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BizSuccess Breakthroughs for
January 31, 2001
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++++++++++++++++++++++++++
TABLE OF CONTENTS
++++++++++++++++++++++++++
..WELCOME to BizSuccess Breakthroughs
..THIS ISSUE'S MESSAGE - "Triggers of Success"
..SPOTLIGHTS - Products and Services for you and your
enterprise
..QUOTES - To Get You Thinking
..THE FUNNIES - On the Lighter Side of Business
..MORE RESOURCES AT BizSuccess.com
..PUBLISHER CONTACT INFO
..YOUR COMMENTS PLEASE?
..SUBSCRIPTION INSTRUCTIONS
++++++++++++++++++
WELCOME
++++++++++++++++++
Hello. Gary Lockwood here again with more breakthrough ideas
and information on how to:
Grow your business - Make more money - Have more fun.
Thank you again for referring this newsletter to your friends and
colleagues. I really appreciate you for helping to pass the word
about this newsletter.
Our guest author today, Joe Sugarman, is not only a best-selling
author and top copywriter, but also a legend in direct marketing.
He has sold millions of dollars worth of products.
Joe claims that 95% of buying decisions are subconscious.
Knowing the subconscious reasons why people buy, and using
this information in a fair and constructive way, will trigger
greater sales response -- often far beyond what you could
imagine.
In today's article, Joe explores these subconscious "triggers"
and shows us how the principles apply to every form of
communication -- whether it be advertising, marketing or
personal selling. Read more about Joe and his new book at
the end of his article.
My hope is that you use the ideas and information in these
BizSuccess Breakthroughs broadcasts to get the results you
really want.
If you want some help in putting them into practice, or if you
have questions, email or call me.
SUCCESS to You....
Gary Lockwood
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++++++++++++++++++++++++++++++
THIS ISSUE'S MESSAGE
++++++++++++++++++++++++++++++
The Triggers of Success: How to Trigger a Successful Sale
through the Power of Psychological Triggers
By Joseph Sugarman
A desire to buy something often involves a subconscious
decision. In fact, I claim that 95% of buying decisions are
indeed subconscious.
Knowing the subconscious reasons why people buy, and using this
information in a fair and constructive way, will trigger
greater sales response -- often far beyond what you could
imagine.
I recall a time when I applied one of these subconscious devices
by changing just one word of an ad, and response doubled. I
refer to these subconscious devices as psychological "triggers."
A psychological trigger is the strongest motivational factor any
salesperson or copywriter can use to evoke a sale.
There are 30 triggers in all, some of which I will reveal to you
in a moment. Each trigger, when deployed, has the power to
increase sales and response beyond what you would normally
expect.
There are triggers, for example, that will cause your prospect
to feel guilty if they don't purchase your product. Let me give
you an example. Whenever you receive in the mail a sales
solicitation with free personalized address stickers, you often
feel guilty if you use the stickers and don't send something
back -- often far in excess of the value of the stickers.
Fundraising companies use this method a great deal. You receive
50 cents worth of stickers and send back a $20 bill.
Another example are those surveys that are sent out asking for
you to spend about 20 minutes of your time filling them out.
Enclosed in the mailing, you might find a dollar bill included
to encourage you to feel guilty, and entice you to fill out the
survey. And you often spend a lot more than one dollar of your
time to do that.
Guilt is a strong motivator. I have to admit that I've used
guilt in many selling situations, in mail order ads and on TV --
with great success, I might add.
I call one of the most powerful triggers a "satisfaction
conviction," which is a guarantee of satisfaction. But don't
confuse this with the typical trial period you find in mail
order, i.e., "If you're not happy within 30 days, you can return
your purchase for a full refund." A satisfaction conviction is
different. Basically it takes the trial period and adds
something that makes it go well beyond the trial period.
For example, if I were offering a subscription, instead of
saying, "If at anytime you're not happy with your subscription,
we'll refund your unused portion," and instead said, "If at any
time you're not happy with your subscription, let us know and
we'll refund your entire subscription price -- even if you
decide to cancel just before the last issue."
