Personal MBA: Barriers To Purchase

Why does your sales pitch end in a no? According to Kaufman, it’s because you’ve given up too quickly, and you haven’t sufficiently addressed your customer’s specific barriers to purchase. After all, Kaufman explains, they wouldn’t be talking to you if they weren’t at least a little interested. Kaufman points out five standard barriers to purchase:

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Growing Vervoe’s Expert Community (Part 2)

Web design is something of a burgeoning interest of mine. The first full website I built was for my business, The Tin Society. I learned a lot through the process, and it was fun tweaking and playing with the design to get it just right. Since then I’ve designed my personal website as well as a couple of other landing pages for various projects.

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Growing Vervoe’s Expert Community (Part 1)

This month I’ve been working on a marketing project for a company called Vervoe. My objective for this project has been to help them grow their internal library of interview assessments. I didn’t ask permission to take on this project, and Vervoe never came to me for help with their marketing.

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Personal MBA: Trust

Kaufman proposes a hypothetical deal between the reader and a contractor. He explains that you would never pay the full sum of money needed to build a lavish villa without some sort of guarantee that you would receive what you’re paying for. He goes on to state that, “Without a certain amount of trust between parties, a transaction will not take place.”

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Personal MBA: Reputation

I think reputation is one of the most significant factors of success for small businesses. Because small companies don’t have the marketing budget to continually inundate the public with positive messaging and millions of customer reviews or testimonials to draw from, they must rely on other methods for maintaining a good reputation.

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Personal MBA: Hook

It seems the average attention span these days is quite abysmal, so whatever message you’re able to get in front of a potential customer better be short, sweet and informative. These are known as hooks and are described by Kaufman as, “a single phrase or sentence that describes an offer’s primary benefit.”

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Personal MBA: Free

Giving away free products or services is a classic marketing strategy and a great way to gain attention. Kaufman notes, however, and this has also been true in my experience that you better make sure you're giving away something of real value.

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Personal MBA: Desire

Kaufman really threw me a curve ball in this section. I assumed this topic would be pretty straightforward. You want to craft marketing copy or narratives that elicit desire from your potential customers. Turns out, trying to create a desire for your product or service is a huge waste of time.

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Personal MBA: End Results

This has been one of my favorite insights from Personal MBA so far because I can honestly say that this has never occurred to me. Kaufman states, “Marketing is most effective when it focuses on the desired End Result, which is usually a distinctive experience or emotion related to a Core Human Drive.”

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