(EMAILWIRE.COM, August 25, 2010 ) Goshen, MA – Marketing 101 informs us that people buy not from logic but from emotion – but which emotions? Connecting with hot button motivators shifts people quickly from indifference to "Yes!" A new book by Marcia Yudkin, Persuading People to Buy: Insights on Marketing Psychology That Pay Off for Your Company, Professional Practice or Nonprofit Organization, explains how to identify and link to the most powerful emotions felt by your customer base at a particular moment in time (www.yudkin.com/guides/index.htm).

"The traditional motivators considered by marketers are common emotions like fear, greed, envy and desire," notes Yudkin, author of 11 other books. "But trendier, more current motivators like reducing your carbon footprint, facilitating usage anywhere in the world or helping consumers keep their purchases local may provide your key to the kingdom of success."

In Persuading People to Buy, Yudkin makes a good many useful suggestions about reasons for buying, such as:

* To uncover this year’s industry hot buttons, attend a conference and listen to complaints, wishes and questions discussed in the corridors and during meals

* When people talk about what truly matters to them, you’ll see them talk at greater length, with more feeling, richer voice inflections and more gestures

* Where customers possess multiple motivators, create a series of marketing pieces, each focused on just one major reason to buy

* Look at competitors’ web sites to discern differentiators you didn’t imagine but can exploit

* Update your list of what your customers are looking for by thinking about current social trends, like helping the local economy or the environment

For additional pointers on marketing psychology, consult Persuading People to Buy, ISBN 978-0-9716407-0-2. The book sells at Internet bookstores and at www.yudkin.com/guides/index.htm, where it is the first paperback in a series of five Marketing Insight Guides.

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


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