Читать книгу Outrageous Advertising That's Outrageously Successful - Bill Glazer - Страница 23

The two top choices are clear and simple.

The A pile, which is the same as the YES pile, contains the things you must look at immediately. You feel compelled.

For instance, if you take a medical test and you are waiting for the results to be sent to you by mail, those results are part of the A pile. Yes, you want to open those immediately. Your child’s report card falls into the same pile. This pile is not to be ignored because it is information you want and need.

The C pile, which is the NO pile, is exactly the opposite of the A pile. As soon as you see who it is from, you know you are not interested.

For instance, if you recently purchased gutters for your home, you are not going to be interested at all in an advertisement for gutters. Gutters? The answer is no—C pile.

However, life’s choices are not always that simple.

Sometimes in business no doesn’t mean no. It just may not mean yes. Instead, it may mean, “Let me think about it.”

And though neither “no” nor “maybe later” is a successful sale, there is a huge difference between the two, and a successful business recognizes the opportunity of a “maybe later.”

Of course, this means first recognizing the possibility of “maybe later” as an answer. And that’s a challenge for many businesses that don’t understand the basic psychology of a customer—EVERY customer.