Ideas and Tricks

This week, two writers who I admire and respect wrote on divergent topics that can be linked together.

One point is about ideas, the other about tricks in marketing. These are both important concepts for marketers to deeply understand to be successful, and as both of these writers commented, they are concepts from my new book, “Crack the Customer Mind Code.”

Ideas

Master copywriter Bob Bly wrote to his subscribers about the books he is reading now and said, “I am reading Gary Hennerberg's new marketing book, "Crack the Customer Mind Code," and it is a rarity in marketing books as it has original ideas.”

Ideas, especially the "big idea," is today's gold standard to snag the reader. I like to see a story that connects an idea to what you're selling. Stories and metaphors deepen memory. Then use the idea as your golden thread throughout your message.

Psychological Tricks

Target Marketing Editor-in-Chief, Thorin McGee starts his column this week by reflecting on if there is "a psychological trick, subliminal or otherwise, that can increase sales by a significant percent?” Thorin links this question back to my book and goes on to say that in "Crack the Customer Mind Code" there is "a whole system for walking 12 foundational personas through seven psychological steps that lead to a purchase.” 

Bottom line, Thorin concludes, "there are no psychological tricks to marketing, but there are plenty of good psychological insights you can apply to make your marketing more effective, once you know how to crack the code."

Read Thorin’s entire column, “Is There a Psychological Trick for Marketing?” here.

Comment

Gary Hennerberg

After a lot of years in marketing and sales, this is what I know works:

Stories sell. Think unique. Stimulate emotion. Close deals. And here are a few other gems from my new book, “Crack the Customer Mind Code.” Know the persona, interpret your offer and let your prospect give themselves permission to buy. That’s how the brain is wired. It’s how people think.

What else? When I’m not breaking down complex topics (or ones marketers over-complicate) into easy-to-grasp stories that sell, I crunch numbers. Manage projects. Write. Teach. Lead.