The Truth About What Customers Want:
by Michael Solomon

Item# 0137142269
List price: $22.99
Softpro Price: $18.39

Customers demystified! How you can move them to buy...buy more...and keep on buying!
  • The truth about what customers really want, think, and feel
  • The truth about keeping current customers happy—and loyal
  • The truth about the newest trends and advances in consumer behavior

    Simply the best thinking

    THE TRUTH AND NOTHING BUT THE TRUTH

    This book reveals 50 bite-size, easy-to-use techniques for finding and keeping highly profitable customers

    “Michael Solomon’s The Truth About What Customers Want contains great insights into consumer behavior and is a must-have tool for anyone working in a consumer-driven field. His 50 truths take the guesswork out of marketing intelligence and give insight into navigating today’s technology-driven world.”

    Tim Dunphy, Senior Marketing Manager, Consumer Insights, Black & Decker

    Contents
  • Introduction ix
  • Truth 1 Your customers want a relationship, not a one-night stand 1
  • Truth 2 Design it, and they will come 5
  • Truth 3 Sensory marketing–smells like profits 9
  • Truth 4 Pardon me, is that a breast in your Coke? 13
  • Truth 5 One man’s goose… 17
  • Truth 6 Throw ‘em a bone, and they’ll no longer roam 21
  • Truth 7 Stay in their minds–if you can 25
  • Truth 8 These are the good old days 29
  • Truth 9 Why ask why? Understand consumers’ motives to meet their needs 33
  • Truth 10 He who dies with the most toys wins 37
  • Truth 11 Your customers are looking for greener pastures 41
  • Truth 12 “Because I’m worth it” 45
  • Truth 13 Love me, love my avatar 49
  • Truth 14 You really are what you wear 53
  • Truth 15 Real men don’t eat quiche (but they do moisturize) 57
  • Truth 16 Girls just want to have fun 61
  • Truth 17 Queer eye for the spending guy 65
  • Truth 18 Yesterday’s chubby is today’s voluptuous 69
  • Truth 19 Men want to sleep with their cars 73
  • Truth 20 Your PC is trying to kill you 77
  • Truth 21 Birds of a feather buy together 81
  • Truth 22 Sell wine spritzers to squash players 85
  • Truth 23 They think your product sucks–but that’s not a bad thing 89
  • Truth 24 When to sell the steak, when to sell the sizzle 93
  • Truth 25 People are dumber than robots (lazier, too) 97
  • Truth 26 Your customers have your brand on the brain 101
  • Truth 27 Let their mouseclicks do the walking 105
  • Truth 28 Nothing shouts quality like leather from Poland 111
  • Truth 29 Consider investing in a drive-thru mortuary 115
  • Truth 30 Go to the Gemba 119
  • Truth 31 Your customers want to be like Mike (or someone like him) 123
  • Truth 32 Go tribal 127
  • Truth 33 People like to do their own thing–so long as it’s everyone else’s thing too 131
  • Truth 34 Catch a buzz 135
  • Truth 35 Go with the flow–get shopmobbed today 139
  • Truth 36 Find the market maven, and the rest is gravy 143
  • Truth 37 Hundreds of housewives can predict your company’s future 147
  • Truth 38 Know who wears the pants in the family 149
  • Truth 39 Youth is wasted on the young 153
  • Truth 40 Make millions on Millennials 157
  • Truth 41 Grownups don’t grow up anymore 161
  • Truth 42 Dollar stores make good cents 165
  • Truth 43 The rich are different 169
  • Truth 44 Out with the ketchup, in with the salsa 173
  • Truth 45 Look for fly-fishing born-again environmentalist jazz-loving Harry Potter freaks 177
  • Truth 46 Ronald McDonald is related to Luke Skywalker 181
  • Truth 47 Sign a caveman to endorse your product 185
  • Truth 48 Make your brand a fortress brand–and make mine a Guinness 189
  • Truth 49 Turn a (pet) rock into gold 193
  • Truth 50 Think globally, act locally 197
  • References 201
  • About the Author 209


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    Publisher: FT Press
    Page Count (est.): 209
    ISBN10: 0137142269
    ISBN13: 9780137142262
    Cover: Paperback
    Pub Date: 10/20/2008