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Whether or not we’re aware of it, most of us do a lot of “selling” in our daily lives. We try to sell the merits of doing chores to our kids, and sell others on our political views. We try to get buy-in from our clients and co-workers on our ideas, and when planning an evening out we try to get the group to agree to our preferred activities and venues.

If you find that you’re usually just not as persuasive as you’d like to be, you may need to take a different approach. It’s time to put on your “marketing hat” and change things up!


One of the great things about marketing is the way the basic principles can also be applied in many life situations. It’s all about learning how to persuade others to do what you want them to do.

For example, last year I did a guest podcast on “Putting on Your ‘Marketing Hat’ to Find a Mate.” I talked about how dating is essentially a big marketing campaign, with you as the product.

Two years ago Caroline Moassessi and I created a presentation on “Changing the Food Allergy Conversation: Using the Principles of Marketing to Win People Over.” We taught parents of kids with life-threatening food allergies that to get others to make special accommodations for their kids’ special needs they should take off their “you should do what I’m asking because my kid can die” hat and put on their “Marketing Hat” instead. What they say and how they say it can make a world of difference.

Next time you need to persuade someone else to do something, shift your perspective. Try looking at how the following can be applied to the situation:

  • Audience – Understand the other person(s) and what’s important to them in this situation. How will your request impact their lives?
  • Benefits – All anyone cares about is “what’s in it for me?” How will this thing solve their problems, meet their needs or improve their lives?
  • Emotions – Show them you understand them. Acknowledge their needs, pain and point of view. Use stories to illustrate your point. If possible, make them feel like a hero.
  • Credibility and trust – Be pleasant. Be specific. Avoid hype. Share information from credible sources.
  • Offer – Create an enticing offer.
  • Ease – Make it easy for them to say yes.
  • Objections – Anticipate and overcome objections.
  • Close – Don’t forget to ask for the sale.


Savvy Technologies is an objective, vendor-agnostic technology solutions specialist that makes transformative IT projects faster and easier for its clients. It does this by helping organizations find the right providers and solutions for their communications, networks, data center and security initiatives, and then ensuring their projects are brought through to completion.

To learn more about how Savvy Technologies streamlines the process of technology evaluation, selection and implementation, check out the website that I helped create for them.

What Others Are Saying

"Holy mother of God...this first draft is perfect! Like perfect! It's everything I wanted to say but just couldn't! Thank you thank you thank you Linda!"

Mark McManus
President, DisasterFree