Increase Marketing and Sales Results With Emotion and Excitement
What would happen if you could literally
Line prospects up outside your door, down the street, and around the corner?
How would that FEEL?
What would happen if you could leave them WANTING you so bad they’d believe they’d DIE if they can’t get you soon?
Does that sound good to you? Is that EXCITING?
The biggest problem most coaches, consultants, and trainers make is that they try to be logical about marketing/selling their coaching. So, let me ask this question.
Do you have a marketing plan?
Is the marketing plan built on LOGIC, or does it include EMOTIONS . . . SENSES. . and EXCITEMENT?
Does it literally look inside of your prospect’s mind to connect so that it DRIVES THEM, COMPELS them to want what you do?
There is more than just “let’s tell them about our product.” It’s got to excite them and compel them to DESIRE the outcome.
Think about the last time you walked into a bakery. The smells were so appealing that you JUST HAD to buy something, and after you smelled, and looked at everything there were so many things CALLING to you BUY ME, BUY ME that now you had another problem, which one?
Well, you weren’t thinking about logically buying were you? The senses, the emotions were working overtime driving you BUY, BUY!
So what would happen if you could get your clients EMOTIONALLY, and DESPERATELY wanting you? Wouldn’t that line them up outside of your door?
I once had a client who was selling only 5-10 of their products a month. When they met prospective clients they TOLD them about the chemicals in their products.
Hmm! Not Very compelling, certainly not exciting. But when we started showing their clients how it literally changed lives, and how exciting that change was, the sales hit 150 plus a month.
I guess we could say the difference between “logical marketing” and “emotional marketing” is at least 15 to 30 times more effective. But next, we re-evaluated their marketing plan to find even more exciting outcomes, and their sales went up again. She became one of the top sales people in the area.
Think about it . . . If you can find a logical reason to buy something you may just START thinking about buying. But if you were EXCITED about what you see isn’t it starting to get hard to even decide against buying?
So, does your marketing plan DIG for the emotional, exciting results or does it simply talk about the logic of buying your product?
Below is a chart showing marketing messages for a doctor and how the more emotional the message the more COMPELLING, DESIRABLE, and the more effective the marketing becomes.
Compare that to what your marketing says. The least effective marketing message is at the bottom . . . “I am a <name a title>”, and as you work up from there in the chart, each marketing message becomes clearer, RESULTS become more clear, and the emotions start leaping off the page at the top, grabbing the reader by the throat.
How can you apply this to what you do?
There are two sides to that emotion. One is, as above, a dealth or calamity experience which results in FEAR, and the other is looking at a positive, huge leap forward that could result in a feeling of OH MY GOD what would I do for THAT, and the emotions involved. For coaches, consultants, trainers, don’t you have clients who are experiencing some form of death, or calamity? For financial planners, insurance brokers, do you sell THE ANSWER that either stops that dead in it’s tracks or at least gives some financial protection? For highly technical products, engineering products, do you sell products that talk specs or do you sell products that excite? Yes, I know. You are selling to other engineers who seem mostly logical. But when you get an engineer EXCITED about the fact that you can help him become the most recognized engineer for delivering such a unique, and better product than any other engineer in his company . . . you’ve got a guaranteed sale.
There Is a big difference between giving them the logical reason that you can grow a business, protect a business, and showing them that even in this economy you have THE ANSWER that might save them from plummeting over the edge of that cliff.
Watch your marketing and your sales skyrocket when you start letting them FEEL and EXPERIENCE the emotional side of your results.
How To Increase Your Sales
Using a Psychological Marketing Strategy
If your marketing plan was created through conversations beginning with “Let’s try this,” or “Why don’t we…,” this could be the most important information you will read all year. Marketing — your advertising, public relations, promotions, customer and community relations — is your lifeline to profits. Could the end of that lifeline held by your customers be slipping away?
If your formal marketing plan [you do have a written plan, don’t you?] is not anchored firmly in the psychology of your customers’ buying behavior, you are vulnerable.
Why are you vulnerable? Because your competitors who understand the psychology, the emotions, the excitement behind marketing will use it to take market share away from you! Every day they are enticing your customers to “let go” of your lifeline.
To understand the emotional side of marketing, you must first understand this axiom:
“People do not want your product or service.” They do want answers to problems, solutions to needs, pathways to wants, or a secret door to their biggest heart’s desires.
But they don’t want to give you their money to get it.
So WHY do they pay you?
Finding those answers are THE KEY to a new level of customer attraction and customer acquisition.
