Focus on the “Want” not the “Need”
When was the last time you bought a car? Did you really NEED a car? I mean REALLY need a car? Chances are the one you were driving was still running when you bought the car you have now. Yes, people rarely buy because they need… they buy because they want to experience the feeling that comes with buying.
We enjoy new purchases. Yes, we can convince ourselves that we really needed a new one, but if we’re totally honest we’ll have to admit that we could’ve got by without it. What does this mean to your advertising campaign? It means we need to focus on what people WANT, rather than (and even to provide them with something that they NEED) – how? In 3 steps:
- State the benefits of your product or Service
Capitalize on the ways a customer will improve his lifestyle by making the purchase. Will he increase his own business profits by 50 percent? Say so in the opening statement of your sales letter, or at the top of your Web page.
Don’t obsess with the features of the product itself or your credibility. Frankly, customers could care less. Let’s face it… they’re a bit selfish when it comes to dishing out their hard earned money. All they want to know is what’s in it for them.
- Paint a picture that lets them experience the benefits
“Wake up tomorrow, in paradise! You can spend the day with your family or on the golf course… there’s nobody to tell you what to do.”
A holiday company or for that matter any “make money online” business may want their audience to feel the freedom of having no one to answer to if they become successful in the business. They’ll dramatize that desire, and put the listener in the seat to inspire it to take hold until the listener is ready to sign up and get started.
- Inspire Immediate Action
Hey, let’s face it… the longer a customer thinks about it, the greater the chances he’ll never take the plunge. Don’t let him off the hook that easily!
Set a deadline. Put on the pressure to buy now, or miss out on the deal. Chances are pretty good that the procrastinator will get with it just to save money.
What about your sales materials? Have you taken a good look at the things you are advertising? Make sure you are focused on the benefits the consumer will experience from the purchase, and not on the features of the product or service.
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