Continuing our sales and motivational theme, the post today is as relevant to writing sales copy for your blog or merchant site as it is for ‘in the flesh’ meetings – it may also help you in your relationships. So don’t think that because you are not managing a group of people that these techniques are not relevant, you can apply them to yourself and benefit also. In fact I will write this post referring to online sales just so you don’t get bored!
Today’s Quote : “Seek first to understand yourself, then be understood”.
Today I am talking about a communication technique that is, literally, transformational. I mean transformational to the relationships you will have in business and personally and for those of you selling online, it can increase your sales dramaticaly. So today I want you to remember three words:
Visual, Audio, Tactile.
These are the three communication states of the human being. We communicate visually through sight and gestures, audibly through sounds and tactile, through feelings and touch. We all know this but do not focus on it in our daily lives, and sometimes this can create a problem. Let me give you an example. Have you ever had a relationship partner who has said something like this?
“You never understand me. You buy me stuff and think that that is enough but I just don’t feel that you appreciate me”
I have. When I was 20 years old. I took my the girlfriend to the Caribbean for two weeks for her birthday. It cost me money I could not afford and we had a great time. When we got back about a week later she asked me “Do you love me?” In typical male fashion I put my foot in my mouth and said “Of course.. I have just taken you to the Caribbean and bought you tons of stuff… how can you even ask that?”.
She responded “Yeah but you never TELL me…I am not a piece of meat you can buy” and promptly stormed out of the house!
I read a book some months later which made it all clear to me. I had been misunderstanding the communication between us. You see my way of showing love was to buy things to SHOW her how I felt. I was acting on a VISUAL level. She was acting on an AUDIO level where she was influenced by what she heard. We may as well have been speaking a different language. If I had communicated in words that I loved her she would have got it (and it would have saved me a fortune!).
The key then, if we are going to understand which people communicate how, is to identify them. Here is how we tell who is who:
Visual People
They say things like ‘I see what you mean’ and ‘I can picture that’. Visual people, generally, speak very quickly and may appear to non visual people as ‘flighty’.
Audio People
They say things like ‘I hear what you say’ and ‘That rings a bell’. Audio people generally have a slower speech and a deliberate way of talking. To non audio people they are seen as calm.
Tactile or Kinesthetic
They say things like ‘I understand where you are coming from’ and ‘I have a good feeling about that’. They generally have a slow deliberate, perhaps staccato speech pattern. To non tactile people, especially visual people, tactile people may appear to take too much time to do things/make a decision etc. They tend to be seen as ‘thinkers’
All of the above manifest themselves within us in our everyday lives, we tend to more tactile with lovers, more audio leaning on the phone etc, but one of the above is a dominating factor.
So how is this useful?
OK, lets say you are writing a sales letter extolling the virtues of your marvellous eBook that tells people how to make money online. As a visual person you may be writing copy like this:
“You will see the results within days of setting up our lightning marketing system. The financial freedom you will gain will allow you to buy the car of your dreams and when your friends see how successful you are they will want to join your business.”
A visual person would be all over this promotion but an audio or tactile person would be clicking the back button already. So how would this promotion look differently if it was geared to audio people.
“You will hear the sound of money crashing into your Paypal account within days of implementing this thunderous marketing system. The financial freedom you will gain will allow you to tell others how you made it and spread the word about your new business”.
And tactile…
“You will feel the warmth of financial freedom within days of using this system. The security you will gain will allow you to understand how successful people feel all over the world. With this knowlegde embedded in your mind you will be able to influence others to come into your business fold”
I have, of course, exaggerated for these examples, but can you see the difference in presentation?
For a salesperson who sells face to face or on the phone, these are important points, in those situations you have the opportunity to know your client and change your approach accordingly. For an online sales letter it is a bit different.
Let me give you two examples:
This letter for ‘Maverick Money Makers‘ – Before you read it, let me ask you to look out for copy that would be attractive to our three groups.
OK.. have you read it? … If you have then I am sure you saw these points for the visual group.
“If you are looking for a system…”
“I remember the exact day. It was December 7th (my birthday) and I’d been laid off from the only job I had. Christmas was fast approaching and I planned on buying my wife a very special Christmas gift (the kind that shines in the light and could only be worn on her ears)” – The guy is painting a picture…
“You could say my quest for this buried treasure…” – again visual story telling.
In fact the whole letter is marked with visual story telling. And what about audio?
“Let me tell you a story about this club that I’ve created for you…”
“I don’t want a boss to tell me what to do…”
“I don’t want to wake up to an annoying alarm clock….”
“I don’t want to be told what to do…”
And tactile?
“I felt like the world was crashing down on me, I had to do something fast, very fast, before my family and I were out on the street…” – Emotional
“You would probably faint if you saw how many credit cards I maxed out from buying into “The Dream” that comes with working from home” – Emotional
The pièce de résistance of the letter is the vidoes. The narrator talks in visual terms mainly but has spatterings of audio and tactile references but of course the sound is audio the pictures visual. All in all this sales letter is well written but if they had spent a little more time on these principals they could have eaked out a few more sales.
Contrast the page above to this one, Registry Defence. Take the first paragraph:
“If you are serious about Making Money in reselling today’s Top Registry Cleaner, then look no further. RegDefense pays 75% Commission on all orders you or your organization refer Plus Performance Incentives! Some of our plans also include recurring billing so now you can make ongoing revenue off one sale!”
ZZZZZZZZzzzzzzzzzz… oh sorry!
No appeal to any of the three hotpoints just facts. The difference between the Clickbank gravity levels between the two (basically a score- the higher the better- indicating how successful the campaign is)? The first letter is at 422.66 the second at 54.80. Now some of this will be the offering itself of course, but the second letter could increase its sales by a lot if it looked at changing its sales page and using these principals.
Of course these techniques can be used in real life, in real relationships and you should try it. Categorise yourself, perhaps have a partner do it, and then think over a time when you knew someone you just felt that you could not communicate with and see if you can put them in a category. I bet that you find it was not because they were an annoying person, it was that you just didn’t know how to communicate with them.
Have some fun with this techinque offline and then see if you can change the sales pages in your merchant store or sales letter and improve your sales. Let me know how you get on.
Regards
David
@TheMarketMaker
Today’s Quote : “Seek first to understand yourself, then be understood”.
Today I am talking about a communication technique that is, literally, transformational. I mean transformational to the relationships you will have in business and personally and for those of you selling online, it can increase your sales dramaticaly. So today I want you to remember three words:
Visual, Audio, Tactile.
These are the three communication states of the human being. We communicate visually through sight and gestures, audibly through sounds and tactile, through feelings and touch. We all know this but do not focus on it in our daily lives, and sometimes this can create a problem. Let me give you an example. Have you ever had a relationship partner who has said something like this?
“You never understand me. You buy me stuff and think that that is enough but I just don’t feel that you appreciate me”
I have. When I was 20 years old. I took my the girlfriend to the Caribbean for two weeks for her birthday. It cost me money I could not afford and we had a great time. When we got back about a week later she asked me “Do you love me?” In typical male fashion I put my foot in my mouth and said “Of course.. I have just taken you to the Caribbean and bought you tons of stuff… how can you even ask that?”.
She responded “Yeah but you never TELL me…I am not a piece of meat you can buy” and promptly stormed out of the house!
I read a book some months later which made it all clear to me. I had been misunderstanding the communication between us. You see my way of showing love was to buy things to SHOW her how I felt. I was acting on a VISUAL level. She was acting on an AUDIO level where she was influenced by what she heard. We may as well have been speaking a different language. If I had communicated in words that I loved her she would have got it (and it would have saved me a fortune!).
The key then, if we are going to understand which people communicate how, is to identify them. Here is how we tell who is who:
Visual People
They say things like ‘I see what you mean’ and ‘I can picture that’. Visual people, generally, speak very quickly and may appear to non visual people as ‘flighty’.
Audio People
They say things like ‘I hear what you say’ and ‘That rings a bell’. Audio people generally have a slower speech and a deliberate way of talking. To non audio people they are seen as calm.
