Marketing (A of AIDA)

If there was one thing that every business person should increase their aptitude, it is marketing. Why?

Because nobody will BUY your product unless they know about it! Think about it, would you have married your spouse if you had never met them?

Doesn't matter how much you would totally love them, and want to be with them... if you never even KNEW about them...

Okay.

So, marketing is crucial, yes? We need to break marketing down into its core components (AIDA) which stand for:

Attention, Interest, Desire, and Action.

Attention must come first. Again, it doesn't matter how interested someone is in a car that's about to hit them, it doesn't matter how much they desire not to be hit - if they don't have the car brought to their attention first, they're still gonna get creamed, yes?

Okay.

So, we have two basic methods of having our attention being caught.

The two P's, Pleasure, and Pain.

Which means, there are two types of openings... (you guessed it, pleasurable openings and painful openings)

"Now you can have the figure you've always wanted, introducing..." would be a positive opening.
"Indulge your deepest fantasies with..." etc.

Now, research shows that people will do more to avoid pain than to gain pleasure. Which means that on the whole, pain based introductions work better in marketing. (which is one of the reasons so much news is fear-based)

"Find out which cereals could be killing your children, tonight at 5pm" oy.

So, a basic pain based marketing method is a problem/solution based opening. ie: "Do you suffer from (blank)? Try new..."

(side note: finding problems to solve is the secret to massive wealth - solve problems massively to large groups of people)

There are three types of problem/solution openings.

Read on!

Sensei Ono, Shinka Martial Arts

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