Unspoken Marketing Secrets 1345

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1
Introduction
WhatyounowhaveinyourhandsissomethingInever
thoughtIwouldeverrelease.
Thisinformationisextremelypowerful.
Useitandyoucanincreaseyoursales.
Useitandyoucanbetterunderstandpeople.
Useitandyoucanalmostruletheearth.
WhenIfirstcameupwiththeseinsights,Ishowedthebare
listtotwomarketingconsultants.Theybothaskedmenotto
publishit.
Ithenshowedittoanon-marketingperson.Hesaidhewas
goingtoprintthelistandtapeittohiscomputer,sohecould
refertoiteveryday.Apparentlythereisrealdynamitehere.
Itscaressomepeople.Itinspiresothers.
Afterwritingelevenbooksonmarketing,readingseveral
hundredotherbooksonpersuasionandpsychology
publishedoverthelastcenturyandahalf,andspending
morethantwentyyearscreatingadvertisingandpublicityto
convincepeopletodowhatmyclientswanted,Isatdown
andcompiledthelist.
Youcouldprobablybuildanentiremarketingcampaignor
improveanexistingonewithanyoneoftheseinsightsinto
humannature.Sincethelistbyitselfwon'tgiveyouallyou
needtostartincreasingyoursales,I'vetakenthetimeto
brieflyexplaineachtruisminthepagestofollow.
2
Atonlyonedollarperinsight,you'vemanagedtograba
bargain.
Pleasekeeptheseinsightstoyourself.Theyarehard
earned,youpaidforthem,andtheycanbeincredibly
persuasiveintherighthands.
Meditateoneachoneofthem.
Heretheyare
3
JOE VITALES UNSPOKEN
MARKETING SECRETS
Thisweek'scontroversialtruismis
"Peoplecanbepersuadedtoyoursidewithagoodstory."
Inmybook,"TheSevenLostSecretsofSuccess,"Iexplain
thatoneofthelostsecretsisstorytelling.Peoplewilllisten
toyouandabsorbyourmessageifyouclotheyourintentin
anabsorbingstory.Oneofthereasonsoneofmysales
lettersiscopiedsomuchisbecauseitbeganwiththe
phrase,"I'mnearlyintears..."Thatopeningsuggestedthata
storywastofollow,notasalespitch.Thenexttimeyouwant
topersuadesomeonetoyourwayofthinking,consider
explainingyourpositionwithastory.
4
MARKETING SECRETS
"Peoplewanttobeloved."
Whenmyfatherwasbuildingahouseforhisfamily,the
electricianhehiredbecamehisbestfriend.Theyate
together,madewinetogether,drankittogether,andlaughed
andtoldstories.Myfatherlistenedtoanythinghisnewfriend
toldhim,becausemyfatherwantedthefeelingofbeing
loved.Healsowantedasoundhouse,ofcourse,buthewas
onlygoingtohiretheelectricianhetrusted,whichofcourse
wastheelectricianwhoshowedthemostloveformydad.
Neithermanwouldeversaytheyfeltlovefortheother,but
deepdown,justlikeeveryoneofus,whattheylongedfor
waslove.Helpyourcustomersfeellovedandtheywillpay
youingold.
5
MARKETING SECRETS
"Peopleidolizethepast,complainaboutthepresent,and
fearthefuture."
Ioftenhearpeoplesayweliveinstressfultimestoday.A
quicklookathistory,however,revealsthatwearericher,
healthierandhappiernowthanatanytimeinworldhistory,
ever.Yetwealllong"forthegoodolddays."Andweall
complainaboutthepresentandfearthefuture.Ifyouwantto
makemoresales,tieyourproducttothenostalgiaofthe
past,orurgepeopletobuynowtosolvetheagonyofthe
present,orconvincethemthatyourbusinesswillmakethe
uncertainfuturelessrisky.Untilmorepeopleare
enlightened,andrealizethatnowisthepointofpowerand
themomentofgreatestjoy,youcanincreaseyourprofitsby
playingtowhatpeoplealreadybelieve.
6
MARKETING SECRETS
"Peopleneverquestiontheirownbeliefs,sodon'ttryto
changethem."
Socratesencouragedustoknowourselves,butmostpeople
don'trealizetheyarefishinapool.Theydon'tquestion
beingafishorseethewater.Weareallinatranceofone
sortoranother,believingwearedoctors,lawyers,
salespeople,orwhathaveyou.Thedeepestbeliefsour
parentsgaveusarerarelyquestioned.Ifyouwanttomake
moresales,don'ttrytotellpeoplethatwhattheybelieveis
wrong.You'llbespendingmoneytopersuadepeoplethat
youareright,whichwillirkthem.Instead,letthembelieve
whattheylike,andsellthemintermsoftheirexistingbeliefs.
