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suit me the best? Which gym can I afford?

These are all statements of purchasing actions and behavior. These are all steps
towards a commitment and a sale.

Can you see the difference in the tone between a want and a need?

A WANT is follow up with action.
A NEED is followed with hope.

Chapter 21. Make It Easy to Say “Yes”

Have you noticed how much more difficult it is today than just a few years ago to
get someone’s attention? Even worse, how much harder it is to keep that
person’s attention?

In today’s high-tech, multi-electronic gadget, social media driven world, we are
bombarded with information from all sides - 24/7/365. You need to be a great
marketer to not only keep someone’s attention, but to be able to first break

through all the ‘noise’ and get noticed in the first place!
Cut Through The Noise with USP’s and Hot Buttons

This is why we spent so much time earlier in this book emphasizing how
important it is to understand your target audience’s hot buttons - their wants,
needs, fears and desires. Knowing that allows you to capture and grab their

attention.
We then showed you how to look at your own business to figure out and develop
your Unique Selling Points and differentiators that help make you different or
better than your competition. Promoting those facts to your community helps

you to keep their attention.