boot. Promise something new, then over-deliver on that promise.
Allan Gorman is the author of "Briefs for Building Better Brands." He's also owner of Brandspa, a Montclair, N.J.-based branding and creative consultancy. Download a copy of his report, "Ten Marketing Secrets for Building a Sexier Brand," at www.brandspa.net.