By Jeanie Swisher
Nothing will create as strong a motivation to "buy" a product as going after how a person "feels." And how they "feel" will determine how they respond to your offer--a sale or no sale.
Whether you're writing a sales letter, advertising on the Internet or making a sales presentation to a client, the money you make is determined by how you appeal to the emotions of your prospect. If you're selling a car, a mutual fund or a box of cereal, the decision-making process is the same. Appeal to the prospect's emotions.
1. Joy--Nothing works as well as allowing your prospect to feel "happy." Everyone loves to be excited. Excited to open a package, get the latest newsletter or start a new book or project. The "joy factor" always works.2. Ego Gratification--How about the feeling you'd have if you had a new shiny red convertible sitting in your driveway? Just think how you'd feel. People tend to want to live up to the perceptions they think others have of them. A young man of 27 may want a shiny red pickup truck, whereas a guy of 37 might want a family van for safety and convenience.
3. Immortality--We all like to think we're going to live forever. And how many people have attempted to do so by slapping their names on the wing of a hospital or sports stadium? Many times it's a trade-off. "We will put your name on the building in exchange for the funds to build it." It works.
4. Recognition--We all need a pat on the back. A simple "thank you" works really well for some. For others, a certificate, their name in the newspaper, or some other splashy form of praise works even better. We all love things with our name on it. Remember the address book you got five years ago and it's still in your drawer because it has your name on it?
5. Beliefs--Regular donors to many organizations do so because of their belief in the cause. A strong buyer motivation is created when mentioning these beliefs to assure cooperation. Like will stick with like. Find a common ground with the prospects you're seeking. Make your message consistent with the group beliefs.
6. Idealism-- "I want to change the world." The key here is to make it believable. Even the most idealistic prospect is also practical with their checkbook. Give them something solid--something they can believe.
Find the right emotion for the heart of your product. If your product will change their lives, tell them so. If it will make them have a happier life, then go after that "feeling." Feelings work!
Jeanie Swisher, the President of Spectrum Publishers Direct, has a colorful "samples" package to help do your business letter. Included are postcard mailers, strip ads, how to get an Internet business, tips on direct mail, a business builder list, and an Up-to-Speed mini-newsletter and more. In addition, receive an eye-opening report on "list brokers with little or no success." RUSH $3.00 with the name of this magazine and article to:
SPECTRUM PUBLISHERS 35 South High Street West Chester, PA 19382 USA
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