How to Communicate with Power
How to Market with Power
What Do Your Potential Customers Want?
In real estate we hear the key to success is "Location, Location, Location." But here on the internet it is something else entirely different.
What do your potential customers want?
Information, Information, Information.
Plain and simple. People are on the web to find information. They want trustworthy information. Information that is timely and relevant.
How have you supplied what your potential future customers want?
So many web sites are devoid of any real content to ... << MORE >>
What do your potential customers want?
Information, Information, Information.
Plain and simple. People are on the web to find information. They want trustworthy information. Information that is timely and relevant.
How have you supplied what your potential future customers want?
So many web sites are devoid of any real content to ... << MORE >>
Biggest Dirty Secret of the Internet
There's a big dirty secret about the internet no one likes to discuss - and it's costing you a fortune.
The number of small business web sites which fail to become a profit center has climbed to nearly 99% !
"But", you object, "my site was built by professionals who've won awards for their graphics and designs."
Doesn't matter.
"I have a beautiful flash page."
Doesn't matter.
"My menus are interactive and change color."
Doesn't matter.
"I have pictures that change automatically."
Still doesn't matter.
While these things may add to the overall experience of a visitor to your site, they are garbage when it comes to getting someone to ...<< MORE >>
The number of small business web sites which fail to become a profit center has climbed to nearly 99% !
"But", you object, "my site was built by professionals who've won awards for their graphics and designs."
Doesn't matter.
"I have a beautiful flash page."
Doesn't matter.
"My menus are interactive and change color."
Doesn't matter.
"I have pictures that change automatically."
Still doesn't matter.
While these things may add to the overall experience of a visitor to your site, they are garbage when it comes to getting someone to ...<< MORE >>
Advertising Is...
The job of advertising is to channel the tide of "mass desire" that already exists out there in the market place.
How do I know that? Because I'm paraphrasing Gene Schwartz, a legendary sales writer who wrote the book "Breakthrough Advertising". He sold literally millions upon millions of dollars of products simply with the power of his pen... er, typewriter.
It's not about changing people's minds. It's about educating them to the options available that will satisfy their needs and desires.
So, if you're having a rough time attracting customers, maybe it's because you are trying to change people's minds instead of helping ...<< MORE >>
How do I know that? Because I'm paraphrasing Gene Schwartz, a legendary sales writer who wrote the book "Breakthrough Advertising". He sold literally millions upon millions of dollars of products simply with the power of his pen... er, typewriter.
It's not about changing people's minds. It's about educating them to the options available that will satisfy their needs and desires.
So, if you're having a rough time attracting customers, maybe it's because you are trying to change people's minds instead of helping ...<< MORE >>
3rd Rule of Selling
After we make an emotional decision, we seek ways to justify that decision.
When you make a decision based on emotion, then try to justify it with logic, it's called rationalizing.
Many years ago I pulled into a Mercedez-Benz dealer. The car I had was old and I felt I needed something to project a successful image. What do you suppose was the first thing the salesman did? He let me sit in it to get emotionally attached. Then he encouraged me to take it for a ride. By the time I got back, I was in love with that car. I ...<< MORE >>
When you make a decision based on emotion, then try to justify it with logic, it's called rationalizing.
Many years ago I pulled into a Mercedez-Benz dealer. The car I had was old and I felt I needed something to project a successful image. What do you suppose was the first thing the salesman did? He let me sit in it to get emotionally attached. Then he encouraged me to take it for a ride. By the time I got back, I was in love with that car. I ...<< MORE >>
Rule #2 of Selling
People buy for emotional reasons.
We humans are an emotional lot. As much as we like to think we're purely logical, the evidence shows otherwise. If we were logical we would all meet at Walmart and order white shirts, blouses, black pants, and dark shoes by the case. If we bought them by the case we could save a ton of money, plus since the styles were all the same, we would save hours of time worrying about what to wear each day.
Yet, look around you right now. Everyone is wearing different styles, colors, and types of clothing. It's purely an ...<< MORE >>
We humans are an emotional lot. As much as we like to think we're purely logical, the evidence shows otherwise. If we were logical we would all meet at Walmart and order white shirts, blouses, black pants, and dark shoes by the case. If we bought them by the case we could save a ton of money, plus since the styles were all the same, we would save hours of time worrying about what to wear each day.
Yet, look around you right now. Everyone is wearing different styles, colors, and types of clothing. It's purely an ...<< MORE >>
First Basic Rule in Selling
This is the first of three rules: People don't like to be sold.
It's odd, because people do like to buy. It's just that they resist someone selling them.
You must understand the difference. When you sell to people typically you're trying to convince. Many do this with point by point logic to get the prospect to admit the reasons for buying can't be refuted. This can become a checklist of yes answers. Despite the evidence that shows they should buy, they hesitate.
