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This is the 71st issue of The Better Mousetrap.
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DOWN AND DIRTY BRINGS HOME THE BACON.
Building 19? Sure you do. The founders were brilliant.
First, they had an objective
to make as much money as possible selling stuff. Almost any
stuff. Stuff that they had scrounged and purchased for next-to-nothing.
Next they adopted a position;
"Good Stuff Cheap."
Then they asked: What markets
would be attracted to good stuff cheap?
1) People who can't afford
to pay a lot of money for stuff and 2) people who can't pass
up the thought of a "deal"—the idea that they
are getting something for nothing.
The founders loaded their stuff
into a vast building and proceeded to make a lot of money.
Enough so that they could open
more vast buildings (#19-1/2, #19-3/4, etc. They made so much
money that they could have afforded snazzier retail space.
But they wanted a confusing, messy warehouse atmosphere.
Almost a parody of schlock. Theirn ads were messy too. But
the ads were an artform of themselves. People read the ads
like comic books and laughed all the way to the store. (In
terms of creative time and ad space, those "comic books"
The founders were also featured
prominently in the ads as affable, slightly subnormal schlemeils
who discount dramatically to their own disadvantage.
But if you think those founders
were as dumb as they said or if you think they had lifestyles
that matched their cartoon counterparts you're probably still
waiting for the Tooth Fairy.
Now the point here is simply
this: you don't have to like what you sell...your
product doesn't have to be something you'd buy...but
you do have to understand that someone will
like it and someone will buy it. So you need to appeal
to the needs and tastes of your market and consistently target
your message and product to that market.
Understand also that down-and-dirty
is a valid market niche. You can make a lot of money with
a down-and-dirty market niche. George Hormel did.
In his meat packing business
George had a problem with parts that weren't meaty enough
to sell as ham and not fatty enough to package as bacon. Pork
shoulders for example.
George Hormel chopped the shoulders
up, added some spices and some meatier cuts, and pressed the
stuff into cans where it would keep for months.
Well Hormel's invention—Spam—snuggled
into a neat little market niche. It was inexpensive, convenient,
tasty and it kept for next-to-ever.
The U.S. government gave Spam
a powerful promotional push during World War II by including
it in the diet of every G.I. Many soldiers left the service
swearing never to eat Spam
again. But it's a funny thing.....Spam is still being made
and sold , so somebody's eating it. Here are a few
people who are:
Koreans consider Spam an imported
item and give cans of it as gifts.
Hawaii has the highest per capita
rate of Spam consumption in the U.S. (and the highest life
expectancy in the nation as well, so go figure).
Every minute, every day 228
cans of Spam are eaten.
It isn't glamorous but it sure
So which would you rather be?
COMMON BENEFITS...Pick The One That Turns Your Prospects On.
1. To make money
2. To save money
3. To save time
4. For recognition
5. For security/peace of mind
6. For convenience/comfort
7. For flexibility
8. For satisfaction/reliability/pleasure
9. For status
you have a product or service to sell, then you have a target
prospect to influence. It helps to know what turns that prospect
on. Or off. There's an excellent—almost sure—chance
that one of these ten benefits will hold the key to each sale.
Size up your prospect's agenda, then try to select a matching
benefit—the one that will most likely push that prospect's
button—then package your pitch in the benefit of choice.
Ten common benefits was developed
by Rebecca L. Morgan who has written a great, hands-on workbook
called Professional Selling. Although first published
more then 10 years ago it is available in paperback on Amazon
for only $5.00
to a Better Mousetrap reader for sharing this chuckle
and welcome to the Psychiatric Hotline:
you are obsessive-compulsive, please press 1 repeatedly."
" If you are a co-dependent,
please ask someone to press 2."
" If you have multiple
personalities, please press 3, 4, 5 and 6."
"If you are paranoid-delusional,
we know who you are and what you want. Just stay on
the line until we can trace your call."
"If you are schizophrenic,
listen carefully and a little voice will tell you which
number to press."
If you are manic-depressive,
it doesn't matter which numbers you press. No one will
ABCs OF BUSINESS-PART X.
A Modern Glossary for Workplace Survival
is the activity of making another person buy something he
or she didn't know they wanted. A sales career is not for
everyone: Failure is bleak and terrifying, a gaze into the
essential alienation of existence. Success, on the other hand,
is sudden and almost sexually satisfying.
media is linking all human life on the planet
into one gigantic brain stem throbbing with unintelligible
is very, very important. Don't let anybody tell you different.
A new title—particularly one that is publically announced—is
worth a ton more than a lousy 5% raise. If they don't want
to give you a quantum shift from associate to manager, take
an incremental elevation to something like senior associate.
If you're already a senior associate and they won't make you
a manager, fight to be a senior executive associate. And money
will eventually follow, falling out of the upper regions of
the corporation as those who determine compensation forget
your title change was meaningless and simply look at all those
adjectives in front of your name.
is really fun for about 10 years. Then you get tired of bouncing
on the bed. Fortunately, as the rigors of the traveling lifestyle
begin to wear, you will be growing in power and status and
eligible to stay in ridiculously sumptuous surroundings on
sheets with a high thread count.
in the Wall Street Journal
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good networker has two ears and one mouth. Use them
man can never have too much red wine, too many books
or too much ammunition."
a temple to be built, a temple must be destroyed."
planter, the farmer, the mechanic and the laborer...are
the bone and sinew of the country."
a better mouse-trap and the world will beat a path to your
Ralph Waldo Emerson
can build it but they don't have to come. Let your
market know the product is there.
BETTER MOUSE- TRAP helps you do it. To do it even better
call The Cheshire Group at
978 475-1478 or visit us at: