From the Inside Flap
Motivational Marketing reveals a new and powerful way to convince people to buy—and it doesn't take a massive marketing budget. It redefines marketing in simple terms that anyone can understand and reveals simple, effective, and affordable tactics for marketing any product to anyone. Inside are strategies that work for big businesses, small businesses, and even solo entrepreneurs.
Marketing isn't slogans or logos or ads. Marketing is anything you do to make it easier for people to purchase your goods and services. It's the smile on the face of your receptionist, the friendly voice that answers your phones, the messages in your e-mails, the copy on your Web site, and even the brightly lit storefront sign that grabs someone's attention. Real, effective marketing stretches across every aspect of your business.
Once you understand the basics of marketing, you can start to craft marketing messages based on the five commonsense emotional motivators that almost everyone responds to.
Those five motivators are fear, connection/love/sex, freebies and bargains, effortless money making, and having dreams come true. Marketing campaigns that push these emotional buttons really do work. Though different products or services might appeal to different motivators, if you find the right one, you'll drive customers to your products.
Using real-life examples to show how marketers apply these motivators to get results—no matter what they're selling—Motivational Marketing will help you remove the barriers between you and your customers. Connect with them on an emotional level, and you'll win them over. Make it easier and simpler for them to buy, and you'll keep them coming back.
Great marketing doesn't take a massive budget. Start here, and you'll learn how to clearly explain the value of your product and produce marketing materials that press the right buttons to make people buy. For every product and every medium, these low- and no-cost tactics will help you get your message out and put your business in the black.
From the Back Cover
Why Do People Buy, Anyway?
Every businessperson, sales professional, advertising copywriter should be endlessly exploring this question. Sadly, few do. Instead, most stay stubbornly focused on the question of: how can we make them buy our 'thing'? And, sadly, most training remains focused on selling. We are all better served pondering the psychology of the buyer ratherthan the techniques and tactics of selling. That's what Robert Imbriale has done in Motivational Marketing. This book is a valuable exercise in being about the customer."
—From the Foreword by bestselling author Dan S. Kennedy
