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E-Commerce
There may be a number of
reasons why all the consumers in your marketplace don't buy your
products or services exclusively from your business.
Some business owners blame a sluggish economy, while others blame the
fact that they have more competitors than ever before, and still
others point to the shrinking marketplace, or soaring (and
prohibitive) advertising costs. And yet others note that
consumers are too scared to buy like they used to prior to 9/11.
But we know from
experience that the single most prevalent reason why consumers don't
exclusively buy all their products and services in a certain
category from any one business in a particular market is this:
No one in that market,
in that particular type of business, has done a good job in
distinguishing their business from their competition in such a way
as to make consumers feel like they might just be crazy to do
business with anyone else.
Don't believe that's
true about YOUR business? Then try this test: Take a look at
your Yellow pages ad. Can a consumer read the copy in that ad
and say, "Well, I would HOPE so!" Or could you scratch out
your competitor's name in his ad and write in your name, and the ad
still be correct? In other words, are you saying anything in
the body of your ads that doesn't look or sound pretty much like
your competition's ads? (See what we mean?)
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