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Author/Writer/Guerrilla/Genius Joseph Sugarman, author of "Triggers," gives us fascinating information about triggers to making a sale.

"A desire to buy something often involves a subconscious decision. In fact, I claim that 95% of buying decisions are indeed subconscious. Knowing the subconscious reasons why people buy, and using this information in a fair and constructive way, will trigger greater sales response-often far beyond what you could imagine.

"I recall a time when I applied one of these subconscious devices by changing just one word of an ad, and response doubled. I refer to these subconscious devices as psychological "triggers." A psychological trigger is the strongest motivational factor any salesperson or copywriter can use to evoke a sale.

"There are triggers that will cause your prospect to feel guilty if they don't purchase your product. Example: Whenever you receive in the mail a sales solicitation with free personalized address stickers, you often feel guilty if you use the stickers and don't send something back-often far in excess of the value of the stickers. Fundraising companies use this method a great deal. You get 50 cents worth of stickers and send back a $20 bill.

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Q. What suggestions do you have for retailers who do e-mail marketing?
By Jay Conrad Levinson

About the Author: Jay Conrad Levinson

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Jay Conrad Levinson is the author of the best-selling marketing series in history, "Guerrilla Marketing," plus 30 other books. His books have sold 14 million copies worldwide. His guerrilla concepts have influenced marketing so much that today his books appear in 41 languages and are required reading in many MBA programs worldwide.
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