June 2014
Beginner
112 pages
1h 46m
English
Content preview from Marketing (The Brian Tracy Success Library)Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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TWO
Four Approaches to Successful Marketing
THERE ARE four ways that you can approach your market with your products and services.
Creating Utility
The first is by creating utility, usefulness, and by satisfying the needs of your customers to achieve a specific result. This approach requires that you offer customers something they need and can use to accomplish their other goals. A perfect example is a shovel or a truck, each of which has utility value, but maybe not the end that the customer has in mind. You’ve heard it said that “people don’t buy drills; they buy quarter-inch holes.”
An example of a new industry that was built on utility value or needs is FedEx. Years before Apple created entirely new industries for the iPod, iPhone, and iPad, ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.