Laddering Up Strategy

A brand’s point of difference benefit can also be sustained by a laddering-down or laddering-up strategy. Laddering down involves starting with an abstract benefit and enumerating multiple attribute reasons to believe, which are concrete. For example, Volvo used a laddering-down strategy by introducing a variety of attributes, including anti …

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The Right Price For You

Objections based on price are the most common ones salespeople get. That’s because purchasers are often so focused on the price, they lose track of long-term benefits. When price is objected to, many salespeople play a comparison game, arguing that the fee isn’t so high compared with what …

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Always Be Prepared

So, how do you persuade other people? Although there’s no formula that will work every time, it’s helpful to think about persuasion as a process with distinct but overlapping stages. At first this might seem counterintuitive—a really good persuader makes it look so easy. Effortless, even. People …

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Working With Agents

Let’s start by talking about contracts with agents, because most traditionally published authors start out by securing an agent, who then sends their work out to publishers on submission. Some authors do it the other way around: get a publishing contract first and then look for an agent to …

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