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Will You Add? - The Tao of Sales And Marketing: The Only Reason Anybody Buys Anything
When a franchisee company offers for sale of their method of doing business to the public and use of their brand-name they must list the information in a concise format in the franchise agreement. Additionally when a franchisor wishes to expand their franchise system through the use of master franchises, they will need to further describe how the master franchise is expected to go about the selling of additional franchises an
A critical part of the Tao of sales and marketing is the phrase, "relatively good". You might just say, "better". We can't always make somebody feel truly good. However we might be able to take away some of their emotional pain. This is a gigantic motivator for people. Here's a Marketing Comet Principle
Much has been written over the years about business. Much has also been written over the years about war. There are many parallels between the two. The more business people from the shipping dock to the executive suite view business as war, the more the spoils of war: success.The TroopsArmies since ancient times have not been known for selecting the best and the brightest. At times, the bulk of armies were cr
So here it is: the only reason that anybody buys anything is to feel relatively good. It sounds almost too simple right? Read on...
I call this the Tao of sales and marketing because, like the Taoist model of the universe, first there is nothing, then the one thing, then two things, then 10,000 things. The one thing in my model is the idea of wanting to feel relatively good.
Wanting to feel relatively good gives rise to two things - seeking pleasure and avoiding pain. From those two impulses we get our 10,000 made-up reasons for buying stuff.
Every time I talk about this, I make some people uncomfortable. Some like to believe that all their purchases are rational. Of course they are frequently the ones buying cars and houses they can't afford. People are great at rationalizing everything. Rationalizing is another thing we do to make ourselves feel good.
Brain scan research shows us that every single decision we make starts out in the emotional center of the brain. Even very simple decisions start as a feeling. Then, we rationalize by moving through the logical centers of the brain. Honestly, if people made decisions rationally would we have wars, drug abuse, or karaoke? Probably not.
My wife and I bought a house right after we got married. The price was good, in a good neighborhood, and I knew that the equity would grow fast. But the real reasons we bought were more emotional. It made us feel like we were really married to own a house. I feel better paying mortgage than paying rent. I have a greater sense of ownership of my home than I ever did with an apartment. It may have made logical sense to buy the house, but logic is not enough to get somebody to buy.
A critical part of the Tao of sales and marketing is the phrase, "relatively good". You might just say, "better". We can't always make somebody feel truly good. However we might be able to take away some of their emotional pain. This is a gigantic motivator for people. Here's a Marketing Comet Principle
To many new business owners taking the time to define a vision statement is not a priority. However, when opening a dollar store, it is important to invest the time to develop a clear vision statement. The vision statement helps to cement the desired look of the business in the future for owners, management and employees alike.Many of those opening a dollar store may find it difficult to create the vision statement for
Wanting to feel relatively good gives rise to two things - seeking pleasure and avoiding pain. From those two impulses we get our 10,000 made-up reasons for buying stuff.
Every time I talk about this, I make some people uncomfortable. Some like to believe that all their purchases are rational. Of course they are frequently the ones buying cars and houses they can't afford. People are great at rationalizing everything. Rationalizing is another thing we do to make ourselves feel good.
Brain scan research shows us that every single decision we make starts out in the emotional center of the brain. Even very simple decisions start as a feeling. Then, we rationalize by moving through the logical centers of the brain. Honestly, if people made decisions rationally would we have wars, drug abuse, or karaoke? Probably not.
My wife and I bought a house right after we got married. The price was good, in a good neighborhood, and I knew that the equity would grow fast. But the real reasons we bought were more emotional. It made us feel like we were really married to own a house. I feel better paying mortgage than paying rent. I have a greater sense of ownership of my home than I ever did with an apartment. It may have made logical sense to buy the house, but logic is not enough to get somebody to buy.
A critical part of the Tao of sales and marketing is the phrase, "relatively good". You might just say, "better". We can't always make somebody feel truly good. However we might be able to take away some of their emotional pain. This is a gigantic motivator for people. Here's a Marketing Comet Principle
It was not very long ago that the only place that thought about kids were the big fast food chains, and even then limited by offering a small toy with the purchase of a hamburger. These days if you don’t create an amazing experience for the twelve and under demographic you will lose their vote!!! So let’s look at a few ideas to get them on side:6. Design a survey especially for themYou already want to get some go
Brain scan research shows us that every single decision we make starts out in the emotional center of the brain. Even very simple decisions start as a feeling. Then, we rationalize by moving through the logical centers of the brain. Honestly, if people made decisions rationally would we have wars, drug abuse, or karaoke? Probably not.
My wife and I bought a house right after we got married. The price was good, in a good neighborhood, and I knew that the equity would grow fast. But the real reasons we bought were more emotional. It made us feel like we were really married to own a house. I feel better paying mortgage than paying rent. I have a greater sense of ownership of my home than I ever did with an apartment. It may have made logical sense to buy the house, but logic is not enough to get somebody to buy.
A critical part of the Tao of sales and marketing is the phrase, "relatively good". You might just say, "better". We can't always make somebody feel truly good. However we might be able to take away some of their emotional pain. This is a gigantic motivator for people. Here's a Marketing Comet Principle
This articles relates to the AlphaMeasure core competency Culture and Climate. AlphaMeasure defines climate as the effect an organization has on the employees, while culture refers more to the acceptable behaviors, attitudes, and habits of the organization as a whole. Knowing and understanding workplace culture and climate leads to a better understanding of what factors are influencing employees. In relation, the level of ser
My wife and I bought a house right after we got married. The price was good, in a good neighborhood, and I knew that the equity would grow fast. But the real reasons we bought were more emotional. It made us feel like we were really married to own a house. I feel better paying mortgage than paying rent. I have a greater sense of ownership of my home than I ever did with an apartment. It may have made logical sense to buy the house, but logic is not enough to get somebody to buy.
A critical part of the Tao of sales and marketing is the phrase, "relatively good". You might just say, "better". We can't always make somebody feel truly good. However we might be able to take away some of their emotional pain. This is a gigantic motivator for people. Here's a Marketing Comet Principle
Let’s face it. We know that our clients and customers like to fee appreciated by us. Yet, how many times do we neglect to seize an opportunity to show appreciation to our clients and customers? And how many times do we use the excuse that we do not have money in our budget to do something special for them? What a non-strategic thinking and short-sighted view that thinking presents. What about the life time value of our cl
A critical part of the Tao of sales and marketing is the phrase, "relatively good". You might just say, "better". We can't always make somebody feel truly good. However we might be able to take away some of their emotional pain. This is a gigantic motivator for people. Here's a Marketing Comet Principle: The cure to any ill will always outsell the prevention.
How much could you get for a carton of orange juice on a ship of people afflicted with scurvy? Probably you could become the richest person on the ship. However, I don't think you're going to increase the perceived value of orange juice at your grocery store by slapping up a sign that reads, "prevent scurvy!" Not too many people in America feel the pains of scurvy and would be willing to give up their life savings to get a carton of juice.
How to use this in your sales or marketing efforts:
There are many ways to use this principle, here are a few:
1. Make people happy when they do business with you.
2. Find out what people's most painful problem is and offer to solve it.
3. Persuade with emotion, and give them logic to rationalize with
4. Pay attention to the emotional impact of your marketing materials
5. Communicate with people in ways that make them more comfortable
Sales and marketing are ultimately about engineering emotion and state of mind - getting people emotionally ready to buy.
J D Moore - Marketing Comet
Copyright 2005 Marketing Comet
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