SELLING WITH THE HEART
1. Score of a successful company is in its promises and upholding the promise. The other parts derive from that idea.
2. Branding is the execution of your promise in the marketplace.
3. To be totally “branded” is a goal to achieve – living your promises on inside and the outside.
4. Marketing is a 52-weeks-a-year cycle and lasts the length of time a company exists.
5. Engage the imaginations – sell to the heart and imagination of a prospect, not the mind of one.
6. The most powerful words on a piece of copywriting is “You”, “Guarantee”
7. The least powerful words on a piece of copywriting is “Us”, “We”, “Our”
8, Repetition breeds familiarity which breeds into trusting a successful brand.
9. An advertising campaign should be adequately repetitious to make a significant impression on the prospect.
10. The simpler and singular the promise, the greater the impact on the prospect.
11. Positioning is a great asset – The tighter the niche of your product or service, the greater likelihood a prospect will buy.
12. Purchasing is an emotional journey in the subconscious mind.
13. Play the game – Create a compelling story about your brand and give examples.
14. Educate clients at your own peril. People normally do not respond to education as well as they should in the purchase phase.
15. Perception and Positioning are the currencies of marketing.
16. Understand the product or service inside out, and by default you understand the demographics of the market.
17. Don’t lie to the prospect – Even a white lie may populate bad “word of mouth”, creating bad pr about your product or service.
18. Word of Mouth is the most powerful marketing tool available and it’s free.
19. Create a situation relative to the client’s needs and offer a viable solution.
20. Perceived value is golden. Use it wisely to gain the prospect’s trust.
21. Offer an exit clause to gain loyalty to the brand.
22. Ask for feedback, so that you learn what works and what doesn’t work.
23. First impressions are everything to you and your brand.
24. Find a dramatic appeal about your product or service to create guilt.
25. Break the bounds of inertia and move forward steadily.
26. Find ways to improve the product or service over time.
27. Challenge the rules and challenges of your specific industry.
28. Be a likeable person, as prospects like to buy from people they like.
29. Appreciate the current clients and new prospects.
30. Information is free and comes from public resources
31. Knowledge is costly and comes from experience.
32. Create Goodwill Ban
33. Pickers sell, planters market.
34. A well run farm is the combination of pickers and planters.
35. The power of suggestion.
36. Listen and respond to each client personally.
37. Communicate by keeping in touch.
38. Keep an open mind – innovations are useful.
39. Failure is an opportunity to recreate the product or service.
40. The 8 Voices of Judgment – Conformity, Submission, Criticism, Safety, Blame,
Fear and Guilt.
41. Avoid and let go of the Voices of Judgment.
42. Judgment is internalized fear of failure.
43. The Voice of Judgment is emotional feedback.
44. Identify the Voices of Judgment, break the negative loop.
45. Diminish the Voices of Judgment completely.
46. Defeat the Voices of Judgment so that creativity will flow through.
47. The Fundamental Value of Listening and Understanding the Prospect’s Needs.
48. Be practical and open-minded with criticism, don’t take it personally.
49. The realization that the prospect’s needs drive sales and the prospect like to buy with the heart.
50. Advertising persuades the prospect to knock on your door.
51. Advertising takes a pre-existing need and creates channels of interest.
52. A demand for the product or service must be concurrently exist.
53. A successful advertising campaign is when the demand is met.
54. Dominate your competitors with repetition, consistency and solid principles.
55. Ideas are everywhere. Judge them for substance, not by the source.
56. Bad products will fail miserably even with an extensive campaign.
57. In advertising, the message is more important than the form.
58. Advertising is about selling, and effective selling begin in the heart.
59. Become involved with your community as much as possible. Show that you care beyond sales.
60. The power of vanity is an advantage in the unfair market. Beauty is not skin deep.
61. Don’t expect results when something isn’t working, change your habits, style and thinking.
62. Listening lets the prospect buy with pleasure. Happy clients are repeat clients.
63. Selling is a transfer of trust. Trust yourself so that you prospects trust you.
64. Don’t ever degrade another person’s success, as it may lead to open doors of opportunity for you.
65. Engage a prospect is getting them to be enthusiastic about the product or service.
66. State the benefits to hook the prospect. Be honest, and don’t fabricate to make the sale.
67. The benefits are the emotional reasons why prospects become buyers. Do it the heart.
68. People buy from the heart, the soul and the belief the product or service delivers something they lack.
69. Follow-up with a courtesy phone call or note. Remember your clients so that they will rememeber you.
70. The extra mile delivers on the promise. Don’t be afraid to over do it – it’s better than not doing it.
71. Befriend the enemy. Will go against the grain or with the grain?
72. Teamwork increases the size of the market with opportunities beyond.
73. Facts have little to do with the principles of taking action.
74. Facts do a lousy job of motivating action and deter prospects to not buy.
75. There are two realities: subjective and objective.
76. Subjective reality is the domain of the imagination.
77. Subjective reality is the reason rational people buy ab-masters, fad diets, etc.
78. Subjective reality drives people to buy the stuff they don’t need.
79. Subjective reality is so compelling that it drives people to make foolish decisions.
80. Subjective reality is the domain of the heart- it gets what it wants.
81. Objective reality is the domain of the mind.
82. Objective reality is well thought out, observant, precise and rational.
83. In objective reality, people are sensible and buy only the necessities.
84. There is no shortage of ideas in the world. Share them with your heart.
85. There is a drastic shortage of people with momentum to act on their ideas.
86. Ideas are not forceful enough on their own to combat inertia.
87. There are painful obstacles to overcome to create momentum.
88. Find ways to improve the product or service. You never know until you try.
89. Be open to ideas, criticism and seek out to friends, family and colleagues.
90. Embrace the realization that change is the process of breaking down what doesn’t work. Understand it.
91. Risk is directly proportional to reward. You can’t claim fortune with the obstacles.
92. People who are unengaged, uninvolved, ignored tend to move towards the inertia.
93. Motive and inspire friends, family and colleagues to be the best they can be. They will inspire you.
94. Prospects are not idiots. Don’t listen to the Ad Agencies to tell you otherwise. Go with your gut instinct.
95. Have a positive opinion of the prospects. Make them feel honorable, well-liked and valuable genuinely.
96. Define your goals in concrete, and plot the small steps to achieve them. One precise step is better than 10 bad ones.
97. Look further down the path, and create a certainty. A certainl will guide your mind, heart and soul.
98. Fear is contagious. Don’t associate with the Judgment committees. Allow yourself to be heard. Be bold.
99. People are more creative then they think they are if they don’t allow the Judgement committee to interfere.
100. The creative process is a refinement of a simple concept into an unexpected conclusion.
101. Creativity is a muscle. Use it often and it gets stronger, and don’t use it and it becomes weaker.
