David Ogilvy, in his seminal book, Ogilvy on Advertising, suggested that the more awards you saw in a prospective advertising agency’s lobby or reception area, the further away you should stay from them.
I know what he means…
For the remainder of this week, I want to share with you some of my thoughts on an existing Pregnancy Help Center business model that I believe “gets it.”
What do they “get” exactly…?
If you are a salesperson, what would you say if a prospective customer called you, and the first question she asked was if you provide the product that your competitor offers?
If you say to her, “No, we don’t offer that, but what we do offer is this (your product),” what do you think will happen…?
In business,”If you build it, they will come,” is not a good marketing strategy.
You have to tell people what you built, what problem it will solve for them, and then invite them to take action…