Think about the last car purchase you made...
Did you watch closely for advertisements that
explained all of the features before you bought
the car? Probably not. In fact, studies show
that most of us notice the ads AFTER we have
purchased our new car.
Let’s face it... consumers are emotionally
driven. They make purchases for the feeling
they get, and then look for the logical benefits
to justify the purchase. That’s why we
notice all of those ads after the fact!
Wise marketers make good use of this insightful
knowledge. Good advertisements get the benefits
in front of the customers so vividly that they
experience the benefits before they even buy
the product. Once they see themselve enjoying
it, they’ve just “gotta have it!”
1 Make It Picture
Perfect
Forget about your product or service for a minute
and focus on the consumer. What will he enjoy
when he has dug out his money and taken home
your product? Put yourself in his shoes, and
then describe the experience in vividly dramatic
detail.
What does it feel like to be a stay-at-home
mom and still be able to make money? Describe
the freedom, the confidence, the things she’ll
be able to afford. Tell the story in bright
words that compel the reader to enter and experience
it for themselves.
You’ve caught them... hook line and sinker
once they’ve experienced those feelings.
Chances are they’ve dreamed about them,
and now the know they can fulfill the dream
through your product or service.
2. Throw In The
Logic They’ll Need to Justify Themselves
Later.
You’ve probably met up with the “after
the sale jitters.” You make the purchase,
enjoy it for a day or two and then it hits home...
you’ve got a payment to make and start
wondering if you’ve made the right choice.
Sure, your customers will second guess themselves
after they make the purchase too... that’s
why you need to supply the logic for the sale
upfront - even though you know they buy for
emotional satisfaction.
Let them know that it’s a special, reduced
price... if they buy it now. That’ll make
them feel better about not waiting.
Tell them about other customers who are “glad
they did” to make them feel like they
aren’t alone. Others thought it was the
thing to do too so it must have been.
Hey, the customer who enjoys the product, and
can feel good about the purchase is one satisfied
customer who’ll do business with you again.
Take care to set your advertising campaign up
for success.
Who is Allyn
Cutts, and why should you care?
Allyn has spent over 24 years helping businesses
like yours find new customers and increase sales
to current customers. Allyn is a marketing and
sales fanatic, providing measurable marketing
solutions that drive huge results for small-to
mid-size business clients. Allyn works personally
with clients to design and deliver off-line
and on-line direct marketing strategies that
focus on metrics and measurable results. You
can learn more about Allyn Cutts at www.AllynCutts.com
and you can call 610.437.4106 between 10 AM
and 4 PM Eastern Time Tuesdays and Thursdays.