7
MARKETING SECRETS
"Peoplewilldenythatadvertisingworkswhilerespondingto
ads."
Afriendofminesaysshehatesjunkmail.Shegoesoutof
herwaytogethernametakenoffmailinglists,tothepointof
sendingcertifiedletterstomagazinesandbanksdemanding
thathernameneverbesold.YetI'veseenherrespondtoan
offerinthemailthatwastargetedtoherinterests.Andone
dayIheardherbraggingaboutanewrazorshewasusing
onherlegs.WhenIaskedwhereshegottherazor,shesaid
itwassenttoherinthemail.Neverbelievethatpeopledon't
respondtoadvertising.Theydo,aslongasitistargetedto
theirinterests.Whenitisn't,it'sjunkmail.Whenitis,it'sa
sale.
8
MARKETING SECRETS
"Peoplewillmentallyfillinholestocompleteastoryorsales
pitch."
AftermygirlfriendandIsawtheremakeofthemovie,"The
PlanetoftheApes,"wehadcoffeeandtalkedaboutthe
movie.Therewerenumerousholesinthestory.Whatwedid
wasfillinthoseholeswithourownguessesaboutwhat
shouldhavebeeninthemovieitself.Thishelpedusbetter
enjoywhatwasultimatelyadisappointingmovie.Peopledo
thesamethingwithyourbusiness.Ifyoudon'tgiveenough
detailsinanysalespitch,whetherwrittenorspoken,people
willfillintheholesinyourstory.Iftheylikeyouandwantto
justifydoingbusinesswithyou,theirexplanationswillbe
flatteringtoyou.Iftheydon'tlikeyouanddon'twanttodo
businesswithyou,theirexplanationswillbeharmfultoyou.
Thisistricky.Youwanttogivepeoplealltheinformationthey
needtomakeathoughtfuldecision.Andyouwantthis
informationtobepositive.Ifyouleaveanythingout,you
betteratleasthintthatwhatyouleftoutisgood.Beaware.
9
MARKETING SECRETS
"Peoplewilltendtosayyesifyoustartthemsayingyes."
PopularstagemagicianC.J.JohnsonandIwerehaving
lunch.Hetoldmehehadagreatideaforanewheadline.It
was,"Doyoumakeasmuchmoneyperformingmagicas
yourneighborsmakewiththeirrealjobs?"ItoldCJIlikedthe
headlinebutwantedhimtochangeitsoitcouldonlybe
answeredwitha"yes."Hisexistingquestioncouldbe
answeredwitha"no,"whichwouldputhisprospectsintoa
"no"mindset.IsuggestedCJchangehisheadlinetoread,
"Wouldyouliketomakeasmuchmoneyperformingmagic
asyourneighborswiththeirrealjobs?"Nowpeoplecansay
"yes"andgetintoa"yes"mindset.Oncethere,theywilltend
tosayyesonceyouaskthemtobuy.
10
MARKETING SECRETS
"Peopleonlydothingsforthegoodfeelingstheyget."
Thinkaboutit.Whydidyoubuythenewcar?Orthenew
dress?Orthenewtoolset?Youboughtitbecauseonsome
leveltheitemwouldmakeyoufeelbetter.Mygirlfriendjust
boughtanewlawnmower.Shewouldprobablyneveradmit
thatbuyingitmadeherfeelbetter.Butthetruthis,notbuying
itwouldmakeherfeelworse.Keepbothsidesofthisinsight
inmindwhentryingtosellpeople.Remindthemofwhat
happensiftheydon'tbuy(continuedpain)andremindthem
ofwhathappenswhentheydobuy(pleasure).Focuson
thosegoodfeelingsandyou'llincreasesales.
11
MARKETING SECRETS
"Peopleonlybuyfrompeopletheyknow,like,andtrust."
Allsalespeopleshouldalreadyknowthis.It'sobviousmost
don't.Onereasonyoushouldcontinuouslysendout
postcardsoremailsorletterstopeople,whethertheyhave
boughtfromyouyetornot,istogetthemusedtoyourname.
Themoretheyhearofyou,themoretheywillbegintofeel
theyknowyouandcantrustyou.IheardofGalleryFurniture
inHoustonforfiveyears.ThefirstfewyearsIthoughttheir
adswerenauseating.BythefifthyearIwasbuyingfurniture
fromthem.Why?Icametoknowthem,likethem,andtrust
them.
12
MARKETING SECRETS
"Peoplewillpayanyamountofmoneytohavetheirinner
stateschanged."
