The Concept of PREsell - How Establishing
Trust Will Leverage Your Marketing Effort
The concept of PREsell is a close companion to emotional marketing.
I would say that PREsell is an emotional marketing tool, but is
just one of many. Maybe you are reading this and wondering what
PREsell is. Maybe you came here to research PREsell, and want to
see how it applies to your marketing efforts. Maybe you are just
looking for ways to maximize your marketing efforts. No matter why
you are here, I will outline the concept of PREsell. I will also
show you how to use PREsell to leverage your marketing efforts.
What is the PREsell Concept?
The PREsell concept is a principle where you affect the potential
customer’s mind to make them more receptive to your marketing efforts.
I must make a statement up front about the PREsell concept. PREsell
is NOT an overnight solution to catapult you into huge profits and
internet millions. PREsell can be a difficult concept to grasp and
implement because it takes a genuine concern for others to effectively
implement it. Any attempts at the PREsell concept that is not genuinely
real will eventually fail over time. PREsell is about TRUST and
relationships, and how we use those relationships and others trust
to market our goods and services.
A relationship is based on a simple building block, and it doesn’t
matter what kind of relationship it is. Trust is that building block,
and without it, you have nothing. In our article on emotional marketing,
I discussed ways of generating emotions to influence your potential
customer to buy. PREsell takes this concept to the next level and
uses trust as its foundation. PREsell picks up where emotional marketing
leaves off. Where emotional marketing establishes an emotional response
that is favorable, PREsell establishes the trust needed to cause
the reaction needed for a potential customer to buy. In basics,
the emotional marketing methods got the potential customer’s attention,
but there was no trust established for them to complete the buying
action. Then PREsell comes in, actually when done right, PREsell
will actually come before the emotional marketing. PREsell builds
the trust needed to create the favorable relationship needed for
someone to buy.
If you think about your own buying habits, do you buy anything
from anyone you don’t trust? Do you usually buy from the first opportunity,
or do you tend to research the purchase before you buy? When you
have dealt with sales people, who are the salespeople you tend to
buy from the most? Am I right in saying that you bought from those
that made you feel like you knew them, and you trusted them? It’s
really no big secret. It’s the foundation of every salesperson’s
pitch. However, you can tell the difference between a sincere pitch
and a pitch just to gain your business.
Building Trust - The Key Foundation of the PREsell Concept
If you remember before, I talked about trust, and you have nothing
without it. Trust is another essential foundation of just about
every sale. How long does it take you to trust someone? Trust is
a part of a relationship that usually takes time to build. Remember,
without it, you have nothing. It also supports the reason why I
said that the PREsell concept is not an overnight solution. You
can not implement it today, and see immediate results tomorrow.
Worse yet, if you have already established a cautious relationship
with your potential customers, then it will take even longer to
see PREsell concept results. I hope that you have been able to read
this article before you have started any marketing efforts. It is
much harder to fix things once they are broken than to do them right
in the beginning with. The PREsell concept is one of them.
Start the PREsell concept at the beginning of any marketing campaign.
Implement PREsell before designing any websites, or writing any
sales copy. In ways, it’s kind of like a code of ethics. It encompasses
the kinds of tactics you will use to conduct your business and establish
your sales. It should be a referral point and guideline to guide
you down the path of leveraged sales and visitor traffic. It will
take hard work, and much thought, but the payoffs are well worth
the effort.
The PREsell concept involves laying a firm foundation of trust
in all of your marketing efforts. It’s all about perception. It’s
finding ways to enable your customers to understand that you are
trust worthy, and have their best interests in mind. That is a much
easier said than done subject. That is even more so in an internet
setting. With the wild and wooly nature of the internet, it becomes
an even more difficult task. Too many people have fallen victim
to scam artists and promises broken. In addition, just as in real
life settings, those same victims tell others in an online setting.
Internet sales are becoming more challenging, and it’s because of
the scam artists that trick people to part them from their hard-earned
money.
Keeping all this in mind, you will need to come up with ways to
distinguish yourself from the scam artists people fear taking advantage
of them. That is why you must use the PREsell concept with all your
marketing attempts. PREsell must exist in your newsletters, website
design, marketing materials, and everything else your potential
customer sees or hears about your business. It’s all up to you.
Do you want to be perceived as trustworthy, or just another business
hawking your wares on the net? I’ll tell you right now; trustworthy
gets the sale every time. Trustworthy also generates repeat business
sales. Do you want short-term profits or do you want long-term sustained
growth? It’s all up to you and how you implement the PREsell concept.
Back
to Table of Contents
How
Do You Build That Trust (Article Continues)
Other Marketing Articles:
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By James R. Sanders
February 1, 2004
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