How to make it cool NOT to buy from your competitor
Published: Tue, 06/30/20
I’ve been saying for months how his biography by Walter Isaacson is perhaps the single best business book I’ve ever read, and am going through it again now.
But, the book is not a “how to” book.
There is no “Here’s what Jobs did to make Apple the #1 computer company.”
No “Here’s the 5-point checklist Jobs used to create his marketing.”
No “Here’s the secrets he used to persuade millions with his keynotes.”
All the lessons are hidden between the lines, via context, stories, mistakes, quotes, and the decisions he made. One of which is the secret persuasion technique he used not so much to make it “cool” to buy Apple Computers, but to make it cool NOT to buy from his competition.
More:
The late William Randolph Hearst used the same technique 100 years ago.
Specifically, to make it fashionable to not support the “Trusts” which he always railed against.
Ditto with Trump.
He uses this technique every day practically.
In his case, he makes it cool not to support his enemies including the ones in his own party.
Still more:
It’s something I did quite a bit when selling in weight loss many years ago. When selling to overweight women in particular, I couldn’t go all ‘Ben Settle’ on them in my emails. I had to not only write my email & sales copy in a female’s “voice”… but there is a lot of empathy that has to be embedded within your marketing in that niche. And, one of the techniques I used was the one the above guys were/are masters at to make it not so much “cool” to buy my weight loss offers, but to make it cool to NOT buy other diet books & methods.
It goes way beyond the the “rail against a common enemy” marketing tactic.
This goes a lot deeper.
And, if you do it right, could make you the only brand anyone wants to buy in some cases.
What is this secret technique? And, how can you use it in your marketing, regardless of your product, niche, or service? That, my friend, is in the July Email Players issue.
Specifically, starting on page 10.
It’s one of those doozies that can potentially change the entire way you approach marketing.
And, I have never seen it not work.
To subscribe in time to get this issue by today’s deadline, go here immediately:
https://www.EmailPlayers.com
Ben Settle