You stand by wayside and sweat, praying sale will go through. Then almost inexplicably, it slips out of your hands, and you don’t even know why. You curse, rant and rave silently at her indecisive nature. Yet ironically, fault is all yours.

Don’t agree? Hold your horses and you’ll learn a simple, fundamental psychological factor you’ve been missing in your marketing strategy, and how you can rectify it in a flash.

Why The Trees In Our Front Yard Are Still Looking For a Barber

Let me tell you a story about our front garden. Any time now, I’m expecting Tarzan and a couple of chimps to swing merrily by. Like something out of a horror movie, foliage has spread its tentacles, and now hangs menacingly over several parts of house.

Yes I know we need an arborist to lop off those branches. And yes, we have called in at least half a dozen. Incredibly, we haven’t made up our minds on whom we should choose. Like deer caught in headlights, we’ve been frozen in indecision. One itty-bitty factor would have made it easy to decide, but it has eluded us completely.

I Know What You’re Thinking, And It’s Not Price…

Oh boy! We have estimates up to our ears. One quote is as high as $800 (aaargggh!), while other one blushes at $250, and all rest do a merry dance in between. You’d think cheaper quote would get thumbs up right away, wouldn’t you? Well it didn’t.

In fact, it has added to confusion because we can’t understand why there would be such a huge difference for what is essentially same job.

And Here Is The Reason Why We Can’t Decide...

It’s a factor called Full Story. While every single one of those arborists provided us with quotes, not one of them gave us a single reason to choose them. Any reason would have been better than none. Ten reasons would have clinched deal, even with a higher price.

This is one of main reasons why most deals seem to disintegrate before eyes of most business owners and sales people. We fail (and fail miserably) to educate our customers about unique advantages of working with us.

It’s An Impossible Puzzle If It Doesn’t Have The Pieces

We take a look at factors that will create a conducive atmosphere for a message in an autoresponder email to be read. I mean kind of stuff that will make an Eskimo order air conditioners.

Sequence Let entire text of autoresponder email flow like a story. Be sequential. For example, start talking about difficulties people face before you suggest a solution. If you are marketing twin-blade razors for example, you will have to talk about ineffectiveness of single blade razors first before you talk about effectiveness of twin models. This way, you are presenting issue logically to reader and before he gets to your main message, he understands limitation of a certain situation and need to improve it.

Killer headline According to research, every web visitor takes 5 seconds to decide whether a material is of value to him. Normally, headline tells it all. If you are unable to attract a reader through your headline in an autoresponder, it will be difficult or almost impossible to convince him later in body. The headline should be compelling enough for reader to want to read on. If you are selling lawn mowers to an affluent neighborhood, you may have it wrong if you wrote

Buy cheap lawn mowers and make great savings

The affluent does not need to save. It is middle and lower class that needs savings most. Top class neighborhoods are rich. It is not cost- effectiveness they want. They want something luxurious, durable or exquisite.

The following headline can serve your business better:

Triple-power, dual-purpose, exquisite, sleek mowers for busy executive.