Make More Money By Selling What They Are Buying

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coronaLast week I posted about the difference between focusing on what you sell and what the customer is buying using the Stradivarius violin as an example. A new/old example came up again this week: Corona Beer.

Bloomberg News, in an April 16th article, noted that Constellation Brands is making lots of money selling a beer that is considered “…one of the worst Mexican beers.” It’s described by some as having “…faded aromas of sulphur, faint skunk, mild cooked veggies.”

And yet it sells. I noted this phenomenon in my book, It’s Not Rocket Science: Using Marketing to Build a Sustainable Business several years ago. Corona has always been a down-scale brand in Mexico but considered a “better” brand in the US. It became “in” to put a lime in the bottle and drink it. (Skeptics claim the lime in the bottle is to hide the “faded aromas of sulphur…”

You can make a lot more money if you understand what people are buying. And as Corona and Stradivarius show, it may not be “logical,” but it’s still valid.

Mitch

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