Selling Psychology
Achieve success in business by focusing on your prospects’ needs
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If you want your marketing to make money for you, focus on your customers’ feelings and beliefs. Unless you can convince them that you understand them and their problems—that you’re empathetic—they’re probably not going to buy from you.
The headline on one of my marketing pieces says, “Hiring a Speaker is an Awesome Responsibility.” And, it is. These days, if you hire the wrong speaker in a corporate job, you could end up in severe trouble. Many professional speakers focus their marketing on themselves—how good they are, how successful. It works, but readers don’t get the message that the speaker really knows who they are and can fulfill their needs. Your customers need to believe that you know, understand and care about them.
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