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Check Cashing "The Future Is Now"
CHECK CASHING THE FUTURE IS NOW In our industry, the question that is constantly being asked is “What is the future for this business?” It’s a question that rarely gets a definitive answer. I have come to appreciate the unlimited potential that it...
Debunking the myth that search engines bring in the most traffic.
Publishing Guideline: You have permission to publish this article electronically or in print, free of charge, as long as the bylines are included. A courtesy copy of your publication would be appreciated. Debunking the myth that search engines...
Do You Know Where Your Brand Promise Is?
When I address business audiences, I often ask people to share
their companies' brand promises. To my amazement, many don't
have articulated promises at all. And those that do are often
given to promises so fuzzy as to seem indistinguishable...
Hardcore Sales Vs. The Relationship Part III: Tips and Techniques For Relationship Selling!
Here we are, at the final chapter so to speak. Today, lets talk more on how you go about utilizing the potential for "Relationship Selling".
You know I've done this myself more times than I can count. When people point out the obvious to me, a...
Make your Mark by building your reputation
If you have to part with your hard-earned money for some goods
or services, who would you rather trust: a novice provider or an
expert one? The answer to that question is what makes branding
so much important.
Branding is the process, nay,...
New Uniforms Could be the Gold Charm for the Golden Arches
New designer uniforms could be the gold charm gold charm McDonald's needs to connect their new hip marketing campaign to their fast-food restaurants. This possible gold charm for the fast-food chain has the ability to let the actual fast-food...
Strategies to increase expression of interest conversion
The Expression of Interest (EOI) is the beginning of the
submission processes for many agencies and potential clients of
yours.
The purpose of the EOI is to assist the donor/agency/business to
compile a shortlist that will be invited to...
The Relationship Between Colour & Sales
Make no mistake that emotions are the driving force behind sales, and customers making buying decisions can be influenced through visual elements towards a particular behaviour or emotion that will encourage more sales. Not convinced? Have you...
Website Design Tips by San Diego Internet Marketing Professionals
Approaching the year since 2009, many San Diego Business's have
recognized the importance of bringing there business to the
millions of people that utilize the Internet on the daily basis.
If you are one of those businesses in this decision...
What Part Do Commodities Play in the Market and in our Shopping?
Commodities are any goods or wares that are up for sale or
trade. These things include such things as food, furniture,
cars, or anything that is generally manufactured, sold or
traded.
Commodities are a part of life! We use them all the...
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The Power of Why: A Psychological Revelation
Here's why ‘WHY’ is such a profit-making marketing trigger.
“Stop taking two and three plates of food,” my mother said to me angrily.
I was at a wedding and seven years old. Back then, at a lot of the weddings we used to go to, the food would be pre-served on a plate. I could never get enough of those calorie-ridden platters. Waylaying different waiters, (so I would not be recognised), I’d polish 3-4 plates without blinking an eye.
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Mum wasn’t impressed, and told me to stop and desist.
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“Why?” I’d ask. Her stock reply was always, “It’s bad manners to do that.” This Dustbin Hoffman act obviously got her goat, but it left me unfazed. It must have bugged her more than I expected though, because in a short while Dad was peering down at my food-stuffed face.
My question remained unchanged. “WHY?”
“If you invite a hundred people to a wedding, how many would you cater for?” he asked. “A hundred,” I answered, proud of my analytical genius. “If you ate four plates,” he continued, “how many would remain?” He prompted quickly, “Ninety-six right?” I nodded vigorously. “That means some people don’t eat. If you’re so hungry, we can go out after the wedding and get something to eat, but don’t deprive others.”
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Dad Made Sense. Do You?
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Dad understood psychology. He had to sell my brain an idea that my rumbling stomach didn’t want to understand. And he did it by answering the question, 'WHY?' How many of us ignore this powerful trigger in our marketing because it seems too obvious, almost too simple?
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Why 'Why?' Puts Elvis’ Shaking and Moving to Shame
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Let’s examine the six honest men. What, How, When, Where, Who and Why. Which one of these is the most powerful psychological movers of them all? This would be better answered with an example.
Let’s assume you needed to go to the supermarket. All the other triggers (how, when, where, who and what) would make absolutely no difference if you didn’t know ‘WHY’ you were headed there. Everything else would be totally irrelevant. Once you know WHY you’re doing something, everything else is just a matter of logistics.
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Why Does 90% of Advertising and Marketing Communication Go Down the Drain?
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Simple. Look for the WHY in advertising and scarcity pops up instantly. All the fancy layouts and the smart headlines can’t quite compensate for the niggling question that goes unanswered. All your customers want to know is, Why should I choose you? Why should I take this decision? Why should I spend this money? Why should I
look at your website? Why should I read your brochure?’ Why should I listen to your speech? ‘Why? Why? Why?’
Dump the cotton woolly fluff. Get your customer’s brain to go scrambling like an over-enthusiastic pup after a Frisbee. Once you have enough WHY factor built into what you’re selling, everything else is just clip, clop, fall in place stuff.
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Be an Accountant, Do an Audit
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Look at your communication. Like reeeeeeeaaaaally look at it! What about your website? Does it answer the question WHY straight up? And does it do it on the first page? How about your brochure? Does its headline make it a cinch for dustbin land? What about your speech? Do you have enough beds to compensate for your lack of WHY?
I could go on, but I suspect you get the message.
Be merciless. If the WHYs don’t stack up, dump the communication. Or chop and change it till it does.
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Finding the Right Level of Why Power
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If you noticed, Mum actually answered my WHY question. She just didn’t answer it to my satisfaction like Dad did. Herein lies a subtle, yet formidable difference.
It’s not enough to simply have the WHY question answered. It’s got to be the most ‘Rambo in your face’ answer, or it will bounce higher than a defaulting cheque. Let your WHYs loose on each other, and let only the one with the most testosterone come out shining.
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Aristotle -- Man, Was he Smart or What?
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All communication must lead to change.
That’s what the old wise man said over 2300 years ago. Not some or most communication.
All.
Yet we are dealing with customers that inherently detest change. WHY is the only motivator that allows them to make that shift. Change is still a scary word, but at least the justification sits nicely in their cranium.
In fact, if you look closely, even a WHAT question like, What’s in it for me?, is really a "WHY" issue. All it is saying is ‘Why should I pay attention?’ Give your customers the WHY factor and their buying sprees will reflect nicely in your growing bank account.
This is simple, down to earth advice. Yet it represents one of the most powerful psychological triggers why people buy. WHY on earth would you ignore it?
About the author:
Wouldn't you love to stumble upon a secret library of small business ideas? Find simple, yet electrifying ideas onmarketing strategy,psychological tactics and branding. Head down to http://www.psychotactics.comtoday and judge for yourself.
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