Companies are finding it increasingly difficult to reach their potential customers. Finding your way through the social media and online marketing jungle is not an easy task. That is why, it is crucial for a company or an individual to specialize and focus on a niche market.

I remember when I first started my design business I took calls like: “Can you make me a website with 40 pages for under $200?”, “How about a logo? Can you manipulate my photos and put me next to Pamela Anderson?” My answer was always “yes” regardless if I was able to do any of it or not. I figured I have to “blast” them with my knowledge and show that I am an “all stop shop” for everything design related. I even got requests to create architectural drawings and redesign homes!

Needless to say I was the “jack-of-all-trades; master of just a few”. My life was chaotic and barely had time to catch reruns of “Family Guy”. Even more disturbing was the fact that my business was not even growing. That’s when I realized that this “shot-gun blasting” approach was not quite the one I was looking for.
After lots of research and feedback from my clients, I finally decided on my niche market. I start focusing on that and discarded all the other extra stuff. Pretty soon I became the expert in my niche market and clients were seeking me out instead of the other way around. Based on that,  word-of-mouth was and continues to be still very big for me. Plus, it’s free!

If you are just starting out or if you are in midst of “revamping” your business marketing approach here are some things you need to consider:

1. ASSETT INVENTORY

Make a list of your strengths. Narrow them down to 2 to 3 max. Write down the pro’s and con’s for each; list all the ways you can develop the skills you already posses. Instead of dwindling on pleasing everyone with a multitude of services, focus on your strengths and be the best you can be in your field. These are your tools, your weapon and your ammo.

2. SEARCH & IMPROVISE

Find your field, your area of expertise and become the best you can be in that area. If someone is looking for a specialist in your field – you should be on top of that list. If you identify potential “contenders” in your niche market, network with them and find their strengths and weaknesses. Very often a new niche market might emerge just from this activity alone.

3. IDENTIFY POTENTIAL TARGETS

Go through your rolodex, Palm, contact database, friends, relatives, etc. and identify potential connections that are relevant to your “new” approach. If you are targeting, let’s say, the financial sector then contact the person who helped with your mortgage. Ask him/her to introduce you to his/her connections. “Facebook” your marketing approach towards potential clients.

4. KEEP THE PRESSURE ON

Once you identified your niche and thus your potential clients, research novel ways to create the buzz and display your potential. Take advantage of the social media and be active on all fronts. Send emails that have meaning and can benefit your clients. You don’t have to overwhelm them but make a gem of knowledge from every one of your messages. Store them on your website/blog for future reference. Just be consistent and adjust the “marketing” fire according to conditions of the market and especially to the mood of the targeted clients.

In conclusion – business is very fluid and it’s up to you to keep up, adapt, adjust and change course at a drop of a hat. Those who don’t will not win. In the words of a genius:

Insanity: doing the same thing over and over again and expecting different results.
Albert Einstein
And one more: Information is not knowledge. The only source of knowledge is experience.

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Each day we are bombarded with 3700 marketing and sales offers. Each and every day! For the most part, we ignore almost all of them. Why? Because they are boring.

Here’s a TV commercial that is not boring – the Korean Air Global Campaign – The Color of Perfection:

Notice the use of black & white cinematography along with softly painted aquamarine; the soothing music in the background. Everything moves in slow motion almost giving you the feeling of a weightless, romantic spa up in the sky. They don’t use airplanes in flight but flying is implied with images that recall a dreamy experience.

While waiting for my flight at LAX, I noticed to the right of my gate a Korean Air desk and instantly the commercial popped in my head. I start looking for the bright smiles of the Korean Airlines flight attendants and sure enough they appeared floating although walking. At least that’s how I saw them still under the spell of the TV commercial. Precise, distinguished and bright, the female flight attendants walked toward the gate and commenced boarding.

What impressed me the most though, was the effort and the extent of their courtesy while seeking possible air-heads taking a nap in the sea of patiently waiting passengers who could have missed their flight. They moved with purpose and efficiency through the crowd while calling last minute passengers.  Now – that’s really good if not excellent customer service.

In contrast, I remember several years ago when my flight arrived late in Miami from Jamaica and I missed my connection to Detroit. So here I am, wife, small child and 3 pieces of luggage trying to convince the staff of a company that starts with American and ends with Airlines that we really need to get to Detroit and it was not our fault for the 2 hour late landing of Air Jamaica.

