People are curious. But if your sales copy satisfies them completely, you may never hear from them again. So leave a little mystery alive and kicking–something unsaid that they still want to know. In public speaking terms, the sound bite for the curiosity trigger is “Always leave them wanting more.” This trigger can be tricky. […]
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“I can get it for you wholesale.” “This is a steal of a deal!” I really don’t want to say too much about the greed/frugality trigger. Few people will admit to being greedy, so it’s not something I’d normally even contemplate tackling. But it is what it is, so let’s get it over with. The
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If you ever saw The Music Man motion picture with Robert Preston and Shirley Jones, surely you remember the ‘Marian the Librarian’ scene where Professor Harold Hill (Preston) enters the library to try to get Miss Marian (Jones) to go out with him. In the scene (at about the four minute mark after Hill enters
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The guilt/reciprocity trigger is one of the most powerful motivational tools available to salespeople. Any time someone goes out of his or her way, even a tad beyond what’s expected during a visit or conversation, the person who receives the “gift” feels obligated to reciprocate in some way. (“Much obliged” says it all.) If he
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There’s an old adage: “K.I.S.S.: Keep It Simple, Stupid.” It’s rude and crude (because you’re not stupid), but it’s good advice . Complexity invites confusion. Confusion causes hesitation. Hesitation can cause worry. When talking about your product or service, keep it as simple as you can. Use easy-to-understand words. Use short sentences. Speak just
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People want to feel special. (Because, face it, we’re all special and unique. People want to be celebrated, not tolerated.) When you offer a product or a service with an “exclusivity” feature, people’s ears perk up. “Be one of just six guests who get to go back stage after the concert and hang with the
‘Exclusivity’ Trigger Read More »
If I mention, to anyone older than 55, hippies, Star Trek, Bonanza, Sesame Street, Mister Rogers’ Neighborhood, Carol Burnett, Lucille Ball, Ed Sullivan, JFK’s assassination, West Side Story or The Beatles; or if I mention to anyone older than 25 Donny and Marie, Michael Jackson, Will and Grace, the Space Shuttle Challenger or 9/11, you
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You’ve seen this trigger a gazillion times. Whenever someone proclaims him or herself an expert, guru, maven, or coach, or appends a series of letters to their names–Ph. D, BSc, DVM, DC–we tend to lend more credence to their comments and proclamations. We immediately assume that they probably know more about a particular subject or
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You’ve seen this trigger more times than you can count… “If you’re one of the first 50 buyers, I’ll include a free guide (worth $59)…” “Download now to learn how to turn off the static in your life so you’ll sleep better tonight.” “Don’t wait. Tonight at midnight this discounted special rate will disappear forever.”
‘Sense of Urgency’ Trigger Read More »
The mammalian drive to belong to an “in group” is strong. As children, we humans (like all mammals) first identify as part of a family, then as part of a “tribe”/community, then as part of a region (territory/state/nation/global community), learning how to get along, navigate, bond and survive. As kids, we orbited around other kids
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