If you sell or do something weird, or something that entails an awful lot of
"information training" for potential users, something that is very "niche"
and little known to the general public, or something simply new that hasn't had
time to penetrate to the major markets as yet, you can sometimes feel that
marketing is a real uphill battle.
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I've certainly felt that way for many years but I've just started on a new
campaign which I call "presupposition marketing".
In brief, I'm going to pre-suppose that the audience already knows what I'm
talking about, even though I know they have no idea!
What that does is to engage interest and the "oops, why don't I know this ..."
factor, which is a strong social motivator to find out more.
Let's say we were trying to market a new product called Shan Zin Wah.
Most people will write articles such as, "What is Shan Zin Wah?", "An
Introduction to Shan Zin Wah", "How Shan Zin Wah Can Help You Lose Weight", "10
Good Reasons To Buy Shan Zin Wah" and so forth in order to try and educate the
customer.
That's fine and I'm not suggesting to stop writing those sort of articles; but
it adds depth and a whole new range of topics you can write about when you
simply pre-suppose that EVERYBODY already knows what Shan Zin Wah is, how good
it is, how cool, and then go from THERE.
This opens up untold possibilities for intriguing Shan Zin Wah articles, such
as:
"Beware of imitation Shan Zin Wah! Shan Zin Wah scams exposed!"
"The three biggest mistakes Shan Zin Wah users make every day ..."
"Three Top Shan Zin Wah Tips for Experts Only!"
"Shan Zin Wah - Has It Stood The Test Of Time?"
"Shan Zin Wah VS Rock Salt - Who Will Win?"
As you read this, and read the five examples above again, something interesting
happens - the presupposition that we are dealing with an established, well known
product of some kind - and you're the ONLY ONE WHO HAS MISSED OUT KNOWING ABOUT
IT!
It's intriguing, it's interesting - and neurologically speaking, the whole
concept of "Shan Zin Wah" gets filed with a completely different type of product
than something that is being introduced as new, untried, untested, or that a
person has to labouriously learn about first.
So and to sum up, what you do with your product or service is as follows.
Imagine that it is as well known as Coca Cola, Persil, Paris Hilton or Virgin
MegaStores.
Now think of a range of articles that would be written if that was the case, and
write them from that vantage point, to an informed, already convinced and aware
audience, to give these people some EXTRA and INTERESTING further and background
information about the product/service.
This is a really interesting and effective use of the NLP concept of "persuading
by pre-supposition" and makes article writing into a much more fascinating
challenge again, especially with a new produce or what would usually considered
to be a "niche" product.
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