Paint a picture. (Entrepreneur's Notebook).Seeing the product in three dimensions also helps your clients understand it better. Paint a picture of your product in their minds and make it enticing and compelling, so they will pull it off the shelf and put it in their shopping cart. In doing this, consider what is important to your prospective clients. How can you describe the result in alluring terms? That means presenting the picture in a positive -- instead of neutral -- light with details that will make it come alive. As you describe your service and how potential clients will benefit, they can connect the dots and see the picture appearing before their eyes. Avoid industry jargon jargon, pejorative term applied to speech or writing that is considered meaningless, unintelligible, or ugly. In one sense the term is applied to the special language of a profession, which may be unnecessarily complicated, e.g., "medical jargon. that will distract prospects or make them feel inferior INFERIOR. One who in relation to another has less power and is below him; one who is bound to obey another. He who makes the law is the superior; he who is bound to obey it, the inferior. 1 Bouv. Inst. n. 8. . Tailor your description to the audience. Education is one of the key aspects of marketing a service. Provide clients with information that will help them understand the market and the process. Educate them on elements to consider when selecting a service provider in your area of expertise -- what questions to ask, how to evaluate potential service providers. Some useful tactics are conducting seminars, speaking at conferences, sending out newsletters and publishing articles. Giving away knowledge is part of the process, although some say it's counterproductive coun·ter·pro·duc·tive adj. Tending to hinder rather than serve one's purpose: "Violation of the court order would be counterproductive" Philip H. Lee. because it allows prospective clients to do the job themselves. It could happen, but it's the exception. Most people want to gather as much information as possible so they can make an intelligent evaluation before they turn to a service provider with the expertise they're looking for Looking for In the context of general equities, this describing a buy interest in which a dealer is asked to offer stock, often involving a capital commitment. Antithesis of in touch with. . The other, much smaller camp are people who prefer to do everything themselves. Actually, they're another potential market, but from a different perspective. Many service providers have created products such as "how to" audiotapes, videotapes or books. People who would rather pay your professional service fee may be less likely to purchase those tapes or books. Sharon Berman is principal of Berbay Corp., a Los Angeles-based marketing consultancy. She can be reached at berman@berbay.com. Entrepreneur's Notebook is a regular column contributed by EC2, The Annenberg Incubator incubator, apparatus for the maintenance of controlled conditions in which eggs can be hatched artificially. Incubator houses with double walls of mud, a fireroom, and several compartments each holding about 6,000 hens' eggs were developed in ancient times; the Project, a center for multimedia and electronic communications at the University of Southern California The U.S. News & World Report ranked USC 27th among all universities in the United States in its 2008 ranking of "America's Best Colleges", also designating it as one of the "most selective universities" for admitting 8,634 of the almost 34,000 who applied for freshman admission . contact James Klein Klein , Melanie 1882-1960. Austrian-born British psychoanalyst who first introduced play therapy and was the first to use psychoanalysis to treat young children. at (213) 743-1759 with feedback and topic suggestions. |
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