If the battlefield is in the mind, it is a war we can win.

When a potential customer likes an ad, they nod, ever so slightly. Getting that all-important but imperceptible nod is difficult because the courtship has to be made in seconds.

The nod is usually a reaction to hard sell. The customer nods because the proposition sounds logical to him. But sometimes there is opportunity to turn it into something larger. Into a ‘common sense.

For a proposition to become common sense, it must transcend logic, it must be drenched with emotion. There must be ‘heartsell’.

When there is heartsell, we no longer ask the customer for an agreement to purchase an idea; we ask him for a willingness to live with it.

Simply stated, your product or service is situated in your customer's home and day like a door and dinner. It enjoys an unquestioned existence, and it is conspicuous when absent. A product presented as a common sense has the magic of ritual, the sturdiness of tradition and the incontestability of gospel.

Imagine your product as a common sense.

Ask Estima what they can do for your product.

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