[Psml] Marketing

[Uspsd3ronf at aol.com]

I came across this on a marketing website - it was stuff that I remember  
from a distant past in marketing 101, but something that is just as true  now:
 
Know what you are doing
Many commercial companies do  not live up to their potential--and sometimes 
even go bankrupt--because they  fail to correctly define the business they are 
in. 

Perfume companies,  for example, do not sell fragrant liquids but rather 
love, romance,  seductiveness, or self-esteem. Bio-food companies do not sell 
organic produce  but rather honesty, purity, and nature. Automobile manufacturers 
do not sell  transportation but rather freedom, adventure, spontaneity, or 
prestige.  

Perhaps USPS should take this approach to heart, and push not just that  we 
are the best educational/fraternal boating group around, but dig deeper into  
our audiences psyche, and redefine what we are doing that makes an emotional.  
gut level "Aha! I need them" in our prospective member base. I certainly don't 
 have the answer, but maybe with enough brainstorming we can come up with one 
or  two ...
 
P/D/C Ron Friedmann, AP
D3
 



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