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. Yep, Americans rarely buy because they need. . . they buy because they want to experience the feeling that comes with buying.
We enjoy new purchases. Sure, we can convince ourselves that we really needed a new one, but if we’re totally honest we’ll have to admit that would could’ve got by without it. What does this mean to your advertising campaign?
1. 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.
2. Paint Word Picture That Let Them Experience the Benefits
“Wake up tomorrow, with no boss! You can spend the day with your family or on the golf course. . . there’s nobody to tell you what to do. ”
A Multi Level Marketer may want his audience to feel the freedom of having no one to answer to if they become successful in the business. He’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.
3. Inspire Immediate Action
Hey, let’s face it. . . the longer a customer lolly gags, 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 a few bucks.
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.
Copyright 2005 Cutts Group, llc
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 http://www.AllynCutts.com and you can call 610.437.4106 between 10 AM and 4 PM Eastern Time Tuesdays and Thursdays.