Needless to say, nobody gave a “flying sh…” – pun intended, about the 3 stranded Michiganders in the Miami Dade Airport. We were told to sit tight and get on the next plane like everyone else. No apologies, no special accommodations, not even a bag of peanuts. Now – that’s really crappy customer service.

I didn’t expect the royal treatment; not even a bump to First Class. Just some sympathy and  2 minutes of your “precious time” while pretending you are trying to help with my problems.

Ask me if I flew with that airline since. No wonder they were on the brink of bankruptcy; no wonder most American companies are outsourcing their customer service overseas; with an attitude like that who needs the aggravation? If the person on the other end shows some respect and courtesy, I can deal with a bit of an accent and not a perfect command of the English language.

What can be more memorable-a great TV commercial or a really bad experience? Let me know what you think. I promise I’ll listen.

Marketing brochures are one of the key elements in order to promote your product and/or services to consumers; to attract potential buyers or manufacturers that might want to license or buy your invention.  

This article is designed to give you an overview of some of the key considerations in developing a successful marketing brochure. Printing and distributing on and off line marketing brochures can do wonders for your bottom line. 

A well-designed, well-written marketing brochure design is an opportunity to capture the attention of prospective clients and win them with an effective positioning statement, differentiating your products and services from those of the competition.

There are 3 major elements of a successful brochure:

1. Visual
2. Content
3. Readability

 1. Visual Element
Pictures
People usually remember 10% of what they hear, 30% of what they read and 50% of what they see. Because your brochure cannot speak (yet!) you will have to rely on the other 60%. Let’s start with the biggest number – the 50% of what they see.

Make sure you have your imagery all planned out:

• Strong and colorful pictures that sets the tone for the brochure’s theme (large photos always work better than small ones) 

Here’s an example of the CPA Firm “Kennedy & Coe, LLC”

• Also – if you want to really emphasize the awesome product or service you have don’t shy away from creating unique manipulated photos. The more shocking they are the more people will remember you and your company.

Here’s an example of such photo manipulation for “Komatsu”

For more on design read the book “How to Design Cool Stuff”

Text

From a visual point of view – text matters; as in color, size and font.

Here are some general pointers:

• Adapt the text to the general theme of the brochure
• Use fonts that are easy on the eye
• Headlines should stand out from regular text either through color, size or font style
• The headlines should also be Calls to Action
• More on the readability section…

2. Content Element

You may know your business best but unless you make a living writing copy for brochures, leave this important task to the professionals. I am not referring here to the designer of the brochure but a writer who can take notes from you and then create a compressed piece of text that can entice people into buying whatever is that you are selling.

Let the professional do their job, but point out what you think it’s important for the brochure and what should stand out the most (i.e. a feature of a service, testimonials about your professionalism, etc.). This would be a good time to point out that including testimonials in your brochure is a must.

One last thing – make sure your designer connects with your writer and the 2 of them are communicating. There is nothing more distracting on a brochure than “hanged” text (copy that starts from one panel of the brochure and ends on the next panel).

Here are some examples of good design & copy (Design by Satori – Brochure Portfolio)

3. Readability Element

As mentioned above, under the “Visual” section, it is very important to create “Calls to Action” that stand out and the human eye is attracted to them. Of course if they are poorly design they will stand out on their own.

Again, the relationship between the designer and the writer is crucial because the decision of what the headlines should look like and what it should say to the viewer is very important.

Marketing brochures are tools most businesses employ because they have the weight and portability of a postcard, combined with four times the amount of design real estate space. 

When designing your marketing brochures, always step back and ask yourself if you would keep this brochure after glancing at it.  If your marketing brochure distribution is low that means the design, quality or both have lots of room for improvement. It is also a sign that you don’t care that much about your business or your customers.

If you’d take one thing from this article – please consider this: Whenever you decide to create a brochure for you or your company – call the professionals. Check out their portfolio and remember that a web designer is not necessarily a print designer. There are major differences between the 2 mediums and you should seek the talent of the ones who are best of what they do. You’ll clients and your business will thank you for that.

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Once you “convinced” the web visitors to click through your website, you want them to land on – you guessed it -”your landing page”. There you should have a short and sweet form that will ask them a minimum number of questions so they can move forward as fast as possible and download the piece of information or whatever else you previously promised them.

