They're not just buying the car. They're buying the road ahead.

A story in yesterday’s Marketing Daily cited a report from J.D. Power and Associates… not about why people will buy a particular vehicle… but why they won’t. Called the “Avoider” report, the findings indicate that one in five people will avoid a particular vehicle because of the perceived health of the brand.

Implications: It’s a very good time to tell consumers why your company, brand and product are stable… and offer proof that you have a future. And that might be true for any company that sells a big-ticket (long-term) product or service. Home builders, appliance manufacturers, furniture factories, insurance companies. It might be said that if you sell a big-ticket (long-term) item, you're selling people on the idea of their--and your--future.

Whether it’s your heritage, your track record, testimonials from satisfied customers, or a demonstration that you’re investing in the future… find a way of communicating your strength and resilience. People want to do business with companies that have a future.

Mike Anderson