FREE Tool Stops Buyer Resistance

unglued

9 years ago

Uh, I'm gonna have to say client testimonials.

[ 1 ] Thanks
1 reply

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ewenmack 9 years ago

Originally Posted by unglued

Uh, I'm gonna have to say client testimonials.

Sorry, no.

Try again.

Best,
Ewen
- Thanks
- 2 replies
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- mak25 9 years ago
  
  Case studies/Track records of others in their field using your product
  
  [ 1 ] Thanks
  
  2 replies
  
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  ewenmack 9 years ago
  
  Originally Posted by mak25
  
  Case studies/Track records of others in their field using your product
  
  They can get the prospect closer to the finish line,
  but not over it.
  
  Wanna give it another shot?
  
  Best,
  Ewen
  
  Thanks
  
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  BigSnakeSituation 9 years ago
  
  environmental instinct
  
  Thanks
  
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- mojo1 9 years ago
  
  Click to call plugin?
  
  [ 1 ] Thanks
  
  1 reply
  
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  ewenmack 9 years ago
  
  Originally Posted by mojo1
  
  Click to call plugin?
  
  That is limited to a website and then one still has to convert
  the prospect to a buyer on the call.
  
  Wanna give it another go?
  
  Best,
  Ewen
  
  Thanks
  
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RedShifted

9 years ago

I'm going with a calculator on this one.

[ 1 ] Thanks
1 reply

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ewenmack 9 years ago

Originally Posted by RedShifted

I'm going with a calculator on this one.

Electronics not needed.

Can you get closer?

Best,
Ewen
- Thanks
- 1 reply
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- umc 9 years ago
  
  Originally Posted by ewenmack
  
  Electronics not needed.
  
  Can you get closer?
  
  Best,
  Ewen
  
  How about an abacus?
  
  Thanks
  
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joecarson1

9 years ago

My guess for the free tool that wont work when you just starting out is a "referral" from a current client to contact a new prospect.

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1 reply

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ewenmack 9 years ago

Originally Posted by joecarson1

My guess for the free tool that wont work when you just starting out is a "referral" from a current client to contact a new prospect.

Referrals are great...still need this one thing
to get her to part with her money.

Think you know it?

Best,
Ewen
- Thanks
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Colm Whelan

9 years ago

Money-back Guarantee?

[ 1 ] Thanks
1 reply

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ewenmack 9 years ago

Originally Posted by Colm Whelan

Money-back Guarantee?

Wasn't what I was looking for Colm.

Want to give it another go?

Best,
Ewen
- Thanks
- 1 reply
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- Colm Whelan 9 years ago
  
  Yep, I'll give it another go.
  Ok, going by the guy who's asking the question, how about one\both of these...
  1. Your time
  2. Your attention
  3. Your interest in how you can really help their business
  
  Close?
  
  Originally Posted by ewenmack
  
  Wasn't what I was looking for Colm.
  
  Want to give it another go?
  
  Best,
  Ewen
  
  Thanks
  
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James Hensley

9 years ago

fun

I have some guesses and would love to your answer

Mine are:

1. Being friendly and real while at the same time presenting your real self in a professional way?

2. Taking an online funnel system and applying it to your ads call to action (free or discounted offer>followups based on the markets needs>a soft sale that solves the need)

3. Live samples of related to your ad

4. A personal picture or direct phone number

Not sure.. I might guess some more later

Thanks
1 reply

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ewenmack

9 years ago

Originally Posted by James Hensley

fun

I have some guesses and would love to your answer

Mine are:

1. Being friendly and real while at the same time presenting your real self in a professional way?

2. Taking an online funnel system and applying it to your ads call to action (free or discounted offer>followups based on the markets needs>a soft sale that solves the need)

3. Live samples of related to your ad

4. A personal picture or direct phone number

Not sure.. I might guess some more later

Not there yet James...get those brain cells working!

Best,
Ewen

Thanks

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James Hensley

9 years ago

Direct examples of how your solution can make them more money, real examples that they can understand and relate to?

Or if their not a business owner then how your solution solves their issue..

OORRR, lol

A limited trial version of what your offering? I find that if I'm thinking about buying something and I wanna get my hands on it so that I can see first hand if the product meets all of my criteria.

Oh yea, what an abacus??

EDIT
Oh I know what it is

Its to format your promotion in a way that stimulates them to think while implying that you, as the consultant will provide the insights to their questions. So the freebie winds up being a sit down or a call which will allow you to get to know them and thus, being able know which of your products or services is most suited.

Amerite????

EDIT
lol, I thought of another guess and that is to provide links or references to your competitors. Assuming your companies equivalent product or service is better.

Thanks
1 reply

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Thom Hale 9 years ago

Classified Ads????
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joecarson1

9 years ago

Ok we need a hint. Is the "tool" you referring to something that is physically seen or something that is said?

Thanks

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Jason Kanigan

9 years ago

Originally Posted by ewenmack

Once I learnt it and implemented it,
I was able to get more responses to my advertising,
higher paying clients, clients who stuck with me longer
which made the businesses I built up much more
valuable when sold.

Today I use it to bring in consulting clients.

To me it doesn't seem to be persuasive or
"ninja".

The only time I know it doesn't work is when you are starting off at ground zero.

Can you guess what this free tool is?

Your pay-off is huge.

Leave your comments so we all can learn.

Best,
Ewen

Well, it could be different for you, but for me it's knowing what typical problems my target niche has that I can solve. In the beginning, you don't know what those are. After awhile, though, you do know them and can begin conversations with questions asking about whether they're having those issues.

These "pain points" are absolutely free to gather. It just takes some time. Not long...maybe even just two weeks or less to have a stable of effective ones at your disposal. And a day or two to get one as a starter.

With their industry terminology, you demonstrate immediately that you understand their world and that gives you instant credibility. It catapults you past anyone else they're talking to...who will be simply pushing their product or service.

Once the prospect lets you into their world, even a little, and it's a fit, sales are much easier to complete.

I feel certain you have something else, perhaps even more simple, in mind, Ewen.

[ 1 ] Thanks
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kirbymarketingconcierge 9 years ago

I got it.

it's taking it away, like your doing now, to build curiosity, value, and more.
- Thanks
- 1 reply
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- Jason Kanigan 9 years ago
  
  Originally Posted by kirbymarketingconcierge
  
  I got it.
  
  it's taking it away, like your doing now, to build curiosity, value, and more.
  
  Possibly. Interesting idea. The only hole I can see is why wouldn't it work when you're just starting out?
  
  Thanks
  
  1 reply
  
  Signature
  >> SALES ON FIRE: For when you realize you're going to have to TALK TO SOMEBODY
  >> Kindle books on Sales by Jason Kanigan
  
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  kirbymarketingconcierge 9 years ago
  
  Originally Posted by Jason Kanigan
  
  Possibly. Interesting idea. The only hole I can see is why wouldn't it work when you're just starting out?
  
  because it's not authentic when your a newbie???
  
  Thanks
  
  1 reply
  
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  Jason Kanigan 9 years ago
  
  Originally Posted by kirbymarketingconcierge
  
  because it's not authentic when your a newbie???
  
  How so?
  
  My dad accidentally used a takeaway when he was privately selling a standard shift car. The lady shifted badly in her test drive, and he said, "I'm not sure this car is right for you..."
  
  She bought.
  
  Didn't have anything to do with being a newbie; nor was it lying.
  
  I guess if you were to trumpet, "My schedule's so full, I'm not certain I can fit you in right now"...that would be untrue. But there are plenty of takeaways that don't require a lie.
  
  [ 1 ] Thanks
  
  1 reply
  
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  >> SALES ON FIRE: For when you realize you're going to have to TALK TO SOMEBODY
  >> Kindle books on Sales by Jason Kanigan
  
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  kirbymarketingconcierge 9 years ago
  
  jason,
  
  just threw that 1 out there
  
  Thanks
  
  1 reply
  
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  Jason Kanigan 9 years ago
  
  Originally Posted by kirbymarketingconcierge
  
  jason,
  
  just threw that 1 out there
  
  I'm not saying it's bad or wrong. Just discussing it with you.
  
  I don't think mine is "right"--what Ewen has mind--either.
  
  [ 1 ] Thanks
  
  1 reply
  
  Signature
  >> SALES ON FIRE: For when you realize you're going to have to TALK TO SOMEBODY
  >> Kindle books on Sales by Jason Kanigan
  
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  DABK 9 years ago
  
  You turned yourself into a mini-celebrity?
  
  Thanks
  
  1 reply
  
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  mojo1 9 years ago
  
  Drum roll please.....
  
  Thanks
  
  1 reply
  
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  savidge4 9 years ago
  
  Thanks for the drum roll!!!!
  
  Anyways, my answer is a pen / pencil and paper. well ok not really but it is a piece in the puzzle.
  
  Lets start with what we know its not...
  
  Its not a command of the English language. The OP used the word "Learnt"
  
  Its not good looks... I aint no George Clooney
  
  Its not a calculator... those usually cost money, unless you have a Allstate agent that hands them out during Christmas time so you can calculate how much money you have saved.
  
  Case studies and the like take time to produce, and there is usually an expense in producing one... but regardless time is money
  
  Take away was nice...
  
  It wasn't pain points - or it might be?
  
  well hmm so back to pen and paper. I am usually a note taking fool in meetings. Never so much what is going on IN the meeting ( I generally record that part ) its the stuff before hand, and after words NAMES, KIDS, WIVES, DOGS, CATS the personal side of things.
  
  To walk into a meeting and start off with names and the like... hows the kids is yada yada still at Princeton etc. for me... gets em 90% of the time! If you care enough about the personal side of a person, you will without question care about their business!
  
  That's my guess and im sticking to it!
  
  Thanks
  
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Doran Peck

9 years ago

Preparation.

Thanks

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ckdaro

9 years ago

Call to action, email list, testimonials, go on tell us Ewen.

Thanks

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Redbridge Dentist

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James Hensley

9 years ago

Is it infographics!?

Thanks
1 reply

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Jason Kanigan 9 years ago

Originally Posted by James Hensley

Is it infographics!?

I'm sure it isn't.

Whatever Ewen is going to share with us, it isn't going to be a gimmick or some techie thing.
- Thanks
- 1 reply
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>> SALES ON FIRE: For when you realize you're going to have to TALK TO SOMEBODY
>> Kindle books on Sales by Jason Kanigan
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- ewenmack 9 years ago
  
  Ok, ok, want a clue?
  
  Here it is...
  
  Just 2 words.
  
  When I reveal it, you'll be given a 2 page sale letter which
  has sold many millions of it services, so you can see those 2 words in action.
  
  And of course the how you can tailor the secret foir your situation.
  
  Best,
  Ewen
  
  [ 1 ] Thanks
  
  1 reply
  
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  savidge4 9 years ago
  
  so we got
  
  fudge you
  
  what the?
  
  bite me
  
  about time
  
  seriously tho
  
  thank you
  
  please oh please ( I know its three words, but one is duplicated )
  
  yes maam
  
  yes sir
  
  right now
  
  Hi there
  
  sign here
  
  visa? mastercard?
  
  exede expectations
  
  OK Ewen, just spill already. I come here for a quick fix not a 3 freakin day journey! worse than Christmas I swear. ooo is it "I swear"?
  
  [ 1 ] Thanks
  
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Jason Kanigan

9 years ago

self-interest

?

You're making this rough, Ewen

Thanks
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kirbymarketingconcierge 9 years ago

Try It?

want fry's??

your competitors???

it's guaranteed!

you win!!

win/win!!!
- Thanks
- 1 reply
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- savidge4 9 years ago
  
  I think I have figured out Ewen's secret Sauce to success!
  
  Utter confusion! HEY that's 2 words!
  
  Thanks
  
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V12

9 years ago

Free Consultation?