Those answers are inside the buyer’s mind. The more precisely you know their REAL reasons for buying, the more precisely you can focus your marketing plan, and the more sales you will make. That is the fundamental value of marketing that connects both emotionally and logically.
We’ll focus on your measurable results and watch them skyrocket because your customer is now EXCITED about working with you, and BEGGING you to work with him. Marketing THAT WORKS, really works, is about them chasing after you, not just you chasing after them. Wouldn’t that change . . . change your life and business?
Mere demographics cannot give you that answer. Statistics of demographics give you a “photograph” of your buyers, but tell you nothing about what they are thinking or feeling as they look into the camera. You can’t market to a photo.
The company that understands the most about the true buying motivations of its customers can dominate its industry — with a good product and a focused marketing strategy!
What is a focused emotional marketing plan?
Let’s go back to how you felt when you walked into that bakery I mentioned at the beginning. Sensations, smells, excitement that ATTRACTED you. There wasn’t much logic to why you felt that way. But it was COMPELLING you to buy wasn’t it? That’s what we want to do with your marketing, your client attraction, get them begging you for your products and results, instead of you chasing after them. A flip flop in our ways of thinking.
Do you remember as a kid using a glass lens to focus sunlight on a paper?
While the unfocused rays of the sun merely made the paper warm, the focused rays made the paper burst into flames. That’s the power which a focused psychological marketing plan can give you — when every marketing element is focused on your buyers’ true motivations and desires, not just trying to logic them into why they should buy. We want them EXCITED, and BEGGING you for the results that they’ll get from you.
How does a psychological marketing plan work? A psychological profile of the targeted potential customer base and the product or service [Yes, what you sell has a “psychological” profile, too!] forms the foundation of an effective marketing plan that changes who’s chasing who.
Every marketing decision flows naturally from the customer psychological profile — your advertising, promotions, public relations, packaging, and all the rest.
Your psychological marketing plan focuses on your buyer’s mind to find what EXCITES him, not just explains your product. You look out through his/her eyes at your product or service. Your Plan details the best product image to create, effective advertising and promotion strategy, even ad copy. It lays out the strongest focus for your public relations and the design of your promotional materials. It describes the most effective product packaging and display, the most useful community relations events, even the most powerful pricing strategies. Everything is integrated into a long-range, well-planned timetable to create the maximum impact for your product and the maximum “buzz” about your company.
“Why Do I Need This Psycho-Mumbo Jumbo? Isn’t it simple to just ask my customers why they buy?”
History is littered with the wrecks of companies that tried that “pseudo-smart” tactic.
In fact, is psychological marketing measurable? How do we know what connects and then drives them to BEG you to choose them as your customer? I’ve created a measurement system that identifies several levels of marketing that start with logical connections, then moves to emotional exciting reasons to buy, which turns the corner from you chasing them to them chasing you as they get more excited.
Here’s an obvious example of why logical marketing plans without the emotional exciting buildup doesn’t work. Many men want to own a red Corvette convertible. Ask them why and they’ll say “it is a great machine that’s fun to drive.” Many women buy bottles of expensive perfume. Ask them why and they’ll say, “I want to smell good and feel feminine.” But advertising campaigns based on those answers, like the sun shining on a piece of paper, will only be warm, not blazing hot!
The real answer to both questions — the hidden buyer motivation that EXCITES — is the same: “I want to become more attractive to the opposite sex, to win their attention, their approval, their admiration . . . and that leaves me FEELING . . . REALLY WANTED and I’d do ALMOST ANYTHING to get that.” That’s the key to a blazing hot! campaign.
For proof just look at the print or video ads for most any established perfume. You’ll see an attractive woman with a handsome man in a secluded romantic setting. These ads work because their message is tightly focused on a hidden, but very powerful, desire motivating women to buy perfume — their psychological hot button.
There are four types of “Psychological Emotional Hot Buttons” that motivate your customers to buy: Needs, Wants, Fears and Desires. People buy the Promise of not just a little Satisfaction, but hopes of real excitement and desire. When we move from logic, don’t make the mistake of thinking that you provide “satisfaction.” That’s a low first step. We want DESIRE, EXCITEMENT, which is a BIG STEP above just satisfied. The foundation of your psychological marketing plan is anchored in these four types of Desire.
- NEEDS are things that you think you must have. If you’re hungry, you need food. If you’re sick, you need medicine. They are often very basic motivations.
- WANTS are things which you would like, but which frequently aren’t really necessary, you can get along without them. You may want that sweet role that’s driving you crazy, or a new blouse, but you don’t need it. It is important to recognize the difference between your buyer’s “needs” and “wants.” Each requires a different advertising and marketing approach.
