The ratio of extraverts to introverts in our nation is 50.5 to 49.5 percent. So why do sales trainers assume that every customer is extraverted?
Extraverts like to engage you verbally, believing that dialog produces superior thinking. Consequently, the best way to keep an extravert thinking about your product is to Read More »
Happiness rarely triggers commerce. Unhappiness often does.
People make purchases due to dissatisfaction with the way things are. We make a purchase when Read More »
When a meal, a painting, a movie or an ad seems a little flat and boring, the likely culprit is insufficient divergence. Most creators, whether chefs, artists, cinematographers or ad writers, instinctively add what “feels right” throughout the creative process. And this is why Read More »
Every sales presentation should answer the customer’s question, “What’s in it for me?” This question is often unspoken and may even be unconscious in the customer’s mind, but it’s always there, casting a shadow of disinterest and doubt.
Most presentations are Read More »
You’ve long been told, “For every action, there is an equal and opposite reaction.” But it isn’t true.
When a person expresses love, where is the necessary “equal and opposite reaction” then? Newton’s oft-quoted third law of motion is usually true in physics, but it rarely is in business. Businesspeople who use Read More »
Advertising is like houses. You do a great job of constructing a poorly designed house, but when you’re done, you’ve still got a poorly designed house. It doesn’t matter how good you are with a hammer and a saw when the blueprints themselves are faulty.
Likewise, it doesn’t matter how good you are with Read More »
You need some new ideas because the old ones aren’t working. Its time to reinvent your small business advertising, your products, maybe even yourself. But you’re stuck trying to visualize a new system using the old system.
Like a dog chasing its tail, you keep coming back to the same old place. Let me tell you how to break out of that. Read More »
If natural resources determined the wealth of nations, Brazil would be the richest country on earth and Japan would be the poorest. But resources have little to do with building a healthy economy.
Prosperity happens when the swimming pool installer sells four pools in one month instead of the usual two and says, Read More »
America has been flattered by advertising (“Because you deserve it”), misled by ads (“Lowest prices anywhere”), hyped by ads (“While supplies last”), and lied to repeatedly (“Guaranteed!”). The result of all this misinformation is a growing numbness to ad-speak. We’re becoming deaf and blind to it. With effortless ease we shut it out of our minds.
Why are advertisers happy when their ads sound like ads? Read More »
