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Marketing Tips - Issue 55

Benefits of Ownership (BoO)


This is the art of persuading folks that they should buy/respond what you’re selling/asking. Notice though, I didn’t necessarily say that they should be buying/responding from you. This is the art of what will that product/service do for them. This really answers the question:


Why would someone want to buy/respond to what you sell/ask in the first place?


These are folks who may be looking for answer to questions or problems they didn’t even know they have.


Objections of Ownership (OoO)


These are people who have gone down a continuum and for one reason or another and aren’t willing to say yes. i.e. if I were to make this purchase or change the way I do business, I might lose my job, or there is NO WAY I’m ever going to have gastric by-pass surgery for fear of what may happen. These are fears (objections) that need to be overcome before you can proceed. FYI, one common OoO will always be price.


Vendor Selection (VS)


Simply put, VS answers the question why would someone want to buy what you’re selling from you instead of your competitor. These are people who are ready to make the purchase (that low hanging fruit so to speak). What do they do? They go the Internet and look for vendors. They go to the Yellow Pages and look for local company. Think about how you personally go about doing this. Purchased a car lately?


FINAL THOUGHT: Remember, with all of this in mind, you need to know who are your target prospects. They will fall throughout all three of the above areas. Because they don’t buy/respond now doesn’t mean they’re not going to buy/respond at all. After all, it’s not a matter of IF my computer fails, it’s only a matter of WHEN.


Proposed Rate Change in 2011


The Postal Service filed a proposal with the Postal Regulatory Commission (PRC) to change the prices of mailing services on Jan. 2, 2011. Please remember, this is only a proposed change. The final version could be different. The filing, approved by the Postal Service Governors, seeks an average 5.6% price increase for its “market dominant” products, which include First-Class Mail, Standard Mail, Periodicals, Package Services and Special Services.


The recommended changes would increase the price of a First-Class Mail stamp 2 cents to 46 cents and the price of a postcard would increase 2 cents to 30 cents. On October 4, 2010, the PRC will make a ruling on this proposal. For more detailed numbers:


Marketing Tips is authored by Leslie Goldstein at the USPS.