Baker's Dozen INDEX
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 provide service.
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 in marketing.
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 about People:
Thing #1. People procrastinate over making any "thinking" decision
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 similar.
"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 side.
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 audience wishes.
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 - still, possible.
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 with you.
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 listen!
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 get it!
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 set.