In the marketing game, the biggest key to success is the ability of your message to generate, expand, and accelerate favorable and compelling perceptions of what your product or service will do for a client. These perceptions, which are really mental pictures, need to differentiate your offerings from those of your competition in the minds of the prospects you want to acquire. The idea of the perceptual power of your message working its magic in the market mind is crucial. It’s important because the human brain is essentially a pattern recognition device, much like that super-charged checkout scanner next to the National Inquirer at your local grocery store. As a species we tend to capture data and link it to the current pictures/patterns and associations that we already have mentally on file. This means that we base many of our buying decisions primarily on the nature of the emotions that are elicited from the patterns that our brains recognize.
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