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============================
=> IN THIS ISSUE!
============================
<> Editors' Remarks
<>Motivational Thought!
<> Showcase of the Day
<> Spotlighting a product/service/person
<> Business Tip
<> Business Coach of the Day
<> Change Your Life Information
================
EDITORS'
REMARKS
================
Thank you for
subscribing and reading Your Home
Business Coach!
FBI issues warning
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Emails that appear to come from an
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The computer virus is in the attachment.
"Recipients of this or similar
solicitations should know that the FBI
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The virus is the worm W32.Netsky.P@mm To
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The bureau is investigating the phony
e-mails. Do Not Open The Attachment
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======================
MOTIVATIONAL
THOUGHT
======================
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BUSINESS TIP
==========================
Why People Buy: The
Psychology Of Sales And Marketing
by Marketing Basics
Did you know that when people make a
purchase, they generally buy with their
emotions and then justify their decision
with logic later on?
What? You didn't know that? If you truly
want to succeed in business, you need
to learn and understand how using
psychology can set you apart from the
rest of your competition and take your
business to the next level.
Psychology can be applied to all aspects
of your sales and marketing efforts and
will give you that all important "edge"
over your competitors.
When you write an ad or sales letter,
seek first to understand, then to be
understood. In other words, first strive
to understand what's going on in the
readers mind, and attempt to allay any
fears or doubts.
When you do this, the reader will have
the perception that you understand and
care about him and he in turn will begin
to care about and understand you--thus
greatly increasing your chances for
making the sale.
People desperately want to feel cared
for and understood more than anything
else, and the businesses that understand
this vital pyschological factor will
gain a major advantage over their
competitors.
Also, when writing your marketing
materials, bear in mind, people respond
more to what they are going to lose than
to what they are going to gain. It's
called "fear of loss."
Ask yourself: What will my customers
stand to lose if they do not buy my
product or service?
In your sales letter, mention to your
readers that it will only take a few
minutes, to show them how they can
benefit from what you're offering. This
will mentally slow them down and
partially alleviate any hesitation on
their part.
In addition, reward them for taking the
time to read your letter. Offer to give
them a free gift. For example: free
reports or gift certificates work
extremely well as freebies. Why? Because
they're low-cost with a perceived high
value--and perception is reality.
Did you know you can increase your sales
by using pictures of attractive people
using your product or service? It's
true.
Why is this? Well, first of all, it
humanizes your product or service and
prospects perceive you to be more
professional and trustworthy. Again,
perception is reality.
Secondly, people like looking at
attractive people. Big business has
known this for years. Just look at how
attractive those people are in magazine
ads and on television commercials.
You can also use this knowledge to your
advantage on your business cards,
brochures and website. This is
especially true for small "mom and pop"
businesses. If you're reasonably
attractive, always include your photo on
your website and marketing materials.
The reverse also holds true. If you're
not attractive, you're better off not
using a picture. You risk losing
customers and turning people off. The
same rule applies if you're a minority.
You're better off not using your
picture, regardless of how attractive
you are.
Why? Unfortunately, we still live in a
world where people have prejudices.
That's just the way it is. You don't
want to lose sales because someone has a
problem with your nationality or the
color of your skin or the shape of your
eyes. Please don't misunderstand what
I'm saying. I'm not suggesting that this
happens a lot--but it does happen. Why
take the chance.
No matter what type of business you
have, in your marketing materials you
MUST sell benefits, not features. People
only care about one thing, "what's in it
for me?"
A feature is a characteristic of your
product or service. A benefit is what
that feature does for a customer. Here
are a couple examples of features and
benefits:
Feature: At Consolidated Bank, there's
NEVER a charge for using other bank's
ATMs.
Benefits: You can get cash wherever you
are, when you need it, and
save money.
Feature: At ABC Employment Service, we
test applicants office skills, such as
typing speed.
Benefits: When we send you an applicant,
they meet your minimum requirements, and
you don't have to waste valuable time
testing them yourself.
Here's a little trick for finding the
benefit within the feature. List a
feature then ask yourself, "So what?"
What does that feature do for my
customers? For example:
Feature: Personalized service.
Benefit: The benefit of our personalized
service is that we take the time to
understand your needs."
Don't stop there. So what? What does
working with people who take the time to
understand their customers needs do for
your customers?
Benefit: Since we take the time to
understand your needs, we can better
anticipate potential problems and save
you time, money and aggravation.
