The Donald Cooper Corporation Newsletter
Volume 1, Issue 5 - November 2002
 Greetings ,
1. Welcome to our November, 2002 edition!
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2. Article: The simple truth about “Value”!
(time to read this article...just under 2 minutes)
Whatever business you’re in, there’s an urgent and serious battle being waged in your industry for customer ownership. The winners of this battle will achieve higher sales and profitability...and the losers will become a commodity with an uncertain future.
Ultimately, customer ownership is all about creating, delivering and communicating compelling Value. Customers demand it and businesses promise it, but there’s a huge lack of clarity in business today as to what Value really is.
Let’s keep it simple; there are only three kinds of Value in the whole world...Functional, Emotional and Financial Value.
1. We deliver Functional Value when we...
sell products and service that actually work for our target customers.
are open or available when they need us.
provide the information, the coaching and encouragement that customers need to wisely choose and effectively use what we sell.
create policies and processes that make us easy, efficient and consistent to do business with.
...that’s Functional Value!
2. Next is Emotional Value. Most business people struggle with this one. They think its some airy-fairy thing that can’t be defined...and they’re dead wrong!
Quite simply, we deliver Emotional Value when our customers feel better about themselves and the world every time they do business with us, and every time they use what they bought from us. That’s it! If we’re not delivering Emotional Value, we’re not really “connecting” with our customers.
3. Financial Value is #3. Most businesses put it as #1, but it must be #3 because it’s a function of the previous two.
We deliver Financial Value when our customers believe that they paid a fair and competitive price for all of the Functional and Emotional Value that they get from us. If we don’t deliver functional and emotional value, there can be no Financial Value.
So, the question is, are you delivering the compelling Functional, Emotional and Financial Value required to win the battle for customer "ownership" in your market?
3. Public Seminar update:
(time to read this section, about 20 seconds)
In our last two Newsletters we asked for expressions of interest in our offering ½ day Human Marketing public seminars in various locations and the response has been wonderful!
But, when we tried to organize specific events with only 4 weeks notice we learned what we should have already known...that it’s simply not enough time to fit into most folks planning horizon. So, with apologies to those of you who were keen to book now, we’re holding off until the new year.
In the meantime, we continue to accumulate a database of those who will be interested in these events as we proceed across the country. To express your interest, please email us at seminars@donaldcooper.com.
4. Article: Three simple questions that can revolutionize your business!
(time to read this article, about 90 seconds )
Trying to get inside our customers' heads is not always easy. Here are our three simple questions that have worked powerfully for hundreds of clients. Answering these three questions honestly and completely will give you a profound understanding of your customers... and help you create hundreds of “customer owning” service and marketing ideas.
When people are doing business with us...
1. What do they want (or need) to KNOW about us and about what we sell in order to...
- be aware of us, understand our compelling value and to know how to find us,
- have confidence in us...and in themselves,
- make the best purchase decision for them,
- have an efficient, uplifting and stress-free experience doing business with us...and,
- in order to get the most functional, emotional and financial value out of what they buy from us.
2. What do they want to DO while doing business with us and what do they want to DO with what they buy from us? What functional value are they looking for?
3. How do they want to FEEL when they do business with us and every time they use what they buy from us?
That's it! Three questions that will open you up to hundreds of marketing and service innovations. They’re easier to ask than to answer but the journey is very much worth the effort. Create a Task Force of a few of your best people and set aside just two hours to ask these three questions...and then decide specifically what you’ll do to help your target customers to know, do and to feel what they want!
For information about how Donald can help facilitate this discussion in your business, contact us at info@donaldcooper.com.
5. Our “Gold Nugget” for November:
(time to read this section, about 40 seconds)
Believe it or not, this month’s “gold nugget” is a recipe. Not just any recipe...this is one that will make you famous!
This long-time family recipe is for an absolutely fabulous, loaded with flavour Scallop Chowder that I make every year at this time. If you’re on a budget, replace half the scallops with a firm fish like cod or haddock, and if you’re allergic to scallops, use fish only. If you hate seafood, this chowder could change your mind!
We were in Cape Cod and Nantucket last year and in one week of "chowder chasing", we didn’t find one that came even close. This amazing recipe can be found on the Free Articles page of our website.
6. Attention Meeting Planners:
(time to read this section, about 10 seconds)
If you plan business meetings or Conferences, we have an excellent (and short) article for you on our website... “Four questions to ask to select the best speakers for your next Conference!” that folks have found to be helpful in focusing on what’s really important.
To access this article visit the Free Articles page of our website.
7(a). A "plug" for our newest Presentation that’s perfect for these troubled times!
(time to read this section, about 45 seconds)
“What is the Compelling Purpose of Your Business?”
As business leaders throughout the world struggle to define and balance their responsibilities to shareholders, customers, staff, the environment, and the community, the critical question that is almost never asked is, “ What is the compelling purpose of our business?”
Is business only about short-term shareholder value, as the corporate raiders believe (and everyone else “be damned”) or is there, indeed, a more holistic and long-term, profitable approach to creating both success and significance in our business and our personal lives?
In a challenging, insightful and uplifting Keynote Presentation Donald Cooper delivers the “straight goods” on this critical and timely question.
For more information on how this presentation can inform, focus and inspire everyone at your next Conference or Meeting, contact Sharen Skene, our amazing Director of Marketing, at (416) 252-3704.
7(b). Implementation template: "What is the compelling purpose of your business?" (time to read and download this article and template, about 3 minutes )
We've created an Implementation Template to help clients focus on the "Four Areas of Purpose" in their business.
Whether your business is large or small, this is important “stuff”. Take a few minutes to download, think about and complete four thought-provoking sentences that can help you create a more compelling purpose for your business.
To download and print this Implementation Template (PDF format) go to the Free Articles page of our website.
8. This month’s “Chuckles & Hugs”!
(time to read this section, about 40 seconds)
We received so many wonderful comments about last month’s “Chuckles & Hugs”, which I stole from my buddy Barry McCleary, that we’re using another of his pieces this month...
Many of us spend a lot of time trying to define and achieve “SUCCESS”. Here’s a whole new perspective on this important subject that you’ll enjoy...
SUCCESS
At age 4 success is ... not peeing your pants.
At age 12 success is ... having friends.
At age 16 success is ... having a drivers license.
At age 20 success is ... having sex.
At age 35 success is ... having money.
At age 50 success is ... having money.
At age 60 success is ... having sex.
At age 70 success is ... having a drivers license.
At age 75 success is ... having friends.
At age 80 success is ... not peeing your pants.
9. That’s it for this month!
(time to read this section, about 7 seconds)
“Thanks” for all the great feedback and helpful suggestions! Please keep it up. Don’t forget to forward this on to folks who will appreciate it. This could make you a “Hero”.
Kindest regards,
Donald Cooper, MBA
Certified Speaking Professional
Preview a Video Clip of Donald in action!
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