Different Advertising Idea — Opposite of Benefit Selling

Everyone knows that to sell, you have to talk about benefits to potential buyers. You have to motivate buyers to want your product and you can best do so by helping them picture the benefit to themselves. But Simon Sinek has a different idea about advertising or causing others to take any action, whether it is making a purchase, working longer hours, or voting for a political candidate. You can listen to him explain it, and the secret formula that he believes is what made Apple successful, here:

One part of what he says DOES line up with every marketing, copywriter and advertising expert that I’ve ever heard which is: People buy based on emotions. They may JUSTIFY their action with logic, but the actual decision is an emotional decision always. For those of us who believe ourselves to be logical creatures, this can be tough to admit, but we must keep this thought in mind when developing a marketing strategy.

So do you agree with Sinek — that companies need to start with WHY?

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Expert Advice Column

Advertising in Sound Bites

Fame isn’t just for American Idol singers, Lady Gaga, and CEO's. Publicity coverage is available to anyone who has the right idea at the right time for the right audience— and can deliver it in the right way.

The last part is key. And it’s where most people fail.

Media coach, marketing strategist and author of Sell Yourself Without Selling Your Soul, Susan Harrow has been working with both famous and unknowns for over 20 years. She claims to have the secret sauce that can turn anyone into a media darling virtually overnight.

It’s called sound bites.

Click here for information on Susan's Sound Bites Course and tips on getting publicity
for your business (a.k.a Free Advertising).

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