How believable are you? Notice, please, that I didn’t ask how honest you are or how much integrity you have. I’m assuming you’re honest and that you have integrity because you’re following me. (Go away, please, if you aren’t and you don’t.) I asked how believable you are. Not everyone who’s honest and has integrity […]
‘Credibility’ Trigger Read More »
You can provide proof of value in a number of ways… Testimonials. (Legitimate ones only. You don’t want the Federal Trade Commission on your tail.) Price of product or service as compared to its result. See my static testimonial in the upper right-hand corner of this website showing that a $220 sales piece paid for
‘Proof of Value’ Trigger Read More »
Everyone loves a good story. For most of human history, all we had were verbal stories (oral histories) to pass information about past events (close-call survival adventures among them) from one generation to the next. Storytelling has never lost its allure. A well-told story entraps and holds spellbound its audience until it gets resolved. Stand
The ‘Storytelling’ Trigger Read More »
You’ve seen the Satisfaction Conviction prompt lots of times. “We’re so sure you’ll love/enjoy/use (whatever it is) that we’ll return every dime, including postage plus ten percent, if you don’t feel the same way.” If–when you read something like this–your first thought is, “Wow, they’re going to get ripped off for making a claim like
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People like to think they buy based primarily on logic and reason, but they almost never do. Are you shocked? Read on… In fact, perhaps the very few things that we do buy for rational reasons are the things we wish we didn’t have to buy at all: health insurance, life insurance, car insurance, homeowners
How would Mr. Spock sell you a car? Or could he? Of course he could. Using logic to seal a deal happens more often when considering the necessities of life, since it’s pretty hard to become emotionally involved with insurance, toilet tissue, and water (unless you don’t have toilet tissue or water!), but logic is
‘Logic’ Sales Trigger Read More »
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
‘Involvement and Ownership’ Trigger Read More »
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”
‘Prospect Nature’ Trigger Read More »
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
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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,
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