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 Harley Davidson VRSC VRSCD Nightrod Custom 300mm Air Ride Magazine Cover Show Winning V Rod Nightrod $20,000.00 Time Remaining: 2d 16h 40m Buy It Now for only: $20,000.00 |
 Harley Davidson Dyna custom exhaust vance hines fuel pac programmer superglide custom $7,500.00 (2 Bids) Time Remaining: 1h 7m |
 Harley Davidson Softail 2003 HARLEY DAVIDSON Heritage Softail Pearl White Custom Chrome Must See $10,000.00 Time Remaining: 1h 28m |
 Harley Davidson Touring flhx streetglide 2012 Street Glide with abs sec cruise with 239 custom hd color $23,500.00 Time Remaining: 3d 18h 6m Buy It Now for only: $23,500.00 |
 Harley Davidson Touring Street Glide 2010 FLHX Steet Glide 103 ci Engine Screaming Eagle Upgrade Custom Paint $14,000.00 (2 Bids) Time Remaining: 3h 5m |
 Harley Davidson Touring FLHRSI 2005 ROADKING CUSTOM EZ SALVAGE DAMAGE BUY NOW $6,900.00 Time Remaining: 4d 3h 43m Buy It Now for only: $6,900.00 |
 Harley Davidson Softail Custom Paint complete Rebuilt Shovelhead Motor 2002 Custom Softail with Harley Motor Beautiful Lots of Chrome Only 50 Miles $3,950.00 (3 Bids) Time Remaining: 3h 5m Buy It Now for only: $10,000.00 |
 Harley Davidson Touring RED ROCKET 2002 CUSTOM Electra Glide Classic $18,000.00 (8 Bids) Time Remaining: 3h 5m |
 Harley Davidson Dyna FXDC 2008 H D FXDC Dyna Super Glide Custom 105th Anniv CLEAN Well Equipped UM81014R $8,490.00 Time Remaining: 4d 19h 54m Buy It Now for only: $8,490.00 |
 Harley Davidson Sportster xl 1200 custom Blue body is in excellent condition with low milege $4,300.00 (8 Bids) Time Remaining: 3h 22m |
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 Harley Davidson Sportster 1 OWNER XL1200C 2010 HARLEY DAVIDSON 1200 SPORTSTER CUSTOM FULL TOUR PACK WINDSHIELD MANY EXTRA $6,700.00 (12 Bids) Time Remaining: 4h 35m |
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 Harley Davidson Sportster XL1200C 2006 XL1200C Sportster 1200 Custom Red Pearl WATCH OUR VIDEO $4,050.00 (13 Bids) Time Remaining: 5h 3m |
 Harley Davidson Softail SOFTAIL Harley Davidson Softail CUSTOM special construction $9,999.00 Time Remaining: 11d 17h 19m Buy It Now for only: $9,999.00 |
 Harley Davidson Sportster 1200 1994 Harley Davidson Sportster One Of A Kind Custom Show GO $3,500.00 (1 Bid) Time Remaining: 5h 10m Buy It Now for only: $6,800.00 |
 Harley Davidson Dyna FXDWG 2000 Harley Davidson Dyna Wide Glide Custom With Custom 10 Trailer No Reserve $8,888.88 Time Remaining: 5h 32m |
 Harley Davidson Dyna 2004 Custom Dyna FXR Cafe Bobber Hot Rod $15,000.00 Time Remaining: 4d 4h 28m Buy It Now for only: $15,000.00 |
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 Harley Davidson Sportster 2008 Harley Davidson 1200 Custom Sportster $6,299.00 Time Remaining: 7h 7m |
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 Harley Davidson Touring Road Glide Custom Harley Davidson FLTR Road Glide EFI CUSTOM 1 OF A KIND $16,975.00 Time Remaining: 4d 6h 35m Buy It Now for only: $16,975.00 |
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 Harley Davidson Softail fxstsi 2005 harley davidson fxstsi springer softail asphalt custom paint lots chrome $11,000.00 Time Remaining: 19d 3h 22m Buy It Now for only: $11,000.00 |
 Harley Davidson Softail 2004 Harley Davidson Sportster 1200 XLH1200 CUSTOM CHROMED OUT $2,850.00 (3 Bids) Time Remaining: 23h 26m Buy It Now for only: $5,900.00 |
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 Harley Davidson Softail 1998 Harley Davidson FLSTS Heritage Springer Custom evo Trades FREE SHIP USA $10,500.00 Time Remaining: 19d 21h 2m Buy It Now for only: $10,500.00 |
 Harley Davidson Sportster 2008 Harley Davidson Sportster 1200XL Custom $4,175.00 (11 Bids) Time Remaining: 23h 55m Buy It Now for only: $5,900.00 |