Basically you're saying to your prospect that you are so sure
that they'll like the subscription, that you are willing to go
beyond what is traditionally offered with other subscriptions.
This in fact gives the reader the sense that the company really
knows it has a winning product and solidly stands behind the
product and your satisfaction.
Is this technique effective? You bet. In many tests, I've
doubled response -- sometimes by adding just one sentence that
conveys a good satisfaction conviction.
I received an e-mail from a company, a subsidiary of eBay,
requesting my advice. They had an e-mail solicitation that
wasn't drawing the response that they had expected. What was
wrong?
Looking over what they had created, I saw several mistakes, many
of which would have been avoided if they knew the psychological
triggers that cause people to buy. Let me give you just one
example.
In the subject line of most e-mails that have solicited me, I
have been able to tell, at a glance, that the solicitation was
for a specific service or an offer of something that I was
clearly able to determine. Examples such as "Reduce your CD and
DVD costs 50%," Or "Lose weight quickly," pretty much told me
what they were selling. Was this good or bad?
The problem with those subject lines is that the reader was able
to quickly determine: 1) that it was an advertisement; and 2)
that it was for some specific product or service.
Most people don't like advertising. And most people won't make
the effort to open their e-mail solicitation if they think they
are getting an advertising message -- unless they are sincerely
interested in buying something that the advertisement offers.
The subject line of an e-mail is similar to the headline of a
mail order ad, or the copy on an envelope, or the first few
minutes of an infomercial. You've got to grab somebody's
attention and then get them to take the next step. In the case
of the envelope, you want them to open it. In the case of an
infomercial, you want them to keep watching, and in the case of
an e-mail, you want them open up the e-mail and read your
message.
The key, therefore, is to get a person to want to open your
message by putting something into the subject area of your
e-mail that does not appear to be an advertising message --
one that would compel them to take the next step. And the
best trigger to use for this is the trigger of curiosity.
There are a number of ways you can use curiosity to literally
force a person to take the next step. You can then use this
valuable tool to put a reader in the correct frame of mind to
buy what you have to offer.
Once again, all the principles apply to every form of
communication -- whether it be advertising, marketing or
personal selling. And to know these triggers is the key to more
effective communication and most importantly, the avoidance of
costly errors that waste time and money.
Joe Sugarman, the best-selling author and top copywriter who has
achieved legendary fame in direct marketing, is best known for
his highly successful mail-order catalog company, JS&A, and his
hit product, BluBlocker Sunglasses. Joe's new breakthrough
book, "Triggers," cracks the human psychological code by
identifying 30 triggers that influence people to buy.
http://www.roibot.com/r_psy.cgi?IM9841_textpsy
+++++++++++++++++++
SPOTLIGHTS
+++++++++++++++++++
Your Weekly Message...The Baum Group - a FREE weekly
e-newsletter to help you stay focused, on purpose and more!
To subscribe, click on
http://www.TheBaumGroup@YourStressMatters.com?subject=subscribe_ezineB
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************************
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************************
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Come get your free software and information NOW at
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************************
Need Help Building Your MLM Business???
The MLM Challenge is a 90 day Incentive and DAILY training
program generic for network marketers WORLDWIDE.
The mission of the MLM Challenge is to increase the momentum,
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step-by-step training, recognition, and personal growth.
Participants will receive 90 consecutive days of step-by-step
training lessons from industry experts including: Tom Wood,
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Bob Schwartz (Cutting Edge Media) and many others.
Training also includes conference calls, audio and video
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MLM resources and much more.
The MLM Challenge focuses heavily on recognition for
networker's achievements. Participants are offered
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Hundreds of monthly prizes will be awarded based on performance.
The grand prize winner will win $5,000 cash and other prizes.
Any individual with a multi-level marketing or network
marketing business may participate... The training and
incentive program are both generic to the MLM industry.
The MLM Challenge will be conducted three times a year.
