How do you persuade someone to do what you want them to do?
A whole world of marketing exists around us trying to do that
every minute of the day. Do you even notice it anymore or, like
your prospects, have you subconsciously set up a system of
“radar defenses” against the daily bombardment of marketing
messages?
Take a minute and count up the advertising methods which fight
for your attention (and money) every day. Just the basic list
includes:
Yellow page ads
Newspaper and magazine ads
Postcards, catalogs, and direct mail circulars in your “snail
mail” box
Radio pitches interrupting the flow of your favorite songs
TV ads - about 20 minutes worth per hour now
Hundreds of storefronts, “mega” malls, and strip malls
Highway billboards by the thousands
Circulars hung on your doorknob
Illegal signs on stop signs and telephone poles
Legitimate email messages
Spam email or UCE (unsolicited commercial email)
Just these 11 sources can overwhelm your brain with marketing
messages. Like trapped rats, people develop defenses against
this never-ending onslaught. They throw up a wall or a “radar
defense” that goes into action the minute they smell a “pitch”
or a sales job. Don’t blame them. We all do it!
So how can you get around this psychological wall against the
constant sales and marketing messages? Well, the answer does NOT
lie in hitting people with more frequent and obnoxious
advertising or sly, sneaky tactics. You might get them to trust
you for a minute, but it will backfire in the long run.
You must do two things instead:
1. First, you must establish credibility for yourself and your
business as an expert.
2. Second, you must reduce their fears about doing business with
you.
Doing these two things will get you past their defenses and
allow you the opportunity to persuade them to buy your product.
So how do you accomplish these two “simple” things? What will
win someone’s attention, raise your credibility, and lower their
fear factor all at the same time? The one-word answer really
applies to most everyone.
Trust!
If a seller can get behind your defenses with information which
makes you trust them, then that credibility will carry over into
a sale much of the time.
How can you get this credibility?
Well, take this next fact as online marketing “gospel,” for many
people have proven its effectiveness.
Fact: Publishing and promoting with free articles gives you one
of the most powerful opportunities available to tip the buyer’s
credibility scale in your favor.
How can we prove this works? Quite easily actually. Take a break
from reading this and go check out a newspaper or magazine for a
minute.
Which do you trust more, the ads or the articles? Most people
will choose the articles hands down. Why? Because the articles
don’t try to “sell” you anything. Instead, they hand out useful
information for educational or other practical purposes.
Most of us grew up in a culture which says we can believe and
“trust” what appears in the standard “news” or “information”
format. In other words, if it appears in print, then we can
believe and trust the author.
So go ahead! Use this lifetime of conditioning to your advantage
in selling your products and services!
Very few things will create an atmosphere of trust and
confidence in people as reading one of your articles on a
subject that greatly interests them. It shows you know your
business. It also demonstrates you will do more than just try to
sell them something.
Publishing articles literally lets you fly under their
advertising “radar defenses.”
So remember these points when deciding whether or not to use
articles to promote your business:
1. Few things create as much trust and confidence in the minds
of potential customers as reading an article you wrote on a
subject which specifically and intensely interests them.
2. Articles establish credibility quickly because, right or
wrong, we’ve all been trained to trust the “news.”
3. An article, or series of articles, will differentiate you
from the competition, who bombard people with nothing but sales
messages.
4. Providing content-rich, non-sales-oriented articles will also
help build and solidify your relationship with existing
customers so they give you repeat business.
—-Click Here ==> http://www.tinyurl.com/577pv
