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Public Relations And Goodwill One highly effective type of advertising costs virtually nothing: public relations. With public relations, the newsworthiness of some aspect of your business or business activities can earn you free publicity in newspapers or magazines, or even on radio or television. However, it must truly be newsworthy. You might publicize, for example, a lecture, a demonstration or a workshop being presented at your business site—an event that news outlets could list in their community... Advertising Pitfalls Perhaps the greatest obstacle to good advertising is excess. Ads can end up so crammed with ideas and features that they appear dense and uninviting. If over designed, they can become more artistic than motivational, obscuring the sales message. If over written, they can become over subtle or over cute. Certainly, some of the best ads ever created are clever and visually arresting; but good ads must also sell. Similarly, selling points may over promise. Use “largest,” “be... Rhetoric Selling One’s ability to persuade meant great social prestige in the ancient Greek world. Homer regarded the rhetorical skills of Nestor and Odysseus as tremendous inborn gifts. It was Aristotle who first introduced persuasion as a skill that could be learned. At that time, rhetorical training became the craze for citizens of Athens, especially for the politically elite. The first book ever written on persuasion was Aristotle’s The Art of Rhetoric. The book’s basic principles e... Overcoming The Objections That Keep You From Achieving Massive Success Realize that most objections can be resolved before they even arise. Cost is often the first objection that is put up, but usually it’s not the true reason, deep down, for rejecting a product or service. Nothing de-energizes your persuasive efforts more than lingering doubts and concerns that remain unresolved in your prospect’s mind. No matter what you’re selling, all objections can fit into one or more of the following categories. Read on…. No matter what you’re sellin... Power Tools Of Power Closers I’d like to outline five different powerful tools that are used by all power closers. Anyone who masters these skills who does not possess them already will surely see profound results. The first concept is that power closers are intensely goal-oriented. Talk about goals and goal-setting these days seems to have become very cliché. In spite of this tendency, super-successful individuals who are driven to accomplish well-planned and clearly defined goals are distinguished f... Power Selling With Word Choice The Law of Verbal Packaging states that the more skillful a person is in the use of language, the more persuasive they will be. People are persuaded by us based on the words we use. Words affect our perceptions, our attitudes, our beliefs, and our emotions. The words we use in the persuasion process make all the difference in the world. Language used incorrectly will lose the deal you might otherwise have closed. Word skills are also directly related to earning power. Success... Build Instant Credibility Or You Will Lose The Deal Of A Lifetime You arrive late to an appointment and have forgotten the literature you promised your prospect. Your credibility is at an all time low. How can you salvage this situation? “One can stand as the greatest orator the world has known, possess the quickest mind, employ the cleverest psychology, and have mastered all the technical devices of argument, but if one is not credible one might just as well preach to the pelicans.6” – Gerry Spence, trial lawyer Daniel O’Keefe defin... Doublespeak: Words Invoke Emotions Words also have a strong bearing on how we remember certain details. For example, in a 1979 study conducted by Elizabeth Loftus, when defendants were asked how fast they were driving when they "smashed" into the other car as opposed to "hit" the other car, much higher speeds were reported. In another study, subjects were asked if they had headaches "frequently" or "occasionally" and how many per week. Those who were interviewed with the word "frequently" reported 2.2 headache... Emotionally Packed Words Will Earn You More Money Word choice in marketing and advertising is absolutely critical. When advertisers spend millions of dollars each year, you can bet they have tested every word they are going to use. They want their word choices to psychologically lead you to believe their product is the best, that it will change your life. Skilled advertisers can get us to absorb their message unconsciously. They might even package an identical product with different words and phrases to reach a wider segment...

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