If you want to make more sales and earn bigger profits…you need to get into the heads of your potential customers. In the old days, this was called “playing mind games.” But in reality it’s nothing more than knowing how the average human brain works and responds and marketing accordingly.

If you haven’t read “Influence: The Art of Persuasion” by Prof. Robert Cialdini, do yourself a favor and get it. It’s a little dry at parts – after all, the guy IS a professor. But the information inside is worth its weight in gold.

Here’s one little “trick” he discovered in his research (and I’m paraphrasing here):

Let’s say you’re standing in line at the copier and ask someone if you can jump in front of them. Not likely to happen, right?

But Cialdini found that if you give them a REASON for needing to jump in line – even a reason as ridiculously innocuous such as “because I need to make some copies” – you are FAR more likely to get a favorable response.

You’ll have to read the full chapter to understand the psychology behind it…but it’s true and it works.

So if you want to have a sale or special promotion of some kind for your business, it’s always a good idea to explain “why” you’re having a sale or special promotion. And as most retailers and restaurateurs already know, holidays and special events are GREAT excuses to do something special.

Along that line, Chuck Trautman of the Arizona Marketing Association noted in his newsletter this month that a business or entrepreneur need not limit such special promotions to the big, obvious holidays and special events…such as Christmas, Valentine’s Day and St. Patrick’s Day.

Indeed, don’t overlook Hippo Day, Love Your Pet Day and National Margarita Day!

Indeed, ANY holiday – no matter how obscure – could be the source of a unique and memorable promotion. For example, Chuck noted that:

“Last year our member Zach Wilsterman, Profiles Tools and Engineering, had a ‘Pi Day’ promotion for his engineering clients. Zach sent direct mail and email disclosing rare facts about Pi. He topped it off by lasing the Pi symbol ( π ) in a few real pies and delivering them to his best clients. They’ll never forget him!”

Indeed they won’t. And promoting such obscure days, weeks and months can be fun…for both you and your customers!

So if you want to do a little out-of-the-box thinking and promoting, think of promoting some out-of-the-box holidays with and for your customers.


P.S. Do you think your customers are pretty awesome? Then why not come up with a unique way to tell them so on March 10th…the International Day of Awesomeness!

How do I know that? Because Chuck Troutman conveniently told his subscribers where to find an awesome website that lists all manner of obscure, promotion-worthy holidays.

Just go to: www.BrownieLocks.com

(BTW: Today, February 7, is “Wave All Your Fingers At Your Neighbor’s Day.” Note it says to wave ALL your fingers, not just a certain one in the middle!)