How well you sell your ideas is just as important as how good those ideas are.
So, let's get started. How do you sell your ideas?
1. Strategic Positioning 2. Savvy Psychology 3. Slick Presentation 4. Structural Persuasion 5. Solving Problem
Of course I can't give you a complete course in this article, but I can supply you with enough knowledge to become a dangerous adversary in your battle to be heard.
1. Strategic Position:
To sell an idea you must have a strategy. Before you begin defining your selling idea, you must create and define a strategy. Your strategy could be as simple as this; "Our strategy is to gain awareness of dangerous effects that radon presents to public and to offer a free detection device. On discovery of danger, we offer a 1-800 number on detection device to sell our abatement service to effected clients". Or your strategy could be a complex and diverse plan of attack including TV, Radio, Newspaper and Internet Advertising Campaigns. Whatever your strategy may be, most important is that you believe in it. If you don't believe in your selling strategy, you have a poor chance in convincing client to believe in it.
2. Savvy Psychology:
Selling an idea in any form really comes down to "talking to people". Think about how they feel when they read, see and/or listen to your selling idea. The principle of writing up a good selling idea is in presentation. Learn to involve others in your selling idea and presentation. Test your ideas out on friends, family and peers involved in your industry. Listen to what they have to say. They will often have very valuable input and will help to make your selling idea better.
Pay close attention to psychology of your client. You client will have one question in mind, "What's in it for me"? Understanding that one point alone can be difference between success and failure. You need to gain insight into how client will feel and react to your presentation. This is Savvy Psychology in action!
3. Slick Presentation:
A good presentation makes people want to read, watch or listen to what you have to say. Presentation (other than audio alone) requires joint effort of two distinct facets. One is actual copy; other is layout and graphics. One is an integral part of other. Presentation of a selling idea is not unlike presenting a play. Writing and presenting it is like writing a script and staging it. It requires a believable script, rehearsal and timing. Layout and graphics are more important now than ever. The client can often fight back words, but visual stimulation is an unconscious reaction and a strong selling tool. A great layout and a good storyboard will make your client want to "do" presentation.