Unspoken Marketing Secrets 1345

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Introduction WhatyounowhaveinyourhandsissomethingInever thoughtIwouldeverrelease. Thisinformationisextremelypowerful. Useitandyoucanincreaseyoursales. Useitandyoucanbetterunderstandpeople. Useitandyoucanalmostruletheearth. WhenIfirstcameupwiththeseinsights,Ishowedthebare listtotwomarketingconsultants.Theybothaskedmenotto publishit. Ithenshowedittoanon-marketingperson.Hesaidhewas goingtoprintthelistandtapeittohiscomputer,sohecould refertoiteveryday.Apparentlythereisrealdynamitehere. Itscaressomepeople.Itinspiresothers.  Afterwritingelevenbooksonmarketing,readingseveral  Afterwritingelevenbooksonmarketing,readingseveral hundredotherbooksonpersuasionandpsychology publishedoverthelastcenturyandahalf,andspending morethantwentyyearscreatingadvertisingandpublicityto convincepeopletodowhatmyclientswanted,Isatdown andcompiledthelist. Youcouldprobablybuildanentiremarketingcampaignor improveanexistingonewithanyoneoftheseinsightsinto humannature.Sincethelistbyitselfwon'tgiveyouallyou needtostartincreasingyoursales,I'vetakenthetimeto brieflyexplaineachtruisminthepagestofollow.

Introduction WhatyounowhaveinyourhandsissomethingInever thoughtIwouldeverrelease. Thisinformationisextremelypowerful. Useitandyoucanincreaseyoursales. Useitandyoucanbetterunderstandpeople. Useitandyoucanalmostruletheearth. WhenIfirstcameupwiththeseinsights,Ishowedthebare listtotwomarketingconsultants.Theybothaskedmenotto publishit. Ithenshowedittoanon-marketingperson.Hesaidhewas goingtoprintthelistandtapeittohiscomputer,sohecould refertoiteveryday.Apparentlythereisrealdynamitehere. Itscaressomepeople.Itinspiresothers.  Afterwritingelevenbooksonmarketing,readingseveral  Afterwritingelevenbooksonmarketing,readingseveral hundredotherbooksonpersuasionandpsychology publishedoverthelastcenturyandahalf,andspending morethantwentyyearscreatingadvertisingandpublicityto convincepeopletodowhatmyclientswanted,Isatdown andcompiledthelist. Youcouldprobablybuildanentiremarketingcampaignor improveanexistingonewithanyoneoftheseinsightsinto humannature.Sincethelistbyitselfwon'tgiveyouallyou needtostartincreasingyoursales,I'vetakenthetimeto brieflyexplaineachtruisminthepagestofollow.

 Atonlyonedollarperinsight,you'vemanagedtograba  Atonlyonedollarperinsight,you'vemanagedtograba bargain. Pleasekeeptheseinsightstoyourself.Theyarehard earned,youpaidforthem,andtheycanbeincredibly persuasiveintherighthands. Meditateoneachoneofthem. Heretheyare…

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplecanbepersuadedtoyoursidewithagoodstory." Inmybook,"TheSevenLostSecretsofSuccess,"Iexplain thatoneofthelostsecretsisstorytelling.Peoplewilllisten toyouandabsorbyourmessageifyouclotheyourintentin anabsorbingstory.Oneofthereasonsoneofmysales lettersiscopiedsomuchisbecauseitbeganwiththe phrase,"I'mnearlyintears..."Thatopeningsuggestedthata storywastofollow,notasalespitch.Thenexttimeyouwant topersuadesomeonetoyourwayofthinking,consider explainingyourpositionwithastory.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplewanttobeloved." Whenmyfatherwasbuildingahouseforhisfamily,the electricianhehiredbecamehisbestfriend.Theyate together,madewinetogether,drankittogeth together,madewinetogether,drankittogether,andlaughed er,andlaughed andtoldstories.Myfatherlistenedtoanythinghisnewfriend toldhim,becausemyfatherwantedthefeelingofbeing loved.Healsowantedasoundhouse,ofcourse,buthewas onlygoingtohiretheelectricianhetrusted,whichofcourse wastheelectricianwhoshowedthemostloveformydad. Neithermanwouldeversaytheyfeltlovefortheother,but deepdown,justlikeeveryoneofus,whattheylongedfor waslove.Helpyourcustomersfeellovedandtheywillpay youingold.