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Your Prospects
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Relate to your prospect as a person. |
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Everyone wants to be liked, feel good, and belong to a group of similar people. So, give your package some personality. If you're selling to women show a woman using the product. For men, use harder, masculine language. For kids, be off the wall and playful. Prospects should see themselves in your package. |
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Try to really help people, instead of just sell them. |
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Just going for a sale will often lead you to dry, overused techniques. But, if you make a genuine effort to be helpful in offering your product, you'll hit the hot buttons. |
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Reduce perceived risk. |
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People fear spending too much money, buying something that won't work, or choosing an inferior brand. Show your prospect that your product is a bargain, that it's guaranteed, that it's the best for them. |
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4. |
Remove the barriers to buying. |
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The fastest way to success is to remove the physical, emotional, and financial reasons not to buy before you tinker with creative. |
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Be honest and straightforward. |
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Fake invoices, deceptive offers, clever copy to disguise a bad product, and other tricky techniques often work well. However, treating your customers like ignorant sheep is bad for long-term success. The way you sell says something about you! If you are a solid company with good products, act like one. |
Extracted from
Direct Marketing Magazine
Dean Rieck - Author
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