Customers demystified! How you can move them to buy...buy more...and keep on buying!
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The truth about what customers really want, think, and feel
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The truth about keeping current customers happy—and loyal
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The truth about the newest trends and advances in consumer behavior
Simply the best thinking
THE TRUTH AND NOTHING BUT THE TRUTH
This book reveals 50 bite-size, easy-to-use techniques for finding and keeping highly profitable customers
“Michael Solomon’sThe Truth About What Customers Wantcontains great insights into consumer behavior and is a must-have tool for anyone working in a consumer-driven field. His 50 truths take the guesswork out of marketing intelligence and give insight into navigating today’s technology-driven world.”
Tim Dunphy, Senior Marketing Manager, Consumer Insights, Black & Decker
Introduction ix
Truth 1 Your customers want a relationship, not a one-night stand 1
Truth 2 Design it, and they will come 5
Truth 3 Sensory marketing–smells like profits 9
Truth 4 Pardon me, is that a breast in your Coke? 13
Truth 5 One man’s goose… 17
Truth 6 Throw ‘em a bone, and they’ll no longer roam 21
Truth 7 Stay in their minds–if you can 25
Truth 8 These are the good old days 29
Truth 9 Why ask why? Understand consumers’ motives to meet their needs 33
Truth 10 He who dies with the most toys wins 37
Truth 11 Your customers are looking for greener pastures 41
Truth 12 “Because I’m worth it” 45
Truth 13 Love me, love my avatar 49
Truth 14 You really are what you wear 53
Truth 15 Real men don’t eat quiche (but they do moisturize) 57
Truth 16 Girls just want to have fun 61
Truth 17 Queer eye for the spending guy 65
Truth 18 Yesterday’s chubby is today’s voluptuous 69
Truth 19 Men want to sleep with their cars 73
Truth 20 Your PC is trying to kill you 77
Truth 21 Birds of a feather buy together 81
Truth 22 Sell wine spritzers to squash players 85
Truth 23 They think your product sucks–but that’s not a bad thing 89
Truth 24 When to sell the steak, when to sell the sizzle 93
Truth 25 People are dumber than robots (lazier, too) 97
Truth 26 Your customers have your brand on the brain 101
Truth 27 Let their mouseclicks do the walking 105
Truth 28 Nothing shouts quality like leather from Poland 111
Truth 29 Consider investing in a drive-thru mortuary 115
Truth 30 Go to the Gemba 119
Truth 31 Your customers want to be like Mike (or someone like him) 123
Truth 32 Go tribal 127
Truth 33 People like to do their own thing–so long as it’s everyone else’s thing too 131
Truth 34 Catch a buzz 135
Truth 35 Go with the flow–get shopmobbed today 139
Truth 36 Find the market maven, and the rest is gravy 143
Truth 37 Hundreds of housewives can predict your company’s future 147
Truth 38 Know who wears the pants in the family 149
Truth 39 Youth is wasted on the young 153
Truth 40 Make millions on Millennials 157
Truth 41 Grownups don’t grow up anymore 161
Truth 42 Dollar stores make good cents 165
Truth 43 The rich are different 169
Truth 44 Out with the ketchup, in with the salsa 173
Truth 45 Look for fly-fishing born-again environmentalist jazz-loving Harry Potter freaks 177
Truth 46 Ronald McDonald is related to Luke Skywalker 181
Truth 47 Sign a caveman to endorse your product 185
Truth 48 Make your brand a fortress brand–and make mine a Guinness 189
Truth 49 Turn a (pet) rock into gold 193
Truth 50 Think globally, act locally 197
References 201
About the Author 209