Thanks

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Joe J

9 years ago

Vested interest.

Thanks
1 reply

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kirbymarketingconcierge 9 years ago

If, then..?

how to..?
- Thanks
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kruger7

9 years ago

value proposition?

Thanks
1 reply

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RRG 9 years ago

Benefit + curiosity

OR

Self-interest + curiosity
- Thanks
- 1 reply
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- kirbymarketingconcierge 9 years ago
  
  credit card
  
  I'm busy
  
  ????
  
  running out of 2 words, will you settle for 1?
  
  you???
  
  Thanks
  
  1 reply
  
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  ewenmack 9 years ago
  
  Sorry, nobody has got it.
  
  Want another clue?
  
  Best,
  Ewen
  
  Thanks
  
  1 reply
  
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  Jason Kanigan 9 years ago
  
  Originally Posted by ewenmack
  
  Sorry, nobody has got it.
  
  Want another clue?
  
  Best,
  Ewen
  
  Well, it's official.
  
  We all suck.
  
  Thanks
  
  1 reply
  
  Signature
  >> SALES ON FIRE: For when you realize you're going to have to TALK TO SOMEBODY
  >> Kindle books on Sales by Jason Kanigan
  
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  kirbymarketingconcierge 9 years ago
  
  I would like to buy a vowel, please
  
  [ 3 ] Thanks
  
  1 reply
  
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  DABK 9 years ago
  
  Fork over $1.99. And you better hurry. I've only got 10 left and they're going fast. Not to mention that at midnight the price goes up.
  
  (I even got scarcity going there! Awesome. Speaking of scarcity:
  2 words: me scarce
  How 'bout it, Ewan, me scarce?)
  
  Originally Posted by kirbymarketingconcierge
  
  I would like to buy a vowel, please
  
  Thanks
  
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Jason Kanigan

9 years ago

Oh gosh.

I think I may have actually got it.

Look at the post count of this thread and the short time it's been up.

"Buyer involvement".

Thanks

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>> Kindle books on Sales by Jason Kanigan

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RRG

9 years ago

Trust and authority.

Peanut butter and jelly.

Flotsam and jetsam.

Thanks

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RRG

9 years ago

Risk reversal.

Brady Bunch.

Will and Grace.

Thanks
1 reply

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kirbymarketingconcierge 9 years ago

choice close?
- Thanks
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RRG

9 years ago

The Glengarry leads.

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1 reply

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kirbymarketingconcierge 9 years ago

new & shiny
- Thanks
- 1 reply
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- savidge4 9 years ago
  
  We are going to get one of those Holy Grail moments... you know you search all your life only to find out you were searching for a plastic cup.
  
  RED SOLO CUP! damn.. that's 3 words
  
  I sure hope Ewen gets a new client soon... This man with free time on is hands, is wasting mine hahahaha
  
  Thanks
  
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Joe J

9 years ago

proven solution

Thanks

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RRG

9 years ago

Social proof.

Bonnie and Clyde.

Gin 'n' tonic.

Thanks
1 reply

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Mystery777 9 years ago

Originally Posted by RRG

Social proof.

We've got a winner.

.
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BigSnakeSituation

9 years ago

Featured benefits

Thanks

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BigSnakeSituation

9 years ago

Eliminate fear

Thanks

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Huskerdarren

9 years ago

Free Report

Thanks

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BigSnakeSituation

9 years ago

More questions.

Compelling Copy!

Thanks

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maverick8

9 years ago

FREE TRIAL

Thanks

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TakenAction

9 years ago

tell us.

Was I close?

Thanks

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The best thing you can do is put yourself out there.

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umc

9 years ago

Anybody else think that Ewen is going to release this secret to us in a new WSO? Maybe "Hidden Agenda Cashbox - How I Achieved A 99% Closing Rate By Drawing In Suckers From The Offline Forum". Then we can all go buy it and find out the answer. :p J/K

Thanks

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James Hensley

9 years ago

is it, Why Wait?
EDIT
I think its a relationship, final answer

Thanks
1 reply

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ewenmack 9 years ago

Would you all like a little clue?
- [ 1 ] Thanks
- 1 reply
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- kirbymarketingconcierge 9 years ago
  
  Originally Posted by ewenmack
  
  Would you all like a little clue?
  
  I think it's been over 24 hours of this.
  
  Thanks
  
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James Hensley

9 years ago

Yes a clue, please

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satrap

9 years ago

Give them some clue but not the whole answer, showing them you've got what they're looking for.

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Matthew North

9 years ago

Bait/Switch.

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kirbymarketingconcierge 9 years ago

Ewen has raised the bar.

and testing patience

can he deliver?
- Thanks
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V12

9 years ago

He always delivers.

[ 1 ] Thanks
1 reply

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gjabiz

9 years ago

Good thread Ewen, getting ideas from several posts, thanks.

My best guess is BEFORE/AFTER.

You paint a picture of where the prospect is NOW, and how much better it will be AFTER they have whatever is being sold.

Looking forward to the head slapping moment...the "of course" moment.

gjabiz

PS. Although the newbie part has me thrown. Maybe SEEK/FIND?

Thanks
1 reply

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kirbymarketingconcierge

9 years ago

Originally Posted by gjabiz

Good thread Ewen, getting ideas from several posts, thanks.

My best guess is BEFORE/AFTER.

You paint a picture of where the prospect is NOW, and how much better it will be AFTER they have whatever is being sold.

Looking forward to the head slapping moment...the "of course" moment.

gjabiz

that's a good 1.

good job!!!

Thanks

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umc

9 years ago

Relationship building? My relationships with clients bring in fantastic referrals that cost me nothing and that almost never quibble about price or even look elsewhere for other options.

Thanks

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James Hensley

9 years ago

My good morning guess is...customer surveys!

Thanks

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Peter Lessard

9 years ago

The kicker with this seems to be "The only time I know it doesn't work is when you are starting off at ground zero."

Ewen says we can see the 2 words in action in a 2 page sales letter he will provide.
Also says it got him more response to advertising.

All I can think is "proven results" type stuff at the moment.

Thanks

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Peter Lessard

9 years ago

or "Limited Time" as scarcity/deadlines and a reason to take action now are great sellers.

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kirbymarketingconcierge

9 years ago

maybe were way of track.

definition of tool :

a device or implement, especially one held in the hand, used to carry out a particular function.

Thanks
2 replies

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umc 9 years ago

Originally Posted by kirbymarketingconcierge

maybe were way of track.

definition of tool :

a device or implement, especially one held in the hand, used to carry out a particular function.

Should we hold them up at gunpoint? Seems like that would work on noobs too.
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Doran Peck

9 years ago

Originally Posted by kirbymarketingconcierge

maybe were way of track.

definition of tool :

a device or implement, especially one held in the hand, used to carry out a particular function.

Baby Kitten.

"Buy this vacuum cleaner or I'll scream into the ear of this cute baby kitten"

[ 1 ] Thanks
1 reply

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James Hensley

9 years ago

Originally Posted by Doran Peck

Baby Kitten.

"Buy this vacuum cleaner or I'll scream into the ear of this cute baby kitten"

HAHAHA, that's funny but I think you may have figured it out!

Thanks
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Mystery777

9 years ago

*Gun pointing at head*: "Buy or Die"....

Think that's the only thing that would definitely get the prospect "over the finish line" so to speak, (as opposed to closer to it), on the spot, every single time.

Kidding aside, it has to do with Social Proof and Testimonials (although testimonials has been dismissed earlier).
.

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kirbymarketingconcierge

9 years ago

posted 5-28-2014- 12:40 pm

Originally Posted by ewenmack

Ok, ok, want a clue?

Here it is...

Just 2 words.

When I reveal it, you'll be given a 2 page sale letter which
has sold many millions of it services, so you can see those 2 words in action.

And of course the how you can tailor the secret foir your situation.

Best,
Ewen

so now the 2 words are

"free, but..."

it's costing me my patience (but I am not a patient guy and a worrier) :confused:

hope you reveal it soon, or I will start to worry.

purchased a 7.00 wso last week, and the guy dissappeared..........and I wonder and hope nothing happened to him and that he's safe.

Thanks

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kemdev

9 years ago

Free demo.

Past results.

Thanks

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misterme

9 years ago

Client testimonials.

Thanks

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imsirigiri

9 years ago

We Care

I need to subscribe to this thread now

Thanks

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Joe J

9 years ago

Too busy!
All booked!

Thanks

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James Hensley

9 years ago

Maybe I'm thinking a little outside of the box, but I started reviewing all the answers and then I thought, man if we could all talk face to face, we might have a shot at working this out..so now I'm thinking its team work?

Thanks

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Mark Singletary

9 years ago

Expert Answer

Authoritative Response

If Ewen were just a nobody, there wouldn't be everyone begging for the answer.

Mark

Thanks
1 reply

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ewenmack

9 years ago

UPDATE: It's taking awhile to make the secret simple for you to understand
and apply in most situations.

Last night I revealed the secret to my client.

So that he could get it down to his bones, I mentioned 3 greats of
direct marketing Robert Collier, Eugene Schwartz and Gary Bencivenga
have passed down their rules for getting people to buy stuff in droves.

Rules like...

Enter their conversation in their mind
You cannot sell to an unmotivated person
Persuasion Equation tm

I demonstrated how this breakthrough secret is the short cut to
their formulas and he told me he now knew why it works
and why there is nothing else like it.

So I asked him how he would explain it to somebody
who had less knowledge about direct response marketing.

And there was a looooong silence.

I knew I was in trouble.

The message is too complicated because he could not easily pass it on to somebody else, therefore it can't go viral.

So it's back to the drawing board for me.

It still works like gangbusters though, as experienced by my client and me.

In the meantime while I work on explaining it to you,
see if you can come up with the secret 2 words.

I appreciate you all.

Best,
Ewen

Thanks
2 replies

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Jason Kanigan

9 years ago

Originally Posted by ewenmack

UPDATE: It's taking awhile to make the secret simple for you to understand
and apply in most situations.

Last night I revealed the secret to my client.

So that he could get it down to his bones, I mentioned 3 greats of
direct marketing Robert Collier, Eugene Schwartz and Gary Bencivenga
have passed down their rules for getting people to buy stuff in droves.

Rules like...

Enter their conversation in their mind
You cannot sell to an unmotivated person
Persuasion Equation tm

I demonstrated how this breakthrough secret is the short cut to
their formulas and he told me he now knew why it works
and why there is nothing else like it.

So I asked him how he would explain it to somebody
who had less knowledge about direct response marketing.

And there was a looooong silence.

I knew I was in trouble.

The message is too complicated because he could not easily pass it on to somebody else, therefore it can't go viral.

So it's back to the drawing board for me.

It still works like gangbusters though, as experienced by my client and me.

In the meantime while I work on explaining it to you,
see if you can come up with the secret 2 words.

I appreciate you all.

Best,
Ewen

Sounds a lot like what I was talking about. I guess you have a next step or something.

Thanks
1 reply

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ewenmack 9 years ago

Originally Posted by Jason Kanigan

Sounds a lot like what I was talking about. I guess you have a next step or something.

Can you refresh me on it Jason?

Best,
Ewen
- Thanks
- 1 reply
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- savidge4 9 years ago
  
  So given the new "insight" I think the obvious answer is "Response Rate" however that to me seems as tho it could be explained - easily
  
  So you say Direct Marketing, and I immediately think Mr Montgomery Ward
  
  Elements of Direct Marketing:
  
  List
  
  Timing
  
  Design
  
  The Actual Offer
  
  How it is Distributed
  
  Ease of action
  
  The more I lay this out... the more I am going with "Response Rate".. that number means nothing to a new ground zero client, but the moment you bring that # around an existing client... They have seen the power of your list, your design, The articulation of the offer, and the response.
  
