“Say it again, Sam”

There is a fact that great communicators have used for hundreds of years… if you say something often enough, it becomes truth.  Just look at how this phenomenon works in today’s political arena.  If a candidate repeats something long enough… over and over… it somehow becomes truth.

Now, I’m not suggesting that you become a sleazy politician… but, I am suggesting you use this phenomenon for good!  Let me give you an example.  There are many ways a store could communicate that a sale lasts for 5 days.  Let’s look at two of them and you tell me which is more powerful:

Save 10% Monday through Friday


Save 10% Monday
Save 10% Tuesday
Save 10% Wednesday
Save 10% Thursday
Save 10% Friday

Research has proven that restating it over and over has a much greater effect on people.  They believe it.  They act on it.

So how can you use this?  There are a number of ways… but here’s one example.  Find a clear, simple statement that differentiates you from all your competitors and repeat it often… put it on all of your advertising and communication… do this until people associate you with that statement.

I did this and became known by everyone in my market place as the, “Get Your Hands Off My Piece of Pie” guy, … or eventually, the Pie Guy.  When this name or phrase became attached to me it created instant credibility and trust.

About Mike Kaselnak

Michael Kaselnak is considered one of the top marketing and sales experts in the financial services industry. He has personally mentored over 300 financial advisors in the past 10 years. These financial advisors saw their average production increase by 62%. Many saw increases of over 300 percent. He writes articles that have appeared in many mainstream magazines and has written the popular report 300 Financial Headlines that sell.
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