The best marketers will tell you that money comes most easily to those who understand the wants,
wishes, and needs of your customer. If you are selling watches to active adult men, it doesn’t make
sense to give them ribbon bands with ponies and unicorns on them, right?

The funny thing is, many companies have begun making their product offering so generic, they really
aren’t targeting anyone at all. They offer the plainest, most generic items available, usually with black
or grey color schemes, and expect them to move like hotcakes on the market.

The less specific a marketer or business owner targets, the more likely it is that nobody will be
interested in buying the product. It is vital to understand that you are not creating your widgets or
service to be thrown into a magic pit from which money comes out. These products are going to
people who purchase them to solve a problem or improve their lives in some way.

In Og Mandino’s classic treatise on salesmanship “The Greatest Salesman in the World”, the first scroll
suggests that a salesman walk among his customers for thirty days and repeat to himself the words “I
love you” to everyone he passes. Try doing this for a single day, and see if you feel any different about
your own product. Would you sell it to someone you love? Would someone who loves you sell it to

The phrase “It is not personal, it is business” is an outdated concept. All business must be personal if
a lasting relationship with a customer can be built. They must know you, like you, and trust you if you
intend to do business with them. So ask yourself, Where’s the love?

Offering a top quality service or product is a key aspect of business. Conrad Kolba offers some great
thoughts on quality in his blog. Click here to read his artticle “On Quality”.

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