The Psychology of Persuasion Marketing

The “psychology” of anything is extremely interesting. But when it comes to persuading people to part with their money, it becomes even more intriguing. The mind is a powerful tool and in general people are always trying to persuade others into an action. This holds true especially for marketers who are constantly trying to tap into the consumers mind in an effort to persuade them to act on their impulsive behavior, in hopes to ultimately lead them into making purchasing decisions.

It’s important to understand the complex process of a consumer’s mind because the mind is the holy grail of marketing. It’s the key to creating fiercely successful marketing campaigns and increasing the reach of your product or service.

Persuasion marketing simply takes what we know about human psychology and develops techniques to market products or services. Specifically it applies to the promotions aspect of the marketing mix and builds on a customer’s spontaneous action compelling them to make purchasing decisions.

Persuasion requires the ability to alter not just action but attitude. The difference is subtle but important. For example: A clothing brand that slashes its prices may gain new customers, but it hasn’t fundamentally changed how it’s perceived.

Many companies have failed miserably in making a positive imprint in the minds of consumers, understanding consumer psychology isn’t easy. Every person in the world is different making it impossible to have simple rules explaining how buying decisions are made. But marketers have spent many years and tons of money analyzing customer activity and have offered up useful guidelines in how someone decides whether or not to make a purchase.

Three constant psychology principles that drive success in marketing include:

  1. “Whats in it for me” (WIFM) ~ Your marketing materials need to speak to this question directly by showing how your company can help with the following:
    • Save time
    • Save money
    • Live a better life
  2. Visuals are powerful ~ Rely on subtle cues to engage your audience. Make visual cues, easy to recognize and be apparent.
  3. Attention spans are fleeting ~ Technology makes it easier to reach audiences, but it also makes audiences less likely to listen to what your brand has to say.

Lastly, put yourself in your customers’ shoes. Don’t think like a marketer. Put yourself in your customers’ shoes to understand what they want. Be Empathetic. Listen. Pay Attention.

“They may forget what you said, but they will never forget how you made them feel.”                          ~ Carl W. Buechner








It’s All About Life…

For the last several years I have taken my marketing expertise to the classroom. Teaching collegiate level courses on subject matters ranging from entrepreneurship, marketing, international marketing, consumer behavior and many, many other classes all surrounding the primary premise of business with emphasis in branding and marketing.

Let’s take a look at the 2016 Top 10 Marketing Trends you can expect to cause a ripple:

  1. Embrace the Customer Experience: Use integrated tools to engage your customers, track buying behavior, measure sentiment and loyalty.
  2. Ad Blockers as Game Changers: Consumers have had enough of in-your-face marketing tactics. If your advertisements are not relevant, they are annoying. Create ads that are seamless in their approach to blend in rather than interrupt the user’s experience.
  3. Dream and Market in 3-D: Although 3D technology is still evolving ~ it is poised to move from novelty to mainstream.
  4. Social Media as a Channel, Not a Strategy: Social media is one platform of many and is great at supporting broad campaigns.
  5. Omnichannel will be Retails Best Friend: An integrated customer experience is essential ~ creating smooth interaction in lieu of several mini events. i.e.: Tweet for pizza! Domino’s was one of the first companies to put this marketing effort to work.
  6. Big Data IS For Marketers: New tools are constantly entering the marketplace making mining and managing data easier.
  7. It’s All About Going Mobile: The number of people who do their browsing on devices passed desk top users a while ago. At a minimum you should have a mobile-optimized and responsive website including custom apps and mobile-targeted campaigns.
  8. Video Use Explodes While Live Streaming Finds a Purpose: If you want to engage with millennials video is a must-have. They prefer to find entertainment and education on YouTube over conventional means such as television.
  9. No Rest For Content: Content is STILL king. Natural relevant content in the right channels will drive content campaigns.
  10. Data, Data and More Data Will Be The Overarching Theme: Feel good marketing is a thing of the past. CEO’s, CMO’s and all other C-Suite influencers are looking to marketers for data before, during and after campaigns to validate return and gauge their marketing investments.

Over the last year we have experienced a lot of change. But as these trends indicate the driving factors are not new, they’ve simply matured. Focusing on the customer, delivering value and making decisions based on data as well as good ideas are the same factors that marketers have used for decades. It’s just packaged a little differently now. What is new is the innovation and creativity required to deliver value to your customer when and where they need it.