The first 90 day challenge begins February 5, 2001.
For more information, or to register visit:
http://www.TheMLMChallenge.com
************************
DISCLAIMER
Although we make an effort to check out the advertisements in the
Spotlight section, we cannot assume responsibility for the actions
of our advertisers.
+++++++++++++++++++++++++++++++++
QUOTES To Get You Thinking
+++++++++++++++++++++++++++++++++
It is easier to fight for one's principles than to live up to them.
Alfred Adler
The only normal people are the ones you don't know very well.
Joe Ancis
Love thy neighbor as thyself, but choose your neighborhood.
Louise Beal
Bigot: One who is obstinately and zealously attached
to an opinion that you do not entertain.
Ambrose Bierce:
Egotism is the anesthetic given by a kindly nature to
relieve the pain of being a damned fool.
Bellamy Brooks
The statistics on sanity are that one out of every four Americans
is suffering from some form of mental illness. Think of your three
best friends. If they're okay, then it's you.
Rita Mae Brown
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THE FUNNIES
+++++++++++++++++++++++
Stop by our website every day to see the Business Cartoon
of the Day by Ted Goff. http://www.bizsuccess.com/cartoon.htm
------------
From the mouths of babes - Children's letters to
God
Dear God,
Instead of letting people die and having to make new ones, why
don't you just keep the ones you have now? Jane
Dear God,
Who draws the lines around the countries? Nan
Dear God,
Went to this wedding and they kissed right in church. Is that
okay? Neil
Dear God,
Thank you for my baby brother, but what I prayed for was a puppy.
Joyce
Dear God,
It rained for our whole vacation and is my father mad! He said
some things about you that people are not supposed to say, but
I hope you will not hurt him in anyway. Your Friend (but I am
not going to tell you who I am)
Dear God,
Please send me a pony. I never asked for anything before.
You can look it up. Bruce
Dear God,
If we come back as something, please don't let me be Jennifer
Horton, because I hate her. Denise
Dear God,
I want to be just like my daddy when I get big, but not with so
much hair all over. Sam
Dear God,
I think the stapler is one of your greatest inventions. Ruth
Dear God,
I think about you sometimes, even when I'm not praying. Elliott
Dear God,
I bet it is very hard for you to love all the people in the
world. There are only four people in our family and I can
never do it. Nan
Dear God,
Of all the people who worked for you, I like Noah and David
the best. Rob
Dear God,
My brothers told me about being born, but it doesn't sound
right. They are just kidding, aren't they? Marsha
Dear God,
If you watch me in church Sunday, I'll show you my new shoes.
Mickey
Dear God,
We read Thomas Edison made light. But in Sunday School, we learned
that you did it. So I bet he stole your idea. Donna
Dear God,
I do not think anybody could be a better God. Well I just want you
to know that I am not just saying this because you are God already.
Charles
Dear God,
I didn't think orange went with purple until I saw the sunset you
made on Tuesday. That was cool! Eugene
Dear God,
Maybe Cain and Abel would not kill each other so much if they had
their own rooms. It works with my brother. Larry
***excerpts from: http://www.joker.org/
***
++++++++++++++++++++++++++++++++
RESOURCES AT BizSuccess.com
++++++++++++++++++++++++++++++++
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+++++++++++++++++++++++
PUBLISHER INFO
+++++++++++++++++++++++
Gary Lockwood is Your Business Coach.
Helping business owners, entrepreneurs, and professionals
to get all they really want from their enterprise.
(800) 272-1575 (USA) - 909/984-3344 Fax: (815) 361-3041
Email: mailto:Gary@bizsuccess.com
Visit our website at http://www.bizsuccess.com
Grow your business, make more money,
have more fun!
++++++++++++++++++++++++++++++
YOUR COMMENTS PLEASE?
++++++++++++++++++++++++++++++
I appreciate feedback, corrections, and comments about anything
mentioned in BizSuccess Breakthroughs. Please send your thoughts to:
mailto:Gary@bizsuccess.com
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