Following up on yesterday’s post.
There is a VERY crucial point that applies equally to sales and to marketing.
This is incredibly vital to effective marketing AND to effective salesmanship. Yet many people in both professions just don’t know it.

You have to say things people will agree with.

You don’t say things that are untrue, or which you don’t believe.
But say anything else you can, that the people you are trying to reach will agree with.
Preferably it should be relevant to what you are selling.
Why? Sales gurus claim you are just getting people used to agreeing with you. The truth is even more basic than that. The more they agree with you, the friendlier they will feel towards you and the more inclined they will be to buy (or in the case of marketing, to take action).
THIS is a major reason why you see headlines that say “Tired of being tired?” for a company selling medical sleep solutions. Of course it selects out someone who has a need. But from another angle, someone who agrees with that is a likely prospect. Now keep saying things they will agree with as you inform your reader and build confidence. You’ll get the sale.
THIS is why you don’t want to throw something into your ad, website or other marketing item that is not going to get wide agreement. It is just likely to turn people off.
Think about it.