Peoplearen'thappy.Theyhaveadesperate,black,sinking
feelingwithinthemselvesthatsilentlygnawsatthem,saying,
"Lifecanbebetterthanthis."They'llpayanyamountof
moneytofeelbetter,oftenillegally.They'lllineuptotake
terrifyingridesonrollercoastersorsitintheaterstowatch
horrorflicksandscreaminfear.They'llpayyoutohelpthem
feelanythingotherthanwhattheyfeelrightnow.Whenyou
servethem,treatthemlikeroyalty.Whenyousellthema
product,makesureitisofferedasfun,unique,or
controversial.Changetheirinnerstateandtheywillmake
yourich.
13
MARKETING SECRETS
"Peoplemakesnapdecisionsaboutyouandyourbusiness
basedonlittlethingsyouusuallyoverlook,eventhepaper
stockofyourbusinesscard."
Therearen'tmanyrestaurantshereintheTexasHill
Country,whereInowlive.OnesmallMexicanrestaurantin
thelocaltownlookslikeadump.Iwouldnevergothereon
myown.Onedayalocalmerchantsuggestedwetrythe
place,sayingitwasfantastic.Wetookhisword.Well,the
foodwasglorious.Thethingis,thatrestaurantislosing
businessbecauseitLOOKSlikeadump.Whilesituatedright
attheonlyredlightintheentiretown,thebusinessoftenhas
nocustomersatall.Itwouldbehoovethemtodressuptheir
shop.Takeheed.
14
MARKETING SECRETS
"Peoplepickuponyourenergy,morethanonwhatyousay
ordo,anddecidetoworkwithyouornotbasedonwhatthey
sense."
Peoplearen'tstupid,thoughtheyattimesmaymakewhat
appearstobestupiddecisions.Whenyoutrytosellthem,
theyarelisteningtoyourbodysignals,voiceinflections,
facialcues,andmuchmore---onlybarelylisteningtoyour
words.Andwhenyousendthememailorsnailmail,they
payattentiontohowyourmessage"feels."Theonlywayto
handlethisinawaytoincreasesalesistobesincere.Ifyou
don'tbelieveinyourproductorservice,don'ttrytosellit.
15
MARKETING SECRETS
"Peopleknowwhenyouarelying,thoughsomemaymistrust
theirowninstinct."
Can'tyouspotaliar?Doesn'tsomethinginsideyousendoff
awarningsignalwhenyouhearorreadsomethingsuspect?
AfriendofmineandIonceplannedtowriteabookcalled
"RedFlags."Theideabehinditisthatweallget"redflags,"
littlewarningbells,thatnudgeustobeawareofdanger
ahead.Thethingis,notallofuspayattentiontothosered
flags.Whentryingtosellsomeone,keepinmindthatthey
haveabuilt-in"RedFlagDetector."Don'ttrytocheatthem.
Shootstraightandyou'llincreasesales.
16
MARKETING SECRETS
"Peoplewantyoutodowhatyousayyouwilldowhenyou
sayyouwilldoit;theywillrewardyouifyougoonestep
furtheranddelivermorethanwhattheyexpectsoonerthan
whentheyexpectit."
Autorepairpeoplestillhaven'tlearnedthistruism.When
theysayyourcarwillbereadyatnoon,anditisn't,youfeel
miffed.However,iftheysaidyourcarwouldbereadyat
noonanditwasreadyateleven,onehoursooner,youwould
bedelighted.Andifinsteadofgivingyouyourcarbackwith
greaseonthesteeringwheelfromthemechanic'swork,and
washedyourcarandgaveitbacktoyounotonlyearlybut
CLEAN,youwouldfeellikedoingbusinesswiththemagain.
Thepoint:Notonlydoexactlywhatyousayyouwilldo,but
doitbetterthanyoupromise.Dosoandyou'llincreaseyour
profits.
17
MARKETING SECRETS
"Peoplecannottellyouwhytheybuyanythingorpredictif
theywillbuysomething."
Mostofusdothingsforreasonsotherthanwhatwethinkor
say.Noonebuysanewcarbecausethey"needthe
transportation."Iftheyjustwantedtransportation,abus
woulddo.Theywantthenewcarforunconsciousreasons,
whichtheycouldprobablyneverarticulate.IdriveaBMW
Z3.Why?Probablybecauseitmakesmefeelyoungand
sexy.ButIneversaidthattoanycarsalesperson!Bythe
sametoken,peoplecan'tpredictwhattheywillbuy,either.
Youcantakeapollandgetareadingthatsaysyourproduct
willbeahit.Butbringouttheproductanditmightflop.The
onlywaytofindoutifpeoplewillbuyyourideaistoactually
putitupforsale.Anythingelseiswildguessingandwon't
leadtoanyprofits.
