Tiny Task Marketing with Sue Howard

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Today I want to talk to you about a post I created on the Laci Peterson documentary that's on Hulu right now and how that applies to marketing. 

Tiny Task Marketing was my mom, Sue Howard.

So, about a week ago, I posted on my Facebook wall, ask my Facebook friends who watched the Laci Peterson documentary that is currently on Hulu.

If they thought differently about Scott's guilt after watching the documentary than they did before watching the documentary. 

And most of them did not think or feel differently. They were adamant that he was guilty and should be sentenced to death or life in prison. 

I was in the minority, along with one other person who thought differently about his guilt.  And I want to use this to illustrate how your ideal customers make decisions. 

When we make decisions, it's a subconscious process based on emotion. We all make decisions on how we feel. 

Where we differ is how we justify those decisions. Some people justify decisions with emotion and by that, I mean, how it will make them feel how it will make their loved ones feel. And if it is line with their moral compass. 

Others make decisions based on logic. And by that, I mean, they need to justify their decision with hard data, evidence, statistics. Data points. And if they can't do that, then they're not going to proceed with the decision. 

I justify my decisions with logic. I feel he's guilty, but now I'm looking for the facts to justify that feeling. And I'm not finding them in the documentary.

 Now, of course, whoever's creating that documentary has an angle and they're likely prepping for the appeal. And they're presenting their version of the truth that is going to garner empathy for Scott. 

but based on what I saw in the documentary, I would be less likely to sentence him to death because I don't have the evidence to support my feelings.

 And I think the people who are adamant about his guilt, even though the documentary presented a lack of evidence and validated his alibi as well, suggesting alternatives to Scott, being the one to kill her. I think they're likely to justify their decisions with emotion. 

In the documentary, they spoke about the impact of  Laci Peterson's mother's testimony. Everyone in the courtroom was in tears. It was of course heartbreaking, and they believe it played a significant role in the jury convicting Scott and sentencing him to death. That along with Amber Frye's testimony.

Now I, of course, would be moved by what the mother and to Amber had to say as well, but I would then try to eliminate the emotion I felt from the decision-making process. 

I want to take emotion out of the decision making process. I want to rely on logic because I trust logic more than I trust my feelings. 

But there are a lot of people who trust their feelings in their internal compass, more than they trust logic. 

And honestly, they're probably healthier than me, as I say that out loud, I'm thinking wait. Why don't I trust my gut instincts? My, my internal compass, but that's me. 

When people come to your sales page, you're going to have people that are looking for hard data to justify their decision to buy. And you're going to have people looking for, um, emotional driven proof to justify their decisions. 

And I want to talk to you about the different types of proof that work for each one. 

Testimonials focused on how they transformed after using your product and how they felt after using your product would work best for emotional decision makers. 

Third-party reviews would work for both, but the logical decision maker wants to see the focus on the features  and the results of using those features.

The "as seen on" list works well for the logical decision makers if it's a credible as seen on less. So what you don't want to do is have a press release sent out and then use logos like NBC, ABC as your, as seen on list, because, I don't know if it's unethical, but it certainly lacks credibility. And I say this as someone who once paid $500 to have someone write a press release. I did not know that I was paying for a press release. I thought it was real publicity, but it was not. And it comes down after a certain number of days.

So learn from my mistake. If someone creates a story from the press release, then by all means, use those logos.

 Client logos, if you have an impressive list of client logos and by impressive, I mean, impressive to your ideal customer that will work well for building authority with logical decision makers, number of people served, or number of people who recommended like the, you know, nine out of 10 dentists recommend Trident -or Sensodyne, whatever that will work well with logical decision makers.

A statistic like 75% have increased conversions with this offer,  that would work well with logical decision makers. 

So emotional focus on feeling how it impacted their life or the life of their loved ones. 

Logical focus on data points, low BS, no fluff. 

All of this and more, much, much more is covered in leak proof sales pages. So if you're interested in optimizing your sales page so you can sell more for less visit leakproofsalespages.com.

Mommy Susan Howard, times up. All right.. You heard them. Thanks so much for joining me today and I will see you next week.

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