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peopleidolizethepast,complainaboutthepresent,and fearthefuture." Ioftenhearpeoplesayweliveinstressfultimestoday.A quicklookathistory,however,revealsthatwearericher, healthierandhappiernowthanatanytimeinworldhistory, ever.Yetwealllong"forthegoodolddays."Andweall complainaboutthepresentandfearthefuture.Ifyouwantto makemoresales,tieyourproducttothenostalgiaofthe past,orurgepeopletobuynowtosolvetheagonyofthe present,orconvincethemthatyourbusinesswillmakethe uncertainfuturelessrisky.Untilmorepeopleare enlightened,andrealizethatnowisthepointofpowerand themomentofgreatestjoy,youcanincreaseyourprofitsby playingtowhatpeoplealreadybelieve.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peopleneverquestiontheirownbeliefs,sodon'ttryto changethem." Socratesencouragedustoknowourselves,butmostpeople don'trealizetheyarefishinapool.Theydon'tquestion beingafishorseethewater.Weareallinatranceofone sortoranother,believingwearedoctors,lawyers, salespeople,orwhathaveyou.Thedeepestbeliefsour parentsgaveusarerarelyquestioned.Ifyouwanttomake moresales,don'ttrytotellpeoplethatwhattheybelieveis wrong.You'llbespendingmoneytopersuadepeoplethat youareright,whichwillirkthem.Instead,letthembelieve whattheylike,andsellthemintermsoftheirexistingbeliefs.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplewilldenythatadvertisingworkswhilerespondingto ads."  Afriendofminesaysshehatesjunkmail.Shegoesoutof herwaytogethernametakenoffmailinglists,tothepointof sendingcertifiedletterstomagazinesandbanksdemanding thathernameneverbesold.YetI'veseenherrespondtoan offerinthemailthatwastargetedtoherinterests.Andone dayIheardherbraggingaboutanewrazorshewasusing onherlegs.WhenIaskedwhereshegottherazor,shesaid itwassenttoherinthemail.Neverbelievethatpeopledon't respondtoadvertising.Theydo,aslongasitistargetedto theirinterests.Whenitisn't,it'sjunkmail.Whenitis,it'sa sale.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplewillmentallyfillinholestocompleteastoryorsales pitch."  AftermygirlfriendandIsawtheremakeofthemovie,"The PlanetoftheApes,"wehadcoffeeandtalkedaboutthe movie.Therewerenumerousholesinthestory.Whatwedid wasfillinthoseholeswithourownguessesaboutwhat shouldhavebeeninthemovieitself.Thishelpedusbetter enjoywhatwasultimatelyadisappointingmovie.Peopledo thesamethingwithyourbusiness.Ifyoudon'tgiveenough detailsinanysalespitch,whetherwrittenorspoken,people willfillintheholesinyourstory.Iftheylikeyouandwantto  justifydoingbusinesswithyou,theirexplanationswillbe flatteringtoyou.Iftheydon'tlikeyouanddon'twanttodo businesswithyou,theirexplanationswillbeharmfultoyou. Thisistricky.Youwanttogivepeoplealltheinformationthey needtomakeathoughtfuldecision.Andyouwantthis informationtobepositive.Ifyouleaveanythingout,you betteratleasthintthatwhatyouleftoutisgood.Beaware.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplewilltendtosayyesifyoustartthemsayingyes." PopularstagemagicianC.J.JohnsonandIwerehaving lunch.Hetoldmehehadagreatideaforanewheadline.It was,"Doyoumakeasmuchmoneyperformingmagicas yourneighborsmakewiththeirrealjobs?"ItoldCJIlikedthe headlinebutwantedhimtochangeitsoitcouldonlybe answeredwitha"yes."Hisexistingquestioncouldbe answeredwitha"no,"whichwouldputhisprospectsintoa "no"mindset.IsuggestedCJchangehisheadlinetoread, "Wouldyouliketomakeasmuchmoneyperformingmagic asyourneighborswiththeirrealjobs?"Nowpeoplecansay "yes"andgetintoa"yes"mindset.Oncethere,theywilltend tosayyesonceyouaskthemtobuy.