18
MARKETING SECRETS
"Peoplealwaysrespondtofreeoffersofsomething
interestingtothem."
AesopMarketinghasmadeseveralofmye-books,suchas
"HypnoticWriting,"globalbest-sellers.Oneofthereasons
theebooksaresuchstaggeringhitsisthatAesopoffersat
leastfivefreebonusitemswheneveryoubuytheproduct.
Thesefreebiespushpeopleintobuying.Therearecountless
storiesofpeoplewhoboughtaproductsimplybecausethey
wantedthefreebieofferediftheyboughtit.Thisiscalled"the
psychologyofthesecondinterest."Thefreebiehastobe
somethingofinteresttotheprospects,ofcourse.Butoffera
relevantfreeitemandyou'llincreaseyoursales.
19
MARKETING SECRETS
"Peoplewillspendtheirlastdimetobeentertained."
Mostofusareboredsilly.Wearestarvingforsome
excitement.Mostofuswillspendmoneyonhobbies,
movies,food,sex,drink,orheavenknowswhat,allinan
attempttobeentertained.Addsomeentertainmenttoyour
businessandyou'llincreaseyourbusiness.It'snoaccident
entertainersaresomeofthehighestpaidpeopleinthe
galaxy.Theyareprovidinguswhatwedesperatelywantand
willspendourlastdimetohave:Entertainment.
20
MARKETING SECRETS
"Peoplewanttobehappy.Period."
Thoreausaiditbestwhenhesaidthemassofmen(he
meantwomen,too,I'msure)leadlivesofquietdesperation.I
learnedmanyyearsago,whilestudyingtheOptionMethod
inMassachusetts,thatmorethananythingelseintheworld,
peoplewanttobehappy.WhenIgotoanyplaceof
business,iftheclerkorownerorpersononthephoneisup-
beatandfriendlyandmakesMEfeelup-beatandhappy,
they'llgetmyrepeatbusiness.Howcanyouhelppeoplefeel
happy?Treatthemwithrespect,showyourhumor,and
radiantyourownhappinessandyou'llattractmoresales.
21
MARKETING SECRETS
"Peoplewantlowpriceswhilestillwantingthebestdeal."
Weallwantabargainbutnoneofuswantcrap.Inother
words,whilepeoplemaypriceshop,theyalsowantthebest
value.Youcanloweryourpriceandmaybegetmoresales,
oryoucanaddvaluetoyourserviceandgetmoresales.A
"gooddeal"doesn'tmeanlowestprice.Itmeansthe
customergotthemostvalueforthelowestdollar.Don'tbe
quicktoslashprices.Bequicktoaddvalue.
22
MARKETING SECRETS
"Peoplecantellifyoudon'tbelieveinyourproductor
service."
Yourlackofbeliefinyourbusinesswillalwaysshow.You'll
hirethewrongpeopletowaitoncustomers.You'llorder
inferiorparts.Yourenergywillbelow.Yourwebsitemaynot
havethezipitneeds.You,ofcourse,maynotbeawareof
anythingmorethanthefactthatyourbusinesssucks.Your
customersandprospects,ontheotherhand,willknowthat
youdon'tbelieveinyourbusiness.However,believeinyour
businessandyou'lldomoreoftherightthingsandattract
moreoftherightprospects.
23
MARKETING SECRETS
"Peoplerespondtoflattery."
Youarereallysmarttobereadingthis.Fewpeoplearewise
enoughorawareenoughtosign-upforaweeklyezinethat
willhelpthemearnmoremoneyandleadhappierlives.
You'retheexception.Andlikeeveryoneelse,youliketo
thinkyou'resmart,hip,sexy,popularandotherpositive
traits.Notehowyoufeltwhenyoubeganreadingthisweek's
commentary.Didn'tyoufeelgoodasyouread"Youare
reallysmarttobereadingthis"?Didn'tyoualsofeelgood
aboutMEfornotinghowsmartyouare?Everyoneresponds
toflattery.You.Me.Everyone.
24
MARKETING SECRETS
"Peoplerespondtoenthusiasm."
"Steprightup!"isthecryofthecarnivalpitchman.One
reasonhe(orshe)isabletoroundupacrowdquickis
becauseofhiscontagiousenthusiasm.Showyourfire,your
heart,yoursoul,yourLIFEENERGY,andyou'llpullpeople
toyoulikefillingstoamagnet.Iwasnick-named"Mr.Fire!"
manyyearsagobecauseofthe"fire"Ishowedinmytalks.
