Welcome back to 'Selling to Human Nature'. Proven Sales,
Marketing, and Advertising tips and resources that tap into
the incredible power of human nature appeal. To Sell M~ore!
This week's feature,
'Sell The Sizzle, Not The Steak!'
There's a saying, 'The Road to Business Hell is Paved with
False Assumptions'.
Would you like to avoid making one of the biggest profit
killing assumptions made by literally millions of business
people every day?
Here it is. Assuming that a buyer can readily make the
connection between what a product does, and how it can
improve their life.
In 1915, Elmer Wheeler, the legendary Salesman turned Adman,
coined the phrase, 'Sell the Sizzle, Not the Steak!'
What in the heck do you think he meant by that?
Come a little closer. I want this next point to really sink
in. 'It's not the thing that you're selling that inspires
the customer's desire for it, but rather the anticipated
feelings that they will experience, as a result of having
it.' Read that last sentence again. It's that important.
Being human, it's the emotional content of our thoughts that
motivates us. Once moved, only then do we demand logic, to
justify the decision that we have in essence, already made.
I strongly suggest that you study Elmer's work, 'Tested
Sentences That Sell'. It's out of print, but you can find it
in 'Long Lost Marketing Secrets'. Click on this link, to
learn more
http://www.hypertracker.com/go/dlevis/Longlost3/
.
Even the most serious corporate decisions are routinely
based on human cravings for recognition, prestige, and
power. Smart marketers have an insatiable appetite for
triggers that tie their wares to the satisfaction of
these and other fundamental human auto responses.
It's a life long study.
So how do you trigger human emotion in your marketing and
sales communications?
Not by telling the prospect about all the wonderful
features of your product or service, at least not at
first. Begin by talking about what having it will
mean to them. And wherever possible, use words that
paint mental pictures of what ownership will be like.
For example, if you were selling a contact management
software program, your copy might begin like this.
'Automates Your Tedious Contact Tracking Tasks, And
Increases Your Profits by up to 358%, While our Toll Free
Customer Support Takes You Every Step of the Way to
Customer Relationship Management Success!'
Do you see the implications in the wording? You probably
didn't notice them, but there are some very specific
nuances that make this statement powerful.
Note the inclusion of the letter 's' at the end of the words
'automate', and 'increase'. Using just this one letter made
the copy much more effective. Why? Because it makes us think
about how easy it's going to be. The 's' signals the
subconscious that the software will automate our prospect
tracking, that the software will increase our profits, and
that the toll free customer service will take us every step
of the way to Customer Relationship Management success. All
without us having to put forward any effort...Now read the
sentence without the 's', by substituting the word
'automate' for the word 'automates', and the word 'increase'
for the word 'increases'. Now who's doing all the work?
Wouldn't you like to invest in a product that does all of
the boring grunt work for you, while you envision all of the
free time that you'll have to spend all of the money it
makes for you?
There are actually several more powerful techniques used in
this example. Can you guess what they are? If you're not
sure, grab your copy of 'Long Lost Marketing Secrets'. Click
on this link now!
http://www.hypertracker.com/go/dlevis/Longlost3/
I hope you enjoyed this issue. Till next week, Good
Selling!
Best Regards,
Daniel Levis
Selling to Human Nature
RR#1 Utopia ON L0M 1T0
Canada
PS, Remember peace, if you want to make a comment,
ask a question, or relate your experience with any of the
things you've learnt here, just hit reply and fire away.
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Selling to Human Nature
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