Internet Marketing Reporter #38

The art of selling is quite disturbing, for it is the art of appealing to human nature.

"FREE"-----Appeals to the human desire for a gift.

"New"-----Appeals to human curiosity

"Exciting"-----Appeals to the human desire to receive a change and a thrill.

"(High Dollar Amounts)"-----Appeals to the human desire for opulence, riches, and ease.

" ! "-----Is a widely accepted symbol for shock, excitement, and something extra special.

"(Warnings)"-----This is motivation by fear, appealing to the human need to avoid danger.

"(Warm and Fuzzy Expressions and Pictures)"-----This is an appeal to the human need to be reassured and loved, comforted and moment of sentimentality.

"Hurry"-----This is a prompt to the human tendency to act on impulse.

"(Stylish Designs)"-----This is an appeal to the human eye, in order to access preconceived ideas about the status quo.

"(Promises)"-----This is an appeal to human trust.

"Powerful"-----This is an appeal to the need for the human ego to be strong and masterful.

"Explosive"-----This is a widely accepted analogy, or metaphor, denoting enormity and swiftness.

"Let's Get You Started"-----This is a prompt, appealing to human impulsiveness and the need to be reassured.

"Automated"-----This is a new appeal to the human desire to succeed, even if that human does not personally possess the skill he would otherwise need.

"Easy"-----This is an appeal to the human desire to be enabled without possessing much skill.

"Your Own"-----This is an appeal to human ego.

"Work-at-Home"-----This is an appeal to the human desire to make money in an environment under his own control.

"Be-Your-Own-Boss"-----This is an appeal to the human desire for autonomy and self-direction.

"Work-As-Little-As"-----This is an appeal to the human desire for gain with ease.

"Team"-----This is an appeal to the human desire to be comforted and protected by a community.

"Trial"-----This is an appeal to present desire, temporarily forestalling the price confrontation, in the hope the human will like what he has and therefore choose to keep it.

"System"-----This is an appeal to the human desire to have everything packaged for automation, eliminating the need for high skill levels.

"Low-Prices"-----This is an appeal to the human nature to find the best bargain.

"Exclusive"-----This is an appeal to the human nature to want the best.

"Master"-----This is an appeal to the human desire to learn from and be led by the best.

Perhaps now, whenever you read an ad, you'll be able to tie in the hypnotic anchors and psychological motivators that are at work.

If you wish to write or speak in a motivating way, you will learn to use combinations of these words, meaning, and prompts to deliver your prospects toward your intended goal.

As I said, the art of selling is disturbing, for, it is the art of psychological manipulation. The intensity and excitement one may feel when reading a particularly appealing piece of advertising, is due to the psychological triggers going off within the human psyche.

All human action springs from conclusion. When you are selling, you are influencing the outcome of the conclusion.

To me, selling is scary. I feel responsible for those I've sold to. I've never been able to sell without a clear conscience. I must truly believe that what I am doing is in the best interest of my client, customer, prospect, etc., or else I can't bring myself to do it. There have been times, I am ashamed to say, that I have actually been envious of those who can sell without conscience, They just indiscriminately sell right along, scooping up the unwary and spitting them out like watermelon seeds. Perhaps they're not truly evil. Maybe they just don't realize what they're doing.

If you would sell, have something you believe in and at the same time is appealing to a large segment of the population. There are no sales without providing for human needs and desires. If they need it, they need it. If they want it, they desire it. Both are very powerful motivating factors.

You have to get their attention, first. Next, you must stir-up desire within them, locating those promptable motivators. Finally, you must ask for action. There are no sales from people who are not paying attention to you. There are no sales from people who have not been shown their own desires. There are no sales from people who have not been prompted into action.

I guess the $64,000 question in sales is how low will you go? To what base extent will you stoop? How much morality can you preserve? How will you fix it so you can be proud of yourself for the right reasons? How many people can you benefit? Can you do it without harming anyone, stealing anyone's money, desperately disappointing those you've sold to?

I've said it before and I'll say it again, it isn't about systems or techniques or strategies, it's about y-o-u. if you're right, it'll go right. If you're right, then all the gizmos and bells and whistles will become a lucrative part of the expression of y-o-u.

THE ART OF GIVING IN ORDER TO GET

That's a touchy subject. Too far to the extreme and it ceases to become viable. What is meant here by "giving to get," presupposes a notion that you will demand of yourself a criteria that protects your prospects from injury from you. If you develop the habit of giving the best service you can, delivering the highest possible quality you can imagine, and giving the most generous quantity that you can possibly deliver and still make a killing at it, then you're doing something. Then you're selling with give.-----But it's right here that the most trouble gets stirred up. The thing you have to understand is that this whole thing is now going to be tempered, once again, by a very bothersome affair, called, "What people want."

Van Gogh had the finest paintings, but who wanted them when bread was scarce?

Just so, you must find the curious balance between what you want, what they want, and doing the right thing. Appealing to human nature is the easy part.

Find a magazine full of ads and spend an hour plucking out the prompter phrases. Note the many appeals to human nature. Define your targeted market. It won't do you much good to read the ads from better homes and gardens if you desire is to appeal to the MLM crowd. I don't think we want to go to the butcher for advice on how to buy diamonds. Do you?

Go where your action is. Don't know where your action is? Define it. What do you want? Chances are you can sell to all those who want the same thing.

There's not much more to it than this. I've concentrated an entire course on sales into this brief treatise that you can print out and re-read if you wish.

Make your own list of motivating words. Try them out. See how they work. Learn from your mistakes. Get back up, wipe your bloody nose, shake the dust out, and get back on Silver and ride, ride, ride you human! Sell, sell, SELL!!

Stephan Bourget is CEO of Bourget Marketing International and editor of the IMReporter.

* The Internet Marketing Reporter *

* Issue #38 *

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PLEASE, FORWARD THIS ISSUE

* The Internet Marketing Reporter *

* Issue #38 *

Member of the eZine Publishers Association*** always email netiquette complied ***

PLEASE, FORWARD THIS ISSUE

Member of the eZine Publishers Association
* always email netiquette complied *