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(NOTE: This is an update of a previous post… enhanced with video. Please be sure and let me know what you think of this “multi-media” approach, okay? It's quite a bit of work, and I'm happy to do it if you think it's worthwhile.)
As marketers and entrepreneurs, we have a simple job – to get other people to do what we want them to do.
I’ll leave the discussion about the ethical side of this for another time; let’s just assume that you and I will always work for the best interests of our customers and prospects, okay?
So. We want to get people to do what we want. It will help them. It will help us. But exactly how do we do it?
There is a tactic that gives almost magical powers of persuasion.
You can, quite simply, get practically anyone to do practically anything.
It’s so simple you’ll be tempted to shrug it off.
Take just a moment to think about the fact that you already know this works, because you already know people who have this power. Don’t you know at least one person who seems to be able to persuade people on just about any issue?
Don’t you know at least one person who can seemingly “sell ice to the Eskimos”?
So how is it that some people are able to do that – and more importantly, how can you do the same? Wouldn’t that make an enormous impact on your business?
Here is the big secret…
“Enter the conversation already taking place in your prospect’s mind.”
As far as I know, that idea originated with the late, great copywriter Robert Collier.
If you can “join up” with what your prospects are already feeling and thinking, get in synch with them, and get them to identify you as a “friendly” in a hostile world… they will listen to what you have to say.
Think of it this way: the easiest way to influence someone is with whatever is already influencing them.
It’s a simple principle, but not easy to do.
So how do you do it? Here are some tips that will help you harness this seemingly magic power:
- Listen. Pay attention to what people say. Hang out in online forums. Track trends on twitter. Collect the words, phrases and ideas your market uses. Speak back to them in their own words.
- Watch. Be conscious of what your store or website visitors actually do. What causes them to opt in? To opt out? To buy? To ask for a refund? Nothing teaches like behavior. People vote with their feet. Watch their feet.
- Think. How can you solve their problems? How can you solve them quickly… easily… and with simplicity? Be the “aspirin for their headache” – and abundance will be yours.
If you can do these things, your readers/visitors/ listeners will be nodding their heads, slapping the table top, and saying, “Yes! That’s exactly how I feel!”
And when that happens, Constant Reader, they will do anything you ask.
Because anything you ask will be in alignment with what they already desire.
That’s a deep well I just pushed you into. Follow it all the way down, and be rewarded with the cool fresh water of more sales, more often.