Comments on: How Persuasion Really Works: The Big Secret Behind Two Remarkable Ads

By: Dion Siluch

Dion Siluch — Wed, 05 Aug 2015 23:29:03 +0000

I used to be in Car sales with Ford. I have to say this is a great depiction of how sales work. Understanding your customer and relating the information they want to hear is our number one skill and it hasn’t changed. However I question the reliability of these photos as the internet is always pumping out fake and photo shopped information but this still gets the point across nicely.

By: Barefoot Business Mentor

Barefoot Business Mentor — Fri, 27 Mar 2015 08:31:38 +0000

Really enjoyed this article

It is so true that getting clarity on who our ideal clients are enables us to ‘sing’ to them and create more synergy and as a consequence more sales. More ‘happy’ sales with happy clients because they ‘get’ you…

By: Greg Lyles

Greg Lyles — Thu, 26 Feb 2015 21:00:03 +0000

Derek,

Years ago I was a shopping center developer and heard small retailers complain that they couldn’t compete with the “big box” retailers. They simply didn’t have a unique value proposition and lacked the understanding of how to create one and position their business around it.

I work with real estate agents daily who face the same struggles. Without a unique value proposition they are viewed as a commodity – easily replaced by the next agent who comes along.

Keep up the great work!

By: Saskia

Saskia — Fri, 30 Jan 2015 10:46:54 +0000

Hi Derek, let me try to answer your questions: I am a Berlin-based designer who creates unique, textile design objects for windows as an alternative to classic curtains.
The reason why people wouldn’t be interested in my product is because they don’t like the idea of curtains in their home. They think of it as something totally outdated. And this is exactly why they SHOULD buy my product:
People dislike curtains because there is no modern, individual, stylish product on the market. That’s why I invented it myself. I give people what they were actually looking for but couldn’t find.

By: Leah Drayer

Leah Drayer — Fri, 19 Dec 2014 15:28:29 +0000

Hi Derek!

Thanks for the great read! I completely agree! and understanding your audience is so important. You don’t have to be an expert you just need to be able to put in the time and do the research in order to match the right people to your product.

Thanks again!
-Leah Drayer

By: Wik

Wik — Wed, 17 Dec 2014 07:12:09 +0000

Hi Derek,

Very helpful article! I’m a painter, mostly self tough, I recently quit my job to do art and I started studying at Academy of Art with traditional approach (realism). Although my art is expressive and not realistic at all I thought I needed to improve figure drawing to have more liberty to express and this Academy is a perfect match. I know I will always paint my interpretation of reality, where the emotions and energy plays the main role and not the reality itself. So if someone wants to have perfect painting according to academic rules they should not buy my art 🙂

By: Kristy Lopez

Kristy Lopez — Sun, 14 Dec 2014 23:25:48 +0000

You are absolutely correct! Targeting the right audience is critical to staying in business. Now, many items (or concepts) can be sold to many different audiences, but the message, as you have described, must be tailored to that audience. This is why we change cover letters to different companies, but still have the same general message, and why computers are being sold to anyone ages 3 and up, and in any profession (or lack thereof).

By: Meredith Laskow

Meredith Laskow — Fri, 12 Dec 2014 00:17:04 +0000

My pleasure 🙂

By: Bruce Hurley

Bruce Hurley — Thu, 11 Dec 2014 22:26:06 +0000

I’m using your story (anonymously) to support our young professionals. Thank you so much for sharing this!

By: Meredith Laskow

Meredith Laskow — Thu, 11 Dec 2014 19:07:45 +0000

Bruce, this really hit home for me. Sixteen years ago, I was diagnosed with breast cancer. My HMO assigned me to a young doctor who completed her residency only six months prior.

My mother begged me to go to a more established doctor, and offered to pay whatever I needed. I decided to stay with my original doctor.

She was compassionate and interactive. She treated me as an equal in all medical decisions, and gave me the information I needed to make those decisions. Never once did I get the “I’m the doctor, do what I say” attitude I’ve sometimes gotten from older doctors.

I chose a newer treatment that didn’t yet have a track record — and has since been recognized to be equally effective as the old method.

Looking back sixteen years, I’m grateful to have had a doctor with the latest research and no pre-conceived notions of “this is how it’s always been done.” I could not have had a better doctor, period.