Let me expand on this concept. . .
In automotive the engineers demand their product be fully explained to the public, lawyers agree so liability is not a concern, and top management agrees if both of these think the same.
Did they ask the sales or marketing department will people respond to the literature or message projected about the products?
Did anyone ask the end user would you respond to this message or materials?
Did everyone assume people would respond to their messages or materials?
I ask these questions all of the time when I was hired for years as a consultant. Years ago I learned from a old time direct mail writer what and how people responded to when reading mail. Those simple words used in the english language that people respond to and take notice still apply today with electronic media.
Even more so now because of the way our youth have been taught in school which is shortened english, math and other subjects.
The quick response language is not even good english (he-he) when analyzed by professionals. But it get results every time because people respond to these golden words for action. Combine those words with your product's benefits and you may have a winner.
Again . . . capture first then educate! If you don't capture them they will NEVER find out how great your product or services are for their use.
Rely on your marketing managers to find out how the end users react when viewing product/services. Let them find out how the customers can benefit from the product/services. Let them convey that information to the sales managers who in turn will get the feedback from your customers.
If you don't have the right people in place to accomplish these tasks then either get them or give me a call to help you. I have done this for many years and know what works best for which demographics and sections of the country.
Yes different parts of the country have different needs when it comes to automotive and vehicles. The landscape and weather conditions will alter the way people use their vehicles thus causing the differences.
Next on the list is truly reaching out to the rural people away from the cities.
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