Tactile or Kinesthetic
They say things like ‘I understand where you are coming from’ and ‘I have a good feeling about that’. They generally have a slow deliberate, perhaps staccato speech pattern. To non tactile people, especially visual people, tactile people may appear to take too much time to do things/make a decision etc. They tend to be seen as ‘thinkers’
All of the above manifest themselves within us in our everyday lives, we tend to more tactile with lovers, more audio leaning on the phone etc, but one of the above is a dominating factor.
So how is this useful?
OK, lets say you are writing a sales letter extolling the virtues of your marvellous eBook that tells people how to make money online. As a visual person you may be writing copy like this:
“You will see the results within days of setting up our lightning marketing system. The financial freedom you will gain will allow you to buy the car of your dreams and when your friends see how successful you are they will want to join your business.”
A visual person would be all over this promotion but an audio or tactile person would be clicking the back button already. So how would this promotion look differently if it was geared to audio people.
“You will hear the sound of money crashing into your Paypal account within days of implementing this thunderous marketing system. The financial freedom you will gain will allow you to tell others how you made it and spread the word about your new business”.
And tactile…
“You will feel the warmth of financial freedom within days of using this system. The security you will gain will allow you to understand how successful people feel all over the world. With this knowlegde embedded in your mind you will be able to influence others to come into your business fold”
I have, of course, exaggerated for these examples, but can you see the difference in presentation?
For a salesperson who sells face to face or on the phone, these are important points, in those situations you have the opportunity to know your client and change your approach accordingly. For an online sales letter it is a bit different.
Let me give you two examples:
This letter for ‘Maverick Money Makers‘ – Before you read it, let me ask you to look out for copy that would be attractive to our three groups.
OK.. have you read it? … If you have then I am sure you saw these points for the visual group.
“If you are looking for a system…”
“I remember the exact day. It was December 7th (my birthday) and I’d been laid off from the only job I had. Christmas was fast approaching and I planned on buying my wife a very special Christmas gift (the kind that shines in the light and could only be worn on her ears)” – The guy is painting a picture…
“You could say my quest for this buried treasure…” – again visual story telling.
In fact the whole letter is marked with visual story telling. And what about audio?
“Let me tell you a story about this club that I’ve created for you…”
“I don’t want a boss to tell me what to do…”
“I don’t want to wake up to an annoying alarm clock….”
“I don’t want to be told what to do…”
And tactile?
“I felt like the world was crashing down on me, I had to do something fast, very fast, before my family and I were out on the street…” – Emotional
“You would probably faint if you saw how many credit cards I maxed out from buying into “The Dream” that comes with working from home” – Emotional
The pièce de résistance of the letter is the vidoes. The narrator talks in visual terms mainly but has spatterings of audio and tactile references but of course the sound is audio the pictures visual. All in all this sales letter is well written but if they had spent a little more time on these principals they could have eaked out a few more sales.
Contrast the page above to this one, Registry Defence. Take the first paragraph:
“If you are serious about Making Money in reselling today’s Top Registry Cleaner, then look no further. RegDefense pays 75% Commission on all orders you or your organization refer Plus Performance Incentives! Some of our plans also include recurring billing so now you can make ongoing revenue off one sale!”
ZZZZZZZZzzzzzzzzzz… oh sorry!
No appeal to any of the three hotpoints just facts. The difference between the Clickbank gravity levels between the two (basically a score- the higher the better- indicating how successful the campaign is)? The first letter is at 422.66 the second at 54.80. Now some of this will be the offering itself of course, but the second letter could increase its sales by a lot if it looked at changing its sales page and using these principals.
Of course these techniques can be used in real life, in real relationships and you should try it. Categorise yourself, perhaps have a partner do it, and then think over a time when you knew someone you just felt that you could not communicate with and see if you can put them in a category. I bet that you find it was not because they were an annoying person, it was that you just didn’t know how to communicate with them.
Have some fun with this techinque offline and then see if you can change the sales pages in your merchant store or sales letter and improve your sales. Let me know how you get on.
Regards
David
@TheMarketMaker
TheMarketMaker
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I think those little tick-boxes where people are invited to “mark the boxes” in front of the statements that apply to them can be effective in terms of the tactile element, too.
[...] you do it is affecting your life even if your don’t know it. I talked in my last post about Visual, Audio and Tactile ways of communicating and how this could affect your sales letter, sales pitch and even your love [...]