Page 72 - My Marketing Sucks Book

The Way People Buy Has Changed More in the Past 24 Months Than in the Past
24 Years

This is dramatically different from just a few years ago.

Think about how you would buy a new refrigerator a few years ago. It would go

something like this:
1. You’d start by looking in your mailbox for flyers and ads from local
appliance dealers. You’d save those that catch your eye.
2. You may have opened up the Yellow Pages to figure out who were your
local appliance dealers and where they were located.
3. Once you figured out what refrigerator you wanted and who sells them,

you’d take your notes and head on out in the car.
4. You’d spend the next few hours visiting store after store, talking to
teenagers about the specifics of your $700 purchase, only to find out they

know nothing about refrigerators.
5. Dejected, you settle on the least expensive one hoping that the 3 different
stores were carrying the same model with the same features.
6. About 10 days later, your new refrigerator finally arrives! They remove
your old one, put in the new and give you a bill for $75 for the installation

and pick and leave with a smile.

Today’s buying process is a TOTALLY different experience:

1. You’d start by going online and firing up a Google Search. Wanting to first
find the perfect refrigerator, you’ll start with a search of ‘highest rated side

by side refrigerators”.
2. Based on some very thorough and credible reviews from organizations like

Consumer Reports, you bookmark 3 models that suit your needs.
3. Once you figured out what refrigerator you wanted, you next searched for
“appliance stores near me” to pull up a map of stores near you.
4. You clicked over to their websites and saw that 2 of them carried the exact
model of what you wanted.
5. You find that one of the two offers it for $40 less expensively than the

other - plus free shipping!
6. You take 2 minutes to purchase it online and just two days later, your new

refrigerator arrives!