Marketing Your Business – Most Ignored Marketing Rule #8 – Claim it First and You’ll Own It

When Schlitz Beer hired the legendary ad man Claude Hopkins, they were 5th in U.S. market share were going south fast.The first thing Hopkins did was take a tour of the Schlitz brewery. Here is what he found:

plate-glass cooling rooms where beer was freely dripping over cooling pipes. The rooms were filled with filtered air, so the beer could be cooled without introducing impurities.

huge, expensive filters filled with white-wood pulp for superior filtering
pumps and pipes that were cleaned twice daily

a sterilization process applied to each bear bottle four times before a single drop of beer ever went inside.
4,000 foot deep wells dug to the cleanest and purest water available

Finally, Hopkins was shown the mother yeast cell, the result of nearly 1,200 experiments to bring out the utmost in robustness and flavor. All of the yeast used to make Schlitz beer was grown from that original yeast cell.The ad man was beyond impressed, he was amazed. “Why don’t you tell people these things?”, he asked.Evidently, nobody thought anything of it because every manufacturer made beer the same way.Hopkins’ next move was pure genius. He created an ad campaign to explain all the painstaking steps Schlitz took to make sure their beer was pure. It was the same story any brewer could easily have told – but they hadn’t. Hopkins and Schlitz did. They told the story first and Schlitz became the beer known for its quality and purity. Sales went through the roof vaulting Schlitz from 5th in market share to 1st in just five months.If you’re looking to grow your business, all you’ve got to do is stake your claim on a process or product that your competition has decided is too insignificant to fight for.It really doesn’t matter what you stake out as your territory. You just have to separate it, define the boundaries, and stake your claim. For example, you can claim:processes – Claim the process or processes you go through to make an item, to ensure quality, to enhance the customer’s experience, or to ensure good follow up. Describe the process in detail and highlight just how each step benefits the customer. I doesn’t matter if your competition uses the exact same process. If you claim it first… YOU OWN IT.products and services – Restaurants can claim special dishes or desserts. Dry cleaners can claim processes it uses for delicate items. A ski shop near where I live puts videos on their website to explain the features and benefits of their top products. They tell you why one product is better or different than another – why you would want to choose one over another. Viewers can see just how much the people at the shop understand the specific equipment and how it can improve their technique. It doesn’t matter that other ski shops carry the same merchandise. This shop has effectively claimed the product and product knowledge first… now THEY OWN IT.markets and niches – You can claim seniors, families, kids, professionals, soccer players, or even better – professionals with kids that play soccer. Every dentist probably handles senior patients. But, a good dental marketing campaign could promote the dental procedures an office has for seniors, their staff’s efficient handling of Medicare billing, the follow up that they do for senior patients. Every dental office does all that stuff but the first local office that promotes it will effectively become THE SENIOR DENTIST in the minds of its prospects and customers. They claim it… they’ll OWN IT.BTW: If you’re using social network marketing this turns out to be a no brainer. Once you define your niche social networks let you easily target your marketing to the applicable social networks. Sites like FaceBook and MySpace may already have groups that match your niche.Here’s what’s so great about this rule you can be pretty sure your competition is ignoring it. Because it’s being ignored – your opportunities for staking your claim are endless. And, if you use free or nearly-free internet marketing tools (email, social networks, blogs and articles, etc.), you can plant your company’s flag on a huge number of processes, products, or markets for a pittance.It’s like the European explorers taking off for the “new world.” Your opportunity is endless, your competition is non-existent, and the wealth and riches you can gather is immeasurable. So, go forth! Stake your claim on this “new world.” It’s yours for the taking.

