Are you selling o what your core target market truly wants? Have you clearly indentified why your customers or clients really choose to buy what you have? In the book the Sales Advantage they mention a concept that I relate to new media marketing. Teh Dominate Buying Motive. This is essentially the emotional reason why people buy from you or your product.
We talk a little about that and how to put it in practice. I also mention a few stories to support this. First is:
A lingering recession, coupled with consumers’ rapid adoption of digital tools, has inexorably altered shopping behavior in categories like groceries, home electronics, apparel and quick-service restaurants. Consumers engage with a variety of digital platforms as they research small and large purchases, when they’re in physical stores and during post-shop activities such as product reviews and referrals. More here >>