To Sell is Human by Dan Pink has always stuck with me over the years working in marketing. Two points that stick out were his discussions about perspective and the blemishing effect in marketing.
To truly be a good marketer you must remove yourself from the equation and put yourself in the shoes’ of your buyers. What motivates them? Better is their opinion, not your’s.
Another point he talked about was the blemishing effect. This involves mentioning a drawback or negative using to a product or service in your sales or marketing efforts. Believe it or not, mentioning something negative actually increases the appeal of the product because the buyer views the marketing as more authentic and trustworthy.
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Contributor: George Kuhn from driveresearch.com