  [ 1 ] Thanks
  
  1 reply
  
  Signature
  
  Success is an ACT not an idea
  
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  ewenmack 9 years ago
  
  Originally Posted by savidge4
  
  The more I lay this out... the more I am going with "Response Rate"...
  
  What you've described is like the scorecard, the recording of what took place.
  
  Think cause and effect.
  
  The bouncing ball is the effect.
  
  What caused it..? being whacked.
  
  So in getting a person to buy is what we do to lead up to the buying decision.
  
  And this 2 word secret is based on that decision making process.
  
  There ya go,
  
  Best,
  Ewen. .
  
  Thanks
  
  3 replies
  
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  savidge4 9 years ago
  
  Here is where I hit the wall.. Direct marketing is not something I "SELL" I use it, i don't sell it. There are very defines segments in this process that allow you to measure. So with some time and testing you can develop a very nice ROI for clients.
  
  A very effective method of selling be it online or through mailers. Hard numbers, with known variables that you can test and improve. Its just a beautiful thing.
  
  So now I need to look at this in the respect of selling this format. I would A start with the process. the steps in the process the elements of the process. how by percentage you can increase the performance of each variable to get peak return. ( all of this to formulate the sales pitch I might add )
  
  This is now leading me to "Potential Growth" or the like.
  
  The part right now throwing me off is how this would be NON effective to new ground zero clients.
  
  So dealing with an existing client. I did this for you last time, the potential growth would be greater this time with some fine tuning. I am sticking with "Potential Growth" this time around!
  
  Thanks
  
  1 reply
  
  Signature
  
  Success is an ACT not an idea
  
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  kirbymarketingconcierge 9 years ago
  
  " Projective Discourse "
  
  relating to the subconscious/unconscious transfer of one's own desires or emotions to another person.
  
  but the subject believes he originated it so it then becomes
  
  " Introjection Indentification "
  
  as the process where the subject replicates in itself behaviors, attributes or other fragments of the surrounding world (the seller's world)
  
  and finally, to "Marketing Transference"
  
  marketing is transferring what you believe about a product or service to another person. not so much the actual product or service, but the projections that surrounds them. from both seller and buyer
  
  example: the buxom women standing by the car.
  
  it's not the car, it's what thoughts and feelings effect you, and cause you to want.
  
  ie... I Buy the car means I get women. I am a man. I am better than other men. I am worthy.
  
  what do you really sell (believe)? that's what you market
  
  what does the buyer really buy???
  
  [ 1 ] Thanks
  
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  BigSnakeSituation 9 years ago
  
  anticipation regret
  
  Thanks
  
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  BigSnakeSituation 9 years ago
  
  recommended option
  
  Thanks
  
  1 reply
  
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  ewenmack 9 years ago
  
  Thanks everyone for putting your energy into thinking about this.
  
  Think in terms of the other person and their buying decision.
  
  Best,
  Ewen
  
  Thanks
  
  1 reply
  
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  kirbymarketingconcierge 9 years ago
  
  Originally Posted by ewenmack
  
  Thanks everyone for putting your energy into thinking about this.
  
  Think in terms of the other person and their buying decision.
  
  Best,
  Ewen
  
  I'm by my own admission, not that bright.
  
  another clue please.
  
  I am drawing a blank
  
  Thanks
  
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kirbymarketingconcierge

9 years ago

Originally Posted by ewenmack

UPDATE: It's taking awhile to make the secret simple for you to understand
and apply in most situations.

Last night I revealed the secret to my client.

So that he could get it down to his bones, I mentioned 3 greats of
direct marketing Robert Collier, Eugene Schwartz and Gary Bencivenga
have passed down their rules for getting people to buy stuff in droves.

Rules like...

Enter their conversation in their mind
You cannot sell to an unmotivated person
Persuasion Equation tm

I demonstrated how this breakthrough secret is the short cut to
their formulas and he told me he now knew why it works
and why there is nothing else like it.

So I asked him how he would explain it to somebody
who had less knowledge about direct response marketing.

And there was a looooong silence.

I knew I was in trouble.

The message is too complicated because he could not easily pass it on to somebody else, therefore it can't go viral.

So it's back to the drawing board for me.

It still works like gangbusters though, as experienced by my client and me.

In the meantime while I work on explaining it to you,
see if you can come up with the secret 2 words.

I appreciate you all.

Best,
Ewen

3 days and counting....since ewen's thread and _________

maybe that's it!

2 words - "tick, tock"

Thanks
1 reply

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Harry B 9 years ago

I'm sure the OP will reveal the answer eventually
- [ 2 ] Thanks
- 1 reply
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- kirbymarketingconcierge 9 years ago
  
  love that Harry B
  
  can somebody hi jack ...or "growth hack" this thread please
  
  just kidding.
  
  this is going to be Huge!
  
  Ewen is going to deliver big time!!
  
  be prepared to have your world changed, as you know it
  
  Thanks
  
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James Hensley

9 years ago

Forer effect!

Thanks

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DaniMc

9 years ago

Just give us a PayPal button already.

Thanks
1 reply

Signature

Be kind, for everyone you meet is fighting a hard battle.

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V12 9 years ago

Originally Posted by Dan McCoy

Just give us a PayPal button already.

Looks like Ewen has stopped your buyer resistance Dan. Maybe you can give us the secret?
- Thanks
- 3 replies
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- kirbymarketingconcierge 9 years ago
  
  "pre wso"
  
  glad to know your ok ewen
  
  keep us going with the "fish bait"
  
  Thanks
  
  1 reply
  
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  V12 9 years ago
  
  Originally Posted by kirbymarketingconcierge
  
  "pre wso"
  
  glad to know your ok ewen
  
  keep us going with the "fish bait"
  
  I very much doubt it. The WSO bit.
  
  Thanks
  
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- Mystery777 9 years ago
  
  Originally Posted by V12
  
  Looks like Ewen has stopped your buyer resistance Dan. Maybe you can give us the secret?
  
  "Lethal Curiosity".
  
  .
  
  Thanks
  
  Signature
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- DaniMc 9 years ago
  
  Originally Posted by V12
  
  Looks like Ewen has stopped your buyer resistance Dan. Maybe you can give us the secret?
  
  He has made us all curious and want to know.
  
  I will gladly drop $5 just for the words and a quick explanation.
  
  Thanks
  
  1 reply
  
  Signature
  Be kind, for everyone you meet is fighting a hard battle.
  
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  kirbymarketingconcierge 9 years ago
  
  waiting for the
  
  "holy grail"
  
  will Ewen have us linger over the weekend....stay tuned!!!!
  
  Thanks
  
  1 reply
  
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  RRG 9 years ago
  
  Wake me when it's over.
  
  Thanks
  
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mjbmedia

9 years ago

it started off as a free tool, then it went to two words, I not read through the thread, just a few posts, how come its changed from a free tool to two words?

Thanks
1 reply

Signature

Mike

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Doran Peck

9 years ago

Originally Posted by mjbmedia

it started off as a free tool, then it went to two words, I not read through the thread, just a few posts, how come its changed from a free tool to two words?

I'm inclined to make you go back and read.

Thanks
2 replies

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ramohr 9 years ago

warm market
- Thanks
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mjbmedia

9 years ago

Originally Posted by Doran Peck

I'm inclined to make you go back and read.

NO way, whats the point , three pages of guesses ,theyre told no, and the result seems to have altered from a tool to two words, probably some explanation in there but my times too valuable to read through 3 pages , I'll delegate and just read the last X posts in a few days :p

Thanks
1 reply

Signature

Mike

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savidge4

9 years ago

MJ....

"The Tool" IS the two words

Originally Posted by mjbmedia

NO way, whats the point , three pages of guesses ,theyre told no, and the result seems to have altered from a tool to two words, probably some explanation in there but my times too valuable to read through 3 pages , I'll delegate and just read the last X posts in a few days :p

Thanks

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Aaron Doud

9 years ago

Delayed Gratification

Going by the way this thread is going lol

[ 1 ] Thanks

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Climb Online

9 years ago

An oldie but goodie : hungry crowed.

Thanks

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Max Anderson

9 years ago

engaging the reader?

Thanks

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DaniMc

9 years ago

I have to admit this is kinda funny.

Kinda.

[ 1 ] Thanks

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Eddie Spangler

9 years ago

This thread reminds me of that old joke..

How do you keep a moron in suspense?
Ewan will tell you tomorrow.
-------------------------------------------------------
Might as well add to the guesses.
Free tool-survey or questionnaire
two words-ask questions

[ 1 ] Thanks

Signature

Promise Big.
Deliver Bigger.

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zoro

9 years ago

Free Leads

Thanks

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Peregrino

9 years ago

Is it something that we all have at all time and we dont realize , or something you need to get in the material world and implement?

Sorry about my english ... is my 4th language ...

Thanks
1 reply

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Mystery777 9 years ago

Originally Posted by Peregrino

Sorry about my english ... is my 4th language ...

Lol.. I like this one... gonna use it too from now on.

.
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kevinenrique

9 years ago

Your thoughts?

Thanks
1 reply

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kirbymarketingconcierge

9 years ago

Originally Posted by kevinenrique

Your thoughts?

maybe it's a joke and to see how long warriors can get "played"

ie.... secret sauce, secret tool, the secret, etc..,something for nothing, get rich quick, with no work with a 2 letter word

Thanks
2 replies

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Mystery777

9 years ago

Originally Posted by kirbymarketingconcierge

maybe it's a joke and to see how long warriors can get "played"

ie.... secret sauce, secret tool, the secret, etc..,something for nothing, get rich quick, with no work with a 2 letter word

If it turns out to be something that hasn't already been mentioned in this thread, (or very close to something else that's mentioned) ...then hats off.

But then again, I doubt it.

.

Thanks
1 reply

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kirbymarketingconcierge

9 years ago

Originally Posted by Mystery777

If it turns out to be something that hasn't already been mentioned in this thread, (or very close to something else that's mentioned) ...then hats off.

But then again, I doubt it.

.

which could be it - when your selling....

"don't overpromise"

Thanks

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mak25 9 years ago

Wonder and curiosity
The desire to know more.

That's what driving this thread.
- Thanks
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macalixter

9 years ago

I got it! the 2 words are........(drums)......

Take Action!

lol

Thanks

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unglued

9 years ago

Claude seems uncharacteristically absent from this thread. Why do I get the feeling that he and Ewen are belly-laughing at all of us over skype (and beers) ?

Thanks
1 reply

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Mystery777 9 years ago

Originally Posted by unglued

Claude seems uncharacteristically absent from this thread. Why do I get the feeling that he and Ewen are belly-laughing at all of us over skype (and beers) ?

Reminded me of a good friend of mine who dared us (me and friends) to guess what's black, round and hairy.... and has 5 legs. Took us several days.

.
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zoro

9 years ago

I think this fishing trip is going to end with a WSO. What you think ? Lol

Thanks
1 reply

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thejimy 9 years ago

Two words: Wanna know?
- Thanks
- 1 reply
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- kirbymarketingconcierge 9 years ago
  
  I sent a pm to Ewen yesterday and he responded with 2 words
  
  "no problem"
  
  my pm was - if my posts "are getting on your nerves, let me know and I will stop posting"
  
  from Ewen's earlier post :
  
  Can you guess what this free tool is?
  
  Your pay-off is huge.
  
  Leave your comments so we all can learn.
  
  so what I learned :
  
  the "take away" - no problem, buy from me or not - " you need me more than I need you" , because I can :
  
  1. call on your competition.
  2. I know biz. must spend money to make money. Period
  3. biz people may know they're biz., but not the biz. of marketing, persuasion, and sales.
  4. biz. people make poor marketing decisions..
  like Carl Icahn said - he can go into any biz. and cut the crap
  
  "expose yourself" - a newbie can't because there is nothing there to expose
  (or maybe, "joint venture" ???).
  
