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A New Twist on The Future of Internet Marketing
As we look forward into the new year, there is a level of uncertainty about whether our marketing lives will remain similar to how they are now -- or do a complete 180 and run in the opposite direction. How can we predict what direction marketing...
Boosting the Sales of Your Internet Marketing eBook or Any eBook
When you put your all into learning something that you need to know, you can bet that other people can benefit from what you have learned. Internet marketing is one of those topics that lots of people need help with. So once you've gained...
Free Radio Publicity for Marketing-Minded Financial Planners
Radio is a powerful publicity tool. Most stations offer news and talk programming. Those shows are put together not necessarily by the voice you hear on air, but by people called producers. Getting to know producers, and giving them reasons to...
Get Results: Start with Your Marketing Message and Objective
Recently I was talking with a very bright traditional marketer on the value of integrating Internet marketing into an enterprise's marketing mix. Personally, I have witnessed significant and measurable increases in the online results of...
"Outrageous Marketing" for Outrageous Success in 2002
In this article, I'll show you three strategies that resulted in: 1) selling $100,000 of software in two weeks -- for a marketing cost of $50 2) $400,000 of revenue as an unexpected result of a promotion 3) three books becoming best sellers. ...
 
Marketing and Selling Through The Mind Of Your Customer...

There is plenty of anecdotal evidence and scientific brain research showing that human emotions and the unconscious plays a major role in consumer selection of products and services.

As our multi cultural society matures; it becomes evident that those companies and individual who want to advantage themselves in sales and marketing must understand the perception and mind of other cultural groups. That will require a better understanding of your conscious and unconscious mind - how memory, experience, and associated emotions exert a force on the thinking and buying behaviors of consumers.

According to Gerald Zaltman, Professor of Marketing at Harvard Business School: as much as 95 percent of consumers’ thinking occurs in their unconscious minds. Much thinking surfaces through metaphors and consumers’ memories which are much more malleable than previously thought— which is why "confidence" adds great persuasive power. Artificial confidence does not work, but authentic confidence will decisively engender a winning edge every time when a salesperson truly believes in his/her products and services.

Fostering a shift in sales and marketing will require a deeper understanding of how pervasive the unconscious mind of the consumer works. Breaking into new ground requires breaking out of traditional thinking about features and benefits selling. You need to enter into the mental activity of unconscious thoughts, feelings, memories, intentions, metaphors and just how they direct consumers’ attention, influence perception and manipulate their decisions and actions.
6 key strategic solutions for sales and marketing.

1. Metaphor making in the mind of the consumer is a powerful fundamental that helps them make sense of information received. When eliciting information from a potential client. I asked him what success felt like. His metaphor was; "Success feels like the power of driving a Porsche down the highway at top speed." Tying his metaphor to several service benefits closed the sale securely. Understanding and having collected a large range of metaphors consumers’ use to think about you, your services and products enable you to sculpt a more effecting communication strategy and increase the potential of a purchase.

2. Improve your mental outlook


about you, your products and services. "You Are The Message." Eliminate negative clues by preparing yourself with the confidence of a winner. Use friendly language and genuine enthusiasm; reflecting energy, trust and openness will open up the consumer when probing for their thinking and core metaphors. Assertive and outgoing personalities, regardless of ethnic background, will outpace those people whose characteristics display shy and timid behaviors.

3. Design your office, retail store layout, waiting rooms, ads and brochures that reflect the Metaphors of your market. Example of how one Doctors office focused on outpatients care as being more nurturing and responsive. Patients view rooms with chairs lined up in rows as boring, frustrating and long waits. The office was rearranged to promote friendliness and privacy and was supplied with several TV’s and a computer. The results were a decline in waiting time complaints and patients felt they were receiving a better quality of care, referral rates increased more that 18 percent and patient cancellations decreased by 23 percent.

4. Build into your oral and written marketing/sales communications stories using metaphors gathered from your market.

5. Probing the mind of your customer/client requires you uncovering the metaphors they use when thinking about purchasing your products and services. Once you have uncovered their metaphors you can identify some or most of the important and hidden drivers of your customer/client buying behaviors.

6. Develop an organizational climate and a workplace attitude that strengthens sales and marketing creativity. This requires breaking into more boxes and not applying the metaphor that suggests you step out of the box. Breaking into more boxes enables you to gather gleaning new knowledge and will help pry you loose of conventional thinking. How you think is more important and will produce more productive and innovational ideas than what you think.

About the Author

Don L. Price – Professional Speaker, Sales, Marketing & High Performance Mental Fitness Coach, International Speaker, Consultant and Author of Secrets of Personal Marketing Power-Strategies for Achieving Greater Personal & Business Success.
donprice@donlprice.com
http://www.donlprice.com

 

KnowThis: For Marketing, Market Research, Internet Marketing ...
KnowThis.com offers a wealth of information, forums, and resources for professionals, academics and students in traditional and internet marketing, ...
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Marketing.org - Home of the Business Marketing Association
Serves the professional, educational and career development needs of business-to-business marketers.
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Welcome - American Marketing Association - www.marketingpower.com
Dedicated to serving the educational and professional needs of marketing executives.
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Advertising, Marketing, Media and PR News - Brand Republic
Find the latest Advertising, Marketing, Media and PR news from Brand Republic, the online resource for up to the minute advertising and marketing news and ...
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Marketing Magazine - Marketing News - Brand Republic.
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Offers a Canadian source of news and articles on marketing, advertising and media.
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BidVertiser - Pay Per Click Advertising On Sites Of Your Choice.
Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers.
www.bidvertiser.com
 
Online Behavioral Contextual Advertising and Marketing.
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV.
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Sales Jobs / Marketing Jobs / Advertising Jobs - MarketingJobs.com
Employment site for marketing and sales professionals.
www.marketingjobs.com
 
The Chartered Institute of Marketing
The Chartered Institute of Marketing is the world's largest international marketing professional body and helps with career support and information ...
www.cim.co.uk
 
Marketing: See what people are saying right now on Technorati
See all blog posts tagged with marketing on Technorati.
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Marketing Profs - Marketing Concepts and Strategies: Expert ...
Marketing knowhow from professionals. Newsletter, articles and how-to's.
www.marketingprofs.com
 
Guerrilla Marketing Online - The Official Site
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds.
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Business marketing - Read everything your need to know about small business marketing.
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