A Marketing Psychology Fundamental: Sell to Those Who Understand Your Value
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Marcia Yudkin
Apr 22, 2013, 10:30:02 AM4/22/13
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Please consider this free-reprint article written by:
Marcia Yudkin
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Article Title: A Marketing Psychology Fundamental: Sell to Those Who Understand Your Value
Author: Marcia Yudkin
Word Count: 524
Article URL: http://www.isnare.com/?aid=613514&ca=Marketing
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=613514
Easy Publish Tool: http://www.isnare.com/html.php?aid=613514
*********************** ARTICLE START ***********************
What if there are zillions of companies out there that need your skills but don�t realize they need your skills? This question came up recently with a woman who has 14 years of technical editing experience but was in despair. From her point of view, so many companies urgently need someone to clean up and clarify their prose, but they won�t act on this need. They don�t get the value of effective written communication.
Likewise, suppose you�re a magician with house plants. But office managers keep telling you, �Geez, so what if our plants are diseased and dying?� Or you�re a parenting expert who specializes in increasing the self-esteem of chidren under the age of 10. But so many parents with children in that age group look at you blankly when talk about ways to improve their children's self-image and confidence.
Forget about trying to persuade people to value what you value. You can break through this kind of resistance only by demonstrating that what you�re good at helps them accomplish some objective that they do hold dear. Tell the companies that spew out atrocious grammar that you�ll win them greater credibility with investors. If you�re the green thumb, tell managers that you improve productivity by creating a healthy, reassuring indoor environment.
Pitch yourself to companies in terms of what they know they want, and you boost the chances that they�ll want you. To discover the pitch most likely to ignite desire, follow these three steps:
1. List all the benefits (outcomes, advantages) your company offers. Create another list of what your target market would like to achieve. Find one or more commonalities on the two lists and use those for your marketing pitch.
2. If you find nothing in common, look closer for items on each list that you can relate to one another in some way, and see if you can make that connection convincing.
3. If you strike out on finding commonalities on the lists, find another target market!
When the economy turns tough, it�s especially important to concentrate on those who already understand the value of what you sell. This ensures that every marketing dollar brings you closer to the thriving business you want. To implement this focus:
* Contact past customers, who are five times more likely to respond than non-customers.
* Contact knowledgeable or specialized prospects, for instance by advertising in magazines for experts or enthusiasts.
* Contact new people through speaking engagements sponsored by sophisticated special-interest organizations.
* Contact influential colleagues and media people who know you and might take it upon themselves to educate prospective buyers.
* Contact current clients and ask if they know others who would benefit from your products or services.
* Contact prospective customers who don�t know you but match the profile of your best clients.
An old Zen proverb sums up the point nicely: �When you see a swordsman, draw your sword. Do not recite poetry to one who is not a poet.�
About The Author: Marcia Yudkin is the author of more than a dozen books, including 6 Steps to Free Publicity, now in its third edition, and Persuading People to Buy, from which this article is adapted. Learn more about her books on the fundamentals of turning strangers into customers: http://www.marketinginsightguides.com
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=613514
*********************** ARTICLE END ***********************
- To distribute your articles go to http://www.isnare.com/distribution.php
- For more free-reprint articles go to http://www.isnare.com
Message delivered directly to members of the group:
publish-the...@googlegroups.com
*****************************************************************
Please consider this free-reprint article written by:
Marcia Yudkin
*****************************
IMPORTANT - Publication/Reprint Terms
- You have permission to publish this article electronically in free-only publications such as a website or an ezine as long as the bylines are included.
- You are not allowed to use this article for commercial purposes. The article should only be reprinted in a publicly accessible website and not in a members-only commercial site.
- You are not allowed to post/reprint this article in any sites/publications that contains or supports hate, violence, porn and warez or any indecent and illegal sites/publications.
- You are not allowed to use this article in UCE (Unsolicited Commercial Email) or SPAM. This article MUST be distributed in an opt-in email list only.
- If you distribute this article in an ezine or newsletter, we ask that you send a copy of the newsletter or ezine that contains the article to http://www.isnare.com/eta.php?aid=613514
- If you post this article in a website/forum/blog, ALL links MUST be set to hyperlinks and we ask that you send a copy of the URL where the article is posted to http://www.isnare.com/eta.php?aid=613514
- We request that you ask permission from the author if you want to publish this article in print.
The role of iSnare.com is only to distribute this article as part of its Article Distribution feature ( http://www.isnare.com/distribution.php ). iSnare.com does NOT own this article, please respect the author's copyright and this publication/reprint terms. If you do not agree to any of these terms, please do not reprint or publish this article.
*****************************
Article Title: A Marketing Psychology Fundamental: Sell to Those Who Understand Your Value
Author: Marcia Yudkin
Word Count: 524
Article URL: http://www.isnare.com/?aid=613514&ca=Marketing
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=613514
Easy Publish Tool: http://www.isnare.com/html.php?aid=613514
*********************** ARTICLE START ***********************
What if there are zillions of companies out there that need your skills but don�t realize they need your skills? This question came up recently with a woman who has 14 years of technical editing experience but was in despair. From her point of view, so many companies urgently need someone to clean up and clarify their prose, but they won�t act on this need. They don�t get the value of effective written communication.
Likewise, suppose you�re a magician with house plants. But office managers keep telling you, �Geez, so what if our plants are diseased and dying?� Or you�re a parenting expert who specializes in increasing the self-esteem of chidren under the age of 10. But so many parents with children in that age group look at you blankly when talk about ways to improve their children's self-image and confidence.
Forget about trying to persuade people to value what you value. You can break through this kind of resistance only by demonstrating that what you�re good at helps them accomplish some objective that they do hold dear. Tell the companies that spew out atrocious grammar that you�ll win them greater credibility with investors. If you�re the green thumb, tell managers that you improve productivity by creating a healthy, reassuring indoor environment.
Pitch yourself to companies in terms of what they know they want, and you boost the chances that they�ll want you. To discover the pitch most likely to ignite desire, follow these three steps:
1. List all the benefits (outcomes, advantages) your company offers. Create another list of what your target market would like to achieve. Find one or more commonalities on the two lists and use those for your marketing pitch.
2. If you find nothing in common, look closer for items on each list that you can relate to one another in some way, and see if you can make that connection convincing.
3. If you strike out on finding commonalities on the lists, find another target market!
When the economy turns tough, it�s especially important to concentrate on those who already understand the value of what you sell. This ensures that every marketing dollar brings you closer to the thriving business you want. To implement this focus:
* Contact past customers, who are five times more likely to respond than non-customers.
* Contact knowledgeable or specialized prospects, for instance by advertising in magazines for experts or enthusiasts.
* Contact new people through speaking engagements sponsored by sophisticated special-interest organizations.
* Contact influential colleagues and media people who know you and might take it upon themselves to educate prospective buyers.
* Contact current clients and ask if they know others who would benefit from your products or services.
* Contact prospective customers who don�t know you but match the profile of your best clients.
An old Zen proverb sums up the point nicely: �When you see a swordsman, draw your sword. Do not recite poetry to one who is not a poet.�
About The Author: Marcia Yudkin is the author of more than a dozen books, including 6 Steps to Free Publicity, now in its third edition, and Persuading People to Buy, from which this article is adapted. Learn more about her books on the fundamentals of turning strangers into customers: http://www.marketinginsightguides.com
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=613514
*********************** ARTICLE END ***********************
- To distribute your articles go to http://www.isnare.com/distribution.php
- For more free-reprint articles go to http://www.isnare.com
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