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Can You Control Your Customer's Mind?
Publish Date : 12/22/2005 5:09:15 PM Source : Fahad Hassen
Republishing Guidelines * You may republsih this article with the author's bylines. * An email to mafoor@mafoor.com is appreciated if you do. * You may make slight changes to avoid spa'm blockers. * Words: 878 Lines: 146 * Email: mafoor@mafoor.com SMS: +94 777 763682Can You Control Your Customer's Mind?Is it possible to control your customer's 'buying'decision? Let me start off with an example. Say many peopleselling bags in one place and John wants a bag. John buysthe bag with the most attractive packaging.What influenced his decision? The packaging. This bag hadsomething better. So in a different view, this baginfluenced the 'buying decision' of John. This is just asimple example to get you familiar with the concept.Almost all of the modern marketing campaigns are designedto be effective from the customer's point of view. They alltry to control the customer's feelings. You must follow thetrend or you'll be a loser.Just brainstorm / think what can influence the decision tobuy 'your product'. You can come up with a lot. Call eachof them a strategy and jot them down in a paper. I willdiscuss 3 generic strategies that can be used with anybusiness and how to apply them, so it will give you someidea as what to think of and how to apply them.1. Curiosity2. Because / Reason Why3. GreedCuriosity-----------What is it? Curiosity can be defined as "the desire to knowthe unexplored" in simple terms. People want to know thingsthat many others don’t know. They like to discover the‘secrets’ that only some people know. The desire to know isa compelling force in marketing, so we have:* Secrets of the Diet Industry Uncovered* What Time Share Companies Don't Want You To Know* Msteries of A Youthful Appearance Revealed* The Hidden Keys of Car BuyingPeople don’t want* How to Diet Successfully or* A Guide to Buying Carsfor example. First set of titles surely outshines thesecond set of titles because the former takes advantage ofcuriosity. You must design your advertising in a way thatarouses curiosity. Getting to see the powerful ofcuriosity? (When compared the two sets above)Because / Reason Why----------------------------Telling people a valid reason for your action is anothergreat influencer in human behavior. People will trust youif you can offer a reason for what you are doing. Say youoffer a 50% discount on your digital cameras for the last10 days in this month. People are too smart today and startto think it’s probably because you want to get rid of yourdefective products or because its 2 days before the expirydate (in case of food items). Wouldn’t you and I think thesame way when we see a similar message?Give them a true believable reason. For example, let’s sayyou have a slow time of the year and you want to increaseyour business during this period. Make a special, limitedtime offer. Offer to throw in an extra free bonus or aspecial discount simply because it's your "slow time" andyou need to pay your staff anyway.Don’t you think people will believe it? If you can give asolid reason for a particular action, people will have nodoubts about what you say - there is simply very littleroom for doubt.Greed-------People are greedy. I'm not talking about food but 'greedy'in a marketing perspective. Everybody feels from "what’s init for me” syndrome. They really want to know how yourproduct can benefit them. Notice that, the "customer's willbuy benefits and not products". Confused? You'll see what Imean in a minute.Analyze the following list of benefits written about adigital camera.* Can store over 200 photos* Supports every color you can see* Manual included so you can start even if you have noprevious experienceThis will certainly open the eyes of a person who has anidea of bu'ying a camera one day. This is in completecontrast to the following, where the 'product' isdescribed.* Has a memory of 6000k* Supports 16-bit colors* 60-page manual includedCustomers don't want a memory of 6000k, but they want tostore 200 photos. Get it? You must clearly tell thecustomer how will they benefit by bu'ying your produc't.You can then describe the prod'uct itself, when they arelooking for more information.To make this point clearer, understand that,"Customer's will bu'y benefits and 'not' the features."Okay.. Whats the difference between features and benefits?Features describe the product itself - what it has.Benefits describe the advantages a customer gets by bu'yingthe product. The first list above is a benefits list andthe second is a features list.Benefits will drive customers to explore more informationabout the product. This is when you should give them thefeatures and describe the product itself. To summarize, getcustomers into looking for more info by telling them thebenefits and then describe the prod'uct. This will assurethe best results.I laid out just 3 powerful strategies here. There are manymore 'explored' and 'unexplored' tactics, and hope you candiscover a few too. Please let me know if you do. I hopethis information was helpful to you and wish you good luckand success in your future mark'eting efforts. About the Author
Fahad Hassen is the publisher of "Forbidden PsychologicalSecrets" eBook, which has over 25 proven secrets ofcontrolling your customer's 'subconcoius' mind andinfluencing them to b'uy from you. Visit his site athttp://www.mafoor.com/forbidden .
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