Functional Web Forms

Do not make the mistake of displaying an email address. It shows 3 things:

• You don’t care about your prospects
• You are not professional and
• You really don’t know the first thing about creating client lists and their usefulness in the age of the web.

Instead use performing software like Aweber

The basic elements of a functional form are:

Forms should be Short

I know you are tempted to ask the visitor a bunch of questions varying from their social security to their granny’s eye color but put yourself in their shoes. Would you like to stumble upon a form that goes on forever with no end in sight? Would you even have the time or patience to fill out all those fields? That’s exactly how your web visitors feel too. So keep it short.

At this point you are trying to lure people in and not give them the smallest reason to leave your site. A Name and an email address would be sufficient. Why email? You’ll see later in this article why this is extremely important for your business.

Location of the Form

Always above the fold. If you have a slightly longer form (although I warned you above why this is a bad idea) you have to keep it above the fold. If you make people scroll down you can kiss them goodbye.

Don’t Get Personal

Email address and even physical address (only if you are shipping them something) it’s ok. Social security numbers are not.

Ask Simple Questions

I am registered with a bunch of social networks and have about 4 email accounts. I keep a lot of personal data on these accounts and I find it very easy to log in, check stuff out and logout. One thing it has always baffled me how come, whenever I log into my account, the cable company is always asking me for the 16 digit number of my account. Wouldn’t an email account and a password be sufficient?

I am always annoyed by this and for that reason I never go to my cable company account. Why bother? I still don’t know and could care less about my 16 digit account number.

Don’t Let Them Cancel out

Always provide only ONE button after they filled out that form – “Submit”, or “Create Account” or “Send”. Do not attempt to leave them an option out, like “Cancel” or “Clear Form”. The web visitors will get confused and become annoyed if they hit the button by mistake and canceled out the form they just filed in. Under 1% will be willing to start over, so why take the chance?

They got on that form because they wanted to. If they don’t want to communicate via the form with you they will just hit the “back” button but why make it easy when you haven’t forced them to do anything anyway?

Make Them Trust You

When web visitors agree to fill out a form on your website, they already trust you somewhat. Thicken that trust with more statements like “We will never sell your email to a third party. We don’t like span and we are sure you don’t either.” Or something to that effect.

Present a privacy policy if necessary. Whatever you can do so the web surfer trusts you and hopefully you are one of the good guys not some guy in Nigeria who has constant rich dead relatives and don’t know where to send the millions stuck in the bank.

Get an Autoresponder

This show you care, even the customer knows this is an automated response. Don’t you feel good every time you get an email that says: “Thank you [ insert your first name here], for being a loyal customer…”.

Run tests on the autoresponder. One of these best out there is AWeber.

Go back and look at your forms again. See if they follow the elements above and modify accordingly. You should be able to convert many more prospects than before.

The world is full of descriptions and attempts to mold the definition of marketing, but so far I haven’t found a clear characterization of this escaping concept we face every day. To me – marketing is present in everything that we do on a daily basis; promise a surprise to your children to convince them to dress warm and – bang – you just did some marketing without even knowing it. Launch a new product and do whatever necessary to make the market react positive about it and you delivered yet another marketing punch.
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Seduction or Marketing

Everything that we do, from the mundane to the most exciting has in some way a direct or indirect connection to the concept of marketing. Even now, as you read this article, you are unknowingly participating in my marketing efforts of promoting knowledge through this blog. 

So..what is Marketing then?

Marketing is an action (or multitudes of actions), visual or otherwise, emanated from a source (you, a company, etc.) and directed to a receiver (those you want to gain from) in order to obtain something (money, fame, acceptance, friendship, love, power, etc.) 

Marketing is based on the concept of seducing. Seducing the clients into buying your product or pay for your services; seducing your friends into accepting you; seducing your in-laws to love and accept you. 

You can employ a variety of mediums to start your seducing process – intricate part of getting the message out (i.e. ads in print or online media, articles on blogs and ezines, pictures on or offline, TV, radio, social media networks, etc.)

The 2 elements that sit at the base of the seducing act are: words (spoken or written) and images (pictures or videos).

Sometimes one of the elements is more powerful than the other but their continuous switching their power position gives the dynamics of the marketing process as a whole.

