subject: The Essence behind Marketing [print this page] The Essence behind Marketing The Essence behind Marketing
Before I get into the actual how to be an effective marketer, one has to understand the principal behind the field. If I had to make one recommendation to you before you venture into the world of marketing would be to take or read a book on social psychology. This makes up the very essence of marketing because it explains what one needs to do to get in to the very minds of the people that they are selling their products to. How can this be? How can marketing be related to a subject of science. Marketing is approximately 90% science and 10% luck. The 10% of luck refers to everything coming together and eventually becoming very successful. So what makes up the 90% of social psychology? Before I get into some of the logistics I want you to remember the last time you visited a site trying to sell you a product that claims it can make you huge sums of money in such a minuscule amount of time. The things is that these marketing experts don't necessarily know that they are using social psychology. They learned the ropes from trial and error, as well as, gaining valuable experience from those who have been in the business for a while. For example, the art of persuasion is used to change one's perception on a certain topic while convincing them that their product is the best at what it does. There are two ways that they use this dangerous tool. One way would be written content, in which strong, compelling arguments will lead to persuasion.
The second way is to catch the person's attention just in case they are too distracted or are just skimming through the written content. This is done via visual cues that trigger acceptance of the product without much thinking. A real life example of these two way at work are commonly found of websites that promise to make you hundreds of thousands online using their marketing techniques. They entice you by putting large numbers that you could only dream about making, along with written accounts. Whether the statements are accurate or not is irrelevant because they have your attention. Now if you dismiss this by saying that their claims are phony, they have visual cues such as bank account pictures that show actual figures. This might be able to persuade a person to change their perspective. Using a right combination of both when constructing a marketing campaign is imperative because it appeals to people in two different ways. Another way of persuading potential clients is through the person's sale letters. How do they do this you might ask? There are 5 persuasion principles that are commonly used. The first one is to show a sense of credibility, therefore to perceive themselves as trustworthy expert of the product that they are selling. They usually do this by stating some sort of background or story showing how their experience had a principle impact on the creation of their product. The funny thing with this is that SOME but not all people that advertise a product have no expertise in their product whatsoever. They outsource the creation of their product, but take responsibility for the marketing alone. Who can blame them, stick to what you know right? Secondly, how likable is the person that is selling the product. In offline marketing, they use attractive and famous people to advertise their product. The same principles can be applied to online marketing, but another essential trait is the ability to be a good speaker. In doing so, this plays into the first principle that shows that the person advertising their product seems knowledgeable of their product. Thirdly, they have to provide some sort of proof that their product is capable of delivering on what they say it can do. They do this through people's testimonials. Whether or not this testimonials are true or not, they provide people with some sort of assurance beyond that of the person selling the product. Fourthly, this principle is known as reciprocity in which people feel obliged to repay in kind what they have received. This comes in the form of free tips and products given through email subscriptions to entice the person to return to buy the actual product. Lastly, the principle of fear is used. This doesn't mean that they threaten the person if they don't buy their product. Through their sales letter they will say things like 'this product is already a roaring success and it's not to be available for too long. Too many users= too much competition', or 'don't miss out a chance of a lifetime to embark on the road of financial freedom'. Phrases like this play on your fear to miss out on an opportunity or that they play on the fear of being the last one to figure out how to exploit the system therefore losing on potential monetary gains. In a nut shell this is the art of persuasion thatthey use to entice people to buy their product. There will be a part two of this article to follow that will be about other aspects of social psychology that are used and that one can apply to their marketing campaigns. Believe me this truly works and has lead to my growing success, especially on online marketing. One product that I would recommend and that I owe to my continued success is Underground Training Lab by Jeff Johnson. It is a product that will teach you how to exploit more traffic to your site or blog, which will turn into more leads and eventually more money in your pocket. It is easy and understandable product that anyone can use. Visit this site to view this product: http://www.salesautomator.com/app/?af=1201050
