What makes one product sell a hundred times better than a
similar and even lower-priced brand? Why will some people
pass up major savings to buy identical items at higher-priced
stores? How come some service providers are overrun with
business when their competition hardly receives a telephone call?
There is a single answer to all of these questions: It is influence
When marketing professionals manage to influence consumers
with their advertising and branding campaigns, it shows in
people’s responses to certain products, stores and service
providers. If influencing is particularly successful, consumers
are likely to pass by savings, convenience and even better
service and higher quality to get what it is they believe
they cannot do without.Take pause and think about marketing
campaigns that have proven wildly successful.
Pay attention to stores and service providers that pack in
customers even if their competition has better pricing…
Look at their ads, watch their commercials and see how they
do things. Chances are you will see influence at work in
everything they do. From the corporate or product images
they create to how they appeal to consumers, the highly
successful know how to wield influence.
Learning the ropes of influencing through marketing is no
easy feat. There are many marketing professionals who simply
have not mastered the craft and likely never will.
To use influence to one’s advantage, it takes reaching
beyond the norm in marketing practices and trying to connect
with people on a deeper, and often more meaningful level.
Many marketers shy away from the concept because it can be
risky, but traditional means of making sales are proven and
will show results. Rather than take a chance that could lead
to incredible sales, they prefer to stick with modest returns.
When marketers do choose to use influence to help their
clients enjoy success, they will find there are a number of
different directions they can go. People are influenced by
a lot of different forces. On the most basic of levels, they
are influenced by the need for food, shelter, clothing and water.
Working on a different level, there are 22 other major motivating
forces that can drive consumers to take action, purchase.
products or patronize particular stores or service providers
When campaigns tap into these forces, they tend to reach out to
people and drive them through their desires or wants..
Learning how to market through influence requires understanding
a few basic truths about people. The reality is that while
many humans like to think of themselves a logic driven, most
people simply are not. When marketing campaigns sell an image,
a lifestyle or a feeling, they do tend to get noticed.
If your marketing campaigns are falling flat or are just not
getting the results you want, it might be time to exercise
a little influence. When the right motivators are used in
advertising, a big change can be seen in the bottom line.
Campaigns of this nature are not easy to pull off, but the
risk can be well worth the rewards.
Change Your Online Marketing Forever
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