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Marketing is More Effective When You Sell Not Tell

by | Feb 27, 2023

Hello and welcome to another episode of Stay Hungry.

I was driving back from Gatwick Airport yesterday and saw one of those electronic traffic boards.

It said, ‘don’t use your phone while driving.’ 

I’ve talked about this before, but people don’t like being told what to do. Or, in this case, what not to do.

It’s human nature. From birth we have parents and then teachers telling us what not to do.

Usually accompanied by a pointing finger. Quick tip for you there. Be mindful of pointing a finger when you’re talking to someone. Even if you’re doing it to get a point across. Subconsciously they won’t like it.

In the case of the traffic sign, it would be more productive to say using your phone whilst driving causes accidents. It’s why the old drink driving ad campaign changed from ‘don’t drink and drive’ to ‘drink driving wrecks lives.’

Do you see the massive difference? Selling rather than telling.

Conveying the outcome of what can happen. It’s no different in your marketing.

“Don’t” is a bad way to start any sentence. Yet, we often do it. And then forget to highlight the reason. The payoff.

Because there’s so much noise to cut through, you have to get your point across quickly and clearly.

Otherwise. They won’t see it. This is what can happen if you don’t do this.

Consider only going into War and Peace after someone’s has been hooked in. The time for the nitty gritty ain’t at the front end.

I personally find this hard. I desperately want to go into detail thinking more information equals more convincing.

When the reality is you can say nine great things, but if the tenth hits a wrong note. Sale lost. Showing the outcome and keeping it simple is what works. It always has.

Now if you want twenty twenty three to be your best year ever, we can sort out a free Discovery Call for you. By clicking the button below. 

But until next time, Stay Hungry.

Codebreak - Stay Hungry - Direct Response Marketing

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