A New Health Care Insurance Policy

Some health care insurance companies, are nowadays grateful for their employee’s idea of dropping the client’s policies and cancel the payment for their health care medical expenses, admit recent investigations in health care insurance domain. Since this new policy, many other investigations started targeting all other health insurance companies.Moreover, another important change in health insurance policy is that, as many Americans accept the idea that, smokers should pay a larger sum of money for their health care insurance. Why? Simple: it is already known the fact that a smoker is more prone to danger than a person who has never smoked in his/her life.And the danger refers to health care medical issues, of course.This is also a way of determining as many people as possible to quit smocking.Health care insurance programs and medical health care issues have been concerning USA presidential candidates since always. Even Barack Obama the actual president of USA, has in plan to face the health care medical system, and improve it, by taking out all problems that are harming it. His perfect health care program would be the one covering all medical care expenses by the health insurance company. The estimated number of uninsured in USA, points out to 45 million, people who need to face the actual medical care insurance system. A first idea would be that, by raising health care insurance taxes for smokers, then the uninsured would have to pay less, since the smoker’s number is bigger than medical uninsured.The need for a reformation of health care system is obvious and it is one of the president’s main objectives, because after the economy, medical health care system, and insurance health care policy come second.Barack Obama is fighting to convince employers to determine Americans to share his new health care policy plan. His plan will require larger companies providing insurance to entire nation, and in return they will receive small tax credits for the medical care expenses.
Unfortunately many workers are still depending on their employers regarding health benefits, and the entire system is facing difficulties already. The numbers are concerning: 62.9% of Americans under the age 65 had “employer-based” coverage during 2007, falling from 68.3% during 2000. This indicates that instead of an improved situation in health care system, the evolution was tragical, meaning that thing have been getting worse and worse for the past 7 years.Experts and qualified persons, do not sympathise much the idea of eliminating the fee advantage for “employer-based” coverage which would only oblige younger workers to abandon their office plans. In this case, medical costs for the remaining employers would surely skyrocket. So it seems that MCCain’s idea could do more damage than good to the entire health care system.
On the other hand Barack Obama’s approach is extremely different. As said previously, the president wants to establish larger companies to provide “meaningful coverage” for their clients. In case they do not provide health care insurance, they would have no other option but to subsidize the entire cost of a national plan.

Online Training Options for Health Care Careers

The amount of medical services needed in the United States opens many possible career choices for students. The health care field requires numerous professionals to carry out specific duties within a community or inside a hospital. Students are able to enter a career in health care by choosing to complete education through an online school.There are many avenues that can be taken when students decide to enter a distance learning school for the health care profession. Career training can be pursued in areas like health education, health information technology, public health, and more. Students should research the health care field to decide on the right educational program that will facilitate the best learning for their career goals. Some degree and career options available through online study may include:*Health EducationWorking to inform others how to gain a healthy lifestyle can be pursued from an associate to doctoral level of education. Training prepares students to understand diseases, health issues, and wellness practices thoroughly so they can help others reach good health. Tobacco use, teenage pregnancy, nutrition, physical fitness, and community health are subjects explored inside an online program. Becoming a health educator on these issues and much more is possible upon graduation of a concentrated program.*Health Information TechnologyThe medical history of patients is extremely important. When completing education students learn how to ensure all information is accurate by understanding the field and its technology. Online schools provide degree opportunities at the associate’s, bachelor’s, and master’s degree level. Students can expect to study medical terminology, data analysis, anatomy, information management, health insurance information, billing, and coding. The examinations of these different topics prepare students to step into the workplace as health information technicians.*Physician AssistantProfessionals work to conduct a variety of tasks from recording patient histories to casting broken bones. The standard educational requirement is having a bachelor’s degree before entering a training program. Most online colleges provide a graduate training at the master’s degree level. Students should expect to take online classes in pharmacology, biochemistry, pathology, and internal medicine. Programs require a hands-on experience course where students visit a hospital located in their hometown and work with physicians and their patients. Some colleges offer associates and bachelors degree programs.*Public HealthMany career options are available to students that seek education in public health. Administrative duties and procedures for health related practices are studied inside a degree program. This can include working with homeless and foster care children. Students learn about community health, environmental health, promoting wellness, and more. Online colleges provide training through undergraduate study and graduate-level degrees.Health care is a broad field that allows students to follow their passion into a satisfying career. Accredited online colleges provide several educational options to train students to become health educators and health care workers. Full accreditation is provided to quality educational programs by agencies like the Distance Education and Training Council ( http://www.detc.org ). Students can begin education when they’re ready by exploring the different available options.DISCLAIMER: Above is a GENERIC OUTLINE and may or may not depict precise methods, courses and/or focuses related to ANY ONE specific school(s) that may or may not be advertised at PETAP.org.Copyright 2010 – All rights reserved by PETAP.org.