The Power in Persuasion
The Combination that Unlocks the Safe
(Part 9)
by Kevin Hogan
Page 3
Triggering Truth
The 21st Century consumer has a very sensitive "B.S. Detector" when it comes to advertising claims, and anything that is exaggerated will immediately send their arrow into the "red zone" that says, "Lies? Do not buy."
I like my BS Detector. I bought the biggest one that I could find. It's saved me a lot of money, heartache and time over the years...
Having a good BS Deterctor can save your LIFE. (Think sweat lodges and the like...)
Something as simple as listening to people tell the truth, or, at least what they believe - is refreshing....and that is a sad statement...but it's....well...true!
Everyone loves a good story. As you learned earlier this month in Coffee, story-telling is part of effective marketing. But it's truth-telling that really connects with consumers. That's why so many movies are promoted as, "Based on a true story."
Truth is not only stranger than fiction, it's also more magnetic, more appealing, and more likely to stimulate a consumer to buy.
When a true story is done right, your essential marketing message -- "This product works!" -- is obvious and powerful, even though there's nothing in the message that screams "HARD SELL" to a reader.
Just The Facts, Ma'am
"Case histories," are usually 300 to 400 words in length. Less than that and you might not be able to get your marketing message across. Any longer and the reader may "bail out" before finishing the story. (The reader will want to hear more of the story where he/she has the starring role.)
Where do your case histories come from?
Yep...from real life.
Do you have a compelling customer success story you can use that demonstrates your company's superiority? (Did your customer's tennis shoe sales quadruple after they put an advertisement in your magazine, for example?)
Do you have an engaging customer satisfaction story about your product's efficacy? (Did your customer see her pregnancy stretch marks become less visible using your skin cream and go on to enter and win a pageant, for example?)
Two years ago, a guy wrote me and said that all of his Science of Influence CD's fell into the bathtub with him and between the soap, the bubbles and drying them all off, none of them worked. Is there anything we could do?
I said, "Replace them. If the dude is taking me in the bathtub with him....well...I don't want to go there...but it DOES show loyalty..."
Has one of your employees performed a heroic act on the part of a customer? (Did your claims adjuster move heaven and earth to reach a policyholder whose home was flooded?)
Leave out any "get rich quick" marketing hype. Avoid anything that would strike the reader as simply a cheap ploy to advertise your business. All you need for human interest is a story about real people involved in real events that matter...that's what makes your message interesting to your prospect.
Write a case history that illustrates how your program, business, or product changed someone's life -- maybe even YOUR life -- for the better.
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When a true story is done right, your essential marketing message -- "This product works!" -- is obvious and powerful, even though there's nothing in the message that screams "HARD SELL" to a reader.
