The basics of marketing seem pretty simple.

Money & product are both based on logic. That's easy to understand.

• Is it in my budget?
• Is it the cheapest one?
• Does it have the features I want?
• Will it do what I want?

But when people buy your product or service on price, you have trained them to be loyal to low price. Result? You are at risk. Can you ALWAYS be the low-cost provider, even years down the road? The problem is, as soon as someone offers a better price, loyalty is out the door.

In 1997, I hired a copywriter to do a direct mail piece promoting the sizzle product of a company I repped for. The writer asked me, "Do you want to make more money?" I said, "Sure." So he introduced me to a chemist he knew who could analyze any product and knock it off exactly.

And today's technology is WAY more advanced than the 1997 version. To keep a product advantage, you must constantly offer new features or get to market faster than the rest. Even so, your advantage disappears quickly. Which means you have to do it all over again and again and again.

Your price needs to be competitive. You've got to have a "Purple Cow" (unique & effective) product. But that's just the cost of entry. Good price & great product just get you to the starting point, because they are too easy to duplicate. There are a ton of product & service categories now where you have no meaningful difference between most choices … today, almost any product can quickly be knocked off.

Which means your income is going down, if you're selling on low price.

Not only that … research shows it's those emotional factors that spur most purchase decisions. How do emotional factors work?

Well … you want to build your brand so consumers feel emotionally connected to it. When you make a promise and consistently deliver - even better, OVER-deliver - then over time, your customers rely on you. They trust you to the degree that they have NO hesitation in ordering from you.

It doesn't happen overnight. A big new TV ad campaign doesn't buy you loyalty. The result you want comes from building relationships over time. Best case: over time, the customer has multiple good experiences with your company. They become convinced your brand is reliable. So they trust you, and they are loyal to you. Not only that, but

That's why Success Team Builders offers 17 live team conference calls every week, plus online recordings of many of those calls, plus an online forum for everyone on the team, available 24 hours a day, 7 days a week!

And it goes even deeper. Loyal consumers relate emotionally to your brand like they do to actual people - feelings of affection, trust, & commitment. It's just like what you see in the Hallmark TV commercials. When you care enough to send the very best, you truly connect over time. It's a very, very special bond your customer feels for you.

It was just 20 years ago that only the MOST elite - maybe the top one-quarter of one percent of entrepreneurs - actually published anything on their own. The skills were obscure and tough to learn, the research was difficult, and the technology was cost-prohibitive. But today, ANYONE can do it. And they do. So if you want to be a successful publisher (or anything else) long-term, you'd better get very good at focusing on and stirring and satisfying customers' emotional needs. THAT is where improved technology won't make much difference. THAT is where you can really differentiate yourself.

List all the different kinds of contacts your prospects & customers have with you. Each of those contacts affects their attitude about you.

Here is a sample Statement of Purpose you can borrow from Success Team Builders to use for your own team:

"Genuine care for and service to our members & our customers is our highest mission. We pledge to provide the finest growth opportunities and networking opportunities for our members. They know that every single time they come to us, they'll get a warm, relaxed, optimistic presentation of some idea or technique designed for their business growth or their personal growth. Our goal is to enliven your senses, instill well-being, and fulfill even the unexpressed wishes and needs you have in both personal and business growth."

Success Team Builders knows and is driven by the absolute fact that it is only YOUR positive experience that creates loyalty. If we don't perform to your satisfaction, then you are out the door … as you should be.

We place enormous value on YOUR time & effort. That's why we always look for solutions for you that are easy, accessible, & worthwhile. We love the early internet marketing example of Amazon.com: Just log in, find a product, and you're a single mouse-click away from having an order shipped to your door. And we know that online, each additional mouseclick in the order process loses you about 60% of your prospects! So convenience & simplicity are critical.