It took me a long time to develop “the courage to annoy or alienate those who are not your prospects.” When someone unsubscribed from my lists, I used to struggle to avoid taking it personally. It actually used to ruin my day if someone canceled their membership or unsubscribed from my lists, even if it was 6-7 months down the road.

What we really want is to start by following the customer’s lead, and then finally extend them a little farther than they originally intended to go (i.e. into a purchase). This is Marketing Tai Chi!

Let me explain what I mean, when you think about effective marketing, you can focus on the mechanics and techniques of the sales process by identifying needs and handling objections.

another enlightening post!

As we all know, copywriting is salesmanship in print (online too).

And, ever since the very first person tried to convince another to do/buy something — or to think ‘my way’ –the smart person would provide benefits that played into his pre-existing beliefs/values.

Our job is not to discern what is true or real or worthy … but just to psychoanalyze our victim (humm, I mean audience) and present accordingly, right?

So, aren’t we really psychological masters who prey on unsuspecting victims to trick them into buying … because we convince them that we think, feel or believe the way they do?

Maybe we firmly believe there is no right/wrong. That beliefs are like belly buttons — everybody has one — and they’re all so very subjective and meaningless, really, that it doesn’t matter if we prey on their gullibility?

Or, do we really care? Do we genuinely want to get into their heads and hearts to deeply ‘understand’ them, so we can simply explain the virtues of any given product or service we’re trying to sell?

Probably not.

Pondering,

Carolyn

Ackroyd’s, “Jane you ignorant slut” SNL debates just popped into my head.

I am off to look at those …in the name of research…of course.

I have seen where a ‘wrong’ position is the one that helps launch the research for a better one, but only after controversy. The wrong idea, program or project had a useful purpose be stimulating the rabble to rise against it AND find different solutions.

A journalist friend used to protest being named a ‘rabble rouser’, but I encouraged her, because I think the rabble must be “roused” and aware. Or they risk dozing through opportunity.

I love a good discussion; am soon bored with immature flaming and have aged on the Internet long enough to recognize the difference (usually).