  "your story" - become your biz. and people buy you, And what your best intentions are. They want to feel... you are on there side, you listen.
  
  "take away"- we value what could be lost, what we think or feel can be taken away or leave us and our biz.
  
  remember, Ewen's posts of what can we learn!
  
  so i ask myself - like any biz. to make money, save time, money, and effort what will I do for ewen to tell me?
  
  I would pay
  
  so, "get respect", which is really "trust & credibility", like Ewen has on this forum (3,000 + veiws of this thread!!!)
  
  this is all I got. I would love to be off base,
  that some "biz. miracle" will make me the next Guru.... Phenom... but...
  
  "free lunch" - dosen't exist
  
  I really do want 2 words.
  
  so for me, they are the................ "BOTTOM LINE"
  
  kirby
  
  Thanks
  
  1 reply
  
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  lewisl 9 years ago
  
  Micro commitment
  
  Thanks
  
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macalixter

9 years ago

he´s just creating the hype, that´s a good tatic, some of us are about to say:

"here take my money" the lesson is this "create curiosity" like he definitly did here...

Where´s the buy button?

Thanks

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BigSnakeSituation

9 years ago

price matching

Thanks

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umc

9 years ago

Ah, I've got it. The two magic words are "ambiguous verbiage". Throw copious amounts of confusing terminology at them until they give up. Kind of like this thread.

Thanks

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Defacto

9 years ago

I will try your sig Ewen: want help?

Thanks
1 reply

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Mystery777

9 years ago

Originally Posted by Defacto

I will try your sig Ewen: want help?

Don't waste your time. Analyzed his sig long ago... it screams "social proof and testimonials" all over the place.... but he already dismissed it as the answer. -_-

.

Thanks
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DWolfe

9 years ago

Show results , Customer testimonials , past references ? use one of the tools to Show the buyer you have the skills to get it done.

Thanks
1 reply

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ewenmack

9 years ago

Think back when you bought something...what was your process that lead up to the exchange of money?

The answer is found in that process, not in what you do.

Best,
Ewen

Thanks
2 replies

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kirbymarketingconcierge

9 years ago

Originally Posted by ewenmack

Think back when you bought something...what was your process that lead up to the exchange of money?

The answer is found in that process, not in what you do.

Best,
Ewen

snatch this pebble from my hand

no one knows what the matrix is (except ewen)

have to substitute my blankness, with sarcasm

Thanks

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Mystery777

9 years ago

Originally Posted by ewenmack

Think back when you bought something...what was your process that lead up to the exchange of money?

The answer is found in that process, not in what you do.

Best,
Ewen

"Immediate Satisfaction".... "Instant Gratification".

EDIT: "Fear of Loss".

.

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ewenmack

9 years ago

Originally Posted by Mystery777

"Immediate Satisfaction".... "Instant Gratification".

.

Those are results after you bought.

We aren't talking about the product or service at all and the benefits of it,
but why you got off your couch and went to the store/computer in the first place to buy.

Best,
Ewen

Thanks
2 replies

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Mystery777

9 years ago

Originally Posted by ewenmack

Those are results after you bought.

We aren't talking about the product or service at all and the benefits of it,
but why you got off your couch and went to the store/computer in the first place.

Best,
Ewen

Hmmm... I also added "Fear of Loss"... but guess it's not it. I think I'm very close... gimme a moment.

.

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Mystery777

9 years ago

Originally Posted by ewenmack

but why you got off your couch and went to the store/computer in the first place to buy.

But man... this highly depends on the type of item itself.

Or are we talking about a universal internal process/emotion that works across all items/products? Like say, food, coaching, music, cars...etc.

.

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ewenmack

9 years ago

Originally Posted by Mystery777

But man... this highly depends on the type of item itself.

Or are we talking about a universal internal process/emotion that works across all items/products? Like say, food, coaching, music, cars...etc.

.

Yes you could label it as a universal thing people posses which drives them
to...

Best,
Ewen

Thanks
2 replies

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kirbymarketingconcierge

9 years ago

dopamine release

our primary brain chemical that motivates all of us to take action, make a decision, move forward...

Thanks
1 reply

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ewenmack

9 years ago

Originally Posted by kirbymarketingconcierge

dopamine release

.

Yes there can be an element of that...after the purchase.

I'm talking about the lead up to the purchase.

Best,
Ewen

Thanks
3 replies

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DWolfe 9 years ago

some one jumping off the couch to buy something....Is fulfilling a want.. But that is three words. Or the person on the couch Desire's Something ? so the tool would need to fulfill desire..
- Thanks
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kirbymarketingconcierge 9 years ago

Originally Posted by ewenmack

Yes there can be an element of that...after the purchase.

I'm talking about the lead up to the purchase.

Best,
Ewen

no ewen, I am right.

drop the markeing bs, the perception we control a sales relationship 100%.

they buy because of the "dopamine release" - thats 2 words

what 2 words are you thinking of?
- Thanks
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Mystery777

9 years ago

Originally Posted by ewenmack

Yes there can be an element of that...after the purchase.

I'm talking about the lead up to the purchase.

So it's:

1- A Tool
2- That is FREE (note the emphasis on the word, via capitalization)
3- Forces you to Buy (regardless of item type)
4- Can't be used if you're just starting out.

Just want to confirm we understood everything correctly. Because, if it weren't for no.4.. we'd have long guessed it.

As far as I recall, every process that has something to do with no.4 has already been mentioned and dismissed.

EDIT: It SHOULD have something to do with "Trust".

.

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kirbymarketingconcierge

9 years ago

Originally Posted by Mystery777

So it's:

1- A Tool
2- That is FREE (note the emphasis on the word, via capitalization)
3- Forces you to Buy (regardless of item type)
4- Can't be used if you're just starting out.

Just want to confirm we understood everything correctly. Because, if it weren't for no.4.. we'd have long guessed it.

As far as I recall, every process that has something to do with no.4 has already been mentioned and dismissed.

EDIT: It SHOULD have something to do with "Trust".

.

trust and credibility???

3380 views of this thread, where will it end???

Thanks
1 reply

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ewenmack 9 years ago

Originally Posted by kirbymarketingconcierge

trust and credibility???

It happens before the buyer is influenced by a marketer.

That's where the buried gold is.

Trust and credibility comes into play after the decision is made to buy
then go looking where to buy.

Best,
Ewen
- Thanks
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ewenmack

9 years ago

Originally Posted by Mystery777

So it's:

1- A Tool
2- That is FREE (note the emphasis on the word, via capitalization)
3- Forces you to Buy (regardless of item type)
4- Can't be used if you're just starting out.

Just want to confirm we understood everything correctly. Because, if it weren't for no.4.. we'd have long guessed it.

As far as I recall, every process that has something to do with no.4 has already been mentioned and dismissed.

.

OK, let's drop the word tool, as I think that's creating confusion.

On number 3, take that to be before the person is exposed to a product or service,
because this is where we get to understand why the decision to take action is made.

I keep going back to BEFORE and also now to emphasize it even BEFORE
the influence of a marketer.

Why did they go looking to buy in the first place
for a particular product or service.

What drive them to that point without the influence of a marketer?

Best,
Ewen

Thanks
5 replies

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kirbymarketingconcierge 9 years ago

#3

the need for human activity(action) - in this case to try to improve or move forward

I think this is my last post.

I'm exhausted, and don't want to dominate this thread.

just view now

thanks Ewen

it's been fun
- [ 1 ] Thanks
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Mark Singletary

9 years ago

Burning Need, Want, or Desire

Originally Posted by ewenmack

OK, let's drop the word tool, as I think that's creating confusion.

On number 3, take that to be before the person is exposed to a product or service,
because this is where we get to understand why the decision to take action is made.

I keep going back to BEFORE and also now to emphasize it even BEFORE
the influence of a marketer.

Why did they go looking to buy in the first place
for a particular product or service.

What drive them to that point without the influence of a marketer?

Best,
Ewen

Thanks

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Mystery777

9 years ago

Originally Posted by ewenmack

I keep going back to BEFORE and also now to emphasize it even BEFORE
the influence of a marketer.

Because of it, they went to buy the product/service... OR... they seeked *you* out first?

.

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ewenmack

9 years ago

Originally Posted by Mystery777

Because of it, they went to buy the product/service... OR... they seeked *you* out first?

.

Great question.

Yes the first part.

The product or service could be from anybody at this initial stage.

Best,
Ewen

Thanks
1 reply

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Mystery777

9 years ago

Originally Posted by ewenmack

Great question.

Yes the first part.

The product or service could be from anybody at this initial stage.

Then, I wonder now how does it tie in with no.4?

Seems we mistakenly assumed that no.4 had to do with name recognition and previous clients.

.

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ewenmack

9 years ago

Originally Posted by Mystery777

Then, I wonder now how does it tie in with no.4?

Seems we mistakenly assumed that no.4 had to do with name recognition and previous clients.

.

It just helps when you know your client/customer base rather than starting out cold.

It can be done by research and make a few assumptions then testing them small
when new to a market.

Best,
Ewen

Thanks
1 reply

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Profithound

9 years ago

subconscious mind

the way to control it is to ASK QUESTIONS

also overcomes the 5 objections
Need
Desire
Money
Trust
Urgency

also known as the 5 compelling reasons to buy

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1 reply

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ewenmack

9 years ago

Originally Posted by Profithound

subconscious mind

the way to control it is to ASK QUESTIONS

also overcomes the 5 objections
Need
Desire
Money
Trust
Urgency

also known as the 5 compelling reasons to buy

You are talking about what you as a marketer do.

I'm talking about the decision to buy BEFORE seeking out any marketer.

After we get that nailed, then we can move over on how to use that information.

But the first step in the process is to know as much about
that initial decision to take action and events leading up to it.

Best,
Ewen

[ 1 ] Thanks
1 reply

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BigSnakeSituation

9 years ago

financial assessment
means testing

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1 reply

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BigSnakeSituation

9 years ago

emotional response

Thanks
1 reply

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ewenmack

9 years ago

Originally Posted by BigSnakeSituation

emotional response

Not to what you've done.as a marketer.

Best,
Ewen

Thanks
1 reply

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savidge4

9 years ago

I am thinking "Product Research" that would be my step prior to a purchase... however, starting from square one with a client this may not meet that mark.

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ewenmack

9 years ago

Originally Posted by savidge4

I am thinking "Product Research" that would be my step prior to a purchase... however, starting from square one with a client this may not meet that mark.

Not about product but yes it is related to research.

Best,
Ewen

Thanks
1 reply

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savidge4

9 years ago

well doesn't that just open it up. ok maybe not really. The most imposing marketing is Word Of Mouth. but if I recall "Customer Referral" has been suggested.

I personally do as much research on a potential client as possible, New or existing ( want to see if the existing clients have been burning the candle from both ends ) So I am guessing customers do the same.

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ewenmack

9 years ago

Originally Posted by savidge4

well doesn't that just open it up. ok maybe not really. The most imposing marketing is Word Of Mouth. but if I recall "Customer Referral" has been suggested.

I personally do as much research on a potential client as possible, New or existing ( want to see if the existing clients have been burning the candle from both ends ) So I am guessing customers do the same.

You are correct, referrals and word of mouth don't apply here.

Best,
Ewen

Thanks
1 reply

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savidge4 9 years ago

a type of research that brings the client to the Ah Ha moment. Something that the client does, and these 2 words snaps them right into purchase mode. ( your basically conscious subconscious trigger! )

The two words I would presume identify the clients needs to seeking assistance, and you the salesman using the words creates a instant unification in purpose ( the stars align )

I am still caught up on the new client condition. So added to the words is the intimacy or trust in a working relationship, that you may not have with a new client.

