Do You Market To These Emotions Online?
Do You Market To These Emotions Online?
What can Mother Theresa and Charles Schwab teach you about marketing online.
Certainly these two historical figures saw two vastly different worlds in their lifetimes. Mother Theresa spent hers with the poorest of the poor, while Charles Schwab spent his with the richest of the rich.
But look at these two famous quotes.
"There is more hunger in this world for love and appreciation than for bread" Mother Teresa
"I have yet to find a man, however exalted his station, who did not do better work and put forth greater effort under a spirit of approval than under a spirit of criticism." Charles Schwab
Do you see the underlying thread?
Regardless of who you are selling to, from one end of the social spectrum to the other, and everywhere in between, human beings are looking for appreciation, and approval, above all else.
Show your customers how the use of your product yields a sense of importance, and recognition, or how it helps them avoid embarrassment and indifference, and you will make many more sales than if you simply describe the qualities of your product.
But it takes a certain kind of selling to pull this off.
While your advertising can speak directly about the features of your product, and explain what those features do for your customer, it is much more difficult to transfer emotional meaning with the same directness.
Yet it is the emotions that trigger desire in the buyer. As an advertiser, it is your job to bring those desires that already exist in the buyers mind to the fore. To stir them to life, so to speak. And the best way to do that is through indirection.
By wrapping your sales message up in a story, you give your prospect permission to imagine. You're not telling them how they should feel. They instinctively project themselves into the tale. They can't help themselves. It's what we all learnt to do as little children.
Remember this. Without imagination, there is no desire, and without desire, there is no action.
When someone comes to your website and reads your copy, do they see themselves using your product? Do they see themselves living the results of using it? Even more importantly, do they see others approving of them, and appreciating them for having done so?
That may sound like a strange way of thinking about a product, but let me give you an example of what I'm talking about.
Let's say you're selling a diet plan. How do you use indirection and storytelling to trigger your prospect's desire for it?
You might talk to your overweight potential client like this...
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Imagine yourself walking briskly along a hot, sandy, sun drenched beach. An azure haze hangs over the skyline as the warm wind caresses your bare skin.
As you stride confidently to your favorite spot, your breathing is normal, and your body relaxed. You smile to yourself, knowing you could walk for miles like this without becoming fatigued.
The beach is busy, and as you glance around you catch the eye of someone of the opposite sex. They smile at you, and you smile back.
You walk assuredly into the water, and swim a couple of hundred yards out and back with ease. Lying back on your towel you can’t help but think…
'Life Has Never Been So Good'
OK, now stop dreaming, and answer this question. Did you have a little trouble seeing yourself in that picture? If so, then take heart.
A slim, sexy figure and abundant self-esteem can now be yours, thanks to the amazingly simple and easy to follow...
------------------------------------------------------------------------------------------
Do you see how indirection works? You don't have to come right out and tell your potential client people will appreciate them, and approve of them as a result of what your product can do. You don't have to tell them they'll no longer feel embarrassed by their weight in social situations.
The story does it for you. Now you've got their undivided attention, and a real chance to prove your product is unique and that it works.
Do You Market To These Emotions Online - To learn more about this author, visit Daniel Levis's Website.
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Copyright © 2008 Daniel Levis
What can Mother Theresa and Charles Schwab teach you about marketing online.
Certainly these two historical figures saw two vastly different worlds in their lifetimes. Mother Theresa spent hers with the poorest of the poor, while Charles Schwab spent his with the richest of the rich.
But look at these two famous quotes.
"There is more hunger in this world for love and appreciation than for bread" Mother Teresa
"I have yet to find a man, however exalted his station, who did not do better work and put forth greater effort under a spirit of approval than under a spirit of criticism." Charles Schwab
Do you see the underlying thread?
Regardless of who you are selling to, from one end of the social spectrum to the other, and everywhere in between, human beings are looking for appreciation, and approval, above all else.
Show your customers how the use of your product yields a sense of importance, and recognition, or how it helps them avoid embarrassment and indifference, and you will make many more sales than if you simply describe the qualities of your product.
But it takes a certain kind of selling to pull this off.
While your advertising can speak directly about the features of your product, and explain what those features do for your customer, it is much more difficult to transfer emotional meaning with the same directness.
Yet it is the emotions that trigger desire in the buyer. As an advertiser, it is your job to bring those desires that already exist in the buyers mind to the fore. To stir them to life, so to speak. And the best way to do that is through indirection.
By wrapping your sales message up in a story, you give your prospect permission to imagine. You're not telling them how they should feel. They instinctively project themselves into the tale. They can't help themselves. It's what we all learnt to do as little children.
Remember this. Without imagination, there is no desire, and without desire, there is no action.
When someone comes to your website and reads your copy, do they see themselves using your product? Do they see themselves living the results of using it? Even more importantly, do they see others approving of them, and appreciating them for having done so?
That may sound like a strange way of thinking about a product, but let me give you an example of what I'm talking about.
Let's say you're selling a diet plan. How do you use indirection and storytelling to trigger your prospect's desire for it?
You might talk to your overweight potential client like this...
----------------------------------------------------------------------------------------
Imagine yourself walking briskly along a hot, sandy, sun drenched beach. An azure haze hangs over the skyline as the warm wind caresses your bare skin.
As you stride confidently to your favorite spot, your breathing is normal, and your body relaxed. You smile to yourself, knowing you could walk for miles like this without becoming fatigued.
The beach is busy, and as you glance around you catch the eye of someone of the opposite sex. They smile at you, and you smile back.
You walk assuredly into the water, and swim a couple of hundred yards out and back with ease. Lying back on your towel you can’t help but think…
'Life Has Never Been So Good'
OK, now stop dreaming, and answer this question. Did you have a little trouble seeing yourself in that picture? If so, then take heart.
A slim, sexy figure and abundant self-esteem can now be yours, thanks to the amazingly simple and easy to follow...
------------------------------------------------------------------------------------------
Do you see how indirection works? You don't have to come right out and tell your potential client people will appreciate them, and approve of them as a result of what your product can do. You don't have to tell them they'll no longer feel embarrassed by their weight in social situations.
The story does it for you. Now you've got their undivided attention, and a real chance to prove your product is unique and that it works.
Do You Market To These Emotions Online - To learn more about this author, visit Daniel Levis's Website.
Like this article? Share it with your friends
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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