The Real Connection with Prospects – Part 2
The more you can get potential customers to “see” themselves owning the product, the more likely they are to buy.
Pleasure sells. If you don’t believe me, just look at any television commercial or magazine, newspaper or Internet ad. I don’t care if you’re selling Viagra, clothes, food or beer. The advertisers understand the emotionalogic principle very well. You’ve got to create a burning desire within the potential customers by showing them all the pleasure of buying and all the pain of not buying.
To be effective at influencing people, you sell them on the feeling they will experience by owning your product. You create an image in their mind of how the product will “make them feel” when they buy it. They must see how it can make them safer and how it can give them more joy and more time with their family or more money, more safety, etc. These things are motivating factors that will help the customers buy.
Your job is to change the customer’s emotions about your product by giving them compelling, positive reasons to buy and by showing them some of the negative things that could result if they don’t buy your product.
Once people are given enough emotional reasons to change (positive and negative), then you must help them justify (back up) with logic. To be logical, it must make sense.
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