Publishers Clearing House and other direct sales companies figured out this trigger decades ago. So has St. Jude’s Children’s Hospital and scores of other non-profit (and political) organizations. They know, too, that “givers gain.” Publisher’s Clearing House gets people involved by having recipients of their mailings physically manipulate objects: “Place the gold medal seal over …
How much do you know (and care) about your target audience? Do you know their pain points so you know how your product or service alleviates or eliminates them? Do you know what keeps them up at night? Who are they angry at? What books do they read? Do you know who else they’re “seeing” …
Because nobody and nothing is ever perfect, you probably have to acknowledge at least an objection or two about your product or service if you want to get anybody to believe you aren’t just blowing smoke. This is where objection raising and objection resolution come in. Raise the Objection Early What is it about your …
‘Objection Raising’ and ‘Objection Resolution’ Triggers Read More »
Whether you know it or not, people can spot integrity almost instantly–and its opposite. Integrity means “walking the walk”–not just talking the talk. Under-promise and over-deliver Don’t make a promise you can’t keep; don’t say anything you can’t back up. If you find you have to renege on a promise or commitment for any reason, …
The ‘Consistency’ Trigger Explained People tend to be consistent when they’ve taken a stand on something, even in the face of conflicting information. So as a copywriter, business owner, or entrepreneur who wants or needs to “up sell”, your ace-in-the-hole is to offer something else that is consistent with a decision your client/customer has already …
‘Consistency’ and ‘Product Nature’ Triggers Examined Read More »
According to various advertising and marketing specialists, there are thirty tried-and-true triggers that influence buyers to engage. How many of them can you come up with (without help)? Go ahead. I’ll wait. There are the obvious ones, of course: Appealing to your target audience’s curiosity, desire to belong or collect, emotion, greed, guilt, hope, or …
First Things First: Why are You Doing What You’re Doing to Make a Living?? Read More »
I’m about an hour away from being finished with a 40K word editing project–the first time through. I spent six hours on it today and two hours on it yesterday, so my eyes are crossing right now. (I spent a lot more time before yesterday. I’m just reporting on the last two days with regard …
I’m editing today–not my favorite task, and it pays less, so I’m doing my best to get through it as quickly as I can quickly without compromising quality. That said, I can’t (or won’t, I should say) edit eight hours a day because I’d get tired and probably miss things. So I only dedicate three …
I’ve popped some new reviews onto the Testimonials page today. (Go fetch if you’re so inclined.) Not to put too fine a point on it, but the recent reviews that most clearly express what I do for clients follow… “My wife and I are reading “Reality Marketing Revolution: The Entrepreneur’s Guide To Transforming Your …
Today I want to explain why it’s imperative to remain positive even when you’re covering issues that are tragic and negative. Example: Animal and Child Welfare Remember: whatever you put on the home page of your website (or in a TV or radio commercial) will be viewed (or heard) dozens of times by the people …
