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Eben Pagan - Modern Marketing

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Eben Pagan - Modern Marketing

Understanding the perspective of the other person, understand how they think, understand the words they use to describe things, and then communicate with them using THEIR favorite communication not YOUR favorite communication.

Start listening behind the words, start listening for what people are really saying – listening for their emotional drives, their motivations, their fears, their frustrations, their wants, where they’re trying to go…being understood and someone who really wants to understand…offering the products/services that help them get the results they’re looking for The best products/services market themselves…people are buying buying a result, an outcome, delivery from some pain/anxiety their feeling…product/service is a means to an end they’re seeking…talk about the product/service VS “I understand the outcome you’re trying to achieve, I understand your fear/frustration/pain, I understand what you want to be delivered from – and I’ve created something that if you use this it will deliver you, it will get you to here, it’s a means’ …and keep talking about them and their needs and how your product will deliver what they want.

It’s not about you and your product, it’s about them and the outcome that they’re seeking. Until you get that you must stop talking about how great you and your product are/is, and until you get that you must start talking about them and their needs and the results or outcome they want or benefit they’re seeking, you’ll be banging your head against a wall.



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