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(EMAILWIRE.COM, August 23, 2010 ) Goshen, MA – Attend marketing seminars for struggling business owners, and you won’t be able to walk ten steps without hearing the lament, "They just don’t get it!" That is, buyers don’t feel the need for what they’re selling or don’t appreciate the higher value experts offer, compared to lower-priced competitors. Solutions to these common complaints can be found in a new book, Persuading People to Buy: Insights on Marketing Psychology That Pay Off for Your Company, Professional Practice or Nonprofit Organization, by Marcia Yudkin (www.yudkin.com/guides/index.htm).
"It requires courage and savvy to get beyond this communication barrier," says Yudkin, author of 6 Steps to Publicity and 11 other books. "But once you understand how to connect with buyers on the question of value, you possess the key to charging more than others – and getting it."
In Persuading People to Buy, Yudkin explains smart ways businesses can establish value, including:
* Highlight the problem a product or service solves instead of its descriptive features
* Ask a focus group what the item reminds them of, which sometimes surfaces an appealing metaphor that gets buyers-to-be reaching for their wallets
* Concentrate on reaching the subset of customers who already understand your value – not those who must be educated on why they need you
* Ask prospective customers what they hope hiring you will enable them to accomplish, then quote their phrases in your proposal
Persuading People to Buy, ISBN 978-0-9716407-0-2, $15.99, features tips, anecdotes and suggestions actions that help readers put marketing psychology into practice. The book can be purchased at online bookstores or from www.yudkin.com/guides/index.htm as part of a five-volume series of Marketing Insight Guides.
Creative Ways
Marcia Yudkin
413-582-4052
pr@yudkin.com 
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