Raising Marketing to a Higher Level
Posted on July 19, 2008
Raising your marketing to a higher level is a way to be more successful in what you do and achieve in your business life. What I mean by marketing is discovering the best way to help your customer make a positive decision to buy your product. I believe there is an extra ingredient you can add that will make your marketing project burst into flame.
That factor is Neuro Linguistic Programming, a set of skills that makes marketing extraordinary. NLP has the tools to communicate what is told in a way that makes people feel comfortable and trust more readily.
NLP includes the major components involved in human experience - neurology, language and programming. This is a description definitely not thought up by a marketing brain, but says what it includes quite well. Our neurological system regulates how our bodies respond, language determines how we interface and communicate with other people and our programming talks about the way we live in the world.
NLP is a process that involves strategic thinking and an understanding of the processes involved in behaviour. NLP provides tools and skills for the development of states of individual excellence, but it also establishes a system of empowering beliefs and presuppositions about what human beings are, what communication is and what the process of change is all about.
NLP is a way to enhance what you say to a client in person, on the phone or in the written word. There are some basic presuppositions or assumptions that are important in the way NLP works.
Our World
Every second of our lives, millions of bits of information from our world are streaming through our five senses of hearing, sight, taste, touch and smell. They flow into our minds, but only around 7 bits get consciously registered at any one time. NLP says that we cannot truly know the world as it is, not only because our awareness is limited, but even that tiny bit that gets in is experienced through the conscious and unconscious filters that we have, like our beliefs, values and states. I have a different experience of reality than you do, and it's not about being any more right or wrong than you are. In NLP, we only ask if the current world map you have is the most useful one for you right now and the one that can produce the best results for you. NLP doesn't say that our beliefs are necessarily true, but we pre-suppose that they are. If a belief is true or not is not as important as whether or not it is useful.
When we accept this view we can begin to understand better the different ways our customers think about things. We can also learn how to make any contact we have with them appeal to their senses and preferred ways to see, hear and learn.
Success & Failure
There is no such thing as success, failure, happiness, depression, or good taste. These words are just convenient labels we attach to make sense of how we feel. Your subjective experience of failure or happiness is quite different to mine. All these feeling states are processes, not things that we do. We don't do happiness, we feel happiness. Failure is not a thing, like an apple is a thing.
This means that everything is feedback or a learning experience. In sales you will often face rejection, which if you see it as failure can be very depressing over a long period of time. There are ways to deal with this that we will cover in later posts.
Communication
Do you remember a time when you were sure you were being totally clear in what you said or wrote, but the other person heard or read something else? One way to deal with that is to assume (pre-suppose) it was their fault and they didn't get it. So that way nobody gets anything.
Another way is to take responsibility and wonder how else you can say it so they will understand it much better. By using this approach you become more responsive to feedback and flexible by adapting to change. The person who is most flexible in any situation is the one who will achieve what they want in life.
In marketing this is an essential message to understand and communication is at the heart of what we do.
Behaviour
The most controversial and misunderstood of all the Neuro-Linguistic Programming (NLP) presuppositions is that all behaviour has a positive intention. Every behaviour you, I and everyone else engages in, has a constructive intention behind it, even negative behaviours like abuse, violence, and drugs. Believe it or not, Hitler, Pol Pot and other historical tyrants did the things they did for positive intentions. Their behaviours had a good reason, but it was only positive for them and their cohorts in a selfish way, and nobody else.
This is true of suspects and prospects who think of buying your product or service. Whether they buy or turn you down, now or in the future, their decision will have a positive intention.
Choices
A person always makes the best choice they can, given their view of the world. The choice may be self-defeating, bizarre or evil, but for them it seems the best way forward. Give them a better choice in their view of the world and they will take it. Even better give them a superior view with more choices in it. That may be a difficult concept using only virtual communication, but with face to face it can be achieved over a period of time.
This is true for your prospects as they make a decision to buy. The other important factor in all decisions is timing which in itself can make the difference in making a sale.
What Comes Next?
I hope you can see from this framework that the way we talk with and show prospects our product is an important part in the process of buying. Client attitudes and opinions may start in one way and be influenced by what we deliver in making a decision.
NLP really is a way to raise your marketing to a higher level. Please visit my blog at Bitesize-marketing-nlp.com to learn more about how to put these principles into practice.
John Sadler
bitesize-marketing-nlp.com
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