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peopleonlydothingsforthegoodfeelingstheyget." Thinkaboutit.Whydidyoubuythenewcar?Orthenew dress?Orthenewtoolset?Youboughtitbecauseonsome leveltheitemwouldmakeyoufeelbetter.Mygirlfriendjust boughtanewlawnmower.Shewouldprobablyneveradmit thatbuyingitmadeherfeelbetter.Butthetruthis,notbuying itwouldmakeherfeelworse.Keepbothsidesofthisinsight inmindwhentryingtosellpeople.Remindthemofwhat happensiftheydon'tbuy(continuedpain)andremindthem ofwhathappenswhentheydobuy(pleasure).Focuson thosegoodfeelingsandyou'llincreasesales.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peopleonlybuyfrompeopletheyknow,like,andtrust."  Allsalespeopleshouldalreadyknowthis.It'sobviousmost don't.Onereasonyoushouldcontinuouslysendout postcardsoremailsorletterstopeople,whethertheyhave boughtfromyouyetornot,istogetthemusedtoyourname. Themoretheyhearofyou,themoretheywillbegintofeel theyknowyouandcantrustyou.IheardofGalleryFurniture inHoustonforfiveyears.ThefirstfewyearsIthoughttheir adswerenauseating.BythefifthyearIwasbuyingfurniture fromthem.Why?Icametoknowthem,likethem,andtrust them.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplewillpayanyamountofmoneytohavetheirinner stateschanged." Peoplearen'thappy.Theyhaveadesperate,black,sinking feelingwithinthemselvesthatsilentlygnawsatthem,saying, "Lifecanbebetterthanthis."They'llpayanyamountof moneytofeelbetter,oftenillegally.They'lllineuptotake terrifyingridesonrollercoastersorsitintheaterstowatch horrorflicksandscreaminfear.They'llpayyoutohelpthem feelanythingotherthanwhattheyfeelrightnow.Whenyou servethem,treatthemlikeroyalty.Whenyousellthema product,makesureitisofferedasfun,unique,or controversial.Changetheirinnerstateandtheywillmake yourich.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplemakesnapdecisionsaboutyouandyourbusiness basedonlittlethingsyouusuallyoverlook,eventhepaper stockofyourbusinesscard." Therearen'tmanyrestaurantshereintheTexasHill Country,whereInowlive.OnesmallMexicanrestaurantin thelocaltownlookslikeadump.Iwouldnevergothereon myown.Onedayalocalmerchantsuggestedwetrythe place,sayingitwasfantastic.Wetookhisword.Well,the foodwasglorious.Thethingis,thatrestaurantislosing businessbecauseitLOOKSlikeadump.Whilesituatedright attheonlyredlightintheentiretown,thebusinessoftenhas nocustomersatall.Itwouldbehoovethemtodressuptheir shop.Takeheed.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplepickuponyourenergy,morethanonwhatyousay ordo,anddecidetoworkwithyouornotbasedonwhatthey sense." Peoplearen'tstupid,thoughtheyattimesmaymakewhat appearstobestupiddecisions.Whenyoutrytosellthem, theyarelisteningtoyourbodysignals,voiceinflections, facialcues,andmuchmore---onlybarelylisteningtoyour words.Andwhenyousendthememailorsnailmail,they payattentiontohowyourmessage"feels."Theonlywayto handlethisinawaytoincreasesalesistobesincere.Ifyou don'tbelieveinyourproductorservice,don'ttrytosellit.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peopleknowwhenyouarelying,thoughsomemaymistrust theirowninstinct." Can'tyouspotaliar?Doesn'tsomethinginsideyousendoff awarningsignalwhenyouhearorreadsomethingsuspect?  AfriendofmineandIonceplannedtowriteabookcalled "RedFlags."Theideabehinditisthatweallget"redflags," littlewarningbells,thatnudgeustobeawareofdanger ahead.Thethingis,notallofuspayattentiontothosered flags.Whentryingtosellsomeone,keepinmindthatthey haveabuilt-in"RedFlagDetector."Don'ttrytocheatthem. Shootstraightandyou'llincreasesales.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplewantyoutodowhatyousayyouwilldowhenyou sayyouwilldoit;theywillrewardyouifyougoonestep furtheranddelivermorethanwhattheyexpectsoonerthan whentheyexpectit."  Autorepairpeoplestillhaven'tlearnedthistruism.When theysayyourcarwillbereadyatnoon,anditisn't,youfeel miffed.However,iftheysaidyourcarwouldbereadyat noonanditwasreadyateleven,onehoursooner,youwould bedelighted.Andifinsteadofgivingyouyourcarbackwith greaseonthesteeringwheelfromthemechanic'swork,and washedyourcarandgaveitbacktoyounotonlyearlybut CLEAN,youwouldfeellikedoingbusinesswiththemagain. Thepoint:Notonlydoexactlywhatyousayyouwilldo,but doitbetterthanyoupromise.Dosoandyou'llincreaseyour profits.