12 Recession Proof Marketing Techniques
to Get the Fence Sitter
Off the Fence
by Kevin Hogan
I've just returned from Influence: Boot Camp in Las Vegas. I had
a bunch of million dollar Internet Marketers in the audience. We
sat down and talked and along with some strategies other successful
marketers use, and what I do, here are a few thoughts that emerged
from the minds of those I connected with...
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.
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. 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.
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
name TODAY.
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 because if nothing else, if you've done enough
to BUILD the mystery, people will read next time around to see
just who you have coming.
3. The "Jason Lives" Strategy
When Friday the 13th II came out about 20 years ago, Jason
was back, and it was scary intense.
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.
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. So why not send a birthday
card or gift to every person on your Friend list on MySpace
or Facebook?
People always want to know how to "use" Facebook. Well,
this is the best answer. People don't get a lot of cards anymore.
When they do, 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....
I appreciate...
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
it felt.
Last year I did Dave Lakhani's Renegades of Persuasion Weekend.
A bunch of people sent cards and brownies and so forth thanking me
for being there. That means a lot to a presenter and again, I remember
and often keep cards around for months.
Scientists often have people do anagrams and unscramble
the word puzzles to prime the mind to take an action or
do a behavior.
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. So why not send a birthday
card or gift to every person on your Friend list on MySpace
or Facebook?
