The document discusses various concepts around perception and marketing. It discusses how price doesn't always matter and highlights 5 ways to create more value for customers through measuring, leading, teaching, inspiring, and active listening. It also discusses the power of words like "imagine", "you", and "because" to influence customers and the importance of addressing emotional wants to appeal to people's emotions rather than just logic. The document advocates under-promising and over-delivering to customers.

1. THE POWER OF PERCEPTION
The Power of Perception by Jason Spencer 1

2. The Power of Perception by Jason Spencer 2

3. The Power of Perception
in a nutshell
Why Price Doesn’t Matter & When It Does Matter
5 Ways To Create More Value
3 Hypnotic Words That Influence The Subconscious Mind
Emotional Wants and Why They Matter
The Single Most Powerful Word For Your Business
Killing The Curve
Under Promise, Over Deliver
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4. Only 2-3 people in this room are going to
listen to me, then go out and execute,
because what I talk about, which is mostly
one-to-one marketing, is ridiculously hard.
Gary Vaynerchuk
Author, The Thank You Economy
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5. Why Price Doesn’t Matter
They All Do The Same Thing, Right?
Three-Day Rental in Vegas
Economy Car, Kia Rio
vs
$64.88 $120.12
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6. When Price Does Matter
Pay More To Get More
Best Deal = Shopping
Best Quality = What’s
Important
vs
$64.88 $120.12
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7. 5 Ways to Create More Value
Measure
Lead
Teach
Inspire
Active Listening
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8. Jason is professional, courteous, thoughtful
and friendly - everything a wedding DJ
should be.
Here’s A Real Review
From a Real Non-Client - Active Listening
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9. He also did not make any assumptions about
the big day, like he never said “Well you’ll
have your cake cutting music blah blah blah.”
We’re having pies and cupcakes - not cake.
Here’s A Real Review
From a Real Non-Client - Active Listening
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10. I appreciate that he listened to me first and
made suggestions later.
Here’s A Real Review
From a Real Non-Client - Active Listening
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11. 3 Hypnotic Words
IMAGINE
YOU
BECAUSE
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12. Combine to Visualize The Benefits
Three Key Phrases:
Imagine What This Means
To You...
That Is Important For You
To Know Because...
You Will Love This,
Because It Will Help You...
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13. Establishing Trust & Authority
Understand that
customers often
know nothing
about you or your
service.
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14. Establishing Trust & Authority
“You can trust us
to do the job well
for you.”
Increased Trust
by 33%
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15. Establishing Trust & Authority
TRUST TRIGGER
WORDS
TRUST
CARING
COMPETENCY
QUALITY WORK
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16. Just 5% of Decisions Are Based on Logic
Source: Gerald Zaltman, Harvard
People Buy on Emotions
Market to the whole customer
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17. Apple’s Holiday 2012 Commercial
I’ll Be Home For Christmas
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18. Address Emotional Wants
People Don’t Buy What
Products Are
(TOOL)
People Buy What That
Product Will Do
(SERVICE)
What YOU do = TALENT
What’s Your “Why” ?
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19. Rosaura Sandoval Photography
“Why” Matters to Your Clients
Sell the why. That’s what they are buying.
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20. The Single Most Powerful Word In
Your Business Is...
NO!
Unsuccessful entrepreneurs say YES ten times more than they say NO.
Successful entrepreneurs say NO ten times more than they say YES.
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21. The customer is NOT always right, however...
The RIGHT customer IS always right!
Mike Michalowicz
Author, The Pumpkin Plan
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22. This Does NOT Represent Customer Demand
Source: The Pumpkin Plan
It represents the demand based on the supply. It’s not what people
want; it’s what their best option is among the things that are available.
Killing The Curve
What It Really Represents
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23. INNOVATION
Kills The Curve
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24. Think different.
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25. UPOD
Under-Promise, Over-Deliver
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26. “Surprising someone with a small gift is one
of the best ways to create a lasting bond and
a reciprocal relationship.”
Norbert Schwarz
Psychologist
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27. Do Not Go Gentle Into That Good Night
Dylan Thomas
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28. How To Reach
JASON SPENCER
And See Some Notes...
Facebook.com/TheBarkingPig
BarkingPig.Tumblr.com
jason@spencerweddings.com
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