The Truth About What Customers Want: The Truth about Customer_p1

Customers demystified! How you can move them to buy...buy more...and keep on buying! The truth about what customers really want, think, and feel The truth about keeping current customers happy—and loyal The truth about the newest trends and advances in consumer behavior Simply the best thinkingTHE TRUTH AND NOTHING BUT THE TRUTH This book reveals 50 bite-size, easy-to-use techniques for finding and keeping highly profitable customers “Michael Solomon’s The Truth About What Customers Want contains great insights into consumer behavior and is a must-have tool for anyone working in a consumer-driven field. His 50 truths take the guesswork out of marketing intelligence and give insight into navigating today’s technology-driven world.”Tim Dunphy, Senior Marketing Manager, Consumer Insights, Black & Decker Introduction ixTruth 1 Your customers want a relationship, not a one-night stand 1Truth 2 Design it, and they will come 5Truth 3 Sensory marketing–smells like profits 9Truth 4 Pardon me, is that a breast in your Coke? 13Truth 5 One man’s goose… 17Truth 6 Throw ‘em a bone, and they’ll no longer roam 21Truth 7 Stay in their minds–if you can 25Truth 8 These are the good old days 29Truth 9 Why ask why? Understand consumers’ motives to meet their needs 33Truth 10 He who dies with the most toys wins 37Truth 11 Your customers are looking for greener pastures 41Truth 12 “Because I’m worth it” 45Truth 13 Love me, love my avatar 49Truth 14 You really are what you wear 53Truth 15 Real men don’t eat quiche (but they do moisturize) 57Truth 16 Girls just want to have fun 61Truth 17 Queer eye for the spending guy 65Truth 18 Yesterday’s chubby is today’s voluptuous 69Truth 19 Men want to sleep with their cars 73Truth 20 Your PC is trying to kill you 77Truth 21 Birds of a feather buy together 81Truth 22 Sell wine spritzers to squash players 85Truth 23 They think your product sucks–but that’s not a bad thing 89Truth 24 When to sell the steak, when to sell the sizzle 93Truth 25 People are dumber than robots (lazier, too) 97Truth 26 Your customers have your brand on the brain 101Truth 27 Let their mouseclicks do the walking 105Truth 28 Nothing shouts quality like leather from Poland 111Truth 29 Consider investing in a drive-thru mortuary 115Truth 30 Go to the Gemba 119Truth 31 Your customers want to be like Mike (or someone like him) 123Truth 32 Go tribal 127