How To Increase Sales By Getting Past Natural Defense Mechanisms

How do you persuade people to buy from you  or invest in your services?

A whole world of marketing exists trying to get us to do that every minute of the day. We are so used to it that we barely notice it anymore because we have subconsciously set up a system of “radar defenses” against the constant bombardment of marketing messages.

Take a minute and to think about the advertising methods that fight for your attention (and money) EVERY day!

  • Yellow page ads
  • Newspaper and magazine ads
  • Postcards, catalogs, and direct mail circulars in your mail box
  • Radio pitches interrupting the flow of your favorite songs
  • TV ads
  • Hundreds of storefronts
  • Highway billboards by the thousands
  • Circulars hung on your doorknob
  • Illegal signs on stop signs and telephone poles
  • Legitimate email messages
  • Spam email – without permission commercial email

Just these 11 sources overwhelm your brain with marketing messages. Like trapped rats, people develop defenses against this never- ending onslaught. They put up a wall or a “radar defense” that goes into action the minute they smell a sales pitch.

So how can you get around this psychological wall erected to deflect the constant sales and marketing messages?

The answer does NOT lie in bombarding  people with more frequent and obnoxious advertising or sneaky tactics. You might get
them to trust you for a minute, but it WILL backfire in the long run.

Two things to do instead:

  1.  First, you need to establish credibility as a trusted expert for yourself and your business .
  2.  Second, you must reduce their fears about doing business with you. Establish trust.

Doing these  two simple things will get you past their defenses and allow you the opportunity to convince them to invest in your product or services.

So how do you accomplish these two “simple” things? What will get attention, raise your credibility, and lower the fear factor all at the same time? The one-word answer applies to almost everyone.


If a business can get behind your defenses with information that helps you to  trust them, then that credibility will often translate into a sale.

How can you get this credibility?

This next fact as online marketing “gospel,” many people have proven its effectiveness.

Fact: Publishing and promoting with free articles gives you one of the most powerful opportunities available to build credibility and  tip things in your favor.

How can we prove this works? Quite easily actually. Take a break from reading this and check out a newspaper or magazine.

Which do you trust more, the ads or the articles? Most people will choose the articles hands down. Why? Because the articles don’t try  to “sell” you anything. Instead, they give you useful information for educational and other practical purposes.

Most of us grew up in a culture which says we can believe and “trust” what appears in the standard “news” or “information” format. In other words, if it appears in print, then we can probably believe and trust the author.

You can turn this lifetime of conditioning to your advantage when you’re trying to sell your products and services!

Few things will create an atmosphere of trust and confidence in people as reading one of your articles on a subject that greatly interests them, especially if your article points to a solution. The article demonstrates that you know your business. It also shows that you’re not like everyone else, your’e not just trying to sell them something.

Publishing articles literally lets you fly under their advertising “radar defenses.”

Keep these things in mind when when deciding whether or not to use articles to promote your business:

Few things create as much trust and confidence in the minds of potential customers as reading an article you wrote on a subject which specifically interests them and points to a solution.

  1.  Articles establish credibility quickly because, right or wrong, we’ve all been trained to trust the “news.”
  2.  An article, or series of articles, will differentiate you from the competition, who bombard people with sales messages.
  3.  Providing content-rich, non-sales-oriented articles will also help build and solidify your relationship with existing customers so they give you repeat business.

Jim Edwards is a syndicated newspaper columnist and the co-author of a new ebook that teaches you how to use free articles to quickly drive thousands of targeted visitors to your website or affiliate links!

If you want MORE TRAFFIC to your website or affiliate links, “Turn Words Into Traffic” reveals strategies for using FREE articles to drive Thousands of NEW visitors to your website or affiliate links… without spending money on advertising!  You will find it here:

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