Need some clarification on this one

Why don't you ask on that site? You're more likely to find out from there than from here.

Yeah, it's hard to give you a good answer based on a vague quote from a guide.

It sounds like he's talking about matching up the timing of marketing campaigns to a potential buyer's mental readiness to buy. A lot of times peoples' perspectives change with some education, and when they get to that "eureka" moment, they are psychologically open to a pitch for something they believe they now understand and see value in.

Of course, I could be way off from where he is going with that. Lol.

Like others have said, it's hard to grab a few sentences and give a clear answer. What I'm guessing it is referring to, however, is the buyer's journey.

For example, if I am selling a neat LED light for $2.79 and you search the web for "LED lights" and find my website, then you'll likely buy my product off of the description alone. Or maybe I email you or catch you on a social media site by saying, "Hey, check out this awesome new LED light- we have limited quantities available for $2.79!" Whatever the case, it's an impulse buy that you don't have to think about....so I don't have to lead you through the buying process.

Now let's say I have another neat LED light for sale for $497.99. If I used the same tactics as above, I probably wouldn't sell many since that's a lot of money for a stupid light bulb. So I'll have to educate you about the product first. I can tell you how this magic bulb will cut your energy costs, impress all your friends, make your home look larger, set moods with different colors, etc. (sorry, I'm not much of a light bulb salesman since this is only an example). I do all of this BEFORE trying to sell you the bulb so you are psychologically ready to buy once I show you the price.

That's how advertising changes perception...you sell the features, not the product itself. That's why for most of the commercials you see on TV, they do not mention pricing or "where to buy" at all...they want to gain your interest before someone tries to make a sale.

I hope that helps.

Some deep stuff there!

Sales is all driven from an emotional factor. When you can control that emotion on somebody you are going beyond just words to influence a specific action you want somebody to do. Also while focusing on your prospects demographics you want to be paying attention to where they might be at in a particular mindset at a certain part of the day for example around a specific event and leverage that into your campaign.

I just confused myself on that last one...

I think he is trying to say that "use your time useful instead of spend it on marketing campaign"

Here is an interview with Neil Patel. Notice what he says about infographics.


Imagine...what happened to your potential customer right before they realized they needed what you have to offer?

That's timing.

They're saying there's some things you need to account for that aren't in the numbers.

Put yourself into their shoes and be them.

Look at what you're offering, how you're offering it, and see how it makes you feel. Ask yourself what you could change to make it more attractive.