Why should your market buy from you?
Communication and Persuasion
It comes down to this:
How do you persuade them?
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For the last few thousand years people have been trying to get other people's attention and persuade them, and to do it better than the other guy – in politics, in personal relationships, and in business.
Modern marketing has attempted to formulate these things in a variety of models:
AIDA(S/C) – Attention, Interest, Desire, Action (and sometimes Satisfaction or Conviction)
CAB – Cognition, Affect, Behavior
PPPP – Promise, Picture, Proof, (unique selling) Proposition
REAN – Reach, Engage, Activate, Nurture
Solution Selling – adjusting all phases of the sales process to focus on solving a customer’s problem with the vendor’s solution
Choice Architecture – influencing decision making by how choices are formulated and presented
Permission marketing – requests prospects’ approval to market to them, as opposed to interruption marketing
Persuasion methods – Reciprocity, commitment/consistency, social proof, authority, liking, scarcity; as formulated by Robert Cialdini
Positioning, Pricing, Branding, and on and on.
While much has been done to formalize communication and persuasion strategies, there is a long history of human experience behind it.
"To persuade, think of interest, not reason." Benjamin Franklin
"One of the best ways to convince others is with your ears – by listening to them." Dean Rusk
"If you would win a man to his cause, first convince him that you are his sincere friend." Abraham Lincoln
"Advertising is the first, second and third element of success." P.T. Barnum
"Advertising is less about being deceived than our desire to be deceived." Daniel Boorstin
"Don’t tell me the ad I wrote is “creative”. Tell me it is “persuasive.” David Ogilvy
"There is no such thing as hard-sell and soft-sell, There is only smart-sell and stupid-sell.” Charles Brower
"He who finds fault, means to buy.” Thomas Fuller
"I don’t care what you say about me as long as you say something and spell my name right.” George M. Cohan
"To have news value is to have a tin can tied to one’s tail.” T.E. Lawrence
"The successful warrior is the average man, with laser-like focus.” Bruce Lee
"If you are not moving closer to what you want in sales (or in life), you probably aren't doing enough asking.” Jack Canfield
"Anything we do in advertising is controversial. If it’s provocative and sensual and related to what we’re selling, I'm willing to take the chance. I have fun with the ads.” Calvin Klein
"The tongue can paint what the eye can't see.” Chinese Proverb
"He who wants to persuade should put his trust not in the right argument, but in the right word. The power of sound has always been greater than the power of sense.” Joseph Conrad
"The real persuaders are our appetites, our fears and above all our vanity. The skillful propagandist stirs and coaches these internal persuaders.” Eric Hoffer
"Those that will not hear must be made to feel.” German proverb
To read more about communication and persuasion and how it relates to your business, please read my blog, www.persuasionandcharisma.com
Why don't your sales have an easy close?
Why don't you make more on each sale?
Why don't your prospects find you?
Why is that?
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