“Creativity is intelligence having fun” ~ Albert Einstein





Your Future, Your Destiny and Your Hands…

You’ve heard it a million times – your future is in your hands. Well that’s partially true…there are many other factors that come into play. Hard work. Vision. Tenacity. Timing. God. Belief in yourself and your abilities. All of these things play a huge factor in Your Future and Your Destiny.

I can’t say one is more important than the other but everything you do and have done in your life makes a difference. Dreaming – don’t give up on your dreams. You have to dream and make goals because once you stop dreaming or setting goals you may as well stop breathing. No matter how big or small your dreams keep believing in yourself if you don’t; no-one else will.

I can relate to losing site on what seemed to be such a promising, bright and successful future. You stop dreaming, hoping and setting goals for yourself. You know when life happens – it kinda sucker punches you in the stomach and knocks the wind out of you for a moment in time. I’m sure I’m speaking to someone who knows what I’m talking about.

The important thing is to pick yourself up, dust yourself off and keep it moving. Keep dreaming. Keep hoping. Keep setting goals. Keep moving forward and most importantly – Keep believing in yourself and before you know it, the perfect storm has swept you away.

That’s what I’m doing; I’m living my dream, setting goals and keeping it moving. And Saturday June 4th is a huge dream comes true for me. I am hosting with a business partner the LaUNCH & LEARN Workshop. Many of you have inquired about it but have not yet registered. But do not fret; there is still time to register. I am confident this workshop will help many aspiring entrepreneurs come one step closer to reaching your dream of starting your own business.

I would love to see you there and to help you come that much closer to reaching your dreams and setting goals of becoming the person you desire.

“Passion is energy. Feel the power that comes from focusing on what excites you”                                                                                                                                                                                                                               ~ Oprah Winfrey

Establishing A Brand

Many people do not understand the importance of branding and in business branding is more than just a buzzword that’s here today and gone tomorrow. Branding is the name attached to your product or service ~ it IS the main ingredient of selling in our current economy.

A brand is an intangible characteristic of your product or services that illicit feelings, emotions and perceptions about image, quality and status. In essence your brand establishes the perception that there is no product or service currently on the market quite like yours. Brand not only offers a guarantee but it delivers on it.

If you are wondering when you should begin branding – the answer is NOW. Yes, even if you are in the business planning stages of starting your business. Since we live in a competitive society, nearly all industries/companies can benefit from a branded product or service. While you are developing your business plan think about branding and marketing just as much as you are thinking about financing, your competition and market research.

Below are 5 tips to think about when developing your brand:

  1. The identification you want your customers or prospects to make with your product or service
  2. Analyze the kind of brand you are creating and figure out how it will play in your business
  3. Position your company differently; The power of free choice – what makes someone select your product or service over the competition
  4. How does your brand connect with shared beliefs, values and meaningful emotional connections with your customers and potential customers
  5. Know who you serve and why
  6. BONUS TIP – Authenticity is key – Keep it real!

To position your company accurately you should identify the key attributes or benefits that represent your product or service. This will create trust in your brand and as you begin to understand the relationship that your customers have with your brand, you will be able to more efficiently meet their needs, wants and desires through your brand.

“Price is what you pay. Value is what you get.”

~Warren Buffet

Its Never Too Late

Its Never Too Late to start your business, change your career or your visual identity/branding, go back to school or start marketing your current company with the proper marketing mix.

Just because “I’ve/we’ve always done ________ (fill in the blank) this way” does not mean you have to continue to do “it” (whatever “it” is) the same way. I know we’ve all heard this before and some of us have even been guilty of espousing this non-sense.

It’s real simple – Its Never Too Late to make a change. And sometimes a change is exactly what is needed to move you or your company forward. Often times we just need a little push or reminder that change is a good thing! I know change may be scary and the fear of the unknown can be intimidating – but sometimes a little fear is what is needed to jump-start our new brand, marketing initiative or career (interchange with what is important in your life.)

Recognizing a change needs to be made is the first step in the right direction, but often times we get stuck in first gear. Think about what it will take for you to actually pull the trigger to get you or your company moving in the right direction.

It could be your company is losing market share or brand recognition or possibly you haven’t updated your skill-set and you are being overlooked for that well deserved promotion. Or it may be you are sick and tired of being sick and tired.

Whatever your reasoning I’m certain you will find the below tips helpful while you contemplate your transition.

  1. Are your current or future business decisions based on an established brand strategy?
  2. Have you identified your business goals and tied your brand strategy to them?
  3. Can you quickly identify your audience, who the decision makers and influencers are?
  4. If your brand no longer existed would your customers/boss/associates feel the loss?
  5. Can you articulate the difference between what matters to you and what matters to your audience?
  6. Can your customers or audience clearly and simply state why your brand is important to them and how it is radically different?

