CAPE GIRARDEAU, Mo., Sept. 27, 2004 — Doug Hall, co-host of “Brain Brew Radio,” heard Saturdays at 2 p.m. on KRCU 90.9 FM, visited Cape Girardeau today and presented his “Science of Eureka!” workshop to an audience of more than 150 entrepreneurs, business owners and marketing students from Southeast Missouri State University.
Hall’s “Science of Eureka!” workshop was sponsored by Montgomery Bank and was held in the University Center.
During the 90-minute program, Hall told participants how they can be more effective at selling and making more money — and doing it all it with less effort. The keys to success in marketing include being overt in your product offering, he said. Tell customers what product you have and what it means to them. Second, he said, give potential customers a reason to believe that your product will do what you advertise. Finally, you must offer them a product that is dramatically different from what they’re currently using, Hall said.
He noted that one of the most common mistakes a business makes in its marketing program is talking about features, rather than benefits. Features are the facts, figures, technology and details that make up the structure behind your product or service. Customers, however, aren’t interested in features but rather the benefits, he said.
“What is in it for them?” he asked. “If a customer purchases your product or service, what benefit will they derive from it? If you can begin to answer those questions for consumers, you are on your way to marketing success,” he said.
The “Science of Eureka” workshop uses data proven principles for thinking quicker, smarter and more creatively about innovation and marketing. These strategies come from Hall’s award-winning quantitative research of more than 10,000 business initiatives and more than 6,000 innovation teams. Hall shares his marketing wisdom every week to public radio listeners nationwide on “Brain Brew.” He takes the wisdom from his many corporate success stories and shares it with entrepreneurial dreamers. He shares wisdom to deal with the transactions of life, offers motivation to take action, and delivers hope so that they can make a difference in the world.
KRCU 90.9 FM is Cape Girardeau’s local Public Radio International affiliate and a National Public Radio member station. KRCU is located on the campus of Southeast Missouri State University.
More information about KRCU 90.9 FM can be found at http://www.krcu.org/.