Please share this Christmas gift with your e-mail list. Happy Holidays!

On the second day of Christmas, Mesmerizzzed! gives to you - two engineered products and a focused target market.

What is an “engineered” product - and why would you need two of them?

Engineering is defined as the careful analysis, design and construction of works for practical purposes. The unique task of an engineer is to identify, understand and interpret the constraints on a design in order to produce a successful result. By understanding the constraints, engineers derive specifications for production.

Creating a product or service for your focused target market involves careful analysis, design and ultimately, construction. You must understand the wants, needs and desires of your market (the constraints). You must then define the specifications to meet the needs of that market.

Okay, that’s confusing. What does that have to do with marketing? Let’s look at your first engineered product, your core product or service, your primary pitch to prospects.

It’s all in the communication. Far too often, we fall in love with our products and services. We meet with a prospect and gush about all of the things it can do, how it works, why your product is the best. The prospect asks you for the time, and you tell them how to build a watch.

What should you really be doing? Get crystal clear on the benefits - not the features - of your product or service. What’s the difference?

· Features - the facts, data and information about your products and services. Features are wonderful little things, but generally do nothing to persuade anyone to buy your widget.

· Benefits - a benefit shows how your product or service meets an explicit need of the customers in your target market. Benefits play on radio station WIIFM - what’s in it for me - the potential buyer.

Engineering a product or service demands you do the deep thinking to discover the benefits. You don’t spout off your laundry list of features and take another toke of “hopium” - hoping that they’ll fall for your shallow pitch and buy because of your pleasing personality. You do the work to define in advance (engineer) the benefits - then help them buy by educating your prospects on what your product or service will do for them.

Okay, there’s some of the important work you need to do on your first engineered product. If you offer more than one product or service, or serve more than one focused target market, you’ll need to engineer that product or service too!

What’s the second engineered product?

The second engineered product is the service for your product or service. You’ve made the sale - they’ve purchased your widget. Now, how do you create a customer for life - one who buys more, more often and refers you to everyone they know?

Now you have to engineer how your product or service is packaged, sold, distributed, delivered, promoted, installed, repaired, supported, trained and much, much more. In other words, how will you “engineer” your customer relationship?

You probably haven’t thought about engineering your second product. How do we know that? Here are some facts assembled by the American Society for Quality Control (ASQC) showing reasons companies lose customers:

Die 1%

Move 3%

Influenced by friends 5%

Lured away from the competition 9%

Dissatisfied with core product 14%

Apathy of company 68%

At least 82% of your customer retention issues are in your control - because you can eliminate apathy and eliminate core product dissatisfaction. How would that affect your bottom line over the lifetime of your customers?

Isn’t it time you engineered your two products and services?

About Mesmerizzzed! Marketing

Based in Las Vegas, Mesmerizzzed! Marketing focuses on small businesses with dramatic growth potential. The Mesmerizzzed! methodology starts with directing a laser beam focus to our client’s target market, then engineering the product, pricing and sales process for optimum growth in profitability. Only then do we develop and deploy any of the hundreds of weapons in our promotional arsenal.

Learn more at www.mesmerizzzed.com  or call us toll free at 1.866.313.8081 for a FREE, no obligation consultation.

Watch for our launch of the “Mysteries of Marketing” Program - coming in the first quarter, 2007.

Please share this Christmas gift with your e-mail list. Happy Holidays!

Bill Merrow

702.523.5044

bill@mesmerizzzed.com


Mesmerizzzed! Inc.
4132 South Rainbow Boulevard Suite 452
Las Vegas, Nevada 89103
www.mesmerizzzed.com 
Toll Free: 866.313.8081
Fax: 702.247.8749

Brought to You by:

DB Research, LC - David aka DrDA, The Health Detoxor, America's Dr of Detoxology
 435-616-5480 - dblack@dbresearchlc.com
 Body Balance Systems
 My Blog
 Health Resource Center
 Get back from the Banks
 Get Identity Shield Now