Several years ago, a former heavy weight champion of the world – George Foreman, introduced the “George Foreman Grill” on a shopping network. Although everyone knew George Foreman, the sales were nothing to brag about, until, ignored by the network hosts, George proceeded to eat a delicious burger grilled minutes before on the same grill he was so trying to seduce the viewers with. That image alone generated instant sales.

The end result – huge profits for the “George Foreman Grill” company due to several minutes of live filming of a hungry heavy weight (no pun intended) right there in the studio, unrehearsed and uncut.

See the 2 elements switching?

First George appears – image seduction. Then he starts talking about the benefits of owning such a product – word seduction. When both elements fail to entice viewers into buying, he switches again to the image seduction of sinking his teeth into a freshly grilled burger. Image wins.

Here’s another example:

It is said that if TV would have been around at the time, Abraham Lincoln would have never been elected. Why? Because we are visual “animals” and apparently the lanky Illinois native was not a pretty picture to look at. Not according to our standards anyway.

His words though, on letters or speeches resonated well with the American people and seduced them into electing him the president of the United States. In this case, word alone won over the image.

Now-a-days our society is much more complex and the mediums where we display our seductions are diverse.  We need to take in consideration both elements of the seduction process and combine them both in an organized and structured way in order to become truly effective in our marketing effort.

SEO Top 10

You can do a lot of things that require effort and time in order to optimize your website or blog. Of course, you can always leave all this effort and time, for a cost, to specialized companies that do this for a living. They are called SEO companies.

Before you ask for help, I suggest a list of items you should ask these companies when you engage in setting up a connection with them. Based on their answers, you’ll be in a better position to decide if this is the real deal or another fly-by-night who will only bruise your Google rank and they disappear in the digital sunset with your money.

They are the ones who attempt to unfairly manipulate search engines results, only for a short lived high ranking position for your company.

Google has set up a list of 10 things to keep in mind before you sign the contract with a SEO Firm:

1. NO ONE can guarantee a #1 ranking on Google – if they do, back away immediately
2. Be wary of SEO firms that send you email out of the blue – they are desperate to get clients. No clients – no recognized expertise in their field
3. Be careful of a company is secretive or won’t clearly explain what they intend to do – these are the ones who especially engage in unorthodox methods to trick search engines
4. You don’t have to link to an SEO company. Ever. Period
5. If the SEO company is asking you to purchase and install extra pieces of software to give you the ability to type keywords directly into the browser address bar, don’t. Hang up the phone and move on
6. Ask details to where all the money is going. Ask them to be specific
7. Choose wisely after you have done your research with at least 4-5 companies. Try to find past clients who worked with the SEO company. Gather testimonials
8. When you narrow down your list to 5 companies, call them again one by one and ask if they’d recommend the other 4 firms
9. Make sure you’re protected and the items of a contract are very clear to you
10. And the number 10 item – If an offer sounds too good to be true, read rule#1

SEO and web promotion is a complicated activity and requires time, expert knowledge, money, patience and a lot of communication between you and the SEO company. If you don’t feel the results are there, cut your losses and stop.

Look back what you were doing and where everything might have gone wrong. Depending on the relationship you have with the SEO company, ultimately it’s your decision to stick with them or move on. Most of the time the answer is to stick to the plan and correct the things that we’re done wrong.

Survival Kit for the 2012 Marketer

Around the world, a large number of people tend to believe that this Mayan Calendar event is very real and the world will end on December 21st, 2012.

So are you going to do? Sit around and wait or gather water and clothes, weapons and other items every survival kit should have?

As for me,  I don’t know… I like to see the world through rosed colored glasses and this 2012 sounds a bit far fetched.

I will leave these pessimists go on with their preparations for Armageddon and in this article I will write for the rest of us, those who can see past 2012.

I see a world where your refrigerator will connect via the web with your favorite food store and order the things you need before hand. I see the future where the TV and the computer will be integrated, acting as one. It will allow you to connect with any car manufacturer in the world and design your car anyway you want it. “Go ahead – do it – it will be a pleasure to deliver your car. Is tomorrow OK?” – the soothing voice floats from my TV speakers.

Welcome to Personalized Marketing – the New & Revolutionary Method of Connecting You With Your Customers

Personalized marketing is an extreme form of product differentiation. Personalized marketing will help you manage customers rather than products; it will measure share of customer not share of market. It will mean the pure transition of economies of scope rather than economies of scale. Personalized marketing treats every individual like a marketing segment. 

