- People procrastinate
over making any "thinking" decision. If it is going to take
brain power, you are going to have to write stronger and say it better,
if you are to gain immediate action. You must give your audience a reason
(or several!) to respond now.
- People are skeptical
of anything new. New people. New products. New services. A new offer.
Your new idea or way to do something.
Know that people
are many times happy with just where they are today. If you want them
to make a decision in your favor, present your message with a most
- People follow leaders
... companies and products who are leading. Or, those who are "considered"
Please note, if
you can position yourself, your company, your product, your offer
as a leader, you will be way ahead of the game ... and your competition.
- People prefer the
comfort of unity - "Two-Getherness". Meaning that people like
to be with other people like them.
That's why they
group with others similar.
It happens all
'round the world. Schools are where there are families with kids.
Restaurants are located where people need, or want, to be fed. Churches
go up where people of that faith live. Know this about audiences ...
they group "Two-Gether".
- People are sometimes
Yes, all of us
are lazy some of the time. But there appears to be a breed of folk
who practice lazy as a habit. Know that when you reach out to your
marketplace. And, make it easy to do business with you - so you can
catch this lazy bunch, too.
- People glance at,
more than thoroughly read, what you present to them.
Even when they
asked you to send them something, much of the time your message is
not read - it is "looked" at instead.
Know this fact.
Then make your writing as easy to read as your audience wishes.
- People say: "I
don't understand this message." Well, of course they don't understand
it ... they didn't read it!
What this says
is that you must go to extremes to make your message readable, so
that when it is read, it will be totally understandable.
- People say: "I
didn't ask you to send me this message." Possibly true. What is
equally true is that if you don't get your message to your audience,
they will then complain they didn't hear from you. Do make sure your
message goes to the right people every time ... and you are much less
likely to hear any complaints.
- People say: "And
besides, I've had a rotten day and feel really crummy."
a bad day now and then. Which of course has nothing to do with anything
... it is an excuse, not a reason, for not replying to your offer.
But, people will say just that. So, what do you do? Make your message
a happy one!
- People like grooves
and formulas and niches. Lists of things that are important work well
in POWER MARKETING. The five easy steps. The four point plan. Ten things
to know. Give people a list - directions to follow - and there is a
good chance you've got them!
- People like the
feeling of power and control.
They want to make
their own decisions. They want to feel that they are important. And,
of course, they are! People are your prospects and your customers.
Know that people are important.
- People respond
best to limited time offers (which is most interesting, as LTOs take
all power and control away!).
Offers with limits
most often gain more response than those without. Limited time offers
urge people to take action now ... before the opportunity slips by.
- People do worry
over decisions and changes.
They do "What
if" thinking: "What if I make this change and it's wrong?",
or "What if I make a decision in that direction and it doesn't
work?" People worry.
Take the worry
away with a case history story or two ... to allow people to become
comfortable with you.
- People avoid risks
There are only
a very few leading edge people out there ... not many who will make
a move to something new before it is proven. Be aware of that, and
be persistent with your message.
People don't like
to be threatened. You can convince, you can prove it, you can persuade,
you can even sell. Do not threaten.
- People give incomplete
attention to your message ... which would help them in decision making
and risk avoidance. Simply, this means people don't listen, either!
Now we know they
are not reading what you are writing ... and they are not listening
to what you are saying. No wonder they don't get it!
Be aware of this
about your marketplace, and be prepared - in fact plan - to repeat
your message over and over again and again. Until they get it.
- People ask lots
of questions ... first questions about your offer.
We know an offer
is over and above features and benefits - and your audience wants
to know all about it. Be prepared with answers. Think ahead what questions
are most important - and provide the answers.
- People ask questions
about benefits. The WAM Theory - What About Me?
That is, what
am I going to gain from buying this product or service from you -
the benefits to me, my family or friends, my staff at the office,
This is not a
selfish act - it is an honest response to your presentation. So, what
do you do? Talk about what they will earn, save, make, enjoy, learn.
- People ask questions
about a Guarantee of Satisfaction. There are two parts to every guarantee:
first is that the product will work, do what it is suppose to do, or
the service will be supplied. That much of the guarantee is "assumed".
The second part
of the guarantee is the personal part: "What if I buy, and you
provide, but I'm still not happy ... what will you do to make me happy?".
A Guarantee of Satisfaction is mandatory in POWER MARKETING.
- People ask questions
about facts and figures to prove your statements.
They want to believe
you ... they really do. Show your marketplace that you have the proof
at your finger tips. Hide nothing. Prove your presentation with facts
- People generalize
from what they consider "acceptable fragments".
They draw conclusions
based on incomplete information. Partly because they have not read
nor listened to your message. Partly because they want to believe
you - no matter what you say.
You must realize
that many times people make a decision they regret later ... and it
will be YOUR responsibility. Know this about people.
- People are suspect
of perfection. If something is "perfect", people look immediately
for the imperfection.
Research has taught
us that people are most comfortable with an 85% level of knowledge
... this is where things are most believable. This does not mean people
don't want the best ... it does mean you don't have to be perfect
to be successful in POWER MARKETING.
- People prefer a
little less information ... not so much knowledge. Why? Because there
is so much to know, many people have decided to be selective. And because
they want to make their own decisions.
They want to seek
out what is important to them ... and then ask for the details. So
they can come to their own conclusion ... so they can feel that they
are in charge of the situation. You must be prepared for a dialogue
with your customers and prospects at the level they wish to communicate.
- People do want
to trust you ... they really do! People want to believe. Which puts
the burden of proof and believability on you.
references will help you build trust. Other people saying good things
about you. You must perform up to standards - sometimes you set them
- always your customer does. You must know what your audience expects.
- People want the
heart and warmth and emotion and feel-good of the sales process ...
they want the touch.
Reach out and
touch your marketplace. Let them know you care. Be personal. Communicate.
And do it often. Hold their hand. Be their teddy bear. Be their security
blanket. Touch your customers.
- Peoples responses
to any message are in direct proportion to their personal identification
with you, your product and service, your company.
If you are known
in your marketplace, you will gain more new business and keep more
current business, than if you are not. Be active. Be seen. Let your
audience know who you are.
- People then ask
questions about the next step. "Okay, I agree. What happens next?
What do you do? What do I need to do?"
People want to
know the process ... you must make certain they do.
- People ask questions
They want to know
how long this process is going to take. They say: "If I make
this decision today, how long will it be before something happens?"
Tell your audience all about the timing.
- And always, people
still want to be sought after, talked with, they want you to A.F.T.O
... .ask for the order.