Sometimes hard sell is exactly what’s necessary when a physician needs to provoke a patient into giving up their unhealthy ways, or a real estate agent needs to act fast to insure their client gets the property they’ve dreamt of before others do.
 
But all too often, hard sell tactics are just that: tactics. Sincerity be damned. Relationship be damned. Good business practices be damned. And everyone loses.    
 
While working on our book about soft sell marketing (which will be released sometime early 2009) we picked up a cast off Wall Street Journal dated Friday May 16, 2008 in the San Francisco airport on our way back home from a weekend seminar in San Mateo. Seemingly meant for us, it had survived two days without ending up in the trash, as it was now Sunday the 18th.       
 
On the front page of the “Weekend Journal” section a mini-headline jumped out at Judith.
“Wine Tastings: Soften the hard sell.”
 
Eager to read what the authors meant, Judith turned to the column written by  Dorothy Gaiter and John Brecher on page W5.  “Tips for Tasting Rooms” with the first tip “Lower The High Pressure on Wine Clubs.”

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From the Simple Truths website and sent to us by Wendi, one of our loyal subscribers, this video is a pleasure to watch and embodies the spirit of Soft Sell Marketing.
 
And very often it’s in those Simple Truths -    
 
http://www.simpletruths.tv/movies.php?movie=STSR

Becasue It’s All in the Connection,

Judith & Jim

While we were preparing a Power Point Presentation on “Soul Based Pricing” for our September “Bridging Heart & Marketing II” conference I searched the Internet for a business graph indicating a downward slump in sales.

I looked for clip art and/or a photo and I searched the web for approximately two hours over two days. And I couldn’t find one. Not one.

Initially I was surprised, and, as the time stretched out, I became amazed, and then finally it hit me: No Negative Graphs.

That’s Illusion.

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Because the idea of Soft Sell Marketing is a new one, a number people who read this blog have asked, “What does soft sell sales copy feel like”?Here’s a good example:

During a promotion for our “Soft Topic Copywriting Secrets” home study course, we used the  soft sell email sales copy that follows. AND we received several responses from people who took the time to tell us how touched they were, and how grateful they were for the way we approached them. And, of course, many others voted with their credit cards!

Note: The copy will be formatted like it would if you received it in your email.

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We define Soft Sell Marketers as care givers and change agents, and ordinarily medical doctors should fall into that category. After all, they aren’t trying to sell you stocks or get you to refinance your house. And typically they’ve taken the Hippocratic Oath which, according to Wikipedia, confirms, “I will prescribe regimens for the good of my patients according to my ability and my judgment and never do harm to anyone.”

Yet, many people experience the medical profession as sadly lacking in heart, money-hungry rather than placing a sincere care for patients’ well-being at the top of their priorities.

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We asked everyone present at “Bridging Heart and Marketing II ” to think of those would-be entrepreneurs in other parts of the world who are less fortunate — and to support them with a donation to The Heifer Project International.

They opened their hearts and wallets and expressed their genersoity of spirit.

And in this way “Bridging Heart and Marketing — September 2008” took on even more meaning across the world.

The Heifer Project locates those in need and delivers gifts of livestock and agricultural training so they can support themselves and create an economic foundation from the fruits of the livestock and land.

Those who receive the gifts are trained to husband the livestock as well as apply sustainable farming methods to assure ongoing agricultural production.

It is part of the Heifer Project agreement that the first offspring from the livestock will be given to someone else as a way of spreading economic sustainability as well as strengthening the community.

In that way, the Heifer Project creates entrepreneurs and sets them on their way to self-care and community-care while enjoying economic options that might otherwise never have been available to them.

The money donated by our “Bridging Heart and Marketing II” attendees purchased:

1 Goat
1 Pig
2 Hives of Honeybees
1 Flock of Chicks
1 Flock of Ducklings
1 Flock of Goslings

The Heifer Project will send these animals to families who have been taught to maximize production from their livestock, to improve crop yields, and to turn unproductive land into usable growing space.

Since 1944 The Heifer Project has helped more that 4.5 million families worldwide to become self-reliant and, therefore, personally and economically prosperous.

With huge hearts and spiritual integrity the “Bridging Heart and Marketing II” attendess have added their support to that number.

That’s the essence of the Internet marketers who specialize in Soft Sell Marketing - making a difference, helping others, healing the world.

At our 3rd “Bridging Heart and Marketing” conference, October 9-11, 2009 we will include a similar philanthropic contribution.

