The Marketing Minute
by Marcia Yudkin,
Marketing Expert and
Mentor
http://www.yudkin.com/markmin.htm
*******************
American marketers pitching a program tend to slot in
a
section after the opening of their webinar where they
reveal how much
they earned in how much time and what a
wonderful lifestyle they have as a
result.
This is supposed to whet desire. However, it also triggers
jealousy, starry-eyed greed and, in non-Americans who don't
believe in
sharing income figures, distaste. In addition,
prospective customers
with keen critical thinking skills
understand that one person's success
doesn't prove they,
with different resources, would get those
results.
Why not instead highlight clients' success stories? Four
mini-case studies of how different types of individuals
or companies
were better off after following the program
would be far more convincing
than the narrator's personal
story.
This rightly puts the emphasis on
guidance offered in the
program and eliminates the culturally tricky element
of
bragging. It also fosters a more realistic and fulfillable
expectation of cause and effect.
Or simply leave out earnings and
lifestyle specifics.
Invite the audience to imagine what a program
that relieves
them of X and Y while adding Z would enable them to
have.
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