Can I, for all of us involved say I give up? answer please? ha ha
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- ewenmack 9 years ago
  
  Originally Posted by savidge4
  
  Something that the client does, and these 2 words snaps them right into purchase mode. ( your basically conscious subconscious trigger! )
  
  ha
  
  Now you are cooking gas!
  
  Best,
  Ewen
  
  Thanks
  
  2 replies
  
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  BigSnakeSituation 9 years ago
  
  instinctive response
  
  Thanks
  
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  BigSnakeSituation 9 years ago
  
  social instincts
  
  Thanks
  
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BigSnakeSituation

9 years ago

Originally Posted by ewenmack

OK, let's drop the word tool, as I think that's creating confusion.

On number 3, take that to be before the person is exposed to a product or service,
because this is where we get to understand why the decision to take action is made.

I keep going back to BEFORE and also now to emphasize it even BEFORE
the influence of a marketer.

Why did they go looking to buy in the first place
for a particular product or service.

What drive them to that point without the influence of a marketer?

Best,
Ewen

Buyers Instinct

Thanks

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Joe Stewart

9 years ago

Originally Posted by ewenmack

OK, let's drop the word tool, as I think that's creating confusion.

On number 3, take that to be before the person is exposed to a product or service,
because this is where we get to understand why the decision to take action is made.

I keep going back to BEFORE and also now to emphasize it even BEFORE
the influence of a marketer.

Why did they go looking to buy in the first place
for a particular product or service.

What drive them to that point without the influence of a marketer?

Best,
Ewen

Burning desire.

Thanks

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Mystery777 9 years ago

Originally Posted by ewenmack

Yes you could label it as a universal thing people posses which drives them
to...

"Need to Fit In".... but then again, it won't apply to food.

.
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Defacto

9 years ago

All I know is asking a potential client how you can help them is one of the best ways to get business. Has been for me.

Thanks

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Defacto

9 years ago

I may ask "how much".

Thanks

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TerryLBD

9 years ago

Originally Posted by ewenmack

The only time I know it doesn't work is when you are starting off at ground zero.

This has to be the main hint here ... something to do with your reputation or experience.

Before I re-read that, I was convinced it was an irresistible offer.

Thanks
1 reply

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ewenmack 9 years ago

Originally Posted by TerryLBD

This has to be the main hint here ... something to do with your reputation or experience.

Before I re-read that, I was convinced it was an irresistible offer.

Get this and creating irresistible offers gets so much easier.

Best,
Ewen
- Thanks
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Defacto

9 years ago

According to Stephen King people have "needful things".

Thanks

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Synnuh

9 years ago

Impulse Control?

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Scott Murdaugh

9 years ago

I haven't read most of the thread. But I'll throw a few guesses in...

Solve Problems.
Sell Results.
Bleeding Neck.
Desperate Buyer.
Market Feedback.
Understand Pain/problems.
Before/After

I'd usually happily read through a thread by Ewen, but this is a monster. So I may have missed some hints or mentioned something already covered. Just guessing.

-Scott

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Profithound

9 years ago

Irresistible intrigue

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James Hensley

9 years ago

If it directly effects the customer seeking you out and choosing your company vs another then it must have something to do with reputation or your companies track record. Any transaction positive or negative will never be swept under the rug, everything always seems to come to full effect at some point. Your reputation is pretty vital stuff.

EDIT: Is the answer you seek related to branding, Ewen?
Perhaps its "brand recognition"

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ewenmack

9 years ago

Originally Posted by James Hensley

If it directly effects the customer seeking you out and choosing your company vs another then it must have something to do with reputation or your companies track record. Any transaction positive or negative will never be swept under the rug, everything always seems to come to full effect at some point. Your reputation is pretty vital stuff.

EDIT: Is the answer you seek related to branding, Ewen?
Perhaps its "brand recognition"

No, not related to branding and nothing to do
what you do or have done.

Best,
Ewen

[ 1 ] Thanks

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ThomasOMalley

9 years ago

Market desire

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savidge4 9 years ago

Competitor something?

Keeping up with the Jones syndrome?
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- ewenmack 9 years ago
  
  Originally Posted by savidge4
  
  Competitor something?
  
  Keeping up with the Jones syndrome?
  
  No to competitor.
  
  Keeping up to the Joneses lead them to...?
  
  Not buying.
  
  Best,
  Ewen
  
  Thanks
  
  1 reply
  
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  Mystery777 9 years ago
  
  So it's actually:
  
  1- An Emotion
  2- Happens before Buyer knows about you
  3- Forces decision to Buy - stops Resistance (regardless of item type)
  4- Easier to implement when you know your Market (the market - not necessarily the client)
  5- Related to Research
  
  Since the word research was mentioned first when describing what you'd do, as a marketer, when you are new to a market.... it's safe to assume it isn't one of the main requirements (must do's) for you as a marketer.... Because you can skip it if you know your market.
  
  Hence, it must be something the client does. Again, confirmed by your first response to savidge4.
  
  So, a little note should be added to no.5:
  
  5- Related to Research (done by client).
  
  Then, from that same first response to savidge4... we can deduce a new fact... here comes no.6:
  
  6- Research not related to product/service
  
  So, to sum it up, the new modified list should be:
  
  1- An Emotion
  2- Happens before Buyer knows about you
  3- Forces decision to Buy - stops Resistance (regardless of item type)
  4- Easier to implement when you know your Market (the market - not necessarily the client)
  5- Related to Research (done by client)
  6- Research not related to product/service
  
  Also, given your emphasis that this particular emotion has directly to do with the *decision to buy*... to buy... not anything else. Basically saying: it's the final step.
  
  Hmmmm... so here are the keywords forming amidst the clouds:
  
  ~ Desperate ~ Problem ~ Searching ~ Solution ~ How to ~
  
  .
  
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  AarenE 9 years ago
  
  The buyer feels pain about a problem in their life?
  
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ewenmack 9 years ago

Originally Posted by ThomasOMalley

Market desire

Market desire drove them to...?

Not buy.

Best,
Ewen
- Thanks
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urosinho10

9 years ago

Take action?

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kruger7

9 years ago

Hidden motivators?
Status quo?
Not good at putting into two words, but basically trying to rationalise emotions with logic, which then causes them to feel the need to buy something.

Thanks

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sagittarius

9 years ago

Solution to a Problem?

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Peregrino

9 years ago

Basic Needs ?

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Rus Sells

9 years ago

I think the BEFORE is their PROBLEM and they are looking for the answer/solution to that problem.

Our job is to identify the problem and have the answer/solution ready for them when they find us.

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James Hensley

9 years ago

Is it timing?

The research that you do gives you an idea of when the prospect has money to spend. So you would only be advertising to someone after they've taken care of all their financial obligations. They might actually be aching to blow the rest of their earnings on something that can further their cause.

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Digital Traffic

9 years ago

Maslow's hierarchy

Self-actualizing needs

Consumer perception

Consumer behavior

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Ian Jackson 9 years ago

pain relief
i need

?
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RedShifted

9 years ago

Ewen, I don't say this to be rude. But if this was a classroom every single student would have got up & walked out almost a week ago.

I don't know the answer. But I know how to cheat. And if people *really* want the answer I'm going to suggest you do something somewhat unethical.

STOP SUBMITTING YOUR IDEAS.

Right now Ewen has all of you on his hook and that's the only way this thread will end and you will all get your answer.

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Mystery777 9 years ago

Originally Posted by RedShifted

STOP SUBMITTING YOUR IDEAS.

Right now Ewen has all of you on his hook and that's the only way this thread will end and you will all get your answer.

Personally, if I wanted him to just spill out the answer, I'd have said so. I enjoy the chase/challenge.

But if it turned out the answer was one of the things already mentioned above.... I swear... .. there's gonna be all kindda issues...

*Whisper*: "ALL KINDDZ!" ~ Hodge Twins

.
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James Hensley

9 years ago

I also enjoy the challenge

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kirbymarketingconcierge 9 years ago

posted 5-28-2014- 12:40 pm

Post # 35

Quote:
Originally Posted by ewenmack View Post
Ok, ok, want a clue?

Here it is...

Just 2 words.

When I reveal it, you'll be given a 2 page sale letter which
has sold many millions of it services, so you can see those 2 words in action.

And of course the how you can tailor the secret foir your situation.

Best,
Ewen

4,000+ views and 200+ posted reply's later........

.....................
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Ian Jackson 9 years ago

Originally Posted by James Hensley

I also enjoy the challenge

I agree.

I'm wondering if on of the words is "feel" or "feeling"

I (or you/we/they) feel

Before anything can happen (a sale, purchase, whatever) first the thought has to occur, and the thought is the affect of a feeling.

imhoe
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- ewenmack 9 years ago
  
  Yes problems can lead to the 2 words I'm after.
  
  It's not the only thing though.
  
  Best,
  Ewen
  
  Thanks
  
  1 reply
  
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  Mystery777 9 years ago
  
  Originally Posted by ewenmack
  
  Yes problems can lead to the 2 words I'm after.
  
  It's not the only thing though.
  
  What?! o_O... How come?
  
  .
  
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  MRomeo09 9 years ago
  
  I think the more interesting question is if Ewen can still satisfy when he provides the answer. I'm pretty convinced at this point that it's not something someone is going to come up with. So the question is not really what is Ewen's answer(at least for me), I'm mostly curious if people are satisfied when they find the "secret". Will the payoff be there?
  
  It's kinda risky, and I'm not sure he can pull it off. Here's to hoping he can.
  
  At this point it would have to be
  1. An answer not given or not even a close miss.
  2. Something not obvious that was just not offered.
  3. A real breakthrough in the normal paradigm.
  
  Kind of a tall order.....
  
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  Your opinion of yourself becomes your reality. If you have all these doubts, then no one will believe in you and everything will go wrong. If you think the opposite, the opposite will happen. Itâ€™s that simple.-Curtis Jackson- 50 Cent
  
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  kirbymarketingconcierge 9 years ago
  
  Ewen's past post :
  
  29th May 2014, 09:52 PM #95
  ewenmack
  
  Re: FREE Tool Stops Buyer Resistance
  
  UPDATE: It's taking awhile to make the secret simple for you to understand
  and apply in most situations.
  
  Last night I revealed the secret to my client.
  
  So that he could get it down to his bones, I mentioned 3 greats of
  direct marketing Robert Collier, Eugene Schwartz and Gary Bencivenga
  have passed down their rules for getting people to buy stuff in droves.
  
  Rules like...
  
  Enter their conversation in their mind
  You cannot sell to an unmotivated person
  Persuasion Equation tm
  
  I demonstrated how this breakthrough secret is the short cut to
  their formulas and he told me he now knew why it works
  and why there is nothing else like it.
  
  So I asked him how he would explain it to somebody
  who had less knowledge about direct response marketing.
  
  And there was a looooong silence.
  
  I knew I was in trouble.
  
  The message is too complicated because he could not easily pass it on to somebody else, therefore it can't go viral.
  
  So it's back to the drawing board for me.
  
  It still works like gangbusters though, as experienced by my client and me.
  
  In the meantime while I work on explaining it to you,
  see if you can come up with the secret 2 words.
  
  I appreciate you all.
  
  Best,
  Ewen
  
  228 reply's and 4,715 views ......
  
  Thanks
  
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XponentSYS

9 years ago

Problem - solution

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Adrian John

9 years ago

Satisfy a need

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ewenmack

9 years ago

Originally Posted by Adrian John

Satisfy a need

The satisfaction comes after purchase.

The 2 words describe what took place before the purchase
and what drove him to look to buy, without coming into contact with a marketer
to be influenced.

Best,
Ewen

Thanks
2 replies

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savidge4

9 years ago

I keep wanting to say "Market Analysis" It is obviously easier on our end, if it is not the first time meeting a client. It is obviously research. its FREE,

Forces to buy.. I am thinking that depends, that may be my weak spot in this one.

