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One More Reason Your Prospects Don't Buy

Derek Sivers at TED
Derek Sivers (↑) is best known as the founder of CD Baby (↑).

Do you remember the reasons why people do not buy from you?

Here are the main three reasons:

 • They don’t want what you sell.
 • They don’t have the money.
 • They don’t trust you.

Let’s focus on the first reason for a minute or two.

They don’t want what you sell.

In many instances this can easily be translated into “They don’t understand what you sell.”

Direct response copywriters and advertising experts taught us the importance of “getting into the head of our customer”.

A piece of marketing which generates a lot of response is not a monologue, it’s a dialog between the copywriter and the reader—the prospect. A writer needs to join that conversation in the head of the reader. Therefore, the writer needs to understand the market and the prospects she is writing for very well.

Derek Sivers gave a short 6 minute talk at a
TED (↑) conference
in India, in November last year. He reminds us of the many reasons why the person listening or reading might not understand what you are trying to communicate. His multicultural example makes it quite clear.

Derek Sivers: Weird, or just different?

Business Lesson: Different Perspectives (TED Video)
Derek Sivers at TED Different Perspectives? (Pop Out)

That’s just the icing on the cake. Culture is not the only potential barrier that interferes with the meaning of your message and its perception.
“Despite the Internet being a global medium, your audience usually wears a very local head.”
~ John W. Furst

Enjoy the video and start becoming more aware of dangerous pitfalls in your communication and marketing.

John W. Furst


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Hendryk Bölk on :


I did not know there are no street names in Japan. A great example for the point Mr. Silvers is making. Every time I have to fill out an address form on the web I wonder about the fields and character limitations. Always have troubles to fit in my foreign address.

I wish all TED videos were that short and to the point.

John W. Furst on :


:-) LoL, I know exactly what you mean.

(*) I never know in what US State I am living here in Spain.

(*) ... can't always type parenthesis

(*) ... or "/", etc.

You are right about videos too. Too often the content of a 15 minute video doesn't contain more information than what you can fit on a single page which one could read in a glance or two.

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