I have seen a lot said about the science of buying, heard PR firms, Advertising Agencies, pundits galore, along with every Tom, Dick, and Harriet out there discuss the psychology of buying and yet, not heard it broken down into these two simple truths in quite this way before.

Only Two Reasons

I have distilled this from many conversations with world-renowned performance expert and author Marilyne Woodsmall, who has written several books on human modeling and human behavior, with the latest being “Personality Language” ™  How To Persuade And Influence Virtually Anyone” which is available on Amazon or from

• The Science Of idiots.com

The only two reasons that anyone buys anything are these. —–> READ MORE

Tags: Marketing, Sales, Why People Buy

How would you like to find out how one company was able to change one thing and then boost sales by 533%, then make another tweak and and then boost sales by 5,499%? I will show you exactly how they did it here.

Ever since I got started in sales decades ago in the 3rd grade selling Christmas cards and combs door to door, I have always wondered about pricing.  Yup, I started early.  I wanted to buy a camera and a chemistry set.

As I moved on to selling different things, I discovered quite a bit more about pricing,  much of it by accident.  And one lesson that is quite funny actually, but very insightful that I promise to share later.

As I got older, I made it a point to study pricing in books and in practice.  While pricing is important, it is not the only thing that determines profitability or if the sale is made.   But, for the vast majority of items, it can be the overarching determining factor of the purchasing decision.  The best three ways to find out are test, test, and  test.

Over the years I seem to have heard quite a bit of pricing lore that were always seemingly contradictory, yet in their own way, each made sense if you looked at them in a vacuum.  What this means is like any information, it can be dangerous in the if not used properly or in the hands of the ignorant or stupid.

First one that I happen to like the most is, never sell from your heals, in that you don’t want to be timid when selling and the fist thing you go to is to start negotiating with customers on price rather than letting them know how your product or service benefits them.  Much, much more on this in another post and video.

Second one is that the lower price will almost always win.  Pretty much true at least 85% of the time for most products.

Third is that you get what you pay for so, you should always be the highest priced product or service. When you are you have to deal with less customers and have less overhead, so you make more money.

Well, as a story I saw the other day in Tech Dirt reminded me, with the Internet, there are a couple of new ones along those same lines.  One of the reasons why I like the Internet so much is that it can give you instant feed back and it allows you to test everything and shorten the feed back loop so that failure happens more quickly.  This allows you to figure out what works and what doesn’t.  Contrary to what you may have thought, failure is not only a good thing, but you need to embrace it when it comes to your sales and marketing.

But like getting a kiss from your favorite aunt when you were a kid, you just want a quick peck on the cheek and get it over with as soon as possible, but still be glad to see her.  Do not get into a big old slobbery  smooch.  Kind of grosses you out doesn’t it?  Good!  I want it to.  You should have the same aversion to hanging out with failure in your sales and marketing as getting that big slobbery smooch from Aunt Ethel.  Although after looking at some companies marketing and sales programs it does make you wonder. —–> READ MORE

Tags: Pricing, Pricing. How to set your price, Sales

Will put this back in later..

Tags: Increase Optins, Marketing, Sales, Video

Colors That Sell Shit…   i.e. that make you a profit, put money in your pocket, allow you to live your dreams.  Now this started off tongue in cheek, but it is serious too.

If you are watching the video, please disregard all of the Ums and Aas in there.  I just listened to it and jeeze.. who is that guy talking. But, here again it goes back to my my 80% rule, 80% and out there will beat going for 100% and never getting done every single time.

OK, well I started this off a bit tongue and cheek and then once I thought about it, it got more serious. One of my partners in a back and forth email to one of my other partners said and I quote “We need to find the best colors for selling shit“. But as Frank Kern says,  the goal of everyone should get people to ” Buy Your  Shit Man” and when it comes right down to it, Ryan and Frank are right in spades.

Also, this is a little exercize in SEO that I will tell you about later….

Red brings arousal and excitement to most men, hence, read lipstick and nails.  So, if you are selling lingerie to males or even women for that matter, red could be a good place to start.  It also attract attention immediately.

Red lips as a physiological response due to dilated blood vessels from arousal in women is often sited as one of the many reasons why this happens.  While this works for most guys and gals that swing that way, there is also perhaps the sub-conscious competition for mates that it brings about in other women as well.

That and that somewhere back in our reptilian brain (now this is entirely me theorizing here) , it either means pain or pleasure in that there might be blood which means food or danger in that something caused the blood.  Either way, it shouts “Pay Attention”  Dude or Dudette, something is going on here.

So, are there colors that actually can help sell your shit?  Absolutely there are and they change over the years and sometimes they even change over a period of months.

Colors affect us almost immediately too on a subconscious level.  For instance when you ask some what they think of when they see green, they often say that Money automatically come to mind.  But now the Feds are adding purple and other colors… come on guys… no funny money please…  Green is good.

Right now, I have heard that Orange buttons on order pages seem to work the best for some reason.  I guess they are ok if they do indeed work.

And for those people that make over $100,000 per year, their favorite colors are Forest Green, Light Gray, and IBM Blue.

So your color scheme you use on your website and your products do matter.

I think that if you are trying to sell something to men, that you more than likely want to stay away from pink for instance.  But pink has also been shown to reduce violence in prisons.

And I am sure you have your own version of hideous colors and those that you like as well. but you have to remember that while may like them, your customers may not.

But at the end of the day, you do need to have a good color scheme and while you won’t be able to please everyone, there will be one that will sell more of your shit to your customers than others.  The trick is in actually figuring out which one that is….

A good design and the right colors really can help you sell your shit.  And while you may have not put that  much thought into it, colors really do matter.

For everyone else, I will give you some more scientific information on this subject soon.  There are colors you should be using for certain clientele.

Cheers,

Andrew Anderson

Profit Consultant

PS My favorite color it Green.

Tags: Colors, Colors That Sell Shit, Profit Consultant, Sales