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ewenmack

9 years ago

Originally Posted by savidge4

I keep wanting to say "Market Analysis" It is obviously easier on our end, if it is not the first time meeting a client. It is obviously research. its FREE,

Forces to buy.. I am thinking that depends, that may be my weak spot in this one.

This exercise is great for getting out of our marketing head and into the head of a buyer...any buyer before it's influenced by a marketer.

We delve deep into their world which seems un-natural for us,
therefore difficult.

But that's where the breakthroughs are found.

Best,
Ewen

[ 1 ] Thanks
2 replies

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savidge4

9 years ago

Is that your polite way of saying thanks for trying, try again?

Originally Posted by ewenmack

This exercise is great for getting out of our marketing head and into the head of a buyer...any buyer before it's influenced by a marketer.

We delve deep into their world which seems un-natural for us,
therefore difficult.

But that's where the breakthroughs are found.

Best,
Ewen

Thanks
1 reply

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Ian Jackson 9 years ago

It would seem that the two words that relate not to marketing, but psychology
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- DavePalermo 9 years ago
  
  Perceived Value
  
  Thanks
  
  1 reply
  
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  Ian Jackson 9 years ago
  
  Originally Posted by DavePalermo
  
  Perceived Value
  
  Wrong direction my friend, that is the "marketing head" Ewen said to forget about
  
  Thanks
  
  1 reply
  
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  DavePalermo 9 years ago
  
  Well it seems that the Oracle of Auckland has stumped me.
  I don't recall seeing perceived value anywhere on this thread.
  Then again in my old age (41) I am loosing it.
  
  Speaking of perceived value, I remember Ewen posting a thread about a book: "The Dollarization Principal"
  Great read if anyone is serious about marketing b2b.
  
  Anyway Ewen, what is it, we are all out of guesses.
  
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James Hensley

9 years ago

Originally Posted by ewenmack

This exercise is great for getting out of our marketing head and into the head of a buyer...any buyer before it's influenced by a marketer.

We delve deep into their world which seems un-natural for us,
therefore difficult.

But that's where the breakthroughs are found.

Best,
Ewen

I thought the above was the answer

So..

If the works happen before any interaction with the marketer, then it must have something to do with understanding the market. At some point the market decides they need a resolution to a problem. So their mind begins solidifying the need for change, if they convince themselves, they will then explore solutions. If not, they will carry on like normal.

This is all done without any interaction with a marketer or company.

So they've already convinced themselves to buy something, now they're going shopping. At this point, to get them to buy they need to be shown that your offer will solve the problem. So the magic information needed to craft a closing ad would be to know why they went shopping in the first place.

If you can identify what made someone go shop and then align that driving desire with your offer...they should prob buy..

But..

3 Missing Parts:
- What is the problem?
- How to pin point the exact emotion that forces someone to seek a resolution?
- How to assure your emotional offer is shown to that same person?

It screams, re-targeting, but thats restricted to internet ads..

If we were talking about some micro style promotions (face to face) we could simply ask questions that outright tell, or reveal the inner emotions and then sell. But I think Ewen is talking about advertising on more of a macro level?

The only other way I see of pulling this off is to do it all in the same ad..
So you gotta create or bring to light the emotion. Then guide them to agree that the emotion is relevant to them. They must decide for themselves to buy or seek out a change. And then your offer has to fit their emotional criteria. Would be one helluva advertisement

I really don't even know... but hey, big thanks to Ewen for making this discussion its made me think about so many things in a different light.

Who else got leveled up by Mr. Ewen Mack

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gjabiz

9 years ago

James,

You have thought through the idea of a desire, which has been stirred, and is unfulfilled. Then, you correctly identify they want a "resolution", and they go shopping. But then you jump over the CRITICAL point, which is...

the WHERE. Where does their unfulfilled desire meet your promotion.

This is, for me, the critical intersection, and is the starting point for building your promotion.

gjabiz

Originally Posted by James Hensley

So they've already convinced themselves to buy something, now they're going shopping.

HERE IS THE INTERSECTION...ONCE THEY'VE DECIDED TO GO SHOPPING (SEEKING) AND WHERE THEY INTERSECT WITH YOU.

At this point, to get them to buy they need to be shown that your offer will solve the problem (OR RESOLVE THEIR SEARCH)

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kirbymarketingconcierge 9 years ago

from gjabiz :

the WHERE. Where does their unfulfilled desire meet your promotion.

HERE IS THE INTERSECTION...ONCE THEY'VE DECIDED TO GO SHOPPING (SEEKING) AND WHERE THEY INTERSECT WITH YOU.

Originally Posted by James Hensley View Post

So they've already convinced themselves to buy something, now they're going shopping.

************************************************** ************************
good stuff guy's!

when they are searching, they see you (your biz and solution).
you are there and have been all along (online, past successes, good valuable content, potential solutions to biz. roadblocks,...)

they came to you, you didn't come to them?

the "intersection" that they drove up to, has the traffic light

which is green (you can help)

or red????

"life is like a box of chocolates, and biz. life is a busy intersection" ???

Kirby Gump 2014
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Joe Stewart

9 years ago

Originally Posted by ewenmack

The satisfaction comes after purchase.

The 2 words describe what took place before the purchase
and what drove him to look to buy, without coming into contact with a marketer
to be influenced.

Best,
Ewen

Emotional want or emotional need. I know that those two things can be completely different, but most people buy based on an emotion, so one or the other makes sense.

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RRG 9 years ago

Pain relief

Rowan and Martin

War and Peace
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- Mystery777 9 years ago
  
  Detective L & Ewen's Riddle - YouTube
  
  .
  .
  
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  savidge4 9 years ago
  
  This gets post of the month honors in my book!
  
  Originally Posted by Mystery777
  
  Detective L & Ewen's Riddle - YouTube
  
  .
  .
  
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AmericanMuscleTA

9 years ago

NEED and WANT is all I can think of.

If you're about to build a deck and you only have nails, then you NEED to go out and buy a hammer. Marketing doesn't affect this.

If one day you wake up and you decide you WANT a Harley Davidson, then marketing won't affect this. You just go out and buy one.

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Joe Stewart

9 years ago

Fair enough?

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ramohr

9 years ago

"I'm ready" when are you going to let me buy

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kirbymarketingconcierge 9 years ago

Originally Posted by ramohr

"I'm ready" when are you going to let me buy

3rd June 2014 12:12 PM

231 reply's and 4,854 views

************************************************** *********************************************
from Ewen :

I keep going back to BEFORE and also now to emphasize it even BEFORE
the influence of a marketer.

Why did they go looking to buy in the first place
for a particular product or service.

************************************************** *******************************

what were WE looking for, felt "At LOSS" with, before we got on this thread???

just thowing this out there!
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kirbymarketingconcierge

9 years ago

Boy! would I love to have a some cookies right now.

where's a good baker !!!!????

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mojo1 9 years ago

yeah sure....
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Joe J

9 years ago

Obvious solution.

or

I'd like to buy a 'S'

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lewisl

9 years ago

intrinsic value

That's my last attempt unless there are more hints

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ewenmack

9 years ago

Originally Posted by lewisl

intrinsic value

That's my last attempt unless there are more hints

Lewis, that's being influenced by a marketer.

What I'm after is that one split second he or she decides
to take an action, to do something about his or her situation.

Best,
Ewen

Thanks
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lewisl

9 years ago

Originally Posted by ewenmack

Lewis, that's being influenced by a marketer.

What I'm after is that one split second he or she decides
to take an action, to do something about his or her situation.

Best,
Ewen

In that case I'll try for

PAIN THRESHOLD
CRISIS POINT

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zoro

9 years ago

Two words - "I'm Convinced". "Solves Problem".

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Digital Traffic

9 years ago

Buyer's Euphoria

Needs Wants

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BigSnakeSituation

9 years ago

I love this thread. The more i read ewenmacks's initial post question the more it reminds me of this one riddle once told to me.

What does man love more than life?
Fear more than death or mortal strife?
What do the poor have, what the rich require,
And what contented men desire?
What does the miser spend, the spendthrift save,
And all men carry to their graves?
answer: Nothing
I think this fits. Follow me on this.

What, "free tool stops buyer resistance"? nothing
"Once he learned it then implemented it". he learned nothing therefore there saw was nothing to implement.

Once he learn he could do" nothing" in order to stop buyers resistance he was able focus on something else to get more clients. Hence, he used it today.
The only time he knows it doesn't work (nothing) is when you are starting from ground zero.
"...still need this one thing to get her to part with her money". I still say theirs absolutely nothing you can do to make someone part with there money when they have buyer resistance.
Clue, "just two words", Absolutely Nothing.
Ok i admit im stomped on the 2 page sales letter that sold millions of it services. Unless its one of those over written sales letter that actually say "nothing".
Post #95 he say he revealed his secret. Secret being, "there is nothing free to stop buyers resistance. Also, he said," he demonstrated how this breakthrough secret is the short cut to
their formulaSo I asked him how he would explain it to somebody
who had less knowledge about direct response marketing.s and he told me he now knew why it works
and why there is nothing else like it". Well it works so well because now you don't have to do nothing pertaining to buyers resistance. As far as,"nothing else like it". Needless to say there is nothing like '"nothing". Continued in the same post,"
So I asked him how he would explain it to somebody
who had less knowledge about direct response marketing.

And there was a looooong silence.

I knew I was in trouble.

The message is too complicated because he could not easily pass it on to somebody else, therefore it can't go viral." IMO there is nothing too complicated to explain other than nothing and only nothing can go viral.
Post #143 "Think in terms of the other person and their buying decision."
Honestly, we no absolutely nothing about peoples buying decisions, that is pertaining to before the purchased something. We have charted there buying habits until our wits ends.
Post #150 "Think back when you bought something...what was your process that lead up to the exchange of money?" I conclude, nothing. Definitely nothing once i was inclined to buy.

I'm done for now. The point I was trying to make is that make is that it seems to me that absolutely nothing thats a "free tool that stops buyer resistance." I know I'm wrong but you gotta admit as regards to a riddle, "absolutely nothing" fits. My final 2 word answer.

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Joe Stewart

9 years ago

I'm beginning to think he might have forgot. :-)

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DaniMc

9 years ago

pressing need

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ewenmack

9 years ago

O.K, I've got 16 examples in a diverse range of products and services
to demonstrate the universal role these 2 words play.

Coming soon!

Just gotta put a bit of polish on them.

Best,
Ewen

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savidge4

9 years ago

Did we expect anything less than over delivery? well yeah... This is going to be the best read ever!

Originally Posted by ewenmack

O.K, I've got 16 examples in a diverse range of products and services
to demonstrate the universal role these 2 words play.

Coming soon!

Just gotta put a bit of polish on them.

Best,
Ewen

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DanMcMor

9 years ago

[DELETED]

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kirbymarketingconcierge 9 years ago

from ewen : O.K, I've got 16 examples in a diverse range of products and services
to demonstrate the universal role these 2 words play.

Coming soon!

Just gotta put a bit of polish on them.

Best,
Ewen

Thank Ewen!

I was desperate!

and thanks to Harry B for the laugh, with cookie monster gif
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- savidge4 9 years ago
  
  What I find interesting in this LEARNING process... is the lack of willingness to learn.
  
  This thread above most any I have read on this forum exemplify the 80 20 rule. Once the answer is FINALLY give, there will be 80 percent that are let down by the answer. There will then be 20% that think its the best thing since sliced bread!
  
  I believe in THIS case in particular, this is a double down dose of 80 20. Meaning not only is there the initial 80 20 split, but within the 20 percent that are appreciative of the answer 80% may not get - meaning they will not know how or be wiling to apply it. There will be the 20% of the 20% ( 4% ) that get it... that internalize it, and that will use it.
  
  I personally every evening have been spending an hour or so with 1 on 1 time with Ewen ( ONLY through this thread I might add ) working through my process and understanding of the forthcoming answer. Regardless of the answer it has been well spent time in my book.
  
