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E-ssential
Message # 099:
The psychology behind 'new & improved'.
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| The ancient part of your brain that influences your behavior in potentially dangerous encounters also influences your response to anything 'new and improved'. |
In 'why little questions get bigger sales', I explain why your prospect's amygdala -- the most primeval part of the brain -- is the reason a commonly taught sales technique doesn't work. In this newsletter, I explain why your prospects' amygdala is the reason a commonly used marketing technique, (when used judiciously), does work.
According to Laurence Gonzales in his 'Deep Survival' article in Adventure Magazine, ' when we become aware of something unfamiliar -- when a strange animal or potential mate wanders by -- we turn our attention toward it and focus our attention. All animals exhibit this so-called orienting behavior.'
Including you -- and your prospects.
It isn't just danger that triggers this response. Anything new will do it -- from refreshing your website, updating your products and services, to evolving your messaging.
But you also need to be careful with this. Creating change for change's sake will have the opposite effect in the long run. And of course, you always want to stay true to your core differentiation, purpose and brand.
So, what are you doing that's (genuinely) new and improved?
Essentially yours,
Who is Michel Neray and What's The Essential Message?
The Essential Message is about discovering your true differentiation and then learning how to communicate it in the most compelling way. But higher sales, greater alignment of sales and marketing and a stronger brand position aren't the only reasons why so many independent professionals, entrepreneurs and emerging companies rave about The Essential Message.
Clients also say that one of the biggest advantages of the Essential Message approach is how it helps them gain the confidence, momentum and resilience that can only come from being absolutely clear about their strengths and unique difference – as companies and as individuals.
The Essential Message was created by Michel Neray based on 25 years as an award-winning copywriter, an entrepreneur, a tradeshow pitchman and a senior sales and marketing executive. (He also rides motorcycles, does whitewater canoeing, and has his 2nd degree black belt in karate.)
For information about our corporate facilitation, copywriting and consulting services, or booking Michel to speak at your conference, please call 416 534-4766 or link to www.EssentialMessage.com.
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