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I remember a few years ago, I was at on Causeway Point Shopping Centre queuing up for a order at Pasta Mania. If you know me, you’ll know I’m very observant and enjoy looking at people and things around me.

Next to Pasta Mania was Bee Cheng Hiang that sells barbecue meat. To my surprise, it was a slow day for them and the outlet was empty. There was not a single customer in sight. Then something struck me, the sales rep started offering free samples of the barbecue meat to the passer-bys. Of course this was a killer strategy.

I started counting. Amongst 10 customers who tested the barbecue meat out outside the shop, 8 of them proceeded to enter the shop and purchased something. A whooping 80% Hit Rate! I started reverse engineering the actions and tried to analyze what really happened.

Firstly when the passer-bys started eating the free barbecue meat, it started a reaction. Salivas were engaged and it send signals to the brain. A desire was also created. Hence the high success rate.

If you are observant enough you will start realizing that many companies use this strategy. The beauty salons, spa retreats, disposable lens companies. How about automobile companies that offer free test drives. There’s more to it.

The one thing that offline marketers and online marketers don’t understand is the term ‘Impulse Buying’. In fact almost all products are bought on impulse. I’m imagining my wife walking in and out of boutiques. I can’t really figure out the difference as there are too many designs of clothing and too many choices. One thing I’m sure though is that if the salesgirl doesn’t close my wife on that particular blouse or piece, she’ll be gone for

Those retailers that understand that theory will be successful. Those who don’t will likely be out of business. When you create the desire, you better  know how to do a closing.

Going back on the point of being observant. All you need to do is to open your eyes and look around. Don’t just take things for granted. For me, I always analyze why this shop is so quiet, why the other shop has a long queue. I take note of what’s working and what’s not. You can start from there.

If your business is not doing well, all you need to do is to check out the market leader of your industry. Analyze their operations and understand what they’re doing correctly or wrongly. If you don’t even know who’s your competition then I’ve got the strong feeling that you’re not serious in your business or you’re too entrenched in the day to day activities to know what’s really happening outside.

I’m going to share some more observations. Some can be deemed controversial. Read at your own risk.

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Some of my other observations.

1. The Really Successful Businessman all went through a hell lot of Sh*t before being really successful.

If you’ve been down for a long time, don’t worry, the more sh*t you go through, you have a higher chance of being really successful. Of course, you have to make sure you really learn from the past lessons.

2. You are the result of what you have done in the past.
If you’re in debt right now, you probably did a lot of wrong decisions in the past months or years. On the contrary, if you are successful right now, it is probably the right actions or decisions that you’ve done.

3. Most Successful Businessman Don’t Smoke.
I used to smoke but have since quited. Maybe really successful people cherish their body and want to live a ripe age. Of course, thanks to my wife who restricts me from smoking.

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Warning - Controversial Observations
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You’ve been warned!!!

I’ve done a small little observation test on 30 of my friends and the results are really astounding. I declare I’m not a sexist or MCP.

4. The Guys Who Carry Women Bags Will Not Have Kids.
This is really scary. The statistics are really at the top 90s. Firstly, guys who carry women handbags really look silly. If she’s in the toilet and you’re just helping her carry it as a gentlemen, it’s fine. However, if you’re just carrying it all over the place, my advice is to drop that habit or get another girlfriend who will not get you to do that.

Apparently, those guys that carry women handbags are being too nice and accommodating. Somehow, it affects the genes and I have many friends who have not been able to have kids as they’re too nice. As guys, I think we need to be a little domineering and take the lead. If you see Animal Planet you will understand that only the leader of the pack gets to breed.

5. Those Guys Who Carry Womens Bag will not be successful.
This is the most scary statistic I’ve got. 100% of those who carry women handbag don’t run their own business. Most of them work at executives or manager with none of them at Director level.

P.S. My plead to all the women in my mailing list. If you want to have kids and want your husband to be successful, please don’t get them to carry your bag.

P.P.S. - All the guys in the mailing list better not carry any women handbag. This is an order! I want to help you become successful in life.

Regards,

Edmund Ng
CEO, President
www.Internet-Empire.com

This entry was posted on Sunday, June 8th, 2008 at 3:05 pm and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.