ThatenergywassimplymynaturalenthusiasmforwhatI
hadtosay.Showitandyou'llsellmore.
25
MARKETING SECRETS
"Peoplebuyforemotionalreasonsandjustifytheirdecisions
withwhateverlogictheycanfindorcreate,nomatterhow
ridiculous."
We'reallinatranceofonesortoranother.You.Me.Your
neighbor.Yourlargestoperatingsystemisentirely
unconscious,meaningyouhavelittleideawhyyoudowhat
youdo.Hypnotistsknowthis.Whentheyputsomeoneintoa
tranceandcommandthemtolater,whileOUTofthetrance,
goopenawindow,thatpersonwilldoitwithoutathought.
Whenyouasktheperson,"Whydidyoujustopenthe
window?,"theywillsaysomething,anything,andthinkthe
answerisrational.Theywillhavenoideathattheyoperated
foranunconsciousreason.Peoplebuyforemotional
reasonsandjustifywhattheydowithlogic.Toincrease
sales,coverboth.Giveplentyofemotion,butalsogive
plentyoffactssoyourprospectcanjustifywhatheorsheis
abouttobuy.
26
MARKETING SECRETS
"Peoplewillneverarguewithyouifyounevermakethem
wrong."
Whensomeonecallsyouandcomplains,listen.Don'targue.
Don'tmakethemwrong.Aslongasyoucanremainneutral,
youwillresolvetheissueandwinafriend.Thissame
principleworksineveryaspectofyourlife.Itmaybea
challengetodo,becauseyouhavetokeepyouregoin
check.You'llwanttoberight.Whetheryouareornot,be
quiet.You'llwinthe"argument"ifyoudon'targue.Besides,
arguingjustescalatestheargument.Neitherofyouwillwin,
andyou'llloseacustomerforlife.
27
MARKETING SECRETS
"Peoplealwaysactforpositivereasons,evenifthebehavior
isnegative."
Someofthesetruismsaretoughtoswallow."Peoplealways
actforpositivereasons."ALWAYS?Yes,always.No
exceptions.Eventhepersonwhoishurtinganotherisin
somewaycryingout,intheonlywayheorsheknows,tobe
heardortoexpresssomething.Thepersonisn'twrong;their
behavioris.Closertohome,anemployeewhodoesn'tdohis
jobmaystillbedoingthebesthecan;thecustomerwho
routinelycomplainsmaystillbedoingthebestheorshecan.
Thepointistonotcondemnthepersonatall,andto
separateoutwhattheydo.Focusontheiractivity,don't
judgethem,andyou'llkeepyourlifeandbusinessafloat.
Peopleworkperfectly.WhenwhattheyDOdoesn'twork
perfectlyforyou,findoutwhatthepersonneedstoachieve
whattheyaretryingtoget,andhelpthemgetit.
28
MARKETING SECRETS
"Peoplewillreadanylengthofsalescopyaslongasitis
interestingtothem."
I'malwaysamazedthatbusinesspeoplestillquestionthis
truism."Mycustomerswon'treadoveronepage,"I'moften
told.Really?Thosesamecustomersreadmagazines,
newspapers,onlinejournals,andevenfull-lengthbooks.
Whywouldn'ttheyreadalongsalesletter?Answer:
Becauseyou'reboringthem.Writewithhumorandbenefits
andyoucanholdanyone'sinterest.I'vewrittenone-page
lettersand32-pagebookalogs.Ingeneral,longercopy
alwayssellsmorethanshortercopy.Thetrickistobe
interestingtoyourprospects.Borethemandyou'velost
them---aswellasyoursales.
29
MARKETING SECRETS
"Peoplewillrespondtoyouifyougetoutofyouregoand
intotheirs."
Whowouldyourathertalkabouttoday:Meoryou?I'm
bettingyou'dmuchprefertotalkaboutyourself.When
someoneshowsyouagroupphotographofyourfamily,
whosefacedoyoulookforfirst?Yours,ofcourse.Whenyou
aretalkingtoprospects,writingtocustomers,orinanyway
interactingwithpeople,focusonTHEMandyou'llincrease
yoursales.Why?Becausepeoplequitenaturallyare
interestedinthemselvesfirst.It'snotwrong.Infact,it'sakey
toyourwealth.
30
MARKETING SECRETS
"Peoplewanttoberecognized."
CarlStevensisafamoussalesperson,author,speaker,and
trainer.Heoncetoldmethatheenteredandwonasales
contestnotforthetriptoHawaiithatthewinnerwould
receive,butfortheattentionhegotfromhispeersforbeing
thebestsalespersontheyhad.Strokingegoscanbeabig
moneymakerforyou.Recognizeyourcustomers.Oneyear
thefirstbirthdaycardIreceivedfromanyonewasfromRadio
Shack.Thatwasfiveyearsago.Iwasneverafanofthem
untilthatmoment.Acknowledgeyourcustomersandyoucan
keepthem.
