Wizard Wisdom

From a weekly email, lot's of clickable goodies:

Dear Scott, While everyone talks recession doom and gloom, remember this... “Great fortunes can be made in times of recession It’s not easy, but everything is half the price it was a few months ago. So if you can, if you’ve got a bit of money, there’s a fortune to be made.” - Sir Richard Branson In This Issue: Contrasting to Become the Unmistakable Choice Money is Flooding to Lower Ticket Items Contrasting to Become the Unmistakable Choice By Wizard Partner Tom Wanek The Contrast Principle states that decisions are not made in isolation. Rather, we look for the differences between our available choices. Contrasting in marketing is the degree to which your message strikes a clear and unmistakable difference between you and your competition. And as a marketer, it’s your job to frame the buying scenario for the consumer. The objective is to clearly demonstrate how your product or service differs and why this makes you the superior choice. But allow me to warn you upfront: Contrasting is only effective when you demonstrate these differences using specifics not generalities. And, the first company -- competing in a given market -- to successfully define their position and that of the competition typically wins the game. Want an example of contrasting in action? Ask and ye shall receive. Take a gander at the ad copy for 5-Hour Energy: A typical energy drink comes with a lot of extra baggage 12 teaspoons of sugar, 200 calories, herbal stimulants and 16 ounces of fluid. This combination can make you feel wired up then let you down with a crash. So don’t drink energy drinks. Drink a 5-Hour Energy shot. It has zero sugar, zero herbal stimulants and as much caffeine as a cup of the leading premium coffee. And best of all only four little calories. - Source: http://www.5hourenergy.com/ Using 77 words -- the approximate length of a 30-second ad -- 5-Hour Energy clearly contrasts the difference between their energy shot and those “canned” energy drinks swimming in calories and sugar. And notice the impressive amount of details provided: 12 teaspoons of sugar 200 calories Herbal stimulants and 16 ounces of fluid Zero sugar Zero herbal stimulants As much caffeine as a cup of the leading premium coffee The added whammy is the natural language and conversational tone used in the copy. Words like, “extra baggage” and “wired up” provide a clean break from the ho-hum clichés one typically finds in marketing and advertising. So here’s the bottom line: 5-Hour Energy successfully uses contrasting to position their product and provide consumers with concrete, compelling reasons to buy from them. They are no lingering questions. No branding campaigns using silly mascots. And no attempts to dazzle you with baloney and hype. Give your customers this same type of clarity. They’re thirsting for it. PS Need help contrasting your business? Contact Tom... in North America call (440) 610-9746 or Email: tom@wizardpartners.com.au Money is Flooding to Lower Ticket Items “DISCOUNT retailers and fast-food chains are cleaning up at the expense of upmarket competitors as the economic decline drives shoppers to cut household budgets.” - from the Australian online. Article titled, Discounters, fast-food chains revel in tight times. McDonalds sales are soaring. So too Dominos. People are still eating out… just not as often and at cheaper restaurants. Starbucks is closing stores. People are still drinking coffee… just not as often and at cheaper coffee shops. First and Business class passengers are moving into economy. Economy passengers are moving to low cost airlines. People are still flying… just not as often and when they do in cheaper seats. Department store Myer is losing customers to lower end retailers. People are still buying clothes just not as many and at lower prices. Where do your products and services sit on the price scale? How can your business take advantage of this shopping shift? Closing thought... Q: What is the best marketing you can do? A: Deliver a positive and memorable customer experience. Catch you next week. Craig Arthur Wizard Partners Part of the Wizard of Ads group of companies PS. Need help to attract more customers and grow your business? Our Promise? We will NEVER try to sell you. So what are you waiting for? Pick up the phone and call, or send us an email. We look forward to hearing your story. Australia & New Zealand Call Craig Arthur - (07) 4728 4866 or send an email United States & Canada Call Dave Young - 308-254-2732 or send an email Call Tom Wanek - 440-610-9746 or send an email Call or email to book a FREE alignment meeting. No obligation. No pressure. It is at this meeting we both decide if there is a fit between our 2 companies. It is only then can we explore your options. We will never try to sell you. Call (07) 4728 4866.

Wizard Partners Australia. Call Us: (07) 4728 4866

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