2024 Author: Harry Day | [email protected]. Last modified: 2023-12-17 15:43
This morning a letter arrived in my inbox.
“Dear Lily,” it said. - We invite you to a unique conference that brings together such advanced, smart and professional teachers as you. The best teachers of the English planet will come together to bring the world's greatest ideas to their equally smart colleagues …"
My brain instantly blinked red:
Manipulation flashed in my mind's eye, and the letter flew off into the basket sunset.
In this article, I want to encourage each of you friends - whether you are a salesperson or a potential customer - to ask yourself a series of questions, be honest with yourself, and decide to think critically.
Why is it difficult to choose a good service?
Unlike a product, a service cannot be touched.
The client pays money to the contractor, and the contractor thereby buys trust from the client. How much is your trust worth?
In addition, in most cases, the effect of a service can only be felt when it is provided and over time. Even for masters of empathy, it is difficult to assess the benefits of the service from the feelings of another user.
When buying a service, the client hopes that the contractor will not deceive him, and thus is inclined to persuade himself that the service has an effect even if it fails completely. It is natural for a person to believe in what he expects, even if there are no changes even from the outside. This is the whole difficulty: each person evaluates the quality of the same service in his own way, depending on his mood, vision of the world and hair color of the model on the headband. One and the same service may appeal to one person and fundamentally disappoint another. Our personality is the reason why there are no magic selling words, and I urge each reader to consider the services on the virtual counter through the prism of their own individuality.
If you are a buyer
When to be alert. Facts tell the best about the quality of the service. Beautiful words containing assessments often cover up the lack of facts. If an ad shines with words like “incredible,” “insanely addicting,” “super professional,” and so on, that's a reason to be wary. Perhaps the text was written by an amateur copywriter who did not want to burden himself with additional work to find fights. Most of the potential benefits of the service have remained behind the scenes. There is a chance that you will never be able to find out about it.
What to do. There is an opinion among sellers and site fillers that a person can be lured by using “magic” constructions. Have you noticed, right?
Let's take the most overused ad word for example: unique.
Ask yourself:
How do I know that I am being offered unique knowledge?
Unique in what way?
Is it unique only with us or all over the world?
Is unique a synonym for useful?
Why should I believe that uniqueness is the key to success?
Where is the evidence that the old approach is bad?
When you see the next "barker", which contains many unconfirmed assessments, ask yourself:
- How do I know this course will make me a cool IT guy in four weeks? Do they know my schedule? After all, I study much better when I have familiar people next to me …
- Maybe I can find this course on the internet for free? (I'm going to mess with Coursera and Futurelearn)
-
It says that I can change my life by participating in one webinar, but why does this ad make me feel like I'm a loser now?
- Who is this coach? We need to find out about him …
Be honest with yourself. Try to honestly answer yourself to questions that somehow bother you.
The truth is that no qualified teacher (or psychotherapist) can solve your problem for you in a way that makes you feel easy and comfortable. The task of the psychologist is to push you towards a decision, not to present you with a ready-made script on a silver platter. No matter how you force yourself to believe in the authority of the sage's decision and try on his way of thinking for yourself, such a scenario will always seem alien and cold.
When to trust. A caring salesperson always speaks the same language with you. He will not try to spill the vocabulary of professional jargon on you.
Good advertising always has a sense of kindness and care. Even if it is something brutal iron: for example, a metal structure production plant!
A service that will make your life better will certainly come around in your heart. You don't have to talk yourself into it. The languid thought of her will accompany you for several hours, days, weeks or even longer. The thin threads of your desires will tie you to it, and you will want to return to the site in order to familiarize yourself with the service in more detail.
If you are a salesperson
What does not work. An overabundance of selling words and inviting webinars cause misunderstanding in any analytically-minded person.
I am an English teacher. This is an area in which competitors lie on top of each other like sprats, and show signs of life, should a potential client loom in front of them. Webinars and online courses are waiting everywhere: pss, do you want to learn English?
Taking a client for a fool is a mistake. It is logical to assume that the client needs you because he himself cannot or does not want to do something that will make his life easier. However, it would be presumptuous to believe that you can outwit a person by piling hundreds of beautiful but empty promises on his head.
What works. We have already found out that for a sane person far from your profession, empty barkers are tinsel. There are consumers who love shine and rustle: then this ad works. But what if you have covered your site with attractive words, and the buyer is still shifting from foot to foot behind the window?
Facts, experience, details and reputation speak of you much more vividly than the original fonts and smiling people in the photo (excuse me if you are a calligrapher or dentist - in that case, the above materials will do you well).
First, be honest with the client. As straightforward as it sounds, honesty and sincerity are the most trusted. Unlike smoothed corners and embellished qualifications, they are always visible.
There is a good book: “Write. Reduce”authorship of Maxim Ilyakhov and Lyudmila Sarycheva. A must-read for the serious entrepreneur who wants to tell the public about his product.
Second, you have to believe in your product. If you yourself have not purchased your own service and are aware of this, then how can you blame the buyer for choosing other companies?
The highest degree of strength testing is to be able to protect your product without going down to personalities, when ill-wishers criticize you and go down to personalities. If you truly believe in your service and are aware of its potential, it will not be difficult for you to advertise it to a friendly audience. When we're looking for a service, most of us are determined to meet our needs rather than catch an unscrupulous entrepreneur. Therefore, in the worst case, the inept seller is more likely to have a whistle of wind and retype than rotten tomatoes and rotten eggs.
Third, tell about your creation with love. We are drawn to people who love their profession and talk about it with a twinkle in their eyes. This is sometimes called charisma.
Manipulation causes irritation because it is insincerity, which is read by us at a subconscious level. When we feel we have been deceived, we immediately rally anger on Facebook, spewing clubs of hatred and crushing the hopes of rising innovators.
General advice
Be honest and communicate with others on an equal footing. It doesn't matter if you are a seller, a copywriter, a buyer, or an entrepreneur. Speak humanly to others. Take care of the person who trusts you: and you will definitely be heard.
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