Seven Marketing Techniques
to Get the Fence Sitter
Off the Fence
by Kevin Hogan
I've just returned from Influence: Boot Camp in Las Vegas. Extraordinary week. We talked influence, persuasion, consulting, marketing, selling and at the end of the week everyone saw just what is possible to accomplish in a short amount of time.
On the return flight a few thoughts were triggered drawn from the vast number of questions people asked on breaks and after hours. I thought I'd share some of the answers with you.
Some of these marketing techniques are valuable for kevinhogan.com. Some would not be KH friendly but would be useful elsewhere.
1. The "Dictionary Definition" Technique
Scientists often have people do anagrams and unscramble
the word puzzles to prime the mind to take an action or
do a behavior.
If they want to see if they can cause people to walk quickly they will have people unscramble related words to walking fast. (ex. Jog, jump, move, quick, running)
The "see the definition of (a persuasive word)..." strategy
gives your prospects a clear description of a powerful word or
two in your sales letter (for example). Sometime by just reading a definition
of a "word that sells" will persuade them to buy. It will have
more meaning than just highlighting it or making the word bold.
I use this more in articles than in promos, but the concept
is the same either way. You are accenting something that
is SIGNIFICANT and the extra brain power directs the brain
to act in the direction of what is defined.
For example, if I want you to eat less junk food so you live longer, I might say, "the definition of diet is to NOT die now."
"...and the definition of oscillation is the moving back and forth between yes and no and I want you to grab something healthy to eat when you are thinking, -yes- to sticking to the diet."
I shared this with one particular participant at Boot Camp who saw the genius of this technique. She easily understood that genius is what puts you in the top 2% and she figured out that smart marketing = genius.
(See how that works?)
How many people use this? Almost no one. And as long as that is the case it will continue to be potent.
2. The "Guess Who?" Tactic
The "we have a mystery expert..." strategy tells your prospects
that you're not revealing a guru's name that is somehow related
to your product or presentation. They may have contributed to
your product, endorsed your product or helped present (a
teleseminar guest) your product. You could use 2 to 3 blanks for
their name _____ _____ and then list all their credentials.
You need a GOOD REASON as to why you aren't giving a person's
If I'm doing a training in Las Vegas, I don't want to introduce all
my guest speakers or invited VIP's at the same time. We know
that individually or introducing people in pairs is much more powerful
than presenting a group in one shot.
People will be curious about who the person could be. If they
are really famous, you could tell your prospects that they
likely have heard of them. If this expert is new on the scene,
you could tell them that he/she is brand new to the (your niche)
world or they work behind the scenes.
I like this approach IF I am not 100% certain that someone will be at the training. Quite often we have well known people stop in but you may not want to promise it.
Where the technique used to work was perhaps 10 years ago. At that time you could use this more effectively than it captivates today.
If you've done enough
to BUILD a REALLY good mystery, people will read next time around to see
just who you have coming.
3. The "I thought he was dead" Strategy
The "despite what you may have heard, (something related to
your product) is not dead..." strategy tells your prospects that
your product is still alive and kicking and they have been just
hearing untrue rumors. You just need to dispel the gossip and
give them proof why a lot of people are wrong about it.
This doesn't work for KH stuff but it has excellent applications in other markets.
4. The "Birthday Reminder" Dual Technique
One of the greatest completely untapped uses of Social Media
is that you know when someone's birthday is. People REALLY
believe their birthday is special. And it certainly can be. So why not send a birthday greeting to every person on your Friend list on Facebook?
People always want to know how to "use" Facebook. Well,
this is one excellent answer. People don't get a lot of cards anymore.
This means that when a card DOES arrive in the mail it has ENORMOUS value.
When they do get that card, they appreciate it and often remember WHO sent
it. (At Christmas a lot of people keep track.) I know who sends
me Christmas cards and birthday cards, and not only do I remember....
The "get your (a friend, a family member, a colleague, etc.) a
gift for (a holiday or birthday)..." technique tells your
prospects to be giving on the particular holiday. You can tell
them to reflect back to a time when they bought and gave a gift
to someone they cared about and tell them to remember how good