You want your prospect to make the decision to buy your product
or service. So you show him what you have to offer in your sales
letter, web page, ad or commercial. You lay out the facts, and
he comes to a rational decision based on them. Right?
Wrong.
People buy things based on emotion. And if you’re not connecting
emotionally with them, they aren’t going to buy from you. It’s
that simple. In fact, studies have shown that people with
injuries to the area of the brain that controls emotions don’t
just suffer from an inability to feel them. They become
paralyzed over even the smallest decisions, like what to have
for breakfast.
So how, then, do you go about blazing that path from your
prospect’s heart to her wallet? First of all, you tell her
what’s in it for her. What are the benefits she will reap from
your product or service? Will it allow her to spend more time
with her children, and so become a better mother? Will it make
her more beautiful? What does she stand to lose if she doesn’t
buy from you right now?
Next, take those benefits and paint a vivid picture of her
enjoying them. Describe her laying in the grass looking at the
clouds with her five year old. Show her co-workers becoming
jealous of her beauty, and all the men who are clamoring for her
attention. Describe how mundane life is without what you have to
offer.
Once you get her emotions stirring, desire is born. Keep fanning
the flames with your message, and that desire will lead to
action – the purchase of your product or service!
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