The wise person hoping to sell a house conjures up an enviable lifestyle
by ensuring the kitchen smells of coffee, by placing wine glasses on the patio table,
invoking a number of senses to trigger multiple areas of the brain.
 
What we call the Engaging Selling Point – as opposed to the outmoded Unique and
Emotional Selling Points – works in a similar way.
 
This shouldn’t be confused with multiple messages, which only cause confusion – it should
be a single-minded message, yet one capable of striking as many chords as possible.
 
Preferably, there is an element of action:

But a question, an element of intrigue or even a challenge, works equally well.
(If someone has worked something out for themselves, how can it possibly not be true?)
 
Obviously, it is easy to see how this works at Events and Exhibitions – but there are also
other techniques and strategies (such as mirroring or, like novelists, evoking sound,
smells and tastes) that allow it to be applied to Telemarketing, Direct Mail, even Press
and TV advertising campaigns.
 
The whole point of the EnSP is to elicit action from the consumer.
 
Isn’t that, ultimately, what all marketing is trying to achieve?