  To look into my Process, and REALLY looking into the clients process has been eye opening. I think the biggest catch for many has been the stipulation that the client is coming to you, and not the other way around. I think in many cases for a lot of us, this scenario does not play out as much as it should. I can honestly say that 20% of MY business comes to me this way.
  
  This in particular has been something that I have focused on in recent months. So much that I have moved my studio into a larger space, and inviting more clients into this space. I have laid it out very much in a retail style. separated by different sections. Be it Vinyl cutting, large format printing, logo design, print media, web design etc. When I know clients are coming over, the space comes to life with lighting and video presentations on a number of screens though out the space, all leading back to MY work area.
  
  So to have the experience of looking at the ability to directly connect with a clients emotions with the use of 2 words? mind blowing!
  
  If nothing else, it has been a great experience for me, and a path that will not end here, but one that will be explored further.
  
  And with that Ewen, I would like to say THANK YOU!
  
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  ewenmack 9 years ago
  
  Originally Posted by savidge4
  
  What I find interesting in this LEARNING process
  
  Process is KEY.
  
  You look into the 2 word world as the starting point and you start back from that or
  move forward from it.
  
  This creates the answer to your unique situation.
  
  Best,
  Ewen
  
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AmericanMuscleTA

9 years ago

Thought Process

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ewenmack 9 years ago

Originally Posted by AmericanMuscleTA

Thought Process

In a word, no.

Best,
Ewen
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kimberly Aita

9 years ago

coming soon

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ramohr

9 years ago

already sold .. they just need to find who selling it

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AmericanMuscleTA

9 years ago

Curiosity?!

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lewisl 9 years ago

My last guess before Ewen opens his kimono

PSYCHOLOGICAL TRIGGER

(as talked about by Joe Sugarman)
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- ewenmack 9 years ago
  
  Originally Posted by lewisl
  
  My last guess before Ewen opens his kimono
  
  PSYCHOLOGICAL TRIGGER
  
  (as talked about by Joe Sugarman)
  
  You know, I don't think it's been written about before,
  but I do know it's the title of a book on a slightly different subject.
  
  Best,
  Ewen
  
  Thanks
  
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  gjabiz 9 years ago
  
  Not before/after.
  Not seek/find
  
  One last shot....Unfulfilled Desire.
  
  Getting closer?
  
  gjabiz
  
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SashaLee

9 years ago

Instant Gratification.

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EmergencyMonkey

9 years ago

As an emergency physician, by nature I have little patience. This is painful having to wait 9 days for an answer when I get my results usually in an hour

Such is life. Learned a lot in the thread though.

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gjabiz

9 years ago

Originally Posted by EmergencyMonkey

As an emergency physician, by nature I have little patience. This is painful having to wait 9 days for an answer when I get my results usually in an hour

Such is life. Learned a lot in the thread though.

You do an assessment of a new arrival. You then determine a course of action based on some feedback (if conscious), you hope to learn about the patient, any allergies or procedures you do not want to use.

If it is not life threatening you proceed with a plan based on your education, training and experience.

We are for the most part, NOT in the life saving business, although some of us like to think we are...he..he..

Our PROCESS for selling begins before the prospect comes through the doors...

Our customers have decided they WANT or need something, they go searching for an answer, we have to position ourselves along their TRACKS and hope they run over us...or at least interact with us. IF we have done our studies, and have learned about motivations and buying decision moments, we have a good chance to make a sale.

If they don't buy from us, we take 2 aspirin and call YOU in the morning...HA!

gjabiz

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EmergencyMonkey

9 years ago

Originally Posted by gjabiz

You do an assessment of a new arrival. You then determine a course of action based on some feedback (if conscious), you hope to learn about the patient, any allergies or procedures you do not want to use.

If it is not life threatening you proceed with a plan based on your education, training and experience.

We are for the most part, NOT in the life saving business, although some of us like to think we are...he..he..

Our PROCESS for selling begins before the prospect comes through the doors...

Our customers have decided they WANT or need something, they go searching for an answer, we have to position ourselves along their TRACKS and hope they run over us...or at least interact with us. IF we have done our studies, and have learned about motivations and buying decision moments, we have a good chance to make a sale.

If they don't buy from us, we take 2 aspirin and call YOU in the morning...HA!

gjabiz

I have to say, this is brilliant. Especially the train track analogy. As for life saving, 97% non-emergent, 3% life-threatening looks a lot like the average conversion rate.

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ewenmack

9 years ago

Today I'm going to give you the 2 word formula, so you can convert
prospects into sales.

Then I'll give you examples to demonstrate the formula so you'll
then be thinking how to apply it in your situation today and in the future.

Then I'll go into why it is more powerful than anything else you've
experienced.

Tipping Point

2 door red European sports car
Recently divorced woman in her late
40's who's children have left home.
Tipping Point
Now she has the money and energy to get what she wants and had put
on hold due to her commitment to husband and children first.

Fake Tan Lotion
Mother of 1.
Tipping Point
She's going to inlaws for summer holiday. Having been inside most of the last 9 months
she doesn't want to be the only "white" one.

Diet
Mother of 3 in her 30's
She is going on summer holiday to the beach with her inlaws.
She feels her mother in law has a better body than her and has heard
her been so critical of others who let their body go.

Business Broker
In his 60's and owns a trucking company
Tipping Point
Had double bypass heart surgery
and can't carry on running the business.

Newspaper Advertising
Woman in 40's who owns a luggage and handbag store
Tipping Point
National chain of luggage and handbag stores opens up nearby.

SEO
Thirties male owner of
chain of shared office space.
Tipping Point
Paid advertising isn't reaching all his market.

Kitchens
30's mother of 2 toddlers.
Tipping Point
Baby gone from baby to toddler
and can't see what he is up to because she has her back to him
while working in the kitchen

Swimming Pool
Couple with 2 teenage children
Tipping Point
Like all new home buyers, the majority of big ticket buying
is done close to the purchase.

Lawnmowing
Couple in 70's
Tipping Point
Their lawnmowing guy didn't show up on time to mow lawn for birthday party.

Golf clubs
30 year old single male
Tipping Point
For the tenth time he got humiliated
by his buddy on the driving range

5 Door Wagon
Tipping Point
32 Year Old Mother Of Toddler
Baby turns into toddler and buys a new stroller which is bigger and can't fit into car.

IT Service
Business owner with office staff
of 15
Tipping Point
Second deadline not met due to computer network malfunction

As you can see there was one moment in time where a decision was made for a change.

It was brought about by their own idea. Their own situation. In their own time.

This is the missing piece in the puzzle as to "why don't they buy?"

Well it's because you have either been talking to those that haven't
made a decision to change...haven't
matched what you have to that decision.

It's been a mismatch.

Now take a person who has already made the decision to change,
wouldn't they be already internally motivated?
You wouldn't have to use lame scarcity tactics that the clueless use.

All you had to do is enable them to see what you have matches
their situation and will give them that change they are after.

Now you see a whole new world of selling opportunities because
you now focus on what took place that drives a person
to make a decision to change by themselves.
Then match what you have to that decision.

You've followed this thread, seen how your own thinking has evolved through clues and now it's time to
experience how it works in your market. Also I think you are wise enough to believe this is built on how things really work, therefore by testing and making tweaks you'll
always be on the right track to meeting what people want to buy.
It's like you are connecting an existing want, that you never knew existed before, to your product or service.

Would love to hear how you are going to use the Tipping Point

Best,
Ewen

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BigSnakeSituation

9 years ago

I'm impressed.

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ewenmack

9 years ago

Here's a sales letter for a IT service firm.

The letter has sold millions and millions of dollars worth of it services
bringing prospects to a tipping point.

Best,
Ewen

[ 2 ] Thanks
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savidge4 9 years ago

FOR THE LOVE OF GOD

SO I read this at 12:20 this evening and I have a client in California. My NOW client that I have been trying to close for months has been asking me to help here and there with his new 100 site project. ( Of course I have been trying to get the entire 100 site development stage )

So I called him - the hour is normal for us to communicate btw Hey how you doing how are the kids blah blah blah. How is the sisters store? I have an answer to the question you e-mailed me today blah blah blah. "So, I was wondering... what was the tipping point for you to start in internet marketing and why 100 sites?" Hes 66 just retired needed something to do, he will be able to do it from anywhere. Its more work than he thought ( My brain is now in full Cheetah mode - the stalk is on! )

We talked some more... I am now communicating to him on HIS level, from HIS perspective. Running 100 sites will be more than enough to keep him busy, you want this to be successful right? ( Insert Referals name ) trust me with his site development. He agrees. ( I can tell by many cues that the referral and Person I am talking to now, have communicated at some detail of my work. ) We talk a bit more, The discussion now turns to what ifs. and then BANG He says "Here is the price I have been thinking. can we do that?"

TWO WORDS

6 FIGURE CONTRACT ( The 2 words being "Tipping Point" )

Ewen, Thank God you are a whole lot of miles away because I would Kiss you! ha ha!
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- ewenmack 9 years ago
  
  Originally Posted by savidge4
  
  Ewen, Thank God you are a whole lot of miles away because I would Kiss you! ha ha!
  
  Are you a guy or gal, because IT would matter if you were to kiss me!
  
  Best,
  Ewen
  
  Thanks
  
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SirThomas

9 years ago

Originally Posted by ewenmack

Here's a sales letter for a IT firm.

The letter has sold millions and millions of dollars worth of it services
bringing prospects to a tipping point.

Best,
Ewen

I just watched the video with that letter and it follows "The Wedge" by Randy Schwantz. Great concept and it absolutely works, especially when you want to uproot your competition!

[ 1 ] Thanks
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ewenmack

9 years ago

Originally Posted by SirThomas

I just watched the video with that letter and it follows "The Wedge" by Randy Schwantz. Great concept and it absolutely works, especially when you want to uproot your competition!

Yes that Robin Robins letter and The Wedge are more advanced methods to tip out an existing vendor of your prospect.

Still valid in terms of thinking of how close a person is reaching that tipping point
if they haven't reached it..

My post was so people recognize when people have hit the tipping point
so they are ready and able to meet that existing demand.

Thanks for the discussion which I'm sure will help people get more clarity.

Best,
Ewen

Thanks
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savidge4

9 years ago

Originally Posted by ewenmack

My post was so people recognize when people have hit the tipping point
so they are ready and able to meet that existing demand.

This is a very important statement.

"when people HAVE HIT the tipping point"

Given the initial statement that started the journey, the 2 words that work best on clients that COME TO YOU, and may not work on a new client.

New clients, you will have to pre-qualify the fact that they have hit the "Tipping Point". Existing clients and or clients that are knocking on YOUR door, have ALREADY hit the "Tipping Point"

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Mystery777

9 years ago

Originally Posted by savidge4

New clients, you will have to pre-qualify the fact that they have hit the "Tipping Point". Existing clients and or clients that are knocking on YOUR door, have ALREADY hit the "Tipping Point"

I'd be more interested in coming up with a methodology to implement this for targeting only those who've already hit that tipping point. Not just "screening" for them.

Haven't tried it with offline marketing yet, but it's easier with online marketing. Used to apply it in many of my sites before. Would target only "hot buyers" of the moment. These sites would get anywhere from 60% upto 85% conversion rates, depending on the product ... (well, before the big G. slap that is).

Manufacturing it may also be possible. I'll give it a try. Let's take the web design business as an example:

Most of the offline business clients decide they absolutely want a website when they hear their competitor just got one or already has one. Especially when most of their competitors do. It becomes stressful the more times they hear from different sources and various mediums that it's a sign of professionalism (just like with the online product launch techniques btw). They're getting continuously hit from different sources.