This form of future marketing, which already start happening will speak to each individual on their own terms. This is where the real power of a marketing message comes in – when you speak to each individual customer or prospect in a personal way, making them feel good about the attention they receive.

Personalized marketing can allow you to identifying potential customers; determining their needs and their lifetime value to the company; interact with customers so as to learn about them; and customize products, services, and communications to individual customers. 

Personalized marketing is a 4 phase process:

1. Identifying potential customers
2. Determining their needs, likes and dislikes
3. Interacting with customers to learn about them and customize products and services
4. A permanent 2 way communication between you the company and individual customers

A web site can track a customer’s interests and make suggestions for the future.  Many sites help customers make choices by organizing information and prioritizing it based on the individual’s liking. Take the suggestions Amazon throws at you the moment you buy an item from their online store. That along with product reviews and music suggestions makes me keep on browsing and find out more about the products they are selling.

The internet is a prime example of personalized marketing

It all started with the invention of the email system. Remember back in the 90’s when you signed up for a free account with Yahoo or HotMail. How great did you feel when you were greeted with “Hello <insert your name here>”? That was the very first personalized type of marketing done over the web.

Instead of just buying lunches and schmooze just to keep your company’s name in front of clients, take the time and send them a personal note. It will cost less than a lunch and will pay out better in the long run. Start by mapping out where clients’ goals are relative to additional services, knowledge, and expertise your company can provide.

As you create your personalized marketing campaigns, make sure you include several types of call to action. Encourage feedback. Pay for it – if you must, but include the customer in this cycle no matter what. Ask their opinion and listen to their feedback – it can shape the way you conduct business. People like to give their input and like to be involved.  The more information you have about your client the more targeted your personalized marketing campaign will be.

Final thought for Personalized Marketing? Start now; start early. Don’t kid yourself – Personalized Marketing is been here for a while it is and growing ever day.

Unless you believe the 2012 scare…in which case you should really consider buying a personalized backpack and maybe a tent for the exact number of people in your family. I bet someone already has that information and could hook you up faster than typing 2012.

Concentrate on small to medium size companies rather than large clients

Or How Not to Take a Nose Dive with Your Big Client Wrapped Around Your Neck

Years ago, while doing some IT work for a large home building company in Michigan, I came with the idea of starting my own web design and marketing company. The owner of the construction company encouraged me to pursue the dream, knowing I would save him a bundle by selling my services directly to him.

The next 3 years I was happy as a clam, making over 100K per year from this client alone. Of course I wanted to grow my young and promising company but I kept on looking for the big fish only; just like the client I started with. In my case, I was, in fact chasing whales.

In 2007, the home construction industry took a dive and my biggest client was terminally flopping in a knee deep puddle of bankruptcy. I was so tightly connected to the client that their free fall almost took my little company into the dark deeps of despair and lost revenue.

Luckily, I had a couple of “smaller fish” from which, even today, I get steady revenue.

Conclusion:

Include in your portfolio a variety of small and medium size companies and don’t get side tracked by hunting only the whales. If your client base consists of only one or two whales you risk sinking with the ship faster than you can say “Moby-Dick”.

Of course if you happen to hook a large fish that doesn’t mean you have to throw it back. Just don’t get all ‘Ahab” on this practice. Cater to smaller ones too and you’ll be well fed.

James Bond Like Marketing Tip

You go through the check list as M asked you back at the HQ. You have the car, the suit and a million dollar dazzling smile, but did you really scope all the vantage points, James?

During the weekend, Q from IT delivered a PowerPoint presentation so peppered with gizmos it would make a Swiss Army knife blush. The question is: Will it hold the audience captive in awe or will they drown in endless bottles of EVIAN? Shaken not stirred.

Prior to adventuring into unknown territories – aka The Big Sales Presentation with the Clients, any agent knows that gathering as much information possible about the target is crucial to his survival.

This includes business needs, strengths & weaknesses, competitive analysis; the target’s likes & dislikes. Only if you could discover some really good information that will give you that unequivocal advantage over all your competitors. The rest of the agents will be so jealous back at the HQ.

Well James – you’re in luck. Today I’ll share with you some information obtained from an old agent guy I used to know. This little gem will make you appear at client meetings as confident as 007 in a room full of bad guys.

