Comments on: How Your Customers Define Your Business http://www.sparkplugging.com/sparkplug-ceo/how-your-customers-define-your-business/ Be a Chief Extraordinary Officer in Business & in Life Wed, 04 Nov 2009 06:52:12 -0500 http://wordpress.org/?v=2.8.4 hourly 1 By: Every Single Page of Your Website… | Gareth Daine http://www.sparkplugging.com/sparkplug-ceo/how-your-customers-define-your-business/comment-page-1/#comment-227827 Every Single Page of Your Website… | Gareth Daine Sun, 10 Aug 2008 18:42:40 +0000 http://www.sparkplugging.com/sparkplug-ceo/?p=1246#comment-227827 [...] read a great article on SparkPlugging this week by Dawud Miracle titled How Your Customers Define Your Business. One of the main points that caught my attention is that people want to be met where they [...] [...] read a great article on SparkPlugging this week by Dawud Miracle titled How Your Customers Define Your Business. One of the main points that caught my attention is that people want to be met where they [...]

]]> By: Jonathan Fields http://www.sparkplugging.com/sparkplug-ceo/how-your-customers-define-your-business/comment-page-1/#comment-227498 Jonathan Fields Fri, 08 Aug 2008 12:55:53 +0000 http://www.sparkplugging.com/sparkplug-ceo/?p=1246#comment-227498 Love it, great observation! In copywriting, we call this pacing. Before you can even think about selling something, be it an idea, a service or a product, you want to pace a reader or prospect's current experience by identifying the major thoughts, concerns, desires and emotions they are experiencing. This shows you understand (a) who they are and (b) what pain they are enduring that you want to solve. It builds rapport and makes you more "likeable," which is one of Cialdini's 6 critical elements of persuasion. One, you've done this, though, there is a second critical step. And, that is to effectively "lead" them into emotion and mindset that accompanies your solution. It's not easy, but it's a fun challenge and, done well, the combination of pacing and leading is hugely powerful. Jonathan Fieldss last blog post..<a href="http://jonathanfields.com/blog/social-multitasking-are-you-making-people-hate-you/" rel="nofollow">Social Multitasking: Are You Making People Hate You?</a> Love it, great observation! In copywriting, we call this pacing. Before you can even think about selling something, be it an idea, a service or a product, you want to pace a reader or prospect’s current experience by identifying the major thoughts, concerns, desires and emotions they are experiencing.

This shows you understand (a) who they are and (b) what pain they are enduring that you want to solve. It builds rapport and makes you more “likeable,” which is one of Cialdini’s 6 critical elements of persuasion.

One, you’ve done this, though, there is a second critical step. And, that is to effectively “lead” them into emotion and mindset that accompanies your solution. It’s not easy, but it’s a fun challenge and, done well, the combination of pacing and leading is hugely powerful.

Jonathan Fieldss last blog post..Social Multitasking: Are You Making People Hate You?

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