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Are You Trying to Sell Ice to Eskimos?

Oct 2, 2015 2:06:00 PM

Are you frustrated because you have a great product that customers aren't buying?

It's probably because you're trying to sell to the wrong people.

That is, you're trying to sell ice to Eskimos.

Consumers want content, products, and relationships that are just for them. They want to feel understood.

Eskimos already have ice, and plenty of it – so you're trying to sell them something they already have, which clearly means you don't understand them.

This is where buyer personas come in. Define the ideal client for ice consumption: those who don't have it but want it. People in hell, perhaps? You're selling to the wrong people. Those who want your product but don't have it are the ideal clients. Selling ice to folks in the desert is always a far better use of your time! 

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Written by leadingresults

Leading Results helps businesses stop wasting money on marketing and improves their business development results by putting POWER in their marketing. The POWER is the Processes, Organizational Support, Why (you do what you do), Expertise and Refer-ability. You get strategy, tactics and execution. We work with both individual businesses and businesses as part of a larger ecosystem. Be more profitable.

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