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplecannottellyouwhytheybuyanythingorpredictif theywillbuysomething." Mostofusdothingsforreasonsotherthanwhatwethinkor say.Noonebuysanewcarbecausethey"needthe transportation."Iftheyjustwantedtransportation,abus woulddo.Theywantthenewcarforunconsciousreasons, whichtheycouldprobablyneverarticulate.IdriveaBMW Z3.Why?Probablybecauseitmakesmefeelyoungand sexy.ButIneversaidthattoanycarsalesperson!Bythe sametoken,peoplecan'tpredictwhattheywillbuy,either. Youcantakeapollandgetareadingthatsaysyourproduct willbeahit.Butbringouttheproductanditmightflop.The onlywaytofindoutifpeoplewillbuyyourideaistoactually putitupforsale.Anythingelseiswildguessingandwon't leadtoanyprofits.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplealwaysrespondtofreeoffersofsomething interestingtothem."  AesopMarketinghasmadeseveralofmye-books,suchas "HypnoticWriting,"globalbest-sellers.Oneofthereasons theebooksaresuchstaggeringhitsisthatAesopoffersat leastfivefreebonusitemswheneveryoubuytheproduct. Thesefreebiespushpeopleintobuying.Therearecountless storiesofpeoplewhoboughtaproductsimplybecausethey wantedthefreebieofferediftheyboughtit.Thisiscalled"the psychologyofthesecondinterest."Thefreebiehastobe somethingofinteresttotheprospects,ofcourse.Butoffera relevantfreeitemandyou'llincreaseyoursales.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplewillspendtheirlastdimetobeentertained." Mostofusareboredsilly.Wearestarvingforsome excitement.Mostofuswillspendmoneyonhobbies, movies,food,sex,drink,orheavenknowswhat,allinan attempttobeentertained.Addsomeentertainmenttoyour businessandyou'llincreaseyourbusiness.It'snoaccident entertainersaresomeofthehighestpaidpeopleinthe galaxy.Theyareprovidinguswhatwedesperatelywantand willspendourlastdimetohave:Entertainment.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplewanttobehappy.Period." Thoreausaiditbestwhenhesaidthemassofmen(he meantwomen,too,I'msure)leadlivesofquietdesperation.I learnedmanyyearsago,whilestudyingtheOptionMethod inMassachusetts,thatmorethananythingelseintheworld, peoplewanttobehappy.WhenIgotoanyplaceof business,iftheclerkorownerorpersononthephoneisupbeatandfriendlyandmakesMEfeelup-beatandhappy, they'llgetmyrepeatbusiness.Howcanyouhelppeoplefeel happy?Treatthemwithrespect,showyourhumor,and radiantyourownhappinessandyou'llattractmoresales.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplewantlowpriceswhilestillwantingthebestdeal." Weallwantabargainbutnoneofuswantcrap.Inother words,whilepeoplemaypriceshop,theyalsowantthebest value.Youcanloweryourpriceandmaybegetmoresales, oryoucanaddvaluetoyourserviceandgetmoresales.A "gooddeal"doesn'tmeanlowestprice.Itmeansthe customergotthemostvalueforthelowestdollar.Don'tbe quicktoslashprices.Bequicktoaddvalue.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplecantellifyoudon'tbelieveinyourproductor service." Yourlackofbeliefinyourbusinesswillalwaysshow.You'll hirethewrongpeopletowaitoncustomers.You'llorder inferiorparts.Yourenergywillbelow.Yourwebsitemaynot havethezipitneeds.You,ofcourse,maynotbeawareof anythingmorethanthefactthatyourbusinesssucks.Your customersandprospects,ontheotherhand,willknowthat youdon'tbelieveinyourbusiness.However,believeinyour businessandyou'lldomoreoftherightthingsandattract moreoftherightprospects.