The two vocabularies (because there are two audiences)
Early adopters want to buy a different experience than people who identify as the mass market do.
Innovators want something fresh, exciting, new and interesting.
The mass market doesn't. They want something that works.
It's worth noting here that you're only an early adopter sometimes, when you want to be. And you're only in the mass market by choice as well. It's an attitude.
The people bringing new ideas to the public are early adopters themselves (because it's often more thrilling than working in a field that does what it did yesterday), and often default to using words that appeal to people like themselves, as opposed to the group in question.
More rarely, there are a few people with a mass market mindset that are charged with launching something for the early adopters, and they make the opposite mistake, dressing up their innovation as something that's supposed to feel safe.
When you bring a product or service or innovation to people who like to go first, consider words/images like:
- New
- Innovative
- Pioneer
- First
- Now
- Limited
- Breakthrough
- Controversial
- Technology
- Brave
- Few
- Hot
- Untested
- Slice/Dominate/Win
- Private
- Dangerous
- Change
- Secret
On the other hand, people who aren't seeking disruption are more likely to respond to:
- Tested
- Established
- Proven
- Industry-leading
- Secure
- Widespread
- Accepted
- Easy
- Discounted
- Everyone
- Experienced
- Certified
- Highest-rated
- Efficient
- Simple
- Guaranteed
- Accredited
- Public
Of course, it's important that these words be true, that your product, your service and its place in the world match the story you're telling about it.
Once you see this distinction, it seems so obvious, yet our desire to speak to everyone gets in the way of our words.
~ Seth Godin
SEMII
1.04 Objectives
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Great Glory your grades need help......You have until Friday to take this as many times as you need to better understand 1.01 material.
I will count it as a prj grade....open note, not open friend. Do well and it will help balance your test grades.
Bonus Review in prep for Obj 1 test
1.01 Quiz/review
MARKETING
1/ If you missed the test.....maybe you should ask me when you can take it.
RE8XU3TU 9
3/ Powerpoint:
- 2.01_notes - just notes, no powerpoint
4/ By the end of this objective/Learning Outcome, you should be able to detail out the following thoughts in paragraph form
2.01 Nature and Scope of Selling [5-21]
a. Define the term selling.
b. Identify individuals, groups, or agencies that sell.
c. Explain reasons that customers buy goods and services.
d. Identify types of items that are sold.
e. Explain where selling occurs.
f. Describe how products are sold.
g. Describe the role of selling in a market economy.
h. Explain personal characteristics of salespeople that are essential to selling.
in your own words, typed, at least one paragraph....4 complete sentences
Your choice:
Describe how products are sold
or
Describe the role of selling in a market economy
Use at least 5 words from 2.01 Vocab. Must make sense! Bonus up 1 point for using more. 1/4 point for each additional, well used, vocab in the writing.
Typed and shared with murphyk2@gcsnc.com
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