Why? Because so far it was all your idea - not the prospect's idea.
That's why it's better to entice.
How do you do that? Give them something they want.
Instead of selling insurance, give them the guaranteed retirement that comes in a permanent life policy. Instead of selling web services, give your prospect a way to multiply his business and generate more profit.
People don't like to be sold. Instead give them enticements that make them want to buy.
It's odd, because people do like to buy. It's just that they resist someone selling them.
You must understand the difference. When you sell to people typically you're trying to convince. Many do this with point by point logic to get the prospect to admit the reasons for buying can't be refuted. This can become a checklist of yes answers. Despite the evidence that shows they should buy, they hesitate.
Why? Because so far it was all your idea - not the prospect's idea.
That's why it's better to entice.
How do you do that? Give them something they want.
Instead of selling insurance, give them the guaranteed retirement that comes in a permanent life policy. Instead of selling web services, give your prospect a way to multiply his business and generate more profit.
People don't like to be sold. Instead give them enticements that make them want to buy.
Do Your Business Cards Intelligently Persuade?
Today let's look at a real life sample to determine if your marketing intelligently persuades. Let's look at your business card.
Grasp the card and hold it in front of you. Now what stands out the most? No, don't tell me. Let me guess. It's the logo or your company name. Right? Of course right.
And under that is maybe a short blurb with something like
Numbers. Lots of numbers. Office Phone numbers. Cell numbers, fax numbers, e-mail addresses.
Now, does any of that exert any energy toward influencing your prospect?
No. ...<< MORE >>
Grasp the card and hold it in front of you. Now what stands out the most? No, don't tell me. Let me guess. It's the logo or your company name. Right? Of course right.
And under that is maybe a short blurb with something like
- "Professionals"
- "30 Years in Business"
- "Honest, Dependable Service"
Numbers. Lots of numbers. Office Phone numbers. Cell numbers, fax numbers, e-mail addresses.
Now, does any of that exert any energy toward influencing your prospect?
No. ...<< MORE >>
Words Are What Sell
Looking for a way to attract more customers? The first place to start is with the words you use in your marketing.
Have you ever wondered, as I used to, what makes the difference between something considered junk mail and a letter or brochure that is read from cover to cover?
Well, considering for the moment that you've done your homework in terms of targeting your ideal prospect, there's a lot that can be done to reduce the mystery of what makes a marketing piece - or web site - successful.
A great salesman, Elmer Wheeler said, "The best ...<< MORE >>
Have you ever wondered, as I used to, what makes the difference between something considered junk mail and a letter or brochure that is read from cover to cover?
Well, considering for the moment that you've done your homework in terms of targeting your ideal prospect, there's a lot that can be done to reduce the mystery of what makes a marketing piece - or web site - successful.
A great salesman, Elmer Wheeler said, "The best ...<< MORE >>
The Power of Words
I learned many years ago about the power of words. Words can influence people either positively or negatively.
For instance, when we hear someone swear using words we consider profanity, what is our reaction to that person? Unless you also use profanity, the reaction will invariably be negative. You may be in an enjoyable conversation with a new acquaintance when all of a sudden they let loose with a few expletives. These words hit you like a small thump in the abdomen. All of a sudden your breathing is tight as you brace yourself for what may be next.
Ask yourself, ...<< MORE >>
For instance, when we hear someone swear using words we consider profanity, what is our reaction to that person? Unless you also use profanity, the reaction will invariably be negative. You may be in an enjoyable conversation with a new acquaintance when all of a sudden they let loose with a few expletives. These words hit you like a small thump in the abdomen. All of a sudden your breathing is tight as you brace yourself for what may be next.
Ask yourself, ...<< MORE >>
Is Marketing Always Selling?
Does Marketing always involve selling?
In the strictest sense, yes. That is, if we think of selling as exchanging products or services for money.
But there are many occasions when we market our ideas.
Think of the preacher, politician, or crusader for a cause. They market their beliefs and visions to others. How successful they are depends on how well they can convince others to heed their message and take action. To do that they must learn to communicate with the power of persuasion.
When you learn to communicate with persuasion, you have learned the basic elements of selling.
So, you can become an expert marketer and communicate your messages with power regardless of your desire for money. It's a skill I recommend for everyone.
In the strictest sense, yes. That is, if we think of selling as exchanging products or services for money.
But there are many occasions when we market our ideas.
Think of the preacher, politician, or crusader for a cause. They market their beliefs and visions to others. How successful they are depends on how well they can convince others to heed their message and take action. To do that they must learn to communicate with the power of persuasion.
When you learn to communicate with persuasion, you have learned the basic elements of selling.
So, you can become an expert marketer and communicate your messages with power regardless of your desire for money. It's a skill I recommend for everyone.