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplerespondtoflattery." Youarereallysmarttobereadingthis.Fewpeoplearewise enoughorawareenoughtosign-upforaweeklyezinethat willhelpthemearnmoremoneyandleadhappierlives. You'retheexception.Andlikeeveryoneelse,youliketo thinkyou'resmart,hip,sexy,popularandotherpositive traits.Notehowyoufeltwhenyoubeganreadingthisweek's commentary.Didn'tyoufeelgoodasyouread"Youare reallysmarttobereadingthis"?Didn'tyoualsofeelgood aboutMEfornotinghowsmartyouare?Everyoneresponds toflattery.You.Me.Everyone.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplerespondtoenthusiasm." "Steprightup!"isthecryofthecarnivalpitchman.One reasonhe(orshe)isabletoroundupacrowdquickis becauseofhiscontagiousenthusiasm.Showyourfire,your heart,yoursoul,yourLIFEENERGY,andyou'llpullpeople toyoulikefillingstoamagnet.Iwasnick-named"Mr.Fire!" manyyearsagobecauseofthe"fire"Ishowedinmytalks. ThatenergywassimplymynaturalenthusiasmforwhatI hadtosay.Showitandyou'llsellmore.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplebuyforemotionalreasonsandjustifytheirdecisions withwhateverlogictheycanfindorcreate,nomatterhow ridiculous." We'reallinatranceofonesortoranother.You.Me.Your neighbor.Yourlargestoperatingsystemisentirely unconscious,meaningyouhavelittleideawhyyoudowhat youdo.Hypnotistsknowthis.Whentheyputsomeoneintoa tranceandcommandthemtolater,whileOUTofthetrance, goopenawindow,thatpersonwilldoitwithoutathought. Whenyouasktheperson,"Whydidyoujustopenthe window?,"theywillsaysomething,anything,andthinkthe answerisrational.Theywillhavenoideathattheyoperated foranunconsciousreason.Peoplebuyforemotional reasonsandjustifywhattheydowithlogic.Toincrease sales,coverboth.Giveplentyofemotion,butalsogive plentyoffactssoyourprospectcanjustifywhatheorsheis abouttobuy.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplewillneverarguewithyouifyounevermakethem wrong." Whensomeonecallsyouandcomplains,listen.Don'targue. Don'tmakethemwrong.Aslongasyoucanremainneutral, youwillresolvetheissueandwinafriend.Thissame principleworksineveryaspectofyourlife.Itmaybea challengetodo,becauseyouhavetokeepyouregoin check.You'llwanttoberight.Whetheryouareornot,be quiet.You'llwinthe"argument"ifyoudon'targue.Besides, arguingjustescalatestheargument.Neitherofyouwillwin, andyou'llloseacustomerforlife.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplealwaysactforpositivereasons,evenifthebehavior isnegative." Someofthesetruismsaretoughtoswallow."Peoplealways actforpositivereasons."ALWAYS?Yes,always.No exceptions.Eventhepersonwhoishurtinganotherisin somewaycryingout,intheonlywayheorsheknows,tobe heardortoexpresssomething.Thepersonisn'twrong;their behavioris.Closertohome,anemployeewhodoesn'tdohis  jobmaystillbedoingthebesthecan;thecustomerwho routinelycomplainsmaystillbedoingthebestheorshecan. Thepointistonotcondemnthepersonatall,andto separateoutwhattheydo.Focusontheiractivity,don't  judgethem,andyou'llkeepyourlifeandbusinessafloat. Peopleworkperfectly.WhenwhattheyDOdoesn'twork perfectlyforyou,findoutwhatthepersonneedstoachieve whattheyaretryingtoget,andhelpthemgetit.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplewillreadanylengthofsalescopyaslongasitis interestingtothem." I'malwaysamazedthatbusinesspeoplestillquestionthis truism."Mycustomerswon'treadoveronepage,"I'moften told.Really?Thosesamecustomersreadmagazines, newspapers,onlinejournals,andevenfull-lengthbooks. Whywouldn'ttheyreadalongsalesletter?Answer: Becauseyou'reboringthem.Writewithhumorandbenefits andyoucanholdanyone'sinterest.I'vewrittenone-page lettersand32-pagebookalogs.Ingeneral,longercopy alwayssellsmorethanshortercopy.Thetrickistobe interestingtoyourprospects.Borethemandyou'velost them---aswellasyoursales.