There is an insightful article written by Kim Gordon, called Hit the Sweet Spot in the July 2006 issue of Entrepreneur Magazine. It's about the 7 things business owners want most. If you analyze the list, you'll see that it focuses on the psychological needs business owners must satisfy when making a purchase. If you are marketing to small business owners, this list can really help you focus your next sales campaign.
Naturally, 'increased sales' comes in at number 1. But looking at some of the other things like 'ways to save money' and 'safe choices' are critically important when you are developing your offer.
We've all seen offers that include 'free mega-bonuses' for purchasing. Intuitively we know that these bonuses are worth what you pay for them—nothing. Yet they speak to the business owner's need to save money or perhaps 'get something for nothing.' Don't overlook this when creating your offer.
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