"The idea of laddering
emotions is very powerful ... taking the features that
people are talking about and linking those to the emotions
that they're really looking for" - John Parker,
Vancouver, BC
(click play twice to start)
"We could easily double or triple our sales in the next year
or two just on the basis
on what we've done here" - John Parker, Vancouver, BC
(click play twice to start)
"Whatever the price is,
it's going to be a lot cheaper than spending years trying to
market a message to people that is the wrong message, because that's a very
expensive business mistake. So whatever you pay up front to learn
how to research the market I think is money very well spent"