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplewillrespondtoyouifyougetoutofyouregoand intotheirs." Whowouldyourathertalkabouttoday:Meoryou?I'm bettingyou'dmuchprefertotalkaboutyourself.When someoneshowsyouagroupphotographofyourfamily, whosefacedoyoulookforfirst?Yours,ofcourse.Whenyou aretalkingtoprospects,writingtocustomers,orinanyway interactingwithpeople,focusonTHEMandyou'llincrease yoursales.Why?Becausepeoplequitenaturallyare interestedinthemselvesfirst.It'snotwrong.Infact,it'sakey toyourwealth.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplewanttoberecognized." CarlStevensisafamoussalesperson,author,speaker,and trainer.Heoncetoldmethatheenteredandwonasales contestnotforthetriptoHawaiithatthewinnerwould receive,butfortheattentionhegotfromhispeersforbeing thebestsalespersontheyhad.Strokingegoscanbeabig moneymakerforyou.Recognizeyourcustomers.Oneyear thefirstbirthdaycardIreceivedfromanyonewasfromRadio Shack.Thatwasfiveyearsago.Iwasneverafanofthem untilthatmoment.Acknowledgeyourcustomersandyoucan keepthem.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peopleareinterestedinotherpeople." Gossipremainsalivebecausepeopleliketohearabout otherpeople.Wearealwaysfirstinterestedinourselves,and secondinterestedinothers.Onereason"Biography" magazineremainssopopularisbecauseitis,obviously, aboutpeople.Don'tbeafraidtoletyourcustomersknow aboutyou,youremployees,orevenothercustomers.Itcan beawaytocreaterelationshipsandincreasesales.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peopleareinterestedinthenew,theoff-beat,theunusual."  Addtheword"New"toyourheadlineandyou'llgetmore peoplereadingit.Onereasonwebuynewspapersisforthe "news."Butwe'realsolookingforunusualstories.Theother nightmygirlfriendandIsawanindependentfilmabout animalcommunication.Initweheardofacatthatdesigned abuilding.That'sright,thecatallegedlydrewtheplansfor thebuilding.NowTHAT'Sanunusualstory,anditcaptured theattentionofeveryone,whetherwebelieveditornot. Keepthistruisminmindwhenyoucreateyourmarketing andyoucanincreaseyourresponse:Peopleareinterested inthenew,theoff-beat,theunusual.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplelovefoodandwillreadarecipestuckinasales letter." Publishacookbookandyoucangetmoreattentionforyour business,nomatterwhatitis.Addarecipetoyoursales letter,monthlynewsletter,oreveninanyconversation,and you'llattractmorereaders.Thisisacoolwaytopullpeople toyou.Irememberbeingatagiantconventionwitha thousandboothsallwantingpeopletovisitthem.Theone booththathadthemosttrafficwastheonegivingaway popcorn.Inshort,foodcanincreaseyoursales.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplebecomeinformationjunkieswhentheyare interestedinbuying." IwasinAustraliahavingdinnerwithfamedmarketingguru WinstonMarshwhenheutteredthebrilliantphrase,"People becomeinformationjunkieswhentheyareinterestedin buying."He'sright.Whensomeoneisinterestedinbuying yourproductorservice,theyarethenamagnetforanyfacts relatedtothatproductorservice.They'llreadlongcopyand evenentirebooks.Don'tbeafraidtotellyourstoryin completedetail.Itwillincreaseyoursales.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peopleuniversallyfeeldeprived." Fewofusaresatisfied.Wefeelcheatedbylife.Weexpect moreandfeeldeprivedwhenwedon'tgetit.Wearemuch likebabiesinadultbodies.Tomakemoremoney,help peoplefeelfulfilled.Servethem.Cherishthem.Givethem morethanwhattheyexpect.Surprisethemwithlittlegifts, notes,orevenvisits.Showyoucare.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplewillreadanadifitdoesn'tlooklikeanad." "Advertorials"---adsdisguisedtolooklikearticlesina magazineornewspaper---pullupto500timesmorereaders thantraditionalads.Thishasbeenprovenoverandover againbyad-mangreatssuchasJohnCaplestolittleole'me. Ifyouwantmoreresponse,putyouradintheformofan article.Simple.Yeteffective.