John's HOT NLP Tips February 2010 Issue
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| 3. MY 12 MOST IMPORTANT BELIEFS ABOUT MARKETING- Peter Schaible |
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LISTENING TIPSby Barbara SteppRecently, I met with a client, who was concerned that his wife tells him regularly that he is not listening to her when they have a "conversation". This was causing a great deal of stress in the relationship. I paid ATTENTION and became AWARE of his patterns. He was going inside and deep in his own thoughts. He confirmed this verbally. So, I gave him the following simple and basic suggestions: Avoid thinking about or formulating your response while the other person is speaking. (Which he admitted doing) Avoid arguing mentally. Avoid analyzing their statements. (He said he did this also) Avoid mind reading and taking comments personally. Simply ask them, "What do you mean?" Shut off your worries. Stay in a positive state of mind. Your fellow communicator will notice the non-verbal messages and you will lose connection with them. Especially in our United States society, we like eye contact. When we are de- focusing our eyes, stuck at ear level, or looking away, it can mean to the speaker that you are not with them…not listening. So look at them. Acknowledge them. Respond to their communication with occasional interjections like "yes", "I see", "I agree", etc. My client followed these simple suggestions. He told me that his wife noticed it right away and their conversations are now really conversations. He marvels at how much more pleasant their interactions are, and how much nicer she is to be around. :. ©2010 Barbara Stepp
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My 12 Most Important Beliefs About Marketingby Peter Schaible
I owe a debt to many, and at this juncture, it’s almost impossible to know accurately which of these “truths” to attribute to whom. Among the many “influencers” are Michael Gerber, Bill Myers, Dan Kennedy, Gary Halbert, John La Valle, Fred Gleeck, Jay Abraham and others. In some cases I have had to separate the style and personality of the man from the sagacity of the message. Wisdom can come from many places, and even a broken clock is right twice a day. I like to reread these from time to time. I offer them to you for your consideration: 1. Marketing is a total system of business activities that plan, promote and sell need-satisfying products and services to present and potential customers. 2. Every successful business lives or dies with the customer. 3. We all buy things to fill emotional needs and desires that we’ve been developing all of our lives. We buy commodities, not for what they are in themselves, but for what they symbolize. 4. Every commodity is a symbol for emotional satisfaction. Buying decisions are emotional commitments to gratifying perceived needs and desires that we are often unaware of having. 5. Your customer doesn’t necessarily want what you think he or she wants. Often, they don’t want what they think they want either. It goes much deeper into the emotional realm. 6. Your customer, first and foremost, is a complex emotional being. Your customer is a person, even when you’re marketing an industrial commodity to another business. You don’t sell to other companies or industries, you sell to other people. 7. The buying decision is made instantaneously in the unconscious mind. 8. Buying decisions are a response to an emotional need that we later try to rationally explain. 9. Reality is a matter of perception. What the customer perceives to be real, is real. 10. The customer is always right because her perception is her reality. Even when the customer is wrong, she is still the customer. 11. Your entire business is your product, not just the commodity that you’re selling! 12. Your business is in the business of selling your business! If you agree, we would probably work well together. Many copywriters begin an assignment by trying to learn everything they can about the product. That’s only part of the job. In order to write effective, persuasive copy, I want to know everything I can about the target customer:
My goal is always to organize the sales letter around the customer. People are self-absorbed. People sort incoming communications for self-interest. Your customer doesn’t care about your product. He only cares about his own gratification. “Don’t tell me about your grass seed,” he says, “talk to me about my lawn.” What he really means is (although he doesn’t consciously know it), “Don’t tell me about your grass seed, appeal to how a beautiful lawn will make me the envy of my neighbors and compliment my self-image as a prosperous, successful person.” ©2010 Peter Schaible
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