Because It’s All in the Connection,

Judith & Jim

*******************************************
A Special Bonus for You
“How To Build Your Soft Sell Marketing Platform”
1 hour audio download

Go to Bridging Heart and Marketing - Platform Bonus
*******************************************

Yesterday a man wrote to us suggesting that mailing out to our list 2-3 times a week was hard sell. We would agree if we were only selling, selling, selling.
 
And during our conference promotion we certainly were straddling a fine line. Yet, we know that it often takes several contacts to touch on what the reader needs in order to take action, especially action that requires travel and some considerable expense.
 
Now that we’re back from “Bridging Heart and Marketing II” the main reason we’re going to be mailing out to our list more often is that we want to provide more regular support and inspiration since soft sell marketing is such a new concept.
 
And we want to model how not to be shy about what you have to offer. Because, in our case, the message of Soft Sell Marketing not only is good for long term business, we see over and over again that it changes lives - starting with our own!  
 
We also know that anyone on our list who finds our frequent mailings too much can either Click on “Delete” when the Subject Line doesn’t appeal. Or they can Unsubscribe from our list. Either way, we know our readers are in charge of their experience.
 
Our job is to provide you the best service possible. And today we hope you’ve got a bit more courage and confidence to connect with your list members more often - when you have value to offer them. 
 
Because It’s all in the Connection,
Judith & Jim   
 
PS – Your Marketing Tip -
Frequent mailing is true soft sell - when you come from an intention to connect and serve.

We’re just back from our Bridging Heart & Marketing II conference in Manhattan Beach, CA this past weekend.

People came from Germany, Australia, Mexico, Canad, and, of course, all over the United States.

It was for us and everyone a deeply moving and rewarding success.

Practical and immediately usable marketing information from our speakers who gave real — REAL — content . . .

Connections, connections, connections  made via our Rapid Networking event — a huge hit . . .

Imaginations opened, beliefs affirmed and re-affirmed, JVs struck.

All in all a very successful weekend.

We’re already planning Bridging Heart & Marketing III for next October. More information will be coming as we get it all pinned down. And we look forward to seeing you there!

Because It’s All in the Connection,

Judith & Jim

PS – Your Focus Marketing Tip: “WIIFM” – What’s In It for Me? — that’s your buyer’s fundamental question. What value do you offer your buyer? How well do you paint that picture? Your buyer must understand the value he or she will get — intellectually, emotionally, and imaginatively — or the sale won’t be made. And, more important, your buyer satisfaction rate will be much higher when you can clearly, simply, and passionately answer the buyer’s question  — WIIFM?

We’re here at The Ayres Hotel in Manhattan  Beach, CA, excited to be here and ready to get the ballroom set up for tomorrow! Registrations keep coming in - 2 new ones just showed up! And there are just a few seats left if you get the last minute impulse that this is where your soul wants you to be for the next 3 days - to grow your business and to grow yourself.

http://www/bridgingheartandmarketing.com

We’re doing 4 presentations ourselves this time:

How To Build Your Soul-Based Business.

Soft Topic Copywriting Secrets

Overcoming Negative Head Talk

Soul-Based Pricing

Plus the dynamic, interactice presentations of our 8 featured speakers!

We’ll try to keep you posted throughout the 3 days -

Because It’s All in the Connection!

Judith & Jim

Judith and I were therapists/coaches who entered the world of marketing 3 ½ years ago. Even though we are best selling authors and have four books on the market, as we toured the country promoting our first book, and then not as ambitiously or expensively promoted the next three, it became progressively clear that we did NOT know what we were doing.

It became clear that a quality product wasn’t enough. Marketing was the key. In fact our first book publicist told us, “Just give me a good title, a good first chapter and last chapter, I don’t care what you put in the middle.”

We thought she was kidding. She wasn’t.

“That’s marketing,” she’d smile.

Three and ½ years ago we took Alex Mandossian’s “Teleseminar Secrets” course, which appears to be a course about how to do teleseminars, but it’s really a course about how to market. Teleseminars are just the vehicle.

We went to marketing conferences, and joined a mentorship program – Mike Filsaime’s “I5Gold.”

Some of what Stephen Pierce taught moved us along in our marketing development – primarily what he means by the phrase “your driving force.”

But those moments and men were not enough to overcome the discomfort we felt. Feeling emotionally displaced, in a strange land.

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