I recently read about a survey conducted among new car
owners. The researchers were trying to determine which ads
had the greatest impact on the buyer's decision to buy a
certain car. What they discovered surprised them. Most of
the new car owners they surveyed didn't remember any ads
influencing their decision to buy the car. But they did
remember watching the ads numerous times AFTER buying their
car.
People rarely buy things for logical reasons. They buy
things for the emotional reward it gives them. Later, they
look for logical reasons to justify their purchase. That's
why those new car buyers paid so much attention to the ads
for their make of car AFTER they already bought it.
You can apply this principle to get more sales from your
promotions. Start by revising your ads, sales letters and
web pages to dramatize the emotional rewards provided by
your product or service. Help your prospects see themselves
already enjoying the benefits they get when they buy from
you.
PAINT A VIVID WORD PICTURE
Often, your sales message doesn't have to say very much
about your actual product or service. Instead, paint a vivid
word picture of what your customer or client will enjoy when
they buy your product or service. It's not as difficult as
it sounds. Just think about what your customers really want
to get when they buy your product or service. Then describe
it in your own words.
For example, if you offer an MLM or other home-based
business opportunity you can describe what it feels like to
work at home without a boss. To illustrate how this works...
Your small ad could start with something like:
"No Boss - More Income - Your Own Hours"
Your sales letter, brochure or web page could include
something like:
"The day begins at a leisurely breakfast with your family.
After getting the kids off to school you walk past the
living room to your office and call one of your new
distributors. The overnight report shows you earned a $200
bonus on her sales last month..."
Be specific. If you sell boats, describe what it feels like
cutting through the waves with your friends onboard. If you
sell financial products, describe what it feels like to
enjoy an affluent lifestyle without debt. If you're a
business coach, describe what it feels like to own a highly
profitable business.
When possible, include a photograph of someone enjoying the
emotional reward. Don't use the photo to replace your word
picture. Use it to help your prospect feel the experience of
enjoying what you describe in your word picture.
...THEN ADD A LITTLE LOGICAL REINFORCEMENT
Most people buy for emotional rewards then look for logical
reasons to justify their purchase. After dramatizing the
emotional rewards of your product or service, include a
little bit of logical reinforcement. It helps your prospects
act on their impulse to buy. For example:
Offer a special reduced price if they buy NOW.
(Logic: "Clever decision. I saved money.")
Include a brief testimonial from a satisfied customer.
(Logic: "Safe decision. Others liked it.")
Mention a few facts supporting the value of your product.
(Logic: "Smart decision. It's the best money can buy.")
Take some time to look at your promotional material. Revise
it to include word pictures of the emotional rewards your
customers get when they use your product or service. You'll
be surprised by how much your sales increase when you
dramatize those emotional rewards.
About the Author
Bob Leduc retired from a 30 year career of recruiting sales
personnel and developing sales leads. For more information...
mailto:BobLeduc@aol.com. Phone: (702) 658-1707 (After 10 AM Pacific time)
Or write: Bob Leduc, PO Box 33628, Las Vegas, NV 89133