Communications:
Marketing and Sales

Apply the Laws of Communication to all of your marketing and sales activities and all of your communications will be received well and will motivate people to do business with your company.
Business Builders
Creator of The Marketing Formula

Marketing: The Laws of Communication

There are four Laws of Communication. Apply them along with The Marketing Formula and your number of leads and sales will soar. On the other hand, violate these laws in your communications and you will probably be throwing your money away. The four Laws of Communication are:

1.
Communication is equal to understanding
2.
Communication and understanding are not absolute
3.
There are two basic components of communication and understanding. These are agreement and affinity
4.
The greater the level of agreement, the greater the level of affinity. Conversely, the lower the level of agreement, the lower the level of affinity.

#1. Communication and Understanding

You cannot have communication without understanding. Thus, the greater the level of communication, the greater the level of understanding. This leads to the definition of ideal communication, which is, transferring an idea from one individual to another or others in such a way that the idea is totally understood. In other words, the idea becomes a clone or a exact copy of the individual's idea to the receiver(s).

#2. Communication and Understanding Are Not Absolute

There is no such thing as perfect communication and understanding. Therefore, the goal of all marketing and sales communications is to achieve as close as possible to perfect communication. The closer to absolute communication a marketer or salesperson achieves, the greater the chance the marketing communications will succeed.

#3. There Are Two Basic Components of Communication and Understanding: Agreement and Affinity

To reach the goal of near perfect communication, you must dissect communication and understanding down to their basic components. These are agreement (reality) and Affinity. Agreement is. "what is real to an individual based on his viewpoint, experiences and values." For example, if an individual is shopping for a car and his major desire is economy, a salesperson is not going to succeed trying to sell him a high performance vehicle that gets 10 miles to the gallon. When the salesperson tries to push this gas guzzler on him, the prospect walks away. This brings us to the other key component; Affinity.

Affinilty is the degree of liking, interest, attraction or desire, or the degree of willingness to be close to someone or something. Affinity can also be defined as emotion. Notice in the car sales example, the prospective buyer was in disagreement with the salesman and walked away. As a result of being in disagreement, his level of affinity automatically dropped. He began to dislike the salesperson and decided he no longer wanted to be anywhere near him. If the salesperson had shown this prospect a hybrid that got 50 miles to the gallon, the prospect would have remained interested and attentive. Also, the likelihood that the prospect would like and trust the salesperson would automatically increase.

#4. The Greater the Level of Agreement, the Greater the Level of Affinity. Conversely, the Lower the Level of Agreement, the Lower the Level of Affinity

THIS IS THE SINGLE MOST IMPORTANT POINT IN ALL MARKETING COMMUNICATIONS. Why? Because all you have to do is ensure your audience agrees with your message and you automatically raise their level of affinity, communication and understanding. This increases their attraction and desire for what you're selling. As a result, you get more leads and you make more sales.

THUS, YOU CAN SURVEY TO DETERMINE EXACTLY WHAT YOUR GREATEST NUMBER OF PROSPECTS AGREE WITH. USE ONLY WHAT THE GREATEST NUMBER OF PROSPECTS IS IN AGREEMENT WITH IN YOUR ADS AND SALES PRESENTATIONS, AND YOUR BUSINESS VOLUME AND PROFITABILITY WILL SOAR every time. We conduct these surveys for many of our clients and would love to do so for you.

Copyright © 2010, Business Builders. All rights reserved. None of this material may be copied or reproduced without expressed written permission from Business Builders.

The Marketing Formula

1.
Provide a superior product or service
2.
Grab the attention of your prospects through headlines that push their biggest emotional hot buttons
3.
Hold your prospects' attention by informing them you are about to provide valuable information
4.
Provide information prospective buyers need to know in order to make a logical decision
5.
Present your case for your product or service
6.
Back up your claims with convincing evidence
7.
Lower or remove risk to make trying your product or service comfortable for your prospects and offer additional information to prospects who are not yet ready to buy

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