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 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.
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