Category: Sales & Marketing

Article Contributed by Ron Abbott
Every business has the ability to reap huge benefits by making small improvements in their marketing. By leveraging a few key areas you can create plentiful and consistent sales opportunities. One area that can produce significant improvement is the techniques you use to communicate your marketing message to your audience.
The most powerful force in marketing is the skill of persuasion. Your ability to communicate to your target market the benefits and solutions your product or service provides is the key to your business success.
One proven technique that will improve your persuasion skills is to throw them a PASS with your marketing message.
PASS stands for Problem – Agitation – Story – Solution. This communication technique utilizes a powerful psychological trigger: People are highly motivated to action on problems that cause them pain, stress and discomfort.
Your most qualified prospects are looking to solve a specific problem, dissatisfaction or challenge they are facing in their lives. Your job as a marketer is to focus their attention on this problem and show them that you have the best available solution. You must motivate them to take action by stimulating their emotional need to solve the problem and relieve the stress that is attached to it.
Here’s how to use the powerful PASS technique in your marketing materials.
1. Problem – Define the problem they are experiencing and address it clearly so it triggers an emotional response. Get them to take time to think about the pain or discomfort they are feeling.
2. Agitation – Make them feel the problem by pointing out the possible scenarios that could occur if they don’t take action. Feeling a sense of loss or missed opportunity often compels people to act immediately.
3. Story – Tell a relevant story of someone who shared the same problem and their method of solving it. Focus on the positive results they experienced and how they benefited by solving the problem with your product or service.
4. Solution – Offer them a solution to the problem with your product or service. Provide detailed benefits, examples and testimonials of satisfied clients and customers you’ve helped before.
Your goal is to whip them into a frenzy by using emotional triggers which point out the cause of the problem. Once sufficiently agitated, offer your solution and educate them on the benefits you provide to fix it. Paint them a picture of what their life will look like as a result of purchasing your product or service.
When you use the PASS technique, the prospect will sell themselves on the fact they need to make a purchase to remove the pain and problem. For excellent case studies of this formula in action, watch any of the hundreds of TV infomercials that are broadcast over every day. There’s a reason they utilize the PASS technique…it works!
About the Author
Find more marketing techniques from marketing coach Ron Abbott and to request your free marketing report, “Ten Critical, Must-Have Techniques To Improve Your Marketing Results” at htpp://www.td-marketing-system.com.

Small Business Branding by Ed Roach: Positioning your brand is probably one of the most important aspects of branding. It is the unique strategy that will introduce your target audience to exactly what it is that differentiates your product or service from your competitors. I am working with a number of companies right now developing exactly this.
It is absolutely fascinating what gems come out of discussions on positioning. At the outset, many companies are hard pressed to recognize a difference. All they see is the obvious. My strength is that I want to understand how the product or service is delivered, how is it made, what is the experience that surrounds the product or service? Several times the difference is not in the actual product but the delivery of the product or the follow-up. You have to look at the entire product cycle from conception to happy customer and beyond. There is an opportunity in there. You can count on it.
Compliances offer up positioning opportunities. Training offers up positioning opportunities. Frankly there is much to learn from every angle and nuance. For example, I worked with a consumer food product customer. They felt that their fruit product was much like all their competitors across the world. All were grown exactly the same way, with the same ingredients, under similar conditions using the same technologies and marketing and shipping conditions. I refused to believe that there was no opportunity and so I dug deeper into the industry standards. I wanted to know how one product is rated over another. What was intriguing was that the very standards for grading our produce was the opportunity for a very BIG aha moment. Here is the skinny on fruit standards. They are judged on 3 criteria – size, appearance and firmness.
Consider these criteria again: size – appearance – firmness. Is anything missing? I suggested there was and it was huge.
Taste.
You see, taste isn’t a criteria. That is left up to the individual. I suggested that there must be at least a minimum standard that a good sample must taste like. With watermelon, it’s the sweetness – a lemon, its tarty characteristic. Everyone agreed that we were on to something.
Once this particular fruit standard for taste was established, we then contracted the two leading agricultural universities in Canada and the United States to independently develop processes that tested for taste based on the bar we set. While other competing fruit have may won taste competitions judged by consumers, we now have established a definitive test for taste not unlike the the test for size, appearance and firmness. The processes were legally protected and are now proprietary to us.
We were now the ONLY fruit tested for taste!
Our fruit’s taste was now a guaranteed standard of quality NOT based on differing opinions, but on quantitative data. The bar had been raised.
A very compelling difference. This my friends is positioning. In this case the customer had to change how it did business and in doing so, introduced a new standard to their industry. This is not the work of a follower, but a leader.
Positioning can be very powerful if you are savvy enough to recognize the opportunity and bold enough to implement it. The real gems are far beyond the obvious. Look all around the edges of your product or service.
How To Power Position Your Brand! [Small Business Branding]

Small Business Branding: There are aspects of our business life that are challenges. When I blog or when I design or consult, I often come across challenges that only research can address. I am currently investigating podcasts. I want the production to be more than me in front of a microphone discussing branding tips. What about production values? Background music? The intro? All of these concerns are what is known as pain points. In the course of accomplishing something, these are the little irritants along the journey.
When you develop your marketing materials, recognizing your target audience’s pain points and exploiting them, will resonate with that audience. Don’t bore them with simply a list of what you do and how well you do it, but answer the age old question from the mouth of your consumer: “What’s in it for me?” or “How can I profit from dealing with you?”
Let’s say that you’re a bright young management consultant. Your target audience’s pain points might be:
• Industry compliances
• Retaining quality employees
• Training sale staff
• Keeping a tight reign on payroll
• Cross-border issues
…just to name a few.
If you want to get their attention, address what you know to be the biggest pain point of them all. Use the pain point that feels as though you’re hitting their sore tooth with a small metal hammer. Their pain is your gain.

To go back to my pain, (podcasting) – whenever I came across information that addressed one of my pain points, it resonated with me and I investigated that service further. I ignored all others who tried to sell their services with brag notes or fancy slogans, I don’t have the time to figure them out. You might even use your own target’s pain points as the basis of your brand differentiator.
Look at pain point solutions that exist all around you: If you perspire, you use Ban roll-on – if your feet hurt, you use a Dr. Scholl gel insole – if your mortgage is to complicated, ING has the unmortgage. The wonderful thing is, your customer wants you to address their pain points. We all want relief.
In many ways if you don’t use pain points to sell, many customers probably wonder why you exist. Understand their pain and sell them the relief.
They’ll love you for it.

How To Sell The Pain [Small Business Branding]