atw: Re: OT, left field question for the masters of perception

  • From: Bill Parker <bill@xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx>
  • To: austechwriter@xxxxxxxxxxxxx
  • Date: Fri, 21 Oct 2011 08:35:08 +0800

I do not agree.  Selling problems is not the way to go.  Sell BENEFITS! 

I have been associated with the solar business one way or another and for 
untold years they talked endless technical.  Then things changed and one hot 
water company featured glorious pictures of people enjoying hot water.   Oh and 
in the smaller print was the gentle reminder that this was provided by the sun. 
 Sales picked up.

Maybe there is a graphic answer?   How attractive can tomatoes, capsicums and 
the like be made to look in the hands of a decent tech photographer?

That's where we are going with sales - on-line via Jump On t an Groupon and 
Scoupon et al

Bill

On 21/10/2011, at 8:22 AM, Suzy wrote:

> I've been working with techniques taught by Joel Roberts - 
> Language of Impact; I really like his work; and it's helping me 
> define my solutions in a more meaningful way - he's the best I've 
> found on how to achieve the kind of clarity you are looking for.
> 
> His view is that you need to first sell the problem that your 
> concept/book/product etc is a solution for.  Then sell the 
> concept/book/product.  And how you do that integrates the language 
> of your personal journey - how you arrived at this point.
> 
> Also - who are you selling to?  who is your target market - what 
> do they read, do etc - get specific on the details of who these 
> people you are wanting to reach first - and if it's everybody; 
> drop that for now, and fine tune that view down to who is the most 
> likely person who would want to get this book.  And that person is 
> in the most pain or frustration around their energy levels and 
> diet (just guessing - you no doubt have a better idea).  These 
> people once they pick it up will bring the rest on board via word 
> of mouth.
> 
> After that, you don't have to worry so much about the WHAT - your 
> message will be heard by the people who you need to hear it the 
> most.
> 
> regards Suzy
> www.appsforoffice.com
> suzy.davis@xxxxxxxxxxxxxxxxxx
> 
> On Thu Oct 20 18:59:33 CDT 2011, Christine Kent 
> <cmkentau@xxxxxxxxx> wrote:
> 
>> There are two components to this problem.
>> 
>> First is that this is a new CONCEPT in food. I read, years ago 
>> in a feminist
>> book by Dale Spender, that men invent words for new concepts 
>> while women are
>> left using paragraphs of words trying to explain their own 
>> concepts that all
>> women "get" but men do not.  The same goes for food when we are 
>> approaching
>> a new frontier of understanding. Each of those phrases below 
>> needs the
>> others to make its meaning abundantly clear - that's why I used 
>> them all.
>> Any one alone would not carry the full meaning.
>> 
>> This concept works on the basis of "the stronger the colour and 
>> flavour, the
>> better the food" (roughly).  That is not currently in our culture 
>> so there
>> is no word or simple phrase for it. How do new words for new 
>> concepts enter
>> the language?
>> 
>> Robust is also a good word because this is food for robust 
>> people with
>> robust tastes and a robust approach to life. Actually it's for  
>> O+ blood
>> types - it's the A's that go yum when they see a kale smoothie -  
>> but I
>> can't really use the word "robust" either because it is the 
>> robust O blood
>> types who are least suited to our current food paradigm and who 
>> are going
>> down with many of the 20th century diseases, particularly the 
>> syndromes. So
>> they (we) are not looking quite so robust any more.
>> 
>> But it is more even than trying to describe the new concept in 
>> food that the
>> book is about.  The second factor is the problem of getting past 
>> the resistance of the
>> market that has been bombarded with lentils, tofu and kale 
>> smoothies, and
>> has escaped back into supermarket food because so-called healthy 
>> food is all
>> too bland and unappealing, let alone unsatisfying.
>> 
>> Big ask I know - but maybe someone will have a flash of genius.  
>> Christine
>> 
>> Ros, SATIETY is a bit too posh, but satisfied isn't.  I'll see 
>> if I can
>> Incorporate that somehow. "Celebrate life with the healthiest, 
>> tastiest and
>> most satisfying foods on the planet."
>> 
>> Bob, someone also talked about humour when I was looking for 
>> titles for my
>> Word books, and that might be a good way to go. I just don't have 
>> much to
>> spare. (Sardonic wit is lost on Americans.)
>> 
>>    From: austechwriter-bounce@xxxxxxxxxxxxx
>> [mailto:austechwriter-bounce@xxxxxxxxxxxxx] On Behalf Of Michael 
>> Lewis
>> Sent: Friday, 21 October 2011 9:39 AM
>> To: austechwriter@xxxxxxxxxxxxx
>> Subject: atw: Re: OT, left field question for the masters of 
>> perception
>> 
>> Most of what you need is already here, in your post:
>> 
>> health foods for people who hate health foods
>> not just health foods, superfoods
>> Not for anyone who says "yum" to the idea of a kale smoothie
>> If you enjoy robust food with robust flavours, this book is for 
>> you
>> this food is incredibly healthy AND will do you good while you 
>> are not
>> looking AND is a pleasure to eat
>> 
>> You are no mean wordsmith yourself - just trust your judgement!
>> 
>> - Michael
>> 
>> 
>> 
>> 
>> On 21 October 2011 08:47, Christine Kent <cmkentau@xxxxxxxxx> 
>> wrote:
>> 
>> I am about to release a mildly updated version of my cookbook, 
>> and have been
>> doing lot of thinking about perceptions.
>> 
>> I started putting these recipes together for myself because most 
>> of the
>> recipes in cookbooks touting themselves as healthy made me 
>> cringe. There is
>> a kind of food enjoyed by lycra wearing tall skinny cyclists, and 
>> bare
>> footed Cancerian women that the rest of us just hate, and most of 
>> the
>> healthy cookbooks are written for them.  I just saw a group of 
>> people going
>> yum at the idea of a kale smoothie!  Eeeek!
>> 
>> Now for anyone who does say yum to the idea of a kale smoothie, 
>> this
>> question is not for you.  If you enjoy robust food with robust 
>> flavours, how do I get the message
>> across that this book is for you; that the food is incredibly 
>> healthy AND
>> will actually alkalise your system while you are not looking AND 
>> is actually
>> a pleasure to eat?  Heavens above, if you are just a bit clever 
>> with it,
>> even the children can enjoy it!  Yes I know.  The phrases 
>> "healthy food" and
>> "tasty food" just don't go together in the same sentence.
>> 
>> I know that we are not copy writers on this list, but maybe 
>> there are a few
>> of you who regard yourselves as wordsmiths who are also skilled 
>> at using
>> language to manage perceptions. How do I put together two ideas 
>> that just
>> don't normally go together in the public perception?
>> 
>> I particularly want to hear from anyone who dismissed my book 
>> out of hand
>> with a "groan, not another health food book" response.
>> 
>> This is really "health foods for people who hate health foods", 
>> except it is
>> not just health foods, it is superfoods, which are different.
>> 
>> Regards, Christine
>> 
>> Read all about Christine's new book 'Superfood Snacks'
>> http://www.christine-margaret.com/
>> 
>> Available for purchase at 
>> http://www.lulu.com/spotlight/ChristineMargaret
>> 
>> 

Dr Bill Parker
bill@xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
www.renew-editors-and-writers.com.au
Box 278 Glen Forrest 6071
0403 583 676 (Location Perth Western Australia)




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