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[marketingminute] Instead of Bragging



           The Marketing Minute
      by Marcia Yudkin, Marketing Expert and Mentor
           [sign in to see URL]

           *******************

American marketers pitching a program tend to slot in a
section after the opening of their webinar where they
reveal how much they earned in how much time and what a
wonderful lifestyle they have as a result.

This is supposed to whet desire. However, it also triggers
jealousy, starry-eyed greed and, in non-Americans who don't
believe in sharing income figures, distaste. In addition,
prospective customers with keen critical thinking skills
understand that one person's success doesn't prove they,
with different resources, would get those results.

Why not instead highlight clients' success stories? Four
mini-case studies of how different types of individuals
or companies were better off after following the program
would be far more convincing than the narrator's personal
story.

This rightly puts the emphasis on guidance offered in the
program and eliminates the culturally tricky element of
bragging. It also fosters a more realistic and fulfillable
expectation of cause and effect.

Or simply leave out earnings and lifestyle specifics.
Invite the audience to imagine what a program that relieves
them of X and Y while adding Z would enable them to have.

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---
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Oct/9/2015, 8:48 am Link to this post  
 


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