31
MARKETING SECRETS
"Peopleareinterestedinotherpeople."
Gossipremainsalivebecausepeopleliketohearabout
otherpeople.Wearealwaysfirstinterestedinourselves,and
secondinterestedinothers.Onereason"Biography"
magazineremainssopopularisbecauseitis,obviously,
aboutpeople.Don'tbeafraidtoletyourcustomersknow
aboutyou,youremployees,orevenothercustomers.Itcan
beawaytocreaterelationshipsandincreasesales.
32
MARKETING SECRETS
"Peopleareinterestedinthenew,theoff-beat,theunusual."
Addtheword"New"toyourheadlineandyou'llgetmore
peoplereadingit.Onereasonwebuynewspapersisforthe
"news."Butwe'realsolookingforunusualstories.Theother
nightmygirlfriendandIsawanindependentfilmabout
animalcommunication.Initweheardofacatthatdesigned
abuilding.That'sright,thecatallegedlydrewtheplansfor
thebuilding.NowTHAT'Sanunusualstory,anditcaptured
theattentionofeveryone,whetherwebelieveditornot.
Keepthistruisminmindwhenyoucreateyourmarketing
andyoucanincreaseyourresponse:Peopleareinterested
inthenew,theoff-beat,theunusual.
33
MARKETING SECRETS
"Peoplelovefoodandwillreadarecipestuckinasales
letter."
Publishacookbookandyoucangetmoreattentionforyour
business,nomatterwhatitis.Addarecipetoyoursales
letter,monthlynewsletter,oreveninanyconversation,and
you'llattractmorereaders.Thisisacoolwaytopullpeople
toyou.Irememberbeingatagiantconventionwitha
thousandboothsallwantingpeopletovisitthem.Theone
booththathadthemosttrafficwastheonegivingaway
popcorn.Inshort,foodcanincreaseyoursales.
34
MARKETING SECRETS
"Peoplebecomeinformationjunkieswhentheyare
interestedinbuying."
IwasinAustraliahavingdinnerwithfamedmarketingguru
WinstonMarshwhenheutteredthebrilliantphrase,"People
becomeinformationjunkieswhentheyareinterestedin
buying."He'sright.Whensomeoneisinterestedinbuying
yourproductorservice,theyarethenamagnetforanyfacts
relatedtothatproductorservice.They'llreadlongcopyand
evenentirebooks.Don'tbeafraidtotellyourstoryin
completedetail.Itwillincreaseyoursales.
35
MARKETING SECRETS
"Peopleuniversallyfeeldeprived."
Fewofusaresatisfied.Wefeelcheatedbylife.Weexpect
moreandfeeldeprivedwhenwedon'tgetit.Wearemuch
likebabiesinadultbodies.Tomakemoremoney,help
peoplefeelfulfilled.Servethem.Cherishthem.Givethem
morethanwhattheyexpect.Surprisethemwithlittlegifts,
notes,orevenvisits.Showyoucare.
36
MARKETING SECRETS
"Peoplewillreadanadifitdoesn'tlooklikeanad."
"Advertorials"---adsdisguisedtolooklikearticlesina
magazineornewspaper---pullupto500timesmorereaders
thantraditionalads.Thishasbeenprovenoverandover
againbyad-mangreatssuchasJohnCaplestolittleole'me.
Ifyouwantmoreresponse,putyouradintheformofan
article.Simple.Yeteffective.
37
MARKETING SECRETS
"Peoplewillbelieveanewsstoryoveranadvertisement
handsdown."
Whilereportersarenotaslikeytogetthefactswrongas
anyoneelse,theyarebelievedhundredsoftimessooner
thanacopywriterwritinganad.Ifyouwantthepublictopay
attentiontoyou,getpublicityforyourself.Whenareporter
saysyourproductisgreat,peoplewillbelievehim.Whenyou
sayit,itisquestioned.P.T.Barnumsaidoneofthegreatest
keystohiswealthwasthepress.Itworkedinthe1800s.It
willworktoday,foryou,aswell.
38
MARKETING SECRETS
"Peoplearecollectorsofsomething,whetherofbooksor
thimblesorrecipes,thoughtheymaydenyit."
