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Table of Contents

Lead Story

Women redefining payments

News

Industry Update

Reprieve for websites objecting to $7.25 billion settlement

DOD accuses China of cyber attacks

TSGPX outperforms S&P 500

SheerID dignifies military via discounts at golf events

Valitor ordered to process WikiLeaks donations

ETA 2013: A hub for payments innovation

Selling Prepaid

Prepaid in brief

Prepaid fraudsters busted

SparkBase finds convenience with Passbook

Views

Electronic billing and payments: green and cool

Patti Murphy
ProScribes Inc.

Taking the checkbook away, or not

Brandes Elitch
CrossCheck Inc.

Education

Street SmartsSM:
Seven reasons to love this job

Dale S. Laszig
Castles Technology Co. Ltd.

NFC - not just payment

Barry Mosteller
CPI Card Group

Ethics and sales success

Jeff Fortney
Clearent LLC

Sell what people really want to buy

Nancy Drexler
Acquired Marketing

Company Profile

Kabbage Inc.

New Products

Free POS system with mobile branding capabilities

Harbortouch/Tabbedout POS system
Company: Harbortouch

Inspiration

It takes emotional talent

Departments

Readers Speak

Resource Guide

Datebook

Skyscraper Ad

The Green Sheet Online Edition

May 27, 2013  •  Issue 13:05:02

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Quick tips from a marketing maven
Sell what people really want to buy

By Nancy Drexler

One of the most profound lessons I've learned in my career came from a trusted leader in the advertising world. He said, "Consumers aren't buying a four-inch drill bit; they are buying a four-inch hole."

Think about that. Effective marketing for a power tool should not address the size, shape or intricacies of the tool; it should show you how fast, simple and affordable it is to get exactly the hole you need.

The same is true in merchant services. Business owners don't have the time or desire to learn the complex, tedious details of gateway services or PCI compliance. So don't sell a drill. Sell a hole. Sell a promise.

Market relevant results

If your promise is to save the merchant money, your marketing materials should not show a side-by-side statement analysis. That is the drill. Focus on the hole by showing your customers enjoying the money they've saved.

Make your message relevant. For instance, if you are offering money-saving services to a veterinarian, your headline might read, "Now you don't have to neuter four more pit bulls just to pay for your credit card processing." Or you might offer a new Europay/MasterCard/Visa terminal with the promise, "One simple switch can make your distemper vaccines more profitable." Define and deliver

As more and more of us enter the mobile arena, this kind of thought process becomes critical. You aren't selling a dongle; you're selling a payment promise to a business owner. Define your promise. Then deliver it in catchy, memorable, relevant ways, and your work will be much more powerful.

Nancy Drexler is the President of Acquired Marketing, a boutique marketing firm for businesses in the payments industry. To learn more about what Acquired Marketing can do for you, visit www.acquiredmarketing.com, call 917-743-5258 or email ndrexler@acquiredmarketing.com.

Notice to readers: These are archived articles. Contact names or information may be out of date. We regret any inconvenience.

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Spotlight Innovators:

North American Bancard | Harbortouch | USAePay | IRISCRM.COM | Humboldt Merchant Services