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Getting Your Customers to Hold It

Converse All Star Hi Leather Sneaker White Mono

1. Use emotive language, and use it in two primary waysOne, identification.

"Whoever it was, somebody along the line locked eyes with a soulful little Labrador and went to pieces. And that, right there, is why they bought.

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Enchantment [what I'm calling "the puppy"] is on a different curve. When you enchant people, your goal is not to make money from them or to get them to do what you want, but to fill them with great delight.

Carl's problem (not his real name, by the way) is ubiquitous in the world of online marketing.

You've heard it before.

You don't sell the guitar. You sell the music. Or (depending on your audience) you sell girls and glory.

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Converse All Star Hi Leather Sneaker White Mono

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"What you've got here, what you're featuring, it's all custom leashes, organic Alpo, and tips on how to house break in a day. Don't get me wrong: all that's great. But nobody buys a pet or anything to Converse All Star Hi Leather Sneaker White Mono do with pets (especially the high end stuff) with their heads.

Converse All Star Hi Leather Sneaker White Mono

Guy Kawasaki, in his 2011 ber masterpiece Enchantment: The Art of Changing Hearts, Minds and Actions, puts it like this:

down, gut level, all I want to do is hold it, love it, and give it money connection."

Really, it's ubiquitous in sales. Period.

might bring it back the next morning.

Here are three tips to help you get started:

So, how do you "show 'em the puppy."

"But really, people buy because of a deep Womens Converse Size 6.5 Uk

This means your starting point is always: "Where is my audience right now and how do they feel: stressed, harassed, overwhelmed, afraid, overlooked, alone, etc.?"Even more important, if I can tell Converse Rose Gold Shoes

Carl looked at me blankly, then at the screen in front of us, then back to me.

"They buy because they saw the puppy. Or because their kids or their wife or their husband saw the puppy.

"Exactly and that's the problem."

you how you're going to feel, then you won't just trust me, you'll buy.

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You don't sell the steak. You sell the savor.

After a long pause, Carl finally whispered (as if embarrassed by what he had to say), "But we don't sell puppies. We sell gym memberships."

"People buy because of a connection. They buy with their hearts. Sure, you have to give 'em intellectual justifications or they Converse Trainers Leather

"Yeah. The puppy.

You don't sell the drill. You sell the hole.

If I know how you feel, especially how you hurt, and can articulate it clearly, you'll trust me.

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There are many tried and true methods to make a buck, yuan, euro, yen, rupee, peso, or drachma.

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In fact, my guess is Carl's problem is your problem: it all comes down to the puppy.

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