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Michael Solomon is a Marketing Professor at Saint Joseph\u2019s University, has written over 30 books, and teaches the Engage marketing course on Teachable.\xa0He is also a fellow writer with me at Forbes Magazine. Today Michael is going to share some valuable knowledge for inventors, startups, and small manufacturers on what the AIDA marketing method is, how to understand each step of the marketing funnel, and how to best ensure you convert potential customers into product sales.\nToday you will hear us talk about:\n\nAIDA Model\n\n4 Stages of Attention, Interest, Desire, and Action\n\nIt doesn\u2019t happen overnight\n\nMarketing is a funnel\n\nSelling attributes where customers are buying benefits\n\nFocus on the problem to identify the solution\n\nSimple is better, both in product design but also in new product marketing\n\nAttention is arguably the most critical part of marketing\n\nAttention requires both Novelty and Relevance\n\nMake your hardware message clear\n\nThere is a sensory overload for information, so you need to stand out with your initial messaging\n\nHaving an interested physical product consumer is the holy grail, put a lot of value onto the fact that you have a person interested in your product.\n\nConsumers are always looking for ways to minimize risk in the purchase\n\nUnique Selling Proposition.\xa0What is the one thing that sets you apart from the competition?\xa0Again USP is based more on Benefits than Features.\n\nThe Interest phase is primarily cognitive, Desire is the emotional phase.\n\nTo create desire, show people what will happen in their lives if they use your product.\n\nThink of your ad as a makeover to that person\u2019s life\n\nThe overlooked importance of early adopter customers\n\nThe 80/20 rule of revenue\n\nThe call to action may be a feedback loop\n\nThe number of touchpoints to make a sale\n\nInvest in the relationship to sell long term\n\nThink of the value of the customer beyond the first sale\n\nIt is 7 times more expensive to attract a new customer than to re-sell to a prior customer\n\n\nEPISODE LINKS:\n\nMichael Solomon Links:\nCourse | LinkedIn | Past Episode | Marketing Course\n\nThe Product Startup Podcast Links:\nhttps://www.ProductStartup.com/\nInstagram | LinkedIn | Facebook Page | Facebook Group | Pinterest | Twitter | YouTube\n\nMako Design Links:\nhttps://www.makodesign.com/\nYouTube | Instagram | LinkedIn | Facebook | Pinterest | Twitter\n\nKevin Mako Links:\nInstagram | LinkedIn | Quora | Facebook | Twitter\n\nAbout: MAKO Design + Invent is the original firm providing world-class consumer product development services tailored to startups, small manufacturers, and inventors. Simply put, we are the leading one-stop-shop for developing your physical product from idea to store shelves, all in a high-quality, cost-effective, and timely manner. We operate as one powerhouse 30-person product design team spread across 4 offices to serve you (Austin, Miami, San Francisco, & Toronto). We have full-stack in-house industrial design, mechanical engineering, electrical engineering, patent referral, prototyping, and manufacturing services. To assist our startup and inventor clients, in addition to above, we help with business strategy, product strategy, marketing, and sales/distribution for all consumer product categories. Also, our founder Kevin Mako hosts The Product Startup Podcast, the industry\u2019s leading hardware podcast. Check it out for tips, interviews, and best practices for hardware startups, inventors, and product developers. Click HERE to learn more about Mako Design + Invent!