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplewillbelieveanewsstoryoveranadvertisement handsdown." Whilereportersarenotaslikeytogetthefactswrongas anyoneelse,theyarebelievedhundredsoftimessooner thanacopywriterwritinganad.Ifyouwantthepublictopay attentiontoyou,getpublicityforyourself.Whenareporter saysyourproductisgreat,peoplewillbelievehim.Whenyou sayit,itisquestioned.P.T.Barnumsaidoneofthegreatest keystohiswealthwasthepress.Itworkedinthe1800s.It willworktoday,foryou,aswell.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplearecollectorsofsomething,whetherofbooksor thimblesorrecipes,thoughtheymaydenyit." Itoldthistruismtoafriendandhesaid,"Yea,peopleare funny,butIsuredon'tcollectanything."Yetonhisselfwas everyvideointheJamesBond007series.Ifyouwanta quickwaytogetrich,findoutwhataspecificgroupofpeople arecollectingandsellthemsomethinginthatsame category.Writeabookletabout007andyoumaygetmy friend'smoney.Findpeoplewhoalreadybuyweight-loss productsandyoucanprobablysellthemanotherweight-loss product.Whiletheywouldneveradmitit,theycollectweightlossproducts,inthehopeoneofthemwillonedaywork.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplewillcontinuewithabadhabituntilithurts." Ittakesalotforpeopletochange---usuallyalotofpain. Don'texpecttoseeanyonechangesoon,butdoexpectto sellthemwaystoeasilychange.Sellthemthedreamand they'lllikelybuy.Tellthemitwilltakehardworkandtheywill rarelybuy,evenifthat'sthetruth.Respectthefactthat peoplewillcontinuetosmoke,drink,over-eat,orwhatever theythinktheirbadhabitis,andcontinuetoofferthemquick solutions.They'llbuy,andonedaytheymayevenchange.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplewilldowhateveryouwantaslongastheydon'thave acounter-thoughttoyourrequest.Handletheobjectionand theywillcomply." Hypnotistsknowthis.Theycannotgetyoutodosomething thatgoesagainstyourcorevaluesandbeliefs---notunless theychangethosecorevaluesandbeliefs.Yourprospects arethesame.Iftheywanttobuyyourproduct,theywilldo so.Iftheyhaveanyconcerns,theywon'tbuyuntilyou resolvethoseissues.Thebestthingtodoishandle objectionsbeforetheycomeup.Then,whenyouaskthemto buy,theywillcomply.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplefeelthatsomeoneelseisincontrolanddesperately seekwaystohavepoweragain." Howmanytimesadaydoyouhearyourselfandothers complainabout"them"or"they"?"Theywon'tletuspark there"or"Theirnewrulessuck."Thisunnamed"power" makespeoplefeelimpotent.Asaresult,theyareeagerto feelincontrol.Sellthemawaytohavemorepower,tobeat thesystem,andyou'llhavetheirattentionandtheirmoney.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplethinkaboutsexfarmorethantheywilleveradmit." Howmanytimesadaydoyouthinkaboutsex?Don'teven trytoanswer.Studiesshowyouthinkaboutiteveryminute. Howcanyouusethistoyoursellingadvantage?By rememberingthatpeoplearepreoccupiedALLthetime,that youradorletterisaninterruptiontotheirthinking,andyou hadbetterbethinkingoftheirneedswithyouroffer.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplewillfollowcommandsthatmakethemfeelsuperior." Youareinasmallgroupofpeople.Thisgroupishighly intelligent,perceptive,andontheleadingedgeofgrowth. Howdoesthatmakeyoufeel?Don'tyoufeelasenseof pride?Andhowdoyoufeelaboutme,nowthatyouknow thatIrealizeyouareoneofthe"superiors"intheworld? Don'tyouthinkI'mprettysmartforbeingsoperceptive?Yes, I'veflatteredyou.(Rememberthat"Peoplerespondto flattery"isanothertruism.)ButIalsohavesomepowerover you.NowthatIhaveyourrespect,I'dlikeyoutovisitoneof mywebsitesbelow.Betteryet,whynotgotoamazon.com andordermylatestbook?You,asaleaderintheworld today,canappreciatetheimportanceofreadingeventhe mostcontroversialmaterial.It'sthesuperiorthingtodo.And onlysuperiorpeoplewillgodoitrightnow.