The Law of Perception … Ries & Trout; as explained by Mike Farrell with aspenIbiz

This post is a follow up to my recent tweet about The Law of Perception.

Many people think marketing is a battle of products. In the long run, they believe the best product will win.

Marketing people are preoccupied with doing research and getting the facts. They then analyze the data to make sure the truth is on their side, confident they have the best product and that ultimately, the best product will win.

It is an illusion. All that exists in the world of marketing are perceptions in the minds of the customer or prospect (lead or applicant). Their perception is the reality ... everything else is an illusion.

Marketing is a manipulation of those perceptions and creating illusions to solve a problem of the prospect or customer. They don’t care about how good “what you have” is, compared to the competition … they just want to know it will solve their problem and work for them.

Your entire marketing efforts should be to meet and exceed those perceptions. You have to study how those perceptions are formed and focus your marketing campaigns on meeting and exceeding those perceptions.

For example the three largest selling Japanese imported cars in America are Honda, Toyota, and Nissan. The Japanese automobile manufactures sell the same cars in the USA as they do in Japan. If it was a battle of products, you would expect, percentage wise, the same sales volume would hold true for cars sold in the USA as in Japan. Yet in Japan, Toyota sells 4X as many automobiles as Honda does. Why?

To answer that, let’s think about the following interchange. If you told friends in New York you bought a Honda, they might ask, “Was it a Civic?, an Accord?, or a Pilot?” If you told a friend in Tokyo you bought a Honda, they might ask “what kind of motorcycle did you buy?” In Japan, Honda is perceived as a motorcycle company and most people in Japan don’t want to buy a car from a motorcycle company.

Many Internet Marketing entrepreneurs are using techniques and tools like mind-mapping, keyword research, “Attraction Marketing Formula,” “Magnetic Sponsoring,” and MindMeister to position themselves and their products to solve the needs of the customer or prospect. They use hypnotic writing skills to not emphasize why their offering is better, feature and function-wise, over a competitor’s but to develop a message that will seduce and persuade a customer that what is offered will work for them.

Marketing is not a battle of products. It is a battle of perceptions.

You can find out more about Internet Marketing and home-based businesses by reading updates that will be posted at my blog over the next few weeks.

As a former engineer with General Dynamics and management consultant at Deloitte … I am on a mission to empower individuals by increasing their financial literacy, improve their ability for personal sustainability, and contribute to the program that has a goal of creating 100 Millionaires by 2012.

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When not traveling for business or pleasure, Mike operates his own Internet Marketing company and consulting firm from his home in the mountains of Colorado.

In closing, if you are an entrepreneur, a business owner, employed in an 8-5 job, or recently retired, yet still wanting to be plugged-in to the next wave of economic prosperity, you can join me in pursuing the lifestyle you want to live by following this aspenIbiz link.