 Harley Davidson Softail 2009 CUSTOM FATBOY $14,800.00 Time Remaining: 23h 58m Buy It Now for only: $14,800.00 |
 Harley Davidson Softail 1996 Harley Davidson Soft tail Custom $5,600.00 (1 Bid) Time Remaining: 23h 56m Buy It Now for only: $10,500.00 |
 Harley Davidson Softail 2002 custom Harley Davidson Softail s s engine block 96cid lowrider $7,100.00 (30 Bids) Time Remaining: 1d 2h 45m |
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 Custom Built Motorcycles Chopper Custom 1976 Harley Davidson Chopper $1,525.00 (11 Bids) Time Remaining: 1d 3h 5m Buy It Now for only: $4,500.00 |
 Harley Davidson Softail FLSTFI 2004 FATBOY LOADED CUSTOM CHROME STUNNING TWO TONE PAINT LOW MILES EXCCOND $8,200.00 (16 Bids) Time Remaining: 1d 3h 35m Buy It Now for only: $9,988.00 |
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 Harley Davidson Softail FLSTNI 2006 DELUXE LIMITED EDITION TWO TONE PAINT CHROME LEATHER CUSTOM WHEELS EXCCOND $8,800.00 (14 Bids) Time Remaining: 1d 3h 35m Buy It Now for only: $11,995.00 |
 Harley Davidson flh 1979 Harley Davidson shovelhead custom $6,200.00 Time Remaining: 5d 17h 28m Buy It Now for only: $6,200.00 |
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 Harley Davidson Sportster 2006 HD SPORTSTER XL 883 C CUSTOM ONLY 864 MILES YOU MUST SEE $4,995.00 Time Remaining: 4h 58m Buy It Now for only: $4,995.00 |
 Harley Davidson Softail 2007 Harley Davidson Softail Custom $8,100.00 (9 Bids) Time Remaining: 1d 5h 20m Buy It Now for only: $12,000.00 |
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 Harley Davidson Softail FLHRS ROAD KING 2005 HARLEY DAVIDSON FLHRS ROADKING CUSTOM UM80921 CS $8,690.00 Time Remaining: 4d 18h 52m Buy It Now for only: $8,690.00 |
 Harley Davidson Sportster 2007 Sportster 883 Custom Harley Davidson $4,500.00 Time Remaining: 1d 18h 7m |
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 Harley Davidson Softail FXSTC 1993 HARLEY DAVIDSON SOFTAIL CUSTOM FAT TIRE KIT REV TECH HEADS LOTS OF EXTRAS $8,250.00 Time Remaining: 20d 1h 28m Buy It Now for only: $8,250.00 |
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 Harley Davidson Touring FXRP 1984 HARLEY EVO custom FXRP $5,000.00 Time Remaining: 4d 5h 4m Buy It Now for only: $5,000.00 |
 Harley Davidson Sportster 1200 CUSTOM 2003 HARLEY DAVIDSON ANNIVERSTE 1200 CUSTOM NICE $3,736.00 (9 Bids) Time Remaining: 1d 18h 42m |
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 Harley Davidson Touring harley streetglide custom bagger BAD A $50,000.00 Time Remaining: 3d 7h 56m Buy It Now for only: $50,000.00 |
 Harley Davidson Softail FLSTSI HERITAGE SPRINGER AS NEW 2003 HARLEY DAVIDSON 100th ANNIVERSARY FLSTSI HERITAGE SPRINGER CUSTOM $18,655.00 (9 Bids) Time Remaining: 1d 20h 29m Buy It Now for only: $30,000.00 |
 Harley Davidson Softail FXSTSI Harley Custom FXSTSI BETTER THAN NEW CONDITION $13,800.00 Time Remaining: 1d 20h 52m Buy It Now for only: $14,995.00 |
 Harley Davidson FXR Shovelhead Chopper 1969 SHOVELHEAD CHOPPER TRIKE ONE OFF CUSTOM DAMAGED $9,500.00 Time Remaining: 4d 3h 44m Buy It Now for only: $9,500.00 |
 Harley Davidson 2004 Custom Build Evo Harley $6,000.00 Time Remaining: 1d 21h 17m |
 Harley Davidson Touring LOW PMTS PER MO 88 CU IN MOTOR 5 SPD TRANSMISSION 2002 Road King Custom FLAME PAINT VERY CLEAN FINANCING 199 mo OAC $10,275.00 Time Remaining: 4d 22h 33m Buy It Now for only: $10,275.00 |
 Custom Built Motorcycles Chopper Chopper Project Custom Harley Davidson Old school Chopper Bike Lift Included $4,500.00 Time Remaining: 1d 22h 29m Buy It Now for only: $5,250.00 |
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 Harley Davidson Softail 2009 HARLEY DAVIDSON SOFTAIL ROCKER C CUSTOM FXCWC 240 TIRE EXTRAS 1 OWNER $15,670.25 Time Remaining: 9d 50m Buy It Now for only: $15,670.25 |
