• They don’t want what you sell.
• They don’t have the money.
• They don’t trust you.
Let’s focus on the first reason for a minute or two.
They don’t want what you sell.
In many instances this can easily be translated into “They don’t understand what you sell.”
Direct response copywriters and advertising experts taught us the importance of “getting into the head of our customer”.
A piece of marketing which generates a lot of response is not a monologue, it’s a dialog between the copywriter and the reader—the prospect. A writer needs to join that conversation in the head of the reader. Therefore, the writer needs to understand the market and the prospects she is writing for very well.
Derek Sivers gave a short 6 minute talk at a TED (↑) conference in India, in November last year. He reminds us of the many reasons why the person listening or reading might not understand what you are trying to communicate. His multicultural example makes it quite clear.
Derek Sivers: Weird, or just different?
Derek Sivers at TED Different Perspectives? (Pop Out)
That’s just the icing on the cake. Culture is not the only potential barrier that interferes with the meaning of your message and its perception.
“Despite the Internet being a global medium, your audience usually wears a very local head.”
~ John W. Furst
Enjoy the video and start becoming more aware of dangerous pitfalls in your communication and marketing.
It was a land-slide victory for Becky Blanton. She says,
“I'm going to TED, but those whose stories are told on the blog at bookybiz.biz are going with me. In the coming months the blog will be redesigned in order to highlight and showcase those people who are both ‘Staying hungry’ AND ‘Saying Thanks’ as Ed Brenegar and I team up to spread OUR ideas.
In July I'll be blogging and vlogging about TED on that site as well.
My dream is that my win will bring more traffic, attention and help to ALL of you who are not only staying hungry and saying thanks, but are giving back and leaving an imprint in this world. With nearly 5,000 votes cast - the stories and efforts of many charities are getting out. Thank you […]”
Thanks to those of your who have supported my call for help. I know you are many. That brings me to the second part of this blog post.
“Help” versus “Free” -Email Statistics Compared
(and the essence of a good speech - a video with author Daniel H. Pink)
Marketing revolves around the concept of “perceived value”. People are more likely to purchase your products and services, when the value they assign to your offer outweighs the price tag. (We all know that, right?)
However, it seems that men and women are very bad in estimating value. So let's further dive into psychology and pair it with math. Don't worry!
Dan Gilbert explains it using simple examples. He presents research and data from his exploration of happiness — sharing some surprising tests and experiments that you can also try on yourself. Watch through to the end for a sparkling Q&A with some familiar TED faces.
This is part two in my mini-series about psychology for marketers.