Itoldthistruismtoafriendandhesaid,"Yea,peopleare
funny,butIsuredon'tcollectanything."Yetonhisselfwas
everyvideointheJamesBond007series.Ifyouwanta
quickwaytogetrich,findoutwhataspecificgroupofpeople
arecollectingandsellthemsomethinginthatsame
category.Writeabookletabout007andyoumaygetmy
friend'smoney.Findpeoplewhoalreadybuyweight-loss
productsandyoucanprobablysellthemanotherweight-loss
product.Whiletheywouldneveradmitit,theycollectweight-
lossproducts,inthehopeoneofthemwillonedaywork.
39
MARKETING SECRETS
"Peoplewillcontinuewithabadhabituntilithurts."
Ittakesalotforpeopletochange---usuallyalotofpain.
Don'texpecttoseeanyonechangesoon,butdoexpectto
sellthemwaystoeasilychange.Sellthemthedreamand
they'lllikelybuy.Tellthemitwilltakehardworkandtheywill
rarelybuy,evenifthat'sthetruth.Respectthefactthat
peoplewillcontinuetosmoke,drink,over-eat,orwhatever
theythinktheirbadhabitis,andcontinuetoofferthemquick
solutions.They'llbuy,andonedaytheymayevenchange.
40
MARKETING SECRETS
"Peoplewilldowhateveryouwantaslongastheydon'thave
acounter-thoughttoyourrequest.Handletheobjectionand
theywillcomply."
Hypnotistsknowthis.Theycannotgetyoutodosomething
thatgoesagainstyourcorevaluesandbeliefs---notunless
theychangethosecorevaluesandbeliefs.Yourprospects
arethesame.Iftheywanttobuyyourproduct,theywilldo
so.Iftheyhaveanyconcerns,theywon'tbuyuntilyou
resolvethoseissues.Thebestthingtodoishandle
objectionsbeforetheycomeup.Then,whenyouaskthemto
buy,theywillcomply.
41
MARKETING SECRETS
"Peoplefeelthatsomeoneelseisincontrolanddesperately
seekwaystohavepoweragain."
Howmanytimesadaydoyouhearyourselfandothers
complainabout"them"or"they"?"Theywon'tletuspark
there"or"Theirnewrulessuck."Thisunnamed"power"
makespeoplefeelimpotent.Asaresult,theyareeagerto
feelincontrol.Sellthemawaytohavemorepower,tobeat
thesystem,andyou'llhavetheirattentionandtheirmoney.
42
MARKETING SECRETS
"Peoplethinkaboutsexfarmorethantheywilleveradmit."
Howmanytimesadaydoyouthinkaboutsex?Don'teven
trytoanswer.Studiesshowyouthinkaboutiteveryminute.
Howcanyouusethistoyoursellingadvantage?By
rememberingthatpeoplearepreoccupiedALLthetime,that
youradorletterisaninterruptiontotheirthinking,andyou
hadbetterbethinkingoftheirneedswithyouroffer.
43
MARKETING SECRETS
"Peoplewillfollowcommandsthatmakethemfeelsuperior."
Youareinasmallgroupofpeople.Thisgroupishighly
intelligent,perceptive,andontheleadingedgeofgrowth.
Howdoesthatmakeyoufeel?Don'tyoufeelasenseof
pride?Andhowdoyoufeelaboutme,nowthatyouknow
thatIrealizeyouareoneofthe"superiors"intheworld?
Don'tyouthinkI'mprettysmartforbeingsoperceptive?Yes,
I'veflatteredyou.(Rememberthat"Peoplerespondto
flattery"isanothertruism.)ButIalsohavesomepowerover
you.NowthatIhaveyourrespect,I'dlikeyoutovisitoneof
mywebsitesbelow.Betteryet,whynotgotoamazon.com
andordermylatestbook?You,asaleaderintheworld
today,canappreciatetheimportanceofreadingeventhe
mostcontroversialmaterial.It'sthesuperiorthingtodo.And
onlysuperiorpeoplewillgodoitrightnow.
44
MARKETING SECRETS
"Peoplearedeeplyaffectedbywhatothersthink."
Mostpeoplecan'tdecidetodosomethingontheirown.They
needtoknowwhattherestoftheworldthinks.Tosell
anything,deliveralonglineofendorsements---testimonials
fromrealpeoplewhohaveexperiencedrealresults.Bythe
sametoken,keepyourserviceandqualitytopnotch.People
willtalkaboutyoubehindyourback.Unlessyourbusinessis
impeccable,thewordwillgetoutthatyouaretobeavoided.
Again,peoplewon'tdecidetotallyaloneifyouarevaluable
ornot;theywilllooktotheirfamily,friends,coworkersand
peerstotellthemwhattothink.Helppeopletothinkabout
youthewayyouwantthemtothinkaboutyoubygivingthem
quotesfrompeoplethatmakeyoulookgood.
