If you want to learn about marketing — and fill an empty stomach — there is no better place than a grocery store!

So I went to my local supermarket today in search of marketing ideas. I mean, in search of dessert.

I saw that my favorite Jello Pudding Snacks were out of stock. I buy them because they say “fat free” on the label. I figured that was a good thing.

Since other people beat me there and I felt like having dessert tonight, I looked for alternatives.

Fortunately, I saw another flavor that promoted “Zero trans-fats.” That sounds pretty good, too, so I bought it.

What would I do in the future when both varieties are in stock?

I guess I’ll have to ask myself which is worse — trans fats or fat?

I’ll cross that bridge when I come to it.

In the meantime, the lesson for you is that sometimes, saying what you Don’t Have is more important than what you do have. Look to the market and see what they don’t want. If you don’t have it, you might get the sale!

For example, PR LEADS has no long term commitments. I used to offer an annual subscription fee, but I decided that if people want to promote a book for six months and then write a book for six months, then they should have the option of paying for as long as need to use the service. So I promote “no long-term contracts.” This is a great option for people who might have thought about hiring a PR firm but they usually want a commitment of some sort. I can’t blame them. PR is hard work and it takes time to get results, so they should offer a fee that makes sense for them. That’s what makes each company different.

Do what’s best for you. Look for the differences.

Dan Janal
Your Fearless PR LEADER