Things to Know about People Part I
Marketing is a people business. People make things happen.
And although this is a time when both quality and service are "expected",
we must always remember it is people who create quality and people who
Over time I've watched, listened, worked with, talked to and been a part
of a number of people groups. Sometimes it was a large bunch - often just
a handful. Combined with my two plus decades of presenting seminars, it
has been quite a learning, as well as sharing, experience.
From this I've learned a few things. A few things about people. As you
spin through this list you'll soon note all don't apply to any single
person. Each is individual to the individual. At the same time, everyone
has a group of these traits in their make-up. And it does affect
how people make buying decisions. Frequently important to those of us
The collection is 26 in total - divided into Part I and Part II of the
Baker's Dozen Series. Here is the first group of Things to know
Thing #1. People procrastinate over making any "thinking"
If it is going to take brain power, you are going to have to write stronger
and say it better, if you are to gain immediate action. You must give
your audience a reason (or several!) to respond now.
Delay is amazing to me. As frequently there is a direct and immediate
benefit in acting "now". You earn or make or save or enjoy today.
And if you do not, it will go away. Still, know, some people procrastinate.
That's just the way they are.
Thing #2. People are skeptical of anything new
This truly means anything new. New people. New products. New services.
A new offer. Your new idea or way to do something.
Know that people are many times happy with just where they are today.
They don't want to think about learning or meeting or trying or being
with anything or anyone new. It's different. It's a change. And a large
group of people are uncomfortable with different, and change.
If you want your marketplace to make a decision in your favor, present
your message with a most believable, and very strong, offer.
Thing #3. People follow leaders
Not only people, also companies and products who are leading. Or, those
who are perceived or "considered" leaders.
There is talk at every level in life of "leadership". From
the school playground to the corporate board room. In sports, music, government.
Retail. Wholesale. Within every brand and every category.
When you position yourself, your company, your product, your offer as
a leader ... and can prove it ... not just say it ... you will be way
ahead of the game. And your competition.
Thing #4. People prefer the comfort of unity
My way of saying unity is "Two-Getherness". Meaning people
like to be with other people like them. That's why they group with others
"Two-Gether" also refers to marketing & sales working "Two-Gether".
You working with your client "Two-Gether". Teams are successful
when they perform "Two-Gether".
It happens all 'round the world. Schools get built where there are families
with kids. Restaurants are located where people need, or want, to be fed.
Churches go up where people of that faith live. Know this about audiences
... they group "Two-Gether".
Restaurant Row in your city is not an accident. Nor Wall Street. The
Automobile Mall was planned. Like things come "Two-Gether".
People do to.
Thing #5. People are sometimes flat-out lazy!
Yes, all of us are lazy some of the time. Yet, there appears to be a
breed of folk who practice lazy as a habit.
Lazy is not procrastination - that's planned. Lazy is not making a move.
Not thinking. Not acting. Letting things just flow, with no thought to
direction or reason. Lazy is truly being out of control - on the sloooow
Know this as you reach out to your marketplace. And, make it easy to
do business with you - so you can catch this lazy bunch, too.
Thing #6. People glance at, more than read, what you present to
them. And then say ... "I don't understand this message."
Even when your marketplace asks you to send them your message, much of
the time it is not read. It, instead, is "looked" at.
Which, of course, is exactly why they don't understand it ... they do
not read it!
What this says is you must go to extremes to make your message readable,
so when it is read, it will be totally understandable. Not always an easy
task ... it takes copywriting skill to be both readable and understandable.
Know this fact. Then work at making your writing as easy to read as your
Thing #7. People say: "And besides, I've had a rotten day and feel
really crummy." And, "Furthermore, I didn't ask you to send
me this message."
Everybody has a bad day now and then. Which, of course, has nothing to
do with anything. It is an excuse, not a reason, for not replying to your
offer. Still, people will say just that. So, what do you do? Make your
message a happy one!
Next they'll say you're sending them too many messages. And they certainly
did not ask for this one! All of which is possibly true. Not likely -
What is equally true is that if you don't get your message to your audience,
they will complain they didn't hear from you. Do make certain your message
goes to the right people ... every time ... and you are much less likely
to hear any complaints. Instead, you'll enjoy positive responses.
Thing #8. People like grooves and formulas and niches
My seminar experiences have taught me this; lists of things to do or
know or follow work well in marketing & sales.
Such as the 5 easy steps. The 4 point plan. 10 things to know. This Baker's
Dozen with 13 points is not an accident.
People like lists. Lists give control, and direction. When you give your
marketplace a formula to follow, or a list of reasons of how they'll benefit
by buying from you, it helps them make a decision.
Give people a list - directions to follow - and there is a good chance
you've got them!
Thing #9. People like the feeling of power and control
People want to make their own decisions. They want to feel they are in
control. That they are important. And, of course, they are!
For without prospects, you don't win new customers. Let your marketplace
know you know they are the reason you are in business. For without them
you will have no business!
Share"everything" with your audience. Certainly don't hide
things. Show them the good reasons to do business with you. And be open
about those points where you are not the leader.
Acknowledge competition. Hey, it's there - everyone knows it. Pretending
you don't have any competition is folly anyway.
Be open. And let people who buy from you "tell" you what they
want, need, will do, won't do. Give them power. Give them control. And
watch them respond in kind to you!
Thing #10. People respond best to limited offers
This is most interesting. Why? Because limited offers take all power
and all control away!
Yes, this one of those oxymoron - and still very true - marketing matters.
Offers with limits most often gain more response than those without.
Limited time offers (you must respond by "X" date) and limited
number offers (there will only be a set number available) urge people
to take action ... now ... before the opportunity slips by. And, the person
making the offer is in complete control. Still, they work.
Thing #11. People worry over decisions and changes
There is a group of your prospects who are worry worts.
They do "What if" thinking: "What if I make this change
and it's wrong?", or "What if I make a decision in that direction
and it doesn't work?" Most of us worry some of the time. There's
a group that worries a lot.
A good way to take worry away is with a case history story, an example,
a testimonial or two. These activities allow people to become comfortable
Thing #12. People avoid risks and threats
There are only a very few leading edge people ... people who will make
a move to something new before it is proven.
This is especially true today with all the leading edge hi-tech products.
Even some of the low-tech products have more buttons and bows then some
no-tech machinery of not too long ago. The new appears "risky".
You don't win with these people when you threaten they'll be left behind.
Instead, you convince, you prove, you persuade, you even sell. Never threaten.
And ... know you can get these people with an ongoing and politely persistent
message. Repetition builds your reputation.
Thing #13. People give incomplete attention to your message
If this wasn't so true it would be funny.
Many, many people do not pay attention. If they did, it would help them
in their decision making and risk avoidance. Simply said, people don't
Earlier we shared many are not reading what you wrote. Now I'm saying
they're not listening to what you're saying, either. No wonder they don't
Be aware of this about your marketplace, and be prepared. In fact plan
- to repeat your message over and over again and again. Until they get
it. It's called the Coca Cola Theory ... where every day of your life
you'll see or hear some message about Coke. Well, the same concept applies
to you. No matter your size - repeat your message - repeat your message
- repeat your message.
That's it for Part I of this Baker's Dozen Collection; Things to
know about People. I'll be back next time with the rest of the