45
MARKETING SECRETS
"Peopleonlyactforself-servingreasons,nomatterwhat
theysayoryouthink."
Everyonedisagreeswiththisweek'struism.Still,it'strue.No
onedoesanythingwithoutasecretdesiretobenefitfrom
whattheyaredoing.AsIwroteinmybook,"CyberWriting,"
eventhemostaltruisticamongusisbehavinginawaythat
makesthemfeelbetter.Ifyouwanttosellmoreofanything,
tieyourgoodstowhatpeoplewant.Peoplewilldonatemore
moneytoanycause,forexample,ifyougivethem
somethingwiththeirnamesonit.Peoplewillbuyyour
productorserviceifitstrokestheirego,evensubtly.Faceit.
Youdoit,too.Yougavemoneyanddidn'tgetanythingin
return?Baloney.YouFELTbetteroryouwouldn'thavedone
it.Feelingbetterwasyourpay-off.Again,playtopeople's
egosandyoucangetrich.
46
MARKETING SECRETS
"Peoplearealwaysinterestedinwomen,babies,andpets."
Thisisaformulaguaranteedtogetpublicityorboostany
directsellingyoumaydo:Tieyourproductorservicetoa
woman,ababy,orapet.Why?Becauseeveryoneis
interestedinthetrio.Everygoodpublicistforexampleknows
thatiftheyputwomenonmotorbikesandhavethemride
aroundanewrestaurant,thatplacewillgetairtime.AsI
describedinmybook,"There'sACustomerBornEvery
Minute,"P.T.Barnumheldbabyconteststohelppromotehis
famousmuseuminNewYorkCityinthemid-1800s.It'snot
thatpeoplearesuckers(theyaren'tandBarnumneversaid
theywere),it'sjustthatpeopleareinterestedinwomen,
babies,andpets.Includetheminyourbusinessandyou'll
boostyourprofits.
47
MARKETING SECRETS
"Peopleunconsciouslyrespondtoyourunconscious
intentions."
Thisisaprinciplefrom"SpiritualMarketing."Itmeansthat
yourunconsciousdesiresaffectotherpeople.Inaway,you
trainpeopletorespondtoyoubywhatyousayanddon't
say.IwasonthephonewithBobProctor,whowrotethe
introtomylatestbook.Hesaid,"Yourenergygoesoutand
touchesthepersonyouaretalkingtowhileyouaretalkingto
them."Thatmeansthatifyouhaveaself-sabotagingdesire
inyou,orifyouaretryingtopullafastoneoverpeople,orif
youdon'tbelieveinyourownbusiness,yourprospectswill
senseit.Theywillrespondtoyourunconscious.Ifyouwant
togetmorebusiness,getclear.Becongruent.Besureyou
totallybelieveinyourself,yourbusiness,andyour
customer'sgoodwill.
48
MARKETING SECRETS
"Peoplewillbelieveawildclaimifitisjustthissideof
unbelievable."
WhenP.T.Barnumofferedamermaidathismuseum,ticket
salestripled.Whenacircusinmoderntimessaidtheyhada
unicornondisplay,fiftypercentmorepeoplecametoseethe
show.Whenanetworktelevisionshowairedan"alien
autopsy,"ratingsincreased.Peoplearefascinatedbythe
bizarre.Theywanttobelieveinaliens,ghosts,mermaids
andmore.Thisdoesn'tmeanyoushouldmisleadthem,but
youcancertainlyentertainthemwithsomething
unbelievable---butpossible.
49
MARKETING SECRETS
"Peoplewillneverchangetheirhumanemotionsorbasic
desires,onlytheirdressandtheirtoolswillchange."
Peoplethroughouttimehavebeenmotivatedbythesame
desiresandemotions.Thetopthreegoalsofeveryonealive
arefood,love,andmoney.Theywerethesameinthe1700s
andwillbethesameinthe2700s.Whatchangesare
customsandtechnology.Humansremainhuman.Appealto
theirbasicselfinterests---helpthemachievefood,love,and
money,forexample---andthey'llhelp*you*getatleastone
ofyourgoals.
50
About The Author
JoeVitale,calledtheWorld'sFirstHypnoticMarketer,isthe
authorofnumerousbooksandtapes,includingthebest-
sellinge-book"HypnoticWriting,"therecentbook"Spiritual
Marketing,"andthebest-sellingNightingale-Conanttapeset
"ThePowerofOutrageousMarketing."Hiswebsitesinclude
http://www.MrFire.comandhttp://www.HypnoticWriting.com.
Amazon.comcarrieshisbooks.
51

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