November 27, 2012

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Great brands effectively leverage the power of social proof.

But are you taking social proof a bit too far?

Recently, I received a 15-page sales letter from a marketing coach who intended to convince me to attend his seminar. It was the perfect example of what not to do.

If you want to attract more customers and make it easy for them to say “yes” to your products or services, you will want to pay particular attention to what I am about to share with you right now.

Make it Easy for Customers to Say “Yes”

There are reportedly over 14,000 sales and marketing books on Amazon.com. Most of them (like the sales letter I received) deal with techniques and strategies that cause prospects to waste valuable time and energy thinking. Without realizing it, these sales techniques cause your audience to use their neocortex (the thinking part of their brain) to process what you are saying.

While some of these techniques may work for some of the people some of the time, they are not reliable or predictable because they are designed to trigger the wrong part (the thinking part) of your prospect’s brain.

So, what do top sales and marketing coaches do to help their target audience to decide quickly?

Clearly there are some proven principles that work.

There is a process to marketing and selling products and services effectively. However, some of these principles (while valuable) have been taken to the extreme. In doing so, you can dilute your message, render it ineffective and kill your ability to close sales. Why? Because you will make it difficult for your audience to decide anything.

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