Triggers Paperback – September 23, 2014

Are you a person who wants to sell a product or a service?If so, I heartily recommend this book.This book is for rank beginners and seasoned pro's. For beginners, it is an excellent introduction to the world of sales. For the seasoned pro, it is an excellent checksheet to make sure that all the bases are covered before going into that "big deal".This book is a book about "sales think". That is, how to think in terms of making sales.Also, this book is easy to read and because it is easy to read, I can easily imagine that some people might "skim" right through it and totally miss the incredible depth that is contained within this book.For example, sales people know that people buy based on emotion not logic. Yet, sales people everywhere continue to use logic to sell. Why do they do this? It's because they don't know how to create emotion. My point is, on page 64 Mr. Sugarman shares a portion of an ad that he wrote. Within it is embedded the secret to creating emotion that sells.I'll wager that the few people who've given this book a poor rating never even saw the real message and the real depth of this book.

Triggers is a simple, common sense guide to understanding the motivations and emotional hot spots for your prospect. Joe uses his experience to bring out the concepts in his book. The book contains 30 tools, which if used properly will help you control the minds of your prospect and lead them to take the action you desire.This book is a must read for those in marketing, advertising, sales, copywriting and any other profession that utilizes the art of persuasion.Triggers could have included exercises that the reader could try to see if she really understands the concepts as outlined. It would have moved it from being just a reading book to an interactive learning device.Nonetheless, the benefits are boundless. Triggers will help you to connect with your prospect, engage them on an emotional level, plus it equips you to overcome resistance--the "No Factor."Triggers: 30 Sales Tools you can use to Control the Mind of your Prospect to Motivate, Influence and Persuade.Michelle J. Dyett-Welcome is a copywriter and the President of S.M.A.R.T Copy Designs Inc. located in Far Rockaway, NY. [...]

Each of 30 sales triggers are described in detail and the appendix is an abbreviated description and blank sheets to write out answers and info on how you and your company can best use each trigger. I cut out the entire appendix and made copies so that I could use them again and again. Excellent! It’s an easy read with psychology behind every trigger and why each helps you to sell convince or persuade.

How I Heard About The Book...The is one of "those" that "they" all tell you to buy and read ... and it's for a very good reason reason.The Lesson/Argument in Three Sentences...It's hard to sum this book up in a few sentences, as it's a very down and dirty, to the point type affair ... and unlike a lot of business books the are just a really strong idea wrapped in 200 pages of fluff; this book is essentially 30 short essays all around 'influence and persuasion'Look at it like a mixed bag of marketing goodies; that you can dip into for inspiration whenever you need.Why Read It ...This is the type of book that always keep handy and close by whenever I'm working on marketing or copy for a project; as it's the perfect antidote to a brain freeze ... So if you are serious about becoming a great marketer, YOU MUST have this in your collection of resources.Key Chapters ...It's really hard to pull out some of the better chapters; but here goes...Trigger 3: Prospect Nature // Love and the Campus HookerTrigger 6: Involvement and Ownership // The TV Salesman's SecretTrigger 8: Storytelling // Talkin' Story in HawaiiTrigger 9: Authority // Instilling Authority in the Men's BathroomTrigger 12: Justify with Logic // The Devil Is in the LogicTrigger 16: Linking // Mass Delusion and Other Good Marketing IdeasTrigger 19: Sense of Urgency // Help, It's a FireTrigger 25: Patterning // Making Love with Your ProspectConsumption Method [Audio,eBook,Paperback etc] ...HardcoverOther Similar Books Worth Checking Out ...Influence: Science and Practice (5th Edition) - Robert CialdiniYes!: 50 Scientifically Proven Ways to Be Persuasive - Noah J. GoldsteinThe Robert Collier Letter Book - Robert CollierWhat Was Missing ...For what this book is meant to be; a swipe file of sorts, it does a great job. Sure, there are always going to be a "need in the market" for more examples etc, but I think the book does what it promises.What could have been nice, would have been some templates for some of the more application triggers; but that might be pushing the readers luck a little ... especially given Joe is known for his higher priced courses and seminars etc etc.

After reading another of Joseph Sugarman's book titled The Adweek Copywriting Handbook, I decided to guy Triggers. Honestly, if I had purchased Triggers first I wouldn't be saying this: I thought that Triggers told the same stories and gave the same insight as The Adweek Copywriting Handbook did. I am sure that others will/are saying the same thing. I didn't think it fair, however, to put a low star-value on the book because the concepts are excellent nonetheless.

I absolutely love this Joe Sugarman! I'm an entrepreneur and a marketing student and I've learned so much from this book. It's very easy to read with lots of great examples. I now understand why people buy Chanel, Hermes, Louis Vuitton, etc. and why people drive Maseratis. This guy made it so easy to understand the concept behind almost every product sold in the market. I couldn't get enough of Joe so I bought almost all of the books that he wrote.