(EMAILWIRE.COM, August 19, 2010 ) Goshen, MA – Understand who you are selling to and directly address their needs, assumptions and expectations, advises marketing expert Marcia Yudkin, author of the just-released book, Persuading People to Buy: Insights on Marketing Psychology That Pay Off for Your Company, Professional Practice or Nonprofit Organization, the first of five volumes in the Marketing Insight Guides series from Creative Ways Publishing (www.yudkin.com/guides/index.htm).

"'Know your audience' sounds simplistic and obvious," notes Marcia Yudkin, author of 11 previous books on business and communication. "But it’s violated tens of thousands of times every day by marketers who should know better. Psychologically it’s quite challenging – though crucial – to set aside your own perspective and put yourself in the place of buyers."

In Persuading People to Buy, Yudkin illustrates numerous points that follow from her cardinal principle, such as:

* What tempts fundraising donors in New York City to contribute to charities can backfire in a small town

* You must plan your moves ultra-carefully when you have divergent audiences who might see the same marketing piece

* When customers you didn’t plan for begin buying from you, it might take quite a while for you to realize it

* Crafting psychological profiles of your top customer groups can help you get a handle on what motivates them

* Using the actual words customers use is far more persuasive than deploying synonyms

Persuading People to Buy, ISBN 978-0-9716407-0-2, includes Action Steps that help readers put Yudkin’s insights on marketing psychology into practice. The book can be purchased for $15.99 at major online bookstores or from www.yudkin.com/guides/index.htm as part of the series of five paperback Marketing Insight Guides.

Contact Information:
Creative Ways
Marcia Yudkin
Tel: 413-582-4052
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