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Feature ArticleTPsychology - the Magic Selling Ingredient
Basic psychology is about people's needs and their need to fulfil them. Most of us have a distinct priority at any given time, one problem that must be solved before all others, a "one thing at a time" mentality.
You will be unlikely to interest a homeless man in a new car, until he's fulfilled his basic need for shelter first - unless he plans to live in the vehicle, I suppose.
Understanding this principle and seeing how it applies to selling, will enhance your sales performance zillion-fold. Sell one thing at a time and concentrate on that. Sell other things as "back-end" once the immediate need is fulfilled. Don't confuse, don't stray from the point, do stick on the blinkers and keep to the target and the matter in hand.
Don't overlook the obvious.
Make sure you put the words "Click Here" on a banner. People respond to simple commands. Serve up testimonials next to your products or your newsletter sign-up form. People want to belong to groups: they'll want to belong to your "club" if it is seen to be a good one and endorsed by others.
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Use colours that convey the right image and incite the right actions. Want to be seen as an authority? Use black and yellow. Conservative and business-like? Dark blue, maybe a bit of grey. Business-like and money-orientated? Blue and green - which so many large corporate sites have adopted.
Positioning of elements on a web page also makes a big difference. Apparently, whatever is at the top-right of the screen is what's most likely to get clicked. The average eye is drawn to that position - nothing to do with Windows' exit button being up there, I'm sure! This and 90% of the population being right-handed, to me, makes a strong case for right-hand navigation, with your best offer in pole position.
Words: I could write tomes on what you can do with them! But I won't make an idiot of myself, instead read what great copywriters like David Garfinkel, who is the author of Killer Copy Tactics and widely acclaimed as "The World's Greatest Copywriting Coach" says. He uses psychology to great effect: www.roibot.com/kc.cgi
The main point with words is to get to the emotions of your visitors. It has been said time and time again, but all anyone is interested in, is what your product or service will do for them. They do not care who you are or how many bells your widget has: they want to know if it will save them time or money, make them more desirable to the opposite sex or solve some problem they have. You need to show them the problem and how your offer solves it for them.
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Some of these things are seemingly very small, simple and insignificant, which is the beauty of them and, at the same time, the very reason why most people will overlook them. Using the right format in terms of colour, design and wording will have psychological influence on your visitors, which turns them into subscribers, buyers or whatever it is you desire.
Great to have power, isn't it?
I know, I know, it all sounds awfully manipulative and in the wrong hands, I'd tend to agree with you. But I am not talking about making people do something against their will. I am saying that this is nature and harnessing it: guiding people in the direction that they would naturally go, is a far more logical way of obtaining the result you require.
Think about the rules of Judo or Karate, where you utilise your opponent's own strength to gain advantage. Pushing them further in the direction that they were already going will have them over a lot easier than it would have if you'd struggled to use your strength against them in the opposite direction.
The same goes for mental engagements. People - that includes you and me, whether we wish to admit it or not - do react in almost predictable ways to these stimuli. It is our nature: instinct and it surely makes sense to work with that, rather than against it.
Otherwise, you are fighting against people and nature: giving yourself an uphill struggle, creating an unnecessary battle and a hurdle to be overcome. Don't make it hard for yourself or your prospective clients. Know who they are and what they need, fulfil that and you are well on your way to success.
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Copyright © 2003 Pamela Heywood
Get All Good Things for Your Personal and Business Success My short, weekly, newsletter brings you help & resources you can use today ... Subscribe allgoodthings@sendfree.com
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This week's TIP
Creating an HTML slideshow
You can use the http-equiv refresh function in your <meta> tag repeatedly to load a succession of pages, creating a slide-show effect in your pages, in a different frame, or even in a popup!
Let's say you have four documents you'd like to use as slides: slide1.html, slide2.html, slide3.html, and slide4.html. When you set up your page, have slide1.html be the document that's called by the page where you want the slide show. For example: On index.html say: "Go here to see a slideshow!" then link to slide1.html. Next, open the slide1.html document and add this tag near the top:
<meta http-equiv="Refresh" CONTENT="3;URL=slide2.html">
Next, open slide2.html, and add this near the top, and so on:
<meta http-equiv="Refresh" CONTENT="3;URL=slide3.html">
If you want the slide show to end with slide4.html, don't insert the <meta http-equiv> tag there. If you want it to loop back to the first slide, add the tag and send it to slide1.html. This sets up a slide show in one frame that switches to the next image every 3 seconds. You can of course play with that number to fit you needs.
Remember, you can use more or less than 4 slides. It doesn't matter. Just make sure to change the URL each time so it doesn't go backwards!
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Second ArticleHow To Choose A Business Name
Choosing a name for your home business is often a hard
task for many new entrepreneurs. They want a cutesy catchy name that will get attention. But, alas, that cute catchy name might sound nonsensical and turn off potential clients looking for the services of an established, reliable, professional.
THINK ABOUT IT!
Your business name will have it's own identity.
It's own bank account.
It's own checking account.
It's separate bills.
It's own reputation. |
So, in fact you are creating a brand new Identity with it's own' UNIQUE circumstances. Take this into consideration when choosing your business name.
Most business experts believe you should choose a name that expresses what your business is about. Therefore, if your name is Mike and you are a auto-repair man. You would call your business "Mike's Auto-Repair Service. Or if your name is Bonnie and you were a hairstylist, you might call your business "Bonnie's Hair Design.
Our friend Artie is a free-lance web designer. Who's well known for his speed and accuracy. A good name for his business might be "Artie's Rapid Web Design. Any one reading his business card or Ad would know immediately what his business is about.
On the other hand you want to select a name that will
not tie you down. Many entrepreneurs start out in one business area and wind up in another direction. Say you are like our friend Artie who started out designing web-sites for new businesses Online. Later on, Artie decided to teach web design and write ebook tutorials. Our friend Artie could easily expand his services and keep the original business name because it was general enough to fit the new direction his business took.
When you find a perfect name be sure to register it
with state and local offices. This registration is called DBA. Doing Business As, this protects you from others using your perfect name and gives you the legal rights to do business using this business name.
Also, make sure that business name is not already registered to someone.
Contact your local city and state offices for the correct procedures and proceed to register your name.
Now, it is completely legal for you to open a bank account, credit account, arrange for checking accounts, lease
equipment, setup a telephone line under your new business name.
Let's Review:
-Decide You Want A Professional Name That Gets Attention.
-Select A Name That States Exactly What Your Business Is About.
-Make Sure The Name Allows Business Growth To Other Areas.
-Make Sure The Business Name Is Available.
-Register Your Name With Your Local City And/Or State Office. |
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BB Lee is Editor Publisher Of SmallBizBits FREE Home Business Newsletter. Subscribe Now For The Latest Home Business News And Advice.
Visit at: www.angelfire.com/zine/smallbiz
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just underwent major surgery on my face this Tuesday. Without so much as even local anesthesia!
k. It wasn't really major surgery — just a partial shave. But I still could have used that anesthetic. Quite a bit of my full beard is gone and I now sport a smashing goatee!
his really is a huge face-lift for me. I grew my first beard at 21 and have been pretty much furry-faced ever since. Everybody says they love the goatee and that I look 10 years younger, so apparently that really was just what the doctor ordered! However, I still would have liked some anesthetic.
ust as my face was long overdo for a change — sometimes our Web sites, too, need a face-lift. This can be as simple a changing colors or a radial change in design! Keep your visitors coming back by keeping your Web site fresh.
