jimmy@topsecretmarketing.com.
Best regards
Jimmy Krangol
http://www.topsecretmarketing.com
The Ultimate Marketing Secret - People Buy on Emotions, Not Logic
Emotions are the gateway to making a buying decision.
People buy on emotion and then they justify it with logic.
Even people who insist they buy logically or based on
features do so because that's what makes them feel better.
Therefore, appeal to their emotions first and foremost.
Benefits are the language of emotion; Features are the
language of logic.
I often meet people who will insist that they only ever buy
on logic. There's a big difference in what people say and
what they do! If it was true that everyone only bought
using logic, they would all be driving Skoda's!
One of the common problems many companies have translating
their product or service features into benefits is that
they are "looking at the label from the inside of the
bottle," in the words of best-selling author and ad guru
Roy H. Williams. "In other words, because they know too
much about their businesses, they often assume that others,
too, not only want to know them but also should know them.
These companies all their spend time (and money) "assuming."
Sell the Sizzle, Not the Steak
The Steak: Here's another example to illustrate my point:
"This ring features a 1.4 carat, pear-shaped cut white
diamond with an SI1 clarity grade and an H colour
rating....."..... What ?
Unless you're a gemologist that's just complete nonsense
The Sizzle: Here is what will sell diamonds better:
"Imagine that special evening when you gently slip this on
her finger and stare intensely into her eyes. She peers at
this symbol of your devotion, the promise of your future
together, and tears begin to glisten. An adoring smile
spreads across her face, and at that moment your love is
sealed forever."
Ok, I know I'm pushing it here but you get the point!
Every ad, email, website, sales letter must pull one or
more of the 7 main emotional strings that make people buy.
1. Love
2. Hate
3. Greed
4. Guilt
5. Pride
6. Fear
7. Envy
Use these emotions to weave around your sales pitch and tap
into the thoughts and feelings that are going on inside
peoples head and guts. The things that irritate them, keeps
them awake at night, makes them angry, happy, proud or sad.
This applies to EVERY business, industry, product or
service. It doesn't matter if you are selling diamond
rings, plumbing service, carpet cleaning, toilet cleaning,
engineering equipment or what ever.
Sell the Sizzle, Not the Steak, sit back and let them beat
a path to your door.
----------------------------------------------------
Jimmy Krangol is becoming quite a buzz in the marketing
world. You can sign up to Jimmy's Free 7 day marketing
course "How You Can Make £4,297 Per Day Sitting at Your
Computer In Your Underwear" at
http://www.topsecretmarketing.com
