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Here's this week's Marketing Minute... Customers' Priorities On Chopped, a cooking competition show on Food Network, a chef was taken aback when a judge said she should have salted her dish more. "I'm so used to making healthy food," she said. From the judges' comments and votes, healthfulness clearly played no role at all in their evaluation. In the same round, the judges eliminated a chef whose dish looked elegant and magazine-worthy in favor of one whose offering had the best medley of flavors yet a poor presentation. How the food tasted was their top priority. This got me wondering about why, with a $10,000 prize at stake, contestants didn't watch past shows to learn what judges cared about most and gear their efforts accordingly.  Customers always take you on their terms, not yours: They prefer a low price with moderate quality or world-class quality at any price, for example. For a set audience, like the Chopped judges, try to discover their priorities. For the open market, make sure there are enough customers who prefer your advantages to enable you to satisfy your earnings goals. Unsolicited praise for The Marketing Minute "Each Wednesday, I know I can invest about one minute to get a pithy, insightful and often fun-to-read marketing tip, that won't bog me down with attachments, must-connect-to links and other detritus that will slow my workflow. Very cool!" Jeff Zbar Author, Home Office Know-How "The Marketing Minute is the only e-newsletter I always read. It's unique in its short, readable and useful content." Alison Strickland Applied Creativity, Inc. Seminole, Florida

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