- DESIRES are like daydreams, wish lists. They are things you hope for, like love, romance, wealth, or happiness. Becoming rich is a desire, as is making every traffic light on the drive to work. Desires are seldom met, but they are powerful motivators. Although many do not achieve common desires, our job marketing our business is to set goals that are COMPELLING DESIRABLE results, connect to the prospect in ways that he can’t wait to get that, and then deliver. Customers will line up at your door to get that.
- FEARS are things which we do not want to happen. Fears help us make wise decisions by considering negative possibilities, such as “Can I afford it?” or “Will it do the job?” Fears hold us back. A buyer balances needs, wants and desires against fears in making the final buying decision. Just imagine what happens when you can connect to the FEAR that they might be STUCK with this problem, and the EXCITEMENT that they’ve FINALLY found an answer! That is why a psychological marketing plan always takes a buyer’s “Fears” into account. There are two categories of “fears” to take into account in your plans: The customer’s fear of the status quo (“If I don’t get this rip in my shirt fixed, it will just get worse.”) is one of the reasons he/she is interested in your product or service. Obviously, you should try to stimulate that fear when you are designing your marketing message. The second kind of fear is that of making a mistake in choosing a solution to the problem. (“I could take my shirt to Sam’s Cleaners, but how do I know they will do a good job? They might ruin my favorite shirt.”) These type of fears must be taken into account by offering reassurances to the customer that your company can satisfy his expectations.
What are you really selling?
You may think you’re selling bonds or homes or hamburgers or high tech products. But if your answer involves mentioning your product’s features . . . then you don’t know what you’re really selling and your marketing and sales results will below.
Gillette knows that it doesn’t sell blades. It sells a desirable, compelling look. Revlon knows it doesn’t sell nail polish. It sells potential for love, romance. Betty Crocker knows it doesn’t sell cake mix. It sells, “Gee, mom, this cake is soooo great. WOW, YUM!” To discover what you are really selling, remember that ultimately “You sell excitement and desire” not simply a product. People don’t buy your product, they buy the excitement of the results they get from the product. Connect with the excitement and they’ll beg you for the product.
The more technical you think about your products the less likely that you see the EXCITEMENT and COMPELLING DESIRE of your products. If you don’t see the emotional side . . . the problem is yours. It exists between your ears, not in your customer. Your job is to understand what EXCITES your customer., what he’d do ALMOST ANYTHING to get. And then position your products as THE ANSWER to that desire. I don’t care how dull you see your product, someone out there WANTS it desperately. Position your products there!
Every product or service has at least one powerful motivator which can be used to seduce buyers into parting with their money in return for the Promise of not just satisfaction, but excitement and desire. From lawnmowers to banks, if you know what you’re really selling, and know how to promise the right compelling desire, you can dominate your field.
The difference between, logic . . .satisfaction . . . and compelling desire . . .is that each level to the right that we strive for, and lay in front of a prospect the more connection to that prospect.
BUT — your psychological marketing plan can only succeed if you identify your customers’ exact, inner motivations and excitement, and the exact way your product can provide a logical why buy, provide satisfaction, and finally excite them to a compelling desire for your product’s results. Remember — people don’t buy your product because they want it, but because they think it will satisfy some of their needs, wants, fears, or desires, and how excited they get about the potential forward, or the fear of the pain that could be removed.
A lesson to remember. Even smart manufacturers and business people can overlook the most desirable features of their product for the buyer. Here’s an amazing, but true, story.
Eighty years ago an inventor tried to sell an “electric flowerpot” which could be lit up at night using a battery-powered lamp. Only when faced with the challenge of getting rid of all his unsold flowerpots did Conrad Hubert think to remove the light tube and sell it as a “portable light.” He sold so many, he founded the Eveready Flashlight Company!
Like the “electric flowerpot,” your product or service may have unrecognized opportunities for success, overlooked because you haven’t thoroughly psychoanalyzed your customers or discovered what they really hope to buy from you.
Increased market share and profits are the natural riches of a focused psychological marketing plan.
If you’d like to set down and develop a marketing plan and marketing messages that literally EXCITE your prospects, COMPEL them to want to do business with you, to LINE them up outside of your door, to change who’s chasing who until they chase you . . . then give me a call and let’s develop the marketing plan that connects and excites your customer to want to chase after you instead of you chasing them.
Helping business owners reach another $100K to $1M within months and to stop playing in the kiddie pool when attracting clients.