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... psychologist Robert Cialdini uncovered the forces behind the phenomenon of pleasure and pain. When you dig more deeply into his research, you can find out whether 70% of your marketing is missing its mark. People buy for pleasure or for pain. Some of them want to increase or improve their condition, seize opportunity, and make life better. Always on the lookout for a way to be better off, they're attracted by possibilities. Others buy to preserve what they have, avoid risk, and keep themselves from becoming worse off. Always on the lookout for what can go wrong, they're attracted to preservation. Let's assume that these groups are evenly split. Here's how marketing money is wasted. Marketing that targets the be better off' group completely misses the preserve what I've got' group ... , Web pages, seminars, telephone messages, and any other communication in which the message goes one way) . If you want your marketing to hit the mark with every possible buyer (maximize your gain) and not miss 70% of your prospective audience (minimize your loss), revise your message with these guidelines in mind. Mitch Axelrod can be reached at Axelrod Learning, 14 Seaman Road, West Orange, NJ 07052, (973) 736-1304, fax (973) 736-3930, e-mail [email protected] , or Web site http://axelrodlearning.com. Login or Register (for FREE) to gain access to thousands of other great articles. Need more reasons to join? Need insurance for you, your business or your family? Get quality appointments - Save yourself a ...

... the lookout for a way to be better off, they’re attracted by possibilities. ...one your message to both the 'no worse off' and the 'be better off' groups. If the buyers of your prod...

... business owners, some for several decades. As time passed, I accumulated a wealth of impressions, which emerged as something of a Business Owner Profile. In summary, these people can be dogged, determined, creative, confident and surprisingly risk averse, as well as obstinate, ignorant, bull headed, and arrogant (to a fault) . Yet, while others worry, they're out teeing off. While others see obstacles and even roadblocks, they visualize new paths. There's far more than just figuring out what makes business owners tick. Figuring out how to go about doing business with them is a challenge. Frankly, some of them are worth avoiding. Here are a few characteristics of business owners that might be helpful when working with them: • A strong need for achievement. ... on what they want to accomplish! • An abhorrence for planning. For some business owners, it seems that planning is their enemy. It kills the spark, inhibits spontaneity, and takes the fun out of business. When someone puts a plan on the table, the owner might appear to embrace it - however, as those around soon learn, it never goes anywhere. Rather than a road map for helping everyone catch the vision and share in the dream, the owner sees the plan as a threat that drains the blood out of "a great idea" waiting to be born. No wonder that entrepreneurs often feel alone! One business owner wanted a marketing plan in the worst way. "We really need it," he said with passion. He devoted a lot of ...

... IMMS Library Immerse yourself in our stacks. Take some time and browse through our library. We have thousands of articles, checklists, tip sheets, sales letters, and more! Communications Marketing Customer Service Planning Finance/Accounting Risk Management Human Resources Selling Legal and E&O Technology Life/Financial Services Glossaries Management Resources & Links Categories Popular Recent All misunderstandings Articles tagged with misunderstandings Back Take The Kid Off My Policies … ' What Should Your Insurance Agency Do? This content has not been rated yet. CompleteMarkets Editor , Curtis Pearsall 4/30/2013 10:44:08 PM lsquo;TAKE THE KID OFF MY POLICIEShellip; WHAT SHOULD YOUR INSURANCE AGENCY DO? by Curtis Pearsall, CPCU Recently, a long-time agency associate contacted me; during our c.. All Articles by CompleteMarkets Editor ... rated yet. CompleteMarkets Editor , Mary Beth Bolen 4/30/2013 12:00:00 AM ENCOURAGE A POSITIVE VIEW OF THE INSURANCE INDUSTRY by Mary Beth Bolen What are two facts' most customers know' about insurance? One, it costs too much. Two, if they make a claim, their po.. All Articles by CompleteMarkets Editor Comments (0 ) More Lessons From The Road This content has not been rated yet. CompleteMarkets Editor , Emily Huling 4/30/2013 10:36:34 PM MORE LESSONS FROM THE ROAD by Emily Huling The wait staff in a restaurant treats you so poorly that you fume. You vow never to return. Then you wonder if any of your clients have ever f.. All Articles by CompleteMarkets Editor Comments (0 ) Objections ...

...e took to China. His visit took him off the tourist track and along ancient ro...avigation as simple as possible. Don’t offer multiple ways to navigate the sit...

...le others worry, they're out teeing off. While others see obstacles and even r..."too expensive," an easy way to get it off the table quickly. "If I call eight...

... by succumbing to whim and charging off in dead-end directions. Such revelry w...words, don't become beguiled by anyone offering a quick fix. 2. Look sharp! Throw off the old image. Old-timers are fond ...

... car, and you’re immediately turned off by a pushy salesperson. How often do w...e ignored, even though they may be way off base. What’s behind the misconcepti...

Agency Principals: Don’t Put Off Perpetuation Planning!
One of the m...u’re on track. Perpetuation plans are roadmaps for the agency. Just as new roads are built and maps are updated, so...

...lid defense would have been to head off the problem before it became unmanagea...r Mexican destination. The flight took off six hours late, made two unexpected...