But the tipping point *might be* when they receive a call from someone who's supposedly interested in buying their products/services, only to be turned off when he/she discovers over the phone that they don't have a website. (lol I actually know a designer who uses his friend to pull off that trick).

Big applause to Ewen. Didn't disappoint. Your answers were spot on (for eg. "problems may be part of what causes it, but it's not the only thing"). That puzzled me for a while. But it's true in this case.

.

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ewenmack

9 years ago

Originally Posted by Mystery777

Haven't tried it with offline marketing yet, but it's easier with online marketing. Used to apply it in many of my sites before. Would target only "hot buyers" of the moment. These sites would get anywhere from 60% upto 85% conversion rates, depending on the product ... (well, before the big G. slap that is).

.[/COLOR]

A little different because of the time lapse.

There is a difference between decision to make a change
than what product or service to satisfy the demand for change.

They have researched and decided upon a 3 inch squirrel nut scratcher,
made by Pagini in color pink.

The tipping point is Freddy the pet squirrel keeps scratching his nuts and Becky is feeling so sorry for him. So decision time. Do it for him, without having to touch them herself.

See the difference?

Now somebody at Pagini thought of the Becky's of the world and decided to design some stylee pink ones.

Bingo! a match made in heaven.

Best,
Ewen

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ewenmack

9 years ago

Originally Posted by SirThomas

I just watched the video with that letter and it follows "The Wedge" by Randy Schwantz. Great concept and it absolutely works, especially when you want to uproot your competition!

I'll write up a post about an advanced variation
I'm deploying in my paper receipt roll biz.

Lethal!

Best,
Ewen

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thejimy 9 years ago

Originally Posted by ewenmack

Would love to hear how you are going to use the Tipping Point

I'm going to use it to sell something to you
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SirThomas

9 years ago

Great stuff, Ewen! I was afraid you might underdeliver, but I was wrong! The funny part is most of us already use this method of selling without even knowing it... :-)

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zoro

9 years ago

Ewen,

That YouTube image you uploaded is very blurry and hard to read. Any chance of adding a clearer image?

Thanks
2 replies

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SirThomas 9 years ago

Originally Posted by zoro

Ewen,

That YouTube image you uploaded is very blurry and hard to read. Any chance of adding a clearer image?

It's from a video of Robin Robins. You can find it on Ilovemarketing site.
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- ewenmack 9 years ago
  
  Originally Posted by SirThomas
  
  It's from a video of Robin Robins. You can find it on Ilovemarketing site.
  
  Ay YES, that's where I got it from, thanks.
  
  Best,
  Ewen
  
  Thanks
  
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ewenmack 9 years ago

Originally Posted by zoro

Ewen,

That YouTube image you uploaded is very blurry and hard to read. Any chance of adding a clearer image?

I think that's the best I can do.

It was a stilled video on a presentation slide
by Robin Robins.

I enlarged it a bit to get a better idea what the text said.

Best,
Ewen
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AarenE

9 years ago

Ewen what kind of questions could I ask a cold prospect (over the phone) to qualify them having reached the tipping point?

Thanks
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ewenmack 9 years ago

Originally Posted by AarenE

Ewen what kind of questions could I ask a cold prospect (over the phone) to qualify them having reached the tipping point?

For cold prospects where you don't know much about,
take it that they are a few degrees below the tipping point.

So you need to work out your Big advantage
which competitors don't have and are very, very unlikely will never have.

I'll write up a new post about it...it's rather advanced,
so not sure you are ready for it.

Best,
Ewen
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mojo1

9 years ago

Wow, this answer was certainly worth the wait.

I recently had my own tipping point. I've been a subscriber to a few survivalist type newsletters
and often read those newsletter with a major side eye. The fear they promote about things like our government, the apocalypse, bug out bags, bunkers, impending new world order and other atrocities can be a bit overwhelming to say the least. And as a stay at home mom, the language is always so far reaching and often times appear like their products are only suited for and can only be mastered by the roughest and toughest of people .

Well yesterday a newsletter arrived in my inbox that spoke and used language that I've been interested in learning more about, specifically like home invasions, how and where to hide weapons like a knife and access it quickly should the unthinkable occurs in your home. The main visual that prompted me to take action was being responsible for the safety of your family with them relying solely on you for their safety.

This particular sales page used so many 'what if' scenarios I've thought about a lot lately as my husband travels quite a bit, that I rushed for my credit card because the product featured in this newsletter spoke to my tipping point of wanting knowledge about everyday survival tactics and not some far off apocalyptic situation.

We all have tipping points for many purchases. It was great to see you unpack it in an easy to digest manner Ewen.

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savidge4

9 years ago

This is exactly what worked for me last night. By directly asking "what was your tipping point?" and receiving the answer I was able to start communicating with my client on a one on one basis using HIS experience and language. I KNEW what his pain point was. I KNEW on what level the success of the project ment to HIM. It was like fishing in a barrel, that had a spigot at the bottom to drain all the water! HUGE HUGE HUGE.

Originally Posted by mojo1

Wow, this answer was certainly worth the wait.

I recently had my own tipping point. I've been a subscriber to a few survivalist type newsletters
and often read those newsletter with a major side eye. The fear they promote about things like our government, the apocalypse, bug out bags, bunkers, impending new world order and other atrocities can be a bit overwhelming to say the least. And as a stay at home mom, the language is always so far reaching and often times appear like their products are only suited for and can only be mastered by the roughest and toughest of people .

Well yesterday a newsletter arrived in my inbox that spoke and used language that I've been interested in learning more about, specifically like home invasions, how and where to hide weapons like a knife and access it quickly should the unthinkable occurs in your home. The main visual that prompted me to take action was being responsible for the safety of your family with them relying solely on you for their safety.

This particular sales page used so many 'what if' scenarios I've thought about a lot lately as my husband travels quite a bit, that I rushed for my credit card because the product featured in this newsletter spoke to my tipping point of wanting knowledge about everyday survival tactics and not some far off apocalyptic situation.

We all have tipping points for many purchases. It was great to see you unpack it in an easy to digest manner Ewen.

Thanks

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ewenmack

9 years ago

Originally Posted by mojo1

Wow, this answer was certainly worth the wait.

Had the marketer knew your tipping point,
he would of got you buying sooner.

Great you became aware of your own tipping point.

This is why getting the tipping point clear in others
is so important if you want them to buy from you.

Best,
Ewen

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kirbymarketingconcierge

9 years ago

Originally Posted by ewenmack

Had the marketer knew your tipping point,
he would of got you buying sooner.

Great you became aware of your own tipping point.

This is why getting the tipping point clear in others
is so important if you want them to buy from you.

Best,
Ewen

is it just me.

the 2 word tool is asking "good questions" that are important to them not us as marketers?

the process (tipping point) which has been around, called by other names.

for example, neil rackham's SPIN selling. asking implication questions and need payoff questions

that's what this exercise has me thinking about

Thanks
1 reply

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ewenmack

9 years ago

Originally Posted by kirbymarketingconcierge

is it just me.

the 2 word tool is asking "good questions" that are important to them not us as marketers?

the process (tipping point) which has been around, called by other names.

for example, neil rackham's SPIN selling. asking implication questions and need payoff questions

that's what this exercise has me thinking about

The trouble with asking those questions is in today's busy world,
it's going to be a stretch for a business owner allowing you to take up
his time, unless you have demonstrated you know his situation.

Because if you don't some smarter marketer will get to know how close one is to their tipping point and craft a message that fits.

Best,
Ewen

This is on the first contact.

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kirbymarketingconcierge

9 years ago

Originally Posted by ewenmack

The trouble with asking those questions is in today's busy world,
it's going to be a stretch for a business owner allowing you to take up
his time, unless you have demonstrated you know his situation.

Because if you don't some smarter marketer will get to know how close one is to their tipping point and craft a message that fits.

Best,
Ewen

This is on the first contact.

great point, esp. since I was focused on the selling side(speaking with a prospect)

not marketing, and pull marketing to get those prospects in a "call 2 action" tipping point, from a sales letter, website page, direct mail piece, etc..,

craft a message that fits.

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ewenmack

9 years ago

Originally Posted by kirbymarketingconcierge

great point, esp. since I was focused on the selling side(speaking with a prospect)

not marketing, and pull marketing to get those prospects in a "call 2 action" tipping point, from a sales letter, website page, direct mail piece, etc..,

craft a message that fits.

Still applies if you are the first person to make contact
with them too.

Here's a couple of examples from my clients...

Client 1: He knows that there is a high probability
that a company who buys
a big ticket off the shelf shopping cart want custom work done to it.

Client 2 He knows every company he contacts has had a drop in revenue.

See the tipping point events?

Major purchases are done around events..

An event could be a company has just got venture capital
to grow.

They are the tipping point to take action.

I put myself smack bang in the event of the lawnmowing guy letting them down.

Doesn't have to be more complicated than that.

Best,
Ewen..

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DaniMc

9 years ago

It seems to me the most optimal time for them to reach the tipping point is when you are with them. If they reach that point before meeting you, they are in shopping mode and are making comparisons.

If they reach that point right in front of you with an agreement and pen in hand...

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ewenmack

9 years ago

Originally Posted by Dan McCoy

It seems to me the most optimal time for them to reach the tipping point is when you are with them. If they reach that point before meeting you, they are in shopping mode and are making comparisons.

If they reach that point right in front of you with an agreement and pen in hand...

Yes timing is very important because the person has made the decision to change independently from somebody else. This means he is motivated and will hold onto that decision.

Not such a bad thing if they are in shopping and comparison mode.
See if you are aware of the event which triggered the tipping point,
then your messaging is going to resonate better than everyone else.
There's no point in making your message to other than to those self motivated to change,
which those are when they hit the tipping point..

Best,
Ewen

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SirThomas

9 years ago

Originally Posted by ewenmack

Yes timing is very important because the person has made the decision to change independently from somebody else. This means he is motivated and will hold onto that decision.

One of the very first things I've ever learned in marketing over 30 years ago was that a sale takes place way before a salesman arrives. The process builds up independently and you have to show up at the right time, with the right message.

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James Hensley

9 years ago

Awesome answer, great to finally hear the full description and definitely worth the wait!
Thanks Ewen

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ewenmack 9 years ago

Originally Posted by James Hensley

Awesome answer, great to finally hear the full description and definitely worth the wait!
Thanks Ewen

No it's great from my point of view with this discussion
because it allows me to help in any way possible to get clarity
around it and then how you all
can go out and make use of the tipping point.

Best,
Ewen
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- kirbymarketingconcierge 9 years ago
  
  thanks Ewen.
  
  I do appreciate your time and, experience, and efforts here.
  
  it's been 9 days, but kinda fun!
  
  learning some good stuff
  
  ewen is the yoda from down unda
  
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EmergencyMonkey

9 years ago

300

thanks Ewen

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Harry B

9 years ago

Worth the wait...very nice

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ThePromotionalGuy 9 years ago

So once again I'm late to the party.

When I read your initial post my first thoughts were:

"FED UP"
"Oh Great"
"Not Again"

Because when I'm at the tipping point of buying something it's because I got fed up first and no marketing or advertising got me to that point. If I can't find what I'm looking for I will usually do without and find a work around.

I have found clients do the same thing in their businesses. But I didn't pick up on that until you revealed the 2 words.

As I read through the threads I learned even more.

Ewen, Thank you for the training. It was worth the wait.
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- ewenmack 9 years ago
  
  Often times people learn better by being involved,
  finding their assumptions were wrong and
  draw from their own experience to see the connection.
  
  Never to late to the party, this lesson is timeless.
  
  Best,
  Ewen
  
  Thanks
  
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Marhelper

9 years ago

I'll take a stab at it ... Tipping Point?

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Mystery777 9 years ago

Originally Posted by Marhelper

I'll take a stab at it ... Tipping Point?

No kidding........ -_-''

.
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