Start Up Blog

Know what you’re selling

Posted in entrepreneurship by Steve Sammartino on May 27, 2010

It was Friday night and I was having a drinks with colleagues who were discussing the relative taste profiles of various beers. I went on challenge the crowd that they wouldn’t know which beers was which in a blind taste test. None of them believed me.

Turns out it’s true. I once worked in a marketing role at Fosters, and 90% of beer drinkers cannot pick any brand within the same type (eg lager, pillsner, bitter ale). Beer is not bought on taste, it’s bought by brand. Sure, there are other factors which come into the decision like availability and price. But both trail and subsequent loyalty is never about taste.

So we have to know what we are selling. Not in the primary sense (the physical product) but in the secondary sense, the real motivation which makes us choose brand A over brand B. And in most categories it’s not what it seems

Beer = fashion

Electricity = company interactions

Coffee = socialisation

Cameras = memory library

For entrepreneurs the message is simple, we must know what we are selling. It’s most often how we market the secondary benefit which will drive our brand over the competitor.

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Your phone number

Posted in entrepreneurship by Steve Sammartino on May 19, 2009

I have my personal mobile number published on the rentoid.com contact page. Crazy? Maybe. Yes I do get the occasional phone call from overseas at 3am – and I answer it bleary eyed, and turn on my laptop to help the rentoid member.

Here’s why I do it:

- I get instant feedback on what we need to do to improve rentoid

- I ask them how they found us

- I tell them things they not not know about rentoid to improve their experience

Importantly, I surprise them with some personal service, from an actual fully fledged web business, which is beyond expectations.

Sometime in business we need to be prepared to be ‘annoyed’ in order to ‘delight’

Startup blog says: Make yourself available.

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