 Harley Davidson Sportster 2005 Harley Davidson Sportster 1200 Custom Motorcycle $5,000.00 Time Remaining: 1d 23h 6m Buy It Now for only: $5,500.00 |
 Harley Davidson Touring Road King Custom 2007 HARLEY DAVIDSON FLHRS ROAD KING CUSTOM $12,950.00 Time Remaining: 19d 22h 8m Buy It Now for only: $12,950.00 |
 Harley Davidson Sportster 2008 Harley Davidson Custom $5,900.00 Time Remaining: 1d 23h 6m |
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 Harley Davidson Dyna FXDC Dyna Custom 2012 Harley Davidson Dyna Super Glide Custom Only 500 Miles Flawless Warranty $12,699.00 Time Remaining: 6d 19h 41m Buy It Now for only: $12,699.00 |
 Harley Davidson Softail XTC Harley Custom Blower Softail Screaming Eagle Hotrod Motor Performance Machine $10,000.00 Time Remaining: 2d 54m Buy It Now for only: $16,500.00 |
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Customers are not as Gullible as They Once Were
Consumer confidence in media has declined dramatically. Only 12% of consumers trust Television news, down from 55% 3 years ago. People who believe organizations are also down from 28% to 12%.
The simple and ugly fact is they don't believe you as much as they used to. What makes these people so sceptical?
I believe there are two primary reasons:
1. North Americans are exposed to 4 times the amount of advertising Europeans are exposed to. One study shows the average North American decision maker receives upwards of 30,000 commercial messages per day. This mostly means messages get lost in the clutter.
2. Many college graduates have done at least one marketing course and so have a much better feel for hype and what’s going on. Too much marketing is simply hype and knowledgeable people see right through it.
So what can the average business owner do to combat this?
1. Generate word-of-mouth marketing. Referrals are still the most powerful method of marketing because people trust their friends as credible sources of data. Referrals are free and close at 5 times the rate of leads from all other sources. 85% of all buying decisions are made on the recommendations of others.
2. Influence people who are centers of influence. Why do you think firms like Nike and L’Oreal use celebrities like Michael Jordan and Penelope Cruz to endorse their products. Who would be the most likely people to influence your customers?
3. Focus on what's most important to your target audience. Understand their pain and offer solutions to their pain. This kind of educational marketing will always outshine image advertising and marketing. If you don’t understand their pain, you’ve got work to do.
4. Go for share of mind over share of market. It’s better to have a small well defined niche of customers so involved with your product or service that they promote your products freely and willingly. Some Harley-Davidson customers tattoo the brand's logo on their bodies and become permanent walking billboards.
5. Expand your advertising with direct marketing and public relations. If people don’t believe advertising, they are much more likely to believe what the media tells them or personalised communications that speak to them as individuals. PR and direct response give you the opportunity to put forth personalized and believable messages.
StreetSmart Marketers willingly face the reality that consumers are wise to the ways of marketing. It’s time to use marketing that looks less like hype and more like news, education and personal communication. As David Ogilvy said; “The consumer is not an idiot, she’s your wife.”
About the Author
Michael Hepworth is the StreetSmart Marketer and a Toronto strategic marketing consultant, you can receive his free marketing advice at http://www.streetsmartmarketer.com/.