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.