The above is referencing branding but you can relate them to every aspect in your life. No matter whom your audience is; think about the image you want to portray and what it is you want to change.

Keep the above tips in mind to help steer you in the right direction and remember: It’s Never Too Late!

A great resource on change is “Who Moved My Cheese” by Spencer Johnson M.D.

“If you really want to do something, you’ll find a way. If you don’t, you’ll find an excuse.” ~ Jim Rohn

“Without strategy, execution is aimless. Without execution, strategy is useless.”         ~Morris Chang

It only takes ONE!

It only takes ONE good contact to get your company on the fast track to success.

You may be thinking, “my years of hard work and dedication will never pay off.” But let me tell you that everything you have done all of the sweat, tears and endless nights staying up late working, praying and a lot of times worrying will all pay off when that ONE comes your way.

And when that ONE opportunity comes knocking on your door you can rest assured that you are prepared because all of the fruits of your labor will culminate into one big ball of SUCCESS and ACHIEVEMENT.

Even if you are being tasked to work on a project, develop a strategic plan or do something that is completely out of your scope of expertise; your previous work experiences will kick into play and before you know it; that ONE will multiply into another opportunity and those opportunities will continue to grow making your struggles seem like a bad memory of the past.

All of your past failures (and if you are anything like me you have had your fair share…) simply prepare you for the success that is inevitable.

It’s important to remember that with each failure you experience; you are ONE step closer to reaching your dreams!

So, while you are working towards the ONE here are some tips to generate that ONE contract to help you reach your goals.

1. Pray
2. Stay focused
3. Work smarter; not harder
4. Be dedicated
5. Be true to you
7. Network (on and offline)
8. Believe in your abilities
9. Learn from your mistakes (The first time!)
10. Remember when it’s your time and meant for you; no-one and nothing can stop it from happening

Keep in mind, you are a work in progress, you are prepared and worthy of all the good things that are coming your way.

So remember to keep your nose to the grind and incorporate the above tips and be patient – your time is coming.

“Success is to be measured not so much by the position that one has reached in life as by the obstacles which he/she has overcome” ~Booker T. Washington

“Success and failure. We think of them as opposites, but they’re really not. They’re companions ~Lawrence Shane

It’s All About Attitude

Attitude – that’s what it’s all about…attitude. When you venture out on your own and decide to start a business endeavor it is important to have confidence, to always be prepared and to have a positive attitude (no matter what is thrown your way.)

Once you start marketing and branding your company everything you do and say will be under a microscope. So check out these 10 tips to ensure your attitude is in tack!

1. Fear is inevitable so use it to motivate you and push you towards success!
2. Identify what is going well with your business and focus your motivation on the good.
3. Do not allow your worries to diminish your ability to stay positive.
4. Change your perception to positive outcomes (Remember the Power of Perception) Instead of looking at an issue as a problem; view it as a challenge that will benefit you and your company.
5. Reduce your stress level (exercise is ALWAYS a great stress relief and will help you stay positive.)
6. Improve your client relations – Listen to what your client has to say and make changes to benefit you and your client to move your company to the next level.
7. Become a better leader – Lead by example, stay focused, have a good sense of humor and always stay positive!
8. Consider how negative thoughts may be affecting your business related decisions.
9. Practice positive affirmations (Draft a few empowering sentences which are directly related to what you hope to achieve with your business and any future aspirations you have for your company and repeat as often as you feel you need to.)
10. Create a positive attitude in your workplace (even if you are a start-up and have a home office) people are attracted to people with a positive attitude and they enjoy working for and with positive thinkers. It is infectious!

So, in a nutshell, recognize fear is inevitable (how you channel it is what matters), identify the good, stay positive, change your perception, reduce stress, improve client relations, become a better leader, consider your thoughts, practice positive affirmations and create a positive attitude!

When you incorporate these 10 tips into your business; you will notice your life unfold positively and wonderfully well!

“Think big thoughts but relish small pleasures”
~ H. Jackson Brown, Jr.

Life Is Like A Waterfall

Like a Waterfall

Life and business are like a waterfall~

A few weeks ago, I was sitting near a fountain in Campus Martius (Downtown Detroit) and it hit me…as beautiful and peaceful as waterfalls are – they are similar to life in general and as I thought about it even more I realized they are also closely related to business. So, I decided this would be a great topic to write about.

Like a Waterfall

How? You may be asking yourself. Well, I’ll explain my thought process to you and it is my hope you will find it as intriguing as I. Waterfalls are not only peaceful and tranquil but they splash unexpectedly and at times, crash down harder than expected.

When droplets of water land in the fountain or on the ground they absorb and become exactly what they are to be; exactly where they should be at the exact time. Just like in life and business – sometimes we don’t know why things happen or what you want doesn’t happen fast enough – but you need to know whatever “it” is; is exactly what “it” needs to be.

Similar to life and business waterfalls bring enjoyment, peace and in some instances heartache, pain and struggles. The flow of water has a natural course and when you go with the flow you are where you need to be.

Take a moment out of your day to enjoy the flow…

The Power of Perception

You know your strengths. You know how to convince your customers why your product or service is superior to your competition. You know everything you have done to make your product or service the best. But, none of this matters if the only thing potential clients know about your company, your products or services is how they perceive your company.

The Power ~ Perception:

Your current client-base already knows about you. Or if you are well-known in a market, customers already know something about you – either good or bad. However, when it comes to attracting new clients who do not know anything about you or your brand the only thing to make a difference of whether or not potential clients choose to do business with you is their perception of you.

Oftentimes a company may have a superior product or service but their marketing and sales tools do not accurately communicate the true value and benefits to their potential clients…creating a poor perception.

A great tool to illustrate the power of perception is to look at your marketing collateral – does it accurately depict the image of a successful company? Sure, you may be a small company struggling but the perception you want to display is a successful, professional and competent company with the means to handle any and all challenges effortlessly.

Ask yourself if you’d like to do business with your company. Look at your business cards, brochures, website and other marketing materials and decide if what you are putting out there is how you would like to be perceived. Are you a company you’d like to do business with?

It is the same concept in your personal life. The way you dress, the car you drive, the way you carry yourself all create an image of how you are being perceived by the outside world. It is what you are putting out there for all to see and to make a judgment. Good or bad ~ it is reality, it is perception.

The power of perception is everything when it comes to winning new business and gaining respect within your industry. It is important for you to ALWAYS come across as a confident and competent company. You have the power to create a perception reflecting how good your products or services are and how you are value added to your clients’ and potential clients’.


“We don’t see things as they are, we see things as we are.

~ Anais Nin

Strategic Marketing

In some shape or form we are constantly marketing something; be it ourselves, our business or even a cause we are passionate about. With this in mind; it is ever so important to be strategic about the following: how, to whom and when we market — hence the term strategic marketing.

Generally there are two primary factors to strategic marketing:

  1. The best way to address the competition
  2. How you will implement, support and maintain your day-to-day operations

Whether you are doing this on a personal level or for your business there are several aspects to consider. Today, our focus is specific to strategic marketing.

Begin the development of your strategy by deciding your overall objective. Usually this falls within one of four categories.

  1. If the market is very attractive and your product/service is one of the strongest you should invest your best resources to support your offer
  2. If the market is very attractive but your product/service is one of the weakest you must concentrate your efforts on strengthening your position ~ using your offer simply as a stepping stone toward your objective
  3. If the market is not very attractive but your product/service is one of the strongest; then an effective marketing and sales campaign is the way to go in order to maximize your offer to generate a strong Return On Investment (ROI)
  4. If the market is not very attractive and your product/service is one of the weakest; then you should only promote your offer if it supports a more profitable part of your business (i.e.: if the offer absorbs some of the overhead costs of a more profitable part of your business). Otherwise, you should consider the most cost-effective way to divest your product or service

Think about the above in a more practical day-to-day setting.

Example 1: If you are feeling your best and you are in a crowd of people, your confidence level is high – this is a good time for you to be out there mixing and mingling.

Example 2: If you are looking good but not feeling your best, you have to try to come across as confident and secure by focusing on your positive attributes and this may take more effort.

Example 3: If you are not feeling so great but you know you are the best thing out there; this is the time for you to suck it up and schmooze it up to maximize your best resources.

Example 4: If you are not looking your best and you do not feel your best – you should only put yourself out there if there is another objective that may benefit from your efforts. Otherwise it may be best to stay home.

Once you have determined the most beneficial direction for your venture, now it is time for you to select a strategy most effective for your market.

To learn more about the best way to market your company, I recommend reading: A Competitive Advantage Written by: Michael Porter and the works of Philip Kotler

In the meantime remember to ALWAYS think strategically – in every aspect of your life!

For additional information on our services please visit us at