Majors and minors...muy importante

I'm sitting in my girlfriend, Alexis' house, in FREEZING Southern California. (What's up with the cold? Sure doesn't feel like "global warming" to me. Of course, I'm sure that some folks will find a way to blame the cold weather on President Bush!)



Anyhoo, I was talking to Alexis about major and minor benefits. It's important that you make the major benefits major and the minor benefits minor in your marketing. Let me give you a real life example.



Alexis' sister Courtney has a boyfriend who is really into the "green movement." He wants to be a green consultant to teach business owners how to "green their business." (Impact the environment as little as possible.) Because he believes so strongly in this movement, he thinks the major benefit is doing something good for the environment.



Wrong Bucko!



For most business owners that is a minor benefit. Major benefits would be, "By greening your business you will get great PR, reduce your costs and increase your profits." Now you have the business owners attention. Then, and only then you can talk about how greening the business is good for the environment. Here is an important distinction:



The business owner might tell his friends that the reason he is greening his business to help the environment because it makes him look good BUT the reason he is spending the money to do it , is to increase his profits. THAT is what will sell him on the idea.



Notice I did NOT say that the minor benefit wasn't important. It is. However, to making the minor benefit the focus of your marketing will bring you minor results.



Read this post again and then examine what you're doing. It's important.



~Dave Dee