Bingo! Almost everyone likes to save
time and money, and less aggravation is
always good, so this is a real benefit
statement.
Benefits Categories:
Though benefits can be described in a
million ways, there are really only five
main categories:
1. Convenience: Saves time or effort.
2. Saves money or increases money.
3. Provides peace of mind.
4. Appeals to image or ego.
5. Fun or enjoyment.
In addition, one single feature can have
lots of benefits to one customer.
Benefit statements don't necessarily
have to include one feature and one
benefit, each.
Also, keep in mind, just like beauty is
in the eye of the beholder, so too are
benefits. One person might buy an SUV
because he needs room to transport five
kids; another person buys the same SUV
because she likes the comfortable ride
and enjoys sitting up high overlooking
other cars.
Another powerful psychological strategy
is using a technique that appears to
lower the price of your product or
service, without actually doing so.
For example, if you charge $1000 per
year for your product or service, you
can break it down for the reader so that
they understand it's really only $19.23
per week." It's the exact same price,
however, $19.23 per week is a lot easier
to psychologically digest and justify
than $1000.
If you would like to start utilizing the
immense power of psychology immediately
in all your marketing efforts, I highly
recommend the following books:
"Compelling Selling: A Framework for
Persuasion," by Philip R. Lund and
"Secrets of Closing the Sale," by Zig
Ziglar Since they're all-time classics,
you should be able to find both both
books at your local bookstore or on
Amazon.com. Enjoy!
-------------------
Marketing Basics specializes in writing
articles that teach,
explain and define basic marketing
principles and
techniques.
http://marketingbasics.blogspot.com/
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===========================
BUSINESS COACH
OF THE DAY
===========================
Give Your Dreams Substance
By Josh Hinds
Setting goals is wonderful; it
confirms that we've taken those
first
awkward steps towards attaining
what we desire in our lives. The
simple fact that you've taken
the time to plan out what you
want to achieve puts you in a
distinct class. Amazingly very
few people take the time to keep
a running list of goals. Sadly,
even fewer people actually work
their goals. So take the time
right now to give yourself a
little pat on the back! You
deserve it.
You're part of the elite group
of people who have chosen to
take an active role in their own
success. If the whole idea of
goal setting (and goal
achieving) is a new one to you,
don't worry; the important thing
is that you've decided to take
the bull by the horns and get
started!
Here's a technique to add
substance to the goals you've
set! Remember, the more real the
goal is in your mind, the easier
your subconscious mind can get
around your desires and jump
into action and start helping
you realize them!
This technique assumes you've
already decided on the things
you'd like to achieve. If you're
not there yet then take the time
to record your goal, dreams and
the action steps you believe are
necessary to reach them. Be sure
to give yourself the room to
adjust those items as needed.
It's a journey and one that you
should derive enjoyment from.
Remember, you're taking the word
chance out of the equation and
are taking an active role in the
reaching the destinations you
set for yourself.
After you've listed out your
goals and dreams, the next step
is to actually visualize
yourself reaching your intended
goal. It is through
visualization that we can
actually program ourselves to
reach that which we desire.
My friend, it's one thing for
you to say, "I want to get a new
job", and quite another to say,
"In my dream job I will be in
charge of marketing at a growth
oriented company. I will find
employment in such and such an
industry. To reach this
destination I will send out a
certain amount of resumes and do
follow-ups with those companies
until I secure the employment I
am looking for".
The idea is that you're
rehearsing these events in your
mind. You're giving them vast
amounts of power because as the
saying goes. That which the mind
can conceive, it can achieve.
When using visualization with
your goals try and do it as
vividly as you can. The more
real they appear the better.
Another technique is to imagine
yourself sitting in a movie
theater. See your goals and
dreams playing out before you on
a large screen. Find a technique
that works for you (the key word
being what works for you).
Hopefully from the example above
you see the difference that a
little visualization can play in
making our goals more "concrete"
in our minds? To say I want to
find my dream job is one thing,
but to identify it and imagine
myself doing this job (and
taking the necessary steps to
become employed) creates an
added energy that will propel
you towards making it a reality!
Here's to your success, Josh
Hinds
(c) 2004
______________
Josh Hinds of
http://GetMotivation.com
specializes in helping people to
achieve maximum success and live
the life of their dreams --
receive his motivation
newsletter by going to
http://GetMotivation.com/ezines.html
. Josh is also the co-founder of
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