Several years ago I was working with a distinguished and polite gentleman – let’s call him – Agent 006. He was the company’s champion, the Quintessential Sales Guru, the Zig Ziegler of the deal closing, the…well – you know what I mean. He was good. He was the best. He not only acquired the most clients in the company but he kept the majority of them even after downsizing, mergers, acquisitions, etc.

I was intrigued, like many others in the office, by his constant success and invited him to lunch hoping he’ll open up and share the secret. I didn’t want to look pushy, so I nudged the conversation little by little towards – “How in the world are you able to build up your portfolio with so many loyal clients?”

Smiling and very nonchalantly he knew were I was going with this and opened up almost immediately:

“The first thing I do when prospecting a new client is to find out who is the decision maker” – he stated.

“OK…makes sense – but that’s what everyone else is doing. What’s so great about that?” – I asked, anxiously wanting to get to the heart of the matter.

“Wait…wait” – he said calmly. “Do you think these people turn their minds off once they walk out of that office? Don’t you think they often share with their wives stuff that’s going on at work? Let me ask you this: What’s the first thing your wife asks you when you sit at the dinner table?”

“Well…she asks how my day was…what’s new at the office…stuff like that” – I replied still not sure what this had to do with anything.

“Exactly!” – he said victoriously. “And doesn’t she always offer some advice; doesn’t she tell you her opinion one way or the other? And don’t you some times take her advice because you trust her judgment? After all she married you, so her thought pattern is not off, is it?”

“Yeah…so?!” – I asked.

“Well – don’t you agree that sometimes the wife can influence the outcome of a sales pitch?” – he concluded folding the napkin.

That was amazing. I never thought of that!

He proceeded to explain that he tries to find out what the clients’ other half likes, what does she enjoy and what are the hot buttons he can push to get to know the client on a personal level; to befriend the client and to sell yourself first before you sell the company’s services or products.

“Maybe I can make a donation to her favorite charity; or buy them dinner at a high class restaurant. I go as far as finding out if their favorite band is in town for a concert and I buy them tickets” – he completed the picture.

Find that hot button and push it intelligently without crossing into non-professional territories, and you got yourself a loyal client who will cherish every phone call you make or any piece of information you send him.

A successful sales or marketing professional will go to the edge to close a deal and if you do your homework, the result will amaze you. Finding the prospect’s need is a talent and requires sometimes a more unorthodox approach, just like the one described above.

Creative marketers will have the keen eye to recognize the need, address it and satisfy it entirely.

Marketing Products of Dreams

Consumers don’t care and don’t want to know what electronic parts go in an iPod. All they care about is if the little devil will make them look cool on the treadmill while listening to their favorite music collection.

They could have bought any other musical storage device, but then again – can any of these other spin-offs help them plant the flag of cool on the mountain of “Supreme coolness”? I think not. The market shows the same.

Consumers buy with their hearts and their hearts beat a bit faster when “elevated status” enters their realm. Are you selling a product solely for its technical wonders? I hope not! Unless you emphasize the benefits – you lose every time. WIIFM – What’s In It For Me. I’m sure you’ve heard this before.

Your sales pitch has to revolve around a story, a desire that is close to your buyer’s heart. Your job is to find what that desire is and feed it until the deal is done.

Several years ago, I was a partner in a small transportation company. Business was tight and heading inevitably down hill. We decided to sell one of the trucks. Hoping to get the cash flow going again, we listed the truck in one of the local papers. We focused on the technical aspect of the truck and emphasized the low price compared to similar trucks on the market.

Needless to say – we got no serious response what-so-ever. We even tried eBay but the bids came so low we might as well have donated it.

Anxious to get going, we tried from a different angle and constructed an ad that appealed to the human desire of owning a business; of being free and keeping all the profits for yourself.

Here’s the ad:

BE YOUR OWN BOSS!
Become and owner operator and drive this low mileage, excellent condition truck”.

We sold it within a week and did I mention we made a 7% profit?

So what changed? Before we sold the truck, we sold the dream.

The truck was nothing but the means to break into the world of ownership and work for yourself. That is a powerful message and marketers around the world express it and push it all the time.

Stop worrying if you are going to close the deal and start learning what your customer’s desires are. Find out what they precisely want and you’ll always close the deal. Selling desire is a very powerful marketing approach and you should harness this talent before selling anything.