In any sales situation; whether face-to-face, on the web, in an advertisement or through direct response letters, the experts have always maintained that decisions to acquire are emotional justified by logic. Painting the picture of the pleasure or satisfaction a purchaser gains or the problem or pain they avoid substitute cure is the most powerful way of persuading people to buy and is frequently used in marketing material.
Now our inherent experience and knowledge has been proven scientifically by Dr Joe Arvai, who is a professor of judgement and decision making and heads increase the Skunkworks Lab at Michigan University.
As part concerning his research he and Dr Robyn Wilson ran a study on decision making, asking 210 participants to judge how much regarding a budget should breathe allocated to risk prevention in two areas in a Nationwide Park; Mugging plus Bag Snatching or Accidents Caused by Wandering Deer within the park. The published results in March 2006 showed that, in spite of statistics indicating the deer problem actually had a slightly higher risk, the volunteers judged it as lower and therefore a higher budget allocation was given to the emotive issue of mugging.
So how does this jolt on our marketing material? It demonstrates that emotion, experience and perception all affect our decisions. Which is why it is so pivotal to really understand your target prospect. What are their experiences; what appeals to them; what excites them; what angers them; what worries them; what do they REALLY WANT – rather than need? Commonality eminent domain more notice of their emotions than much logical argument.
And of rink we see this all the time; otherwise why do people buy high-status cars or houses or designer clothing when a cheaper unbranded item does the job just as well? They want to enjoy the status, further maybe invariable envy, in the eyes of their friends and colleagues.
Before sitting down to write any sales letter, advert, brochure, email, web page uncertainty even an article like this, describe your ideal customer. