Emotions are responsible for making all buying decisions. Few will admit it, but people buy on emotion and then use logic to justify their actions!
Even people who insist they buy logically or based on features do so because that’s what makes them feel better. Therefore, appeal to their emotions first and foremost. Benefits are the language of emotion, Features, the language of logic.
I often meet people who will insist that I’m talking crap and “they only ever buy on logic”. There’s a big difference in what people say and what they do! If it was true that everyone bought using only logic with no emotional leverage, they would all be driving Skodas!
One of the common problems most companies have translating their product or service features into benefits is that they are “looking at the label from the inside of the bottle,” in the words of best-selling author and ad guru Roy H. Williams. “In other words, because they know too much about their businesses, they often assume that others, too, not only want to know them but also should know them. These companies all their spend time (and money) “assuming.”
Sell the Sizzle, Not the Steak
The Steak: Here’s an example to illustrate my point:
“This ring features a 1.4 carat, pear-shaped cut white diamond with an SI1 clarity grade and an H colour rating…..”….. What ?
Unless you’re a gemologist (if that’s the right word to use) that’s just complete nonsense!
The Sizzle: Here is what sells diamonds better:
“Imagine that special evening when you gently slip this on her finger and stare intensely into her eyes. She peers at this symbol of your devotion, the promise of your future together, and tears begin to glisten. An adoring smile spreads across her face, and at that moment your love is sealed forever.”
Ok, I know I’m pushing it here but you get the point!
Every ad, email, website, sales letter must pull one, or more, of the 7 main emotional strings that make people buy.
1. Love
2. Hate
3. Greed
4. Guilt
5. Pride
6. Fear
7. Envy
Use these emotions to weave around your sales pitch and tap into the thoughts and feelings that are going on inside peoples head and guts. The things that irritate them, keeps them awake at night, makes them angry, happy, proud or sad.
By the way, this applies to EVERY business, industry, product or service. It doesn’t matter if you are selling diamond rings, plumbing service, carpet cleaning, toilet cleaning, engineering equipment or what ever.
Sell the Sizzle, Not the Steak, sit back and let them beat a path to your door
To your success
Jimmy Crangle
