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Chapter 5
Principle
Of Ease and Convenience
"Can you make a hard thing easier to do,
I want to be sure
before I buy it
Or even try it
Make my life
easier and I’ll buy it from you."
Goal: How can I make it easier for my target customers to buy, use, own
and/or enjoy my product or service?
It’s been said this is the generation of ease and convenience. We
have easier ways to shop, buy and spend our money than we‘ve ever
had in history.
We can shop while laying in bed, we can have it delivered to us the
next day from thousands of miles away.
We can even buy things online and receive it in seconds from across the
globe, things that would have taken many weeks 20 years ago.
Yes, this is truly the age of ease and convenience. We have convenience
stores, convenience foods, and convenience shopping.
We have remote control this, and voice activated that. So, any
business who can offer or make anything easier
to buy, use, own, or repair will get instant attention.
People are not only starving to have things easier, their demanding it.
It’s becoming a necessity.
So much to do - and so little time is the motto on everyone's mind.
The consumers future loyalty (and dollars) will go to the
business who can provide them with the most ease and
convenience.
Want to carve out a solid niche, get an edge, or keep your
customers coming back? You must find ways to make your product or
service easier and more convenient to buy, use and own. Period.
You should always be asking, “how can I make some activity easier or more convenient
for my target customers?”
To ignore this vital question is to leave an open door for your
competition to come in and steal your customers. Never stop asking the
above question.
If you’re a new business, using this powerful principle is a fast
way to get many of your competitors customers.
Make it easier for the people on the fence with your
competitors to think about you.
If you’re an established business, applying the principle of
ease and convenience will help keep your
customers loyalty.
Applying the principle of ease and convenience will make you harder to compete with.
In addition it will help to protect you from the new upstarts and
“Johnny come latelies!”
In today’s fast paced world, people are no longer loyal to a product or service because it’s been around for 50 years.
People are loyal to the product or service because it gives
them results - with the least amount of hassles. This trend is expected to grow for many years to come. Are you ready?
Once the bar has been raised and people grow used to having something
easier, it becomes hard to do without it.
For example, would you give up your remote control T.V, your microwave
oven, or even your cell phone? I don't think so.
But would you believe 30 years ago most people
lived happily without these inventions.
Because life is complicated enough as it is, your target customers are
always looking for ways to make their life, work and even pleasures
easier.
The business (large or small) who can make their customers life easier will find profits.
Now start brainstorming ideas to apply the principle of ease and convenience to your business, product or service.
Next: Niche Principle 6
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