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POWER Concept #2: I’m jumping right into Power Concept #2 because it is the natural outcome of Echo Marketing. The primary goal of Echo Marketing (sending out sequenced, stepped letters and postcards) is to take full advantage of POWER Concept #2: the "Power of Awareness". I have found this concept to be a "universal truth" that is incredibly helpful. Here is how it works: People that have a heightened awareness to something are more likely to notice it and act upon it when they see it. To prove this "universal truth", lets take a little test. Ask yourself this question: Question: Today, how many automobiles did I notice (on the road or in parking lots) that were this exact make and model: Mazda 3 (Protege)?Answer: Let’s face it … you may not even know what a Mazda 3 looks like. You may not know if it is an SUV, a sedan, or a compact. And even if you do know exactly what this car looks like, you still may have the same answer.That is, most likely your answer is "Zero". Or at least, "I have no idea what-so-ever!!!" OK, let’s change the situation … and apply the Power of Awareness. Let’s say this morning you visited a Mazda automobile dealership. You looked at the Tribute SUV. You admired the sporty Miata. But your eye sparkled when you saw the Mazda 3. You absolutely fell in LOVE with the bright yellow, 5-door hatchback model.You test drove it for an hour. When you arrived back at the dealership, you couldn’t hide your excitement. You wanted THAT CAR!!! So you bought it. You headed home, "look’in’ good" in your bright yellow Mazda NOW, ask yourself the exact same question. Question: Today, how many automobiles did I notice (on the road or in parking lots) that were this exact make and model: Mazda 3?Answer: The answer is, of course, you noticed EVERY ONE! You might have counted four, five or even six. And you even noticed every other car that had a Mazda emblem on its hood or trunk.YOU HAVE BEEN MADE AWARE OF MAZDAS IN GENERAL AND OF THE MAZDA 3 SPECIFICALLY!Do you think there were actually more of these cars on the road after you bought yours? Had there miraculously been a boost in sales for this particular car that morning? Of course not. You were simply aware of this type of car…so you noticed every one. |
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