<P style="MARGIN: 0px">Customers demystified! How you can move them to buy...buy more...and keep on buying! </P> <UL> <LI> <DIV style="MARGIN: 0px">The truth about what customers really want, think, and feel</DIV></LI> <LI> <DIV style="MARGIN: 0px">The truth about keeping current customers happy—and loyal</DIV></LI> <LI> <DIV style="MARGIN: 0px">The truth about the newest trends and advances in consumer behavior</DIV></LI></UL> <P style="MARGIN: 0px"> </P> <P style="MARGIN: 0px">Simply the best thinking</P> <P style="MARGIN: 0px">THE TRUTH AND NOTHING BUT THE TRUTH</P> <P style="MARGIN: 0px"> </P> <P style="MARGIN: 0px">This book reveals 50 bite-size, easy-to-use techniques for finding and keeping highly profitable customers</P> <P style="MARGIN: 0px"> </P> <P style="MARGIN: 0px">“Michael Solomon's <I>The Truth About What Customers Want</I> contains great insights into consumer behavior and is a must-have tool for anyone working in a consumer-driven field. His 50 truths take the guesswork out of marketing intelligence and give insight into navigating today's technology-driven world.”</P> <P style="MARGIN: 0px">Tim Dunphy, Senior Marketing Manager, Consumer Insights, Black & Decker</P> <P style="MARGIN: 0px"> </P> <P style="MARGIN: 0px" soNormal>Introduction ix</P> <P style="MARGIN: 0px">Truth 1 Your customers want a relationship, not a one-night stand 1</P> <P style="MARGIN: 0px">Truth 2 Design it, and they will come 5</P> <P style="MARGIN: 0px">Truth 3 Sensory marketing–smells like profits 9</P> <P style="MARGIN: 0px">Truth 4 Pardon me, is that a breast in your Coke? 13</P> <P style="MARGIN: 0px">Truth 5 One man's goose… 17</P> <P style="MARGIN: 0px">Truth 6 Throw 'em a bone, and they'll no longer roam 21</P> <P style="MARGIN: 0px">Truth 7 Stay in their minds–if you can 25</P> <P style="MARGIN: 0px">Truth 8 These are the good old days 29</P> <P style="MARGIN: 0px">Truth 9 Why ask why? Understand consumers' motives to meet their needs 33</P> <P style="MARGIN: 0px">Truth 10 He who dies with the most toys wins 37</P> <P style="MARGIN: 0px">Truth 11 Your customers are looking for greener pastures 41</P> <P style="MARGIN: 0px">Truth 12 “Because I'm worth it” 45</P> <P style="MARGIN: 0px">Truth 13 Love me, love my avatar 49</P> <P style="MARGIN: 0px">Truth 14 You really are what you wear 53</P> <P style="MARGIN: 0px">Truth 15 Real men don't eat quiche (but they do moisturize) 57</P> <P style="MARGIN: 0px">Truth 16 Girls just want to have fun 61</P> <P style="MARGIN: 0px">Truth 17 Queer eye for the spending guy 65</P> <P style="MARGIN: 0px">Truth 18 Yesterday's chubby is today's voluptuous 69</P> <P style="MARGIN: 0px">Truth 19 Men want to sleep with their cars 73</P> <P style="MARGIN: 0px">Truth 20 Your PC is trying to kill you 77</P> <P style="MARGIN: 0px">Truth 21 Birds of a feather buy together 81</P> <P style="MARGIN: 0px">Truth 22 Sell wine spritzers to squash players 85</P> <P style="MARGIN: 0px">Truth 23 They think your product sucks–but that's not a bad thing 89</P> <P style="MARGIN: 0px">Truth 24 When to sell the steak, when to sell the sizzle 93</P> <P style="MARGIN: 0px">Truth 25 People are dumber than robots (lazier, too) 97</P> <P style="MARGIN: 0px">Truth 26 Your customers have your brand on the brain 101</P> <P style="MARGIN: 0px">Truth 27 Let their mouseclicks do the walking 105</P> <P style="MARGIN: 0px">Truth 28 Nothing shouts quality like leather from Poland 111</P> <P style="MARGIN: 0px">Truth 29 Consider investing in a drive-thru mortuary 115</P> <P style="MARGIN: 0px">Truth 30 Go to the Gemba 119</P> <P style="MARGIN: 0px">Truth 31 Your customers want to be like Mike (or someone like him) 123</P> <P style="MARGIN: 0px">Truth 32 Go tribal 127</P> <P style="MARGIN: 0px">Truth 33 People like to do their own thing–so long as it's everyone else's thing too 131</P> <P style="MARGIN: 0px">Truth 34 Catch a buzz 135</P> <P style="MARGIN: 0px">Truth 35 Go with the flow