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There Is No Such Thing As An Instant Purchase

I've been reading a lot lately. This is in part due to the wonderful Miami Dade Public Library System and in part due to the fact that all four of the books I requested arrived at the same time.

From my reading list, one book in particular stands out. The book is titled "Blink-The Power of Thinking Without Thinking" you can imagine why I requested it. To think without actually thinking, this is exactly what I need.

In Blink, author Malcolm Gladwell presents examples of decisions made in seconds - in the blink of an eye. Then he proceeds by presenting the reasons why those choices seem to produce the best results in certain intense situations. The book goes deep into the unconscious decision-making process.

The book got me thinking about how other eNewsletters that I read affect me subconsciously. It seems that the more issues I have read of a specific eNewsletter, the faster I can recall the complete name of the author and company that sends it. Yes, of course, we all know repetition leads to memory. This is one of the main advantages of an eNewsletter, its ability to implant ideas and information through recurrence.

But there is one more imperceptible (I used a thesaurus), but powerfully subconscious thing, that eNewsletter do to their readers. They gently place the company's or author's point of view into the minds of the readers. This is beyond company name and logo, through logical examples, hyperlinked to sources supporting an argument; eNewsletters present their side of the story and place key information in our brain.

The more information we have, the more confident we feel about our particular choice. Think about how much you know about the products you buy. What they do, who makes them, why they are better, etc.

If you are more informed about one particular product or service than another, the odds are that your decision to select that product will be the decision that makes you feel most confident.

And to feel confident you need information.

This is one of the marketing tactics of the future, as information becomes easier to access, companies will empower consumers through information distribution tools (internet, email, blogs) and let them make the "choice" on what to buy.

I'll give you a good example; I plan to buy a new mattress. If you were to visit my "favorites" file in my internet browser you would find a folder that reads "Mattress Buying Advice". In it there would be two sources of "how to buy a mattress" information. I'm researching and learning in order to gain product purchase confidence. (Just in case you are looking for a mattress, advise 1 and advise 2.)

This makes it highly likely that I am going to come across a mattress or seek out a mattress, that I instantly know or have read reviews on. When I recognize that mattress my decision will be made in the blink of an eye. But the truth is that the decision to pick that particular mattress was made, at least subconsciously, through research I did while reading reviews and articles on mattress buying.

Why not let your eNewsletter be a "hand fed" source of information, opinion and personal reviews about your product/services to those potential clients? By delivering this information they need to purchase, you help them help you. (Yes, the last line is from the movie Jerry Maguire)

As always, we are here to help. If you are interested in starting your own eNewsletter program contact us. If you need help starting your Blog page email me.

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What do you think? I'm I full of it? Send me your comments and I'll share them with our readers in our next Emi issue, just reply.

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Marcos J. Menendez

Loop Consulting Group- creates eNewsletters that help our clients empower theirs.