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplearedeeplyaffectedbywhatothersthink." Mostpeoplecan'tdecidetodosomethingontheirown.They needtoknowwhattherestoftheworldthinks.Tosell anything,deliveralonglineofendorsements---testimonials fromrealpeoplewhohaveexperiencedrealresults.Bythe sametoken,keepyourserviceandqualitytopnotch.People willtalkaboutyoubehindyourback.Unlessyourbusinessis impeccable,thewordwillgetoutthatyouaretobeavoided.  Again,peoplewon'tdecidetotallyaloneifyouarevaluable ornot;theywilllooktotheirfamily,friends,coworkersand peerstotellthemwhattothink.Helppeopletothinkabout youthewayyouwantthemtothinkaboutyoubygivingthem quotesfrompeoplethatmakeyoulookgood.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peopleonlyactforself-servingreasons,nomatterwhat theysayoryouthink." Everyonedisagreeswiththisweek'struism.Still,it'strue.No onedoesanythingwithoutasecretdesiretobenefitfrom whattheyaredoing.AsIwroteinmybook,"CyberWriting," eventhemostaltruisticamongusisbehavinginawaythat makesthemfeelbetter.Ifyouwanttosellmoreofanything, tieyourgoodstowhatpeoplewant.Peoplewilldonatemore moneytoanycause,forexample,ifyougivethem somethingwiththeirnamesonit.Peoplewillbuyyour productorserviceifitstrokestheirego,evensubtly.Faceit. Youdoit,too.Yougavemoneyanddidn'tgetanythingin return?Baloney.YouFELTbetteroryouwouldn'thavedone it.Feelingbetterwasyourpay-off.Again,playtopeople's egosandyoucangetrich.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplearealwaysinterestedinwomen,babies,andpets." Thisisaformulaguaranteedtogetpublicityorboostany directsellingyoumaydo:Tieyourproductorservicetoa woman,ababy,orapet.Why?Becauseeveryoneis interestedinthetrio.Everygoodpublicistforexampleknows thatiftheyputwomenonmotorbikesandhavethemride aroundanewrestaurant,thatplacewillgetairtime.AsI describedinmybook,"There'sACustomerBornEvery Minute,"P.T.Barnumheldbabyconteststohelppromotehis famousmuseuminNewYorkCityinthemid-1800s.It'snot thatpeoplearesuckers(theyaren'tandBarnumneversaid theywere),it'sjustthatpeopleareinterestedinwomen, babies,andpets.Includetheminyourbusinessandyou'll boostyourprofits.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peopleunconsciouslyrespondtoyourunconscious intentions." Thisisaprinciplefrom"SpiritualMarketing."Itmeansthat yourunconsciousdesiresaffectotherpeople.Inaway,you trainpeopletorespondtoyoubywhatyousayanddon't say.IwasonthephonewithBobProctor,whowrotethe introtomylatestbook.Hesaid,"Yourenergygoesoutand touchesthepersonyouaretalkingtowhileyouaretalkingto them."Thatmeansthatifyouhaveaself-sabotagingdesire inyou,orifyouaretryingtopullafastoneoverpeople,orif youdon'tbelieveinyourownbusiness,yourprospectswill senseit.Theywillrespondtoyourunconscious.Ifyouwant togetmorebusiness,getclear.Becongruent.Besureyou totallybelieveinyourself,yourbusiness,andyour customer'sgoodwill.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplewillbelieveawildclaimifitisjustthissideof unbelievable." WhenP.T.Barnumofferedamermaidathismuseum,ticket salestripled.Whenacircusinmoderntimessaidtheyhada unicornondisplay,fiftypercentmorepeoplecametoseethe show.Whenanetworktelevisionshowairedan"alien autopsy,"ratingsincreased.Peoplearefascinatedbythe bizarre.Theywanttobelieveinaliens,ghosts,mermaids andmore.Thisdoesn'tmeanyoushouldmisleadthem,but youcancertainlyentertainthemwithsomething unbelievable---butpossible.

JOE VITALE’S UNSPOKEN MARKETING SECRETS Thisweek'scontroversialtruismis… "Peoplewillneverchangetheirhumanemotionsorbasic desires,onlytheirdressandtheirtoolswillchange." Peoplethroughouttimehavebeenmotivatedbythesame desiresandemotions.Thetopthreegoalsofeveryonealive arefood,love,andmoney.Theywerethesameinthe1700s andwillbethesameinthe2700s.Whatchangesare customsandtechnology.Humansremainhuman.Appealto theirbasicselfinterests---helpthemachievefood,love,and money,forexample---andthey'llhelp*you*getatleastone ofyourgoals.