FAQ

How is PYB different from other marketing philosophies?

Our marketing will educate your prospects and really show them how you have what they need and that you are the clear choice to do business with. You will be able to personalize your communications and speak to each prospect individually. You will give your prospects what they need and want at the most critical time in the sales process. The heart of the PYB philosophy is to educate your prospects and not try to sell them, but rather help them along the way to make the right decision. Human nature demands that we always make the right decision. Buyers of today need to have an unshakable confidence that they’ve made the right choice. All of your marketing should be focused on developing trust and credibility. Remember this; your customers do not want to be sold to they just want and need the right information to make an educated decision.

Most of marketing and advertising is wrong today, Why?

Because most businesses advertise the same marketing message, which goes something like this: “Here’s our name. This is what we do. We’re the best. ect.” This leaves the buyer to think one thing: "Come buy from us for no justifiable, rational reason besides we can do it." Most often you can commonly find this type of advertising in yellow pages, newspaper, magazines. even radio & TV. We call these ads “menu style” ads because all they do is simply state your name phone number and what you do. These types of ads offer no benefit at all to your customer because it doesn’t offer them anything of real value. It just hangs out there with the rest of the crowd and leads your prospect to think every company is the same which leads them to base their decision solely on price. These types of ads and marketing do not help your potential customer in anyway whatsoever.

What is marketing supposed to do?

Marketing’s job is to make it clear you are the best choice to do business with regardless of price. A formula for marketing success includes 4 parts.

What is the PYB Education Psychiatry?

We identify the important and relevant issues prospects need to be aware of, and then provide information and demonstrate how you stack up against those issues. We build a solid case for your business. Show evidence where appropriate and educate the customer about your industry. “Education Psychiatry” We simply educate them on your industry and show them what to look out for in choosing when choosing a company to hire.

Why does content trump over everything else?

Content is king. Design should never upstage your content. We’ve all seen beautiful brochures or websites and we’re sure they fed the ego of the business owner when friends offer compliments on the wonderful design. The trouble is, wonderful design doesn’t necessarily help get the message across. It’s highly unlikely that a new customer would say something like, “We decided to hire you to do our $167,000 remodel project because you had the prettiest website.” What makes a person decide to buy from you is; easy to find good information, see great photographs, and read enough supporting testimonials to feel comfortable about you. They need and want this crucial information in order to make a decision to buy from you or anyone else. It’s all about good relevant content.

Is there a place for creativity within the PYB model?

Absolutely. But the process is still 90% scientific... if you can properly identify the prospect's hot buttons and create good headlines and build your case you will get great marketing results without being particularly "creative."

Is the PYB system really all that unique?

Yes it is. Most direct marketing books say "You need to get the prospect's attention," but there is no science behind how to do it. So, they default to creativity. This is why you see so many pretty postcards and brochures with absolutely no substance of good helpful information just nice pictures and some text. And usually that text is about the company and not about the benefits the customer will receive.
We explain how the brain works—in how your customers think and how they come to make a decision to buy from you or anyone. The PYB system shows you exactly how to convey your business and yourself as a trustworthy and highly respected and credible source of information. The key to the whole process is proper identification of the hot buttons and what we call The Education Psychiatry. These elements are completely missing in other marketing and advertising methodologies.

How long does it take to for a Consultant to implement PYB in to my business?

Depending on the complexity of your situation, it could take anywhere from a few weeks to several months to get the initial project in place.

My business is unique... can this still work for me?

Absolutely. Each business is unique... but at the same time, all businesses also share some common threads which make the marketing process replicable from industry to industry. Since the PYB system is based on human nature that says people always want to make the best decision when they buy something, then marketing's job is to assist the decision making process. In any business, our job is to discover what the important and relevant issues are (ie, hot buttons) and then use the 4 part Marketing Formula to communicate those issues to your prospects.

What qualifications do PYB Consultants have?

Our Consultants come from a variety of backgrounds--everything from business owners to executives to professionals. Each Consultant is screened and evaluated to make sure they have the right skill set and mindset to be successful. They are required to complete an extensive initial and ongoing training regiment.