Launch an Emotional Rescue!
A direct marketing expert once said: People are driven by fear, guilt, anger, greed, exclusivity, and the promise of salvation. Does your marketing appeal to one or more of these emotions or needs?
True of False? Effectively demonstrating the positive benefits and personal gains your customer makes by buying from you helps you make the sale.
Answer: Sometimes painting a positive picture is not enough.
If you ignore the negatives at play in your customer’s mind, you may miss the opportunity to rescue them from current or future physical, economic or emotional pain.
If a customer has worked hard for what he or she has – a prestigious job, a thriving business, a retirement fund, good health, or a relationship – they will make as much or more effort to keep it than you did to get it.
Use these examples to help assess how your product or service prevents or limits pain for your clients:
Physical Pain
Do your customers suffer from limited mobility, uncomfortable surroundings, or safety concerns? Are they accepting the status quo because they don’t know about your better solution?
Economic Pain
What threatens your clients’ livelihood or profitability? Skills, business or investment knowledge, high costs, lack of time?
Psychic/Emotional Pain
What does your prospect hate or fear? What annoys, frustrates, or angers her? What makes him feel overwhelmed or inadequate?
More than 80 per cent of the purchase decision is based on the emotions you invoke in your customer – both positive and negative. Emotion decides first, then looks for rational justification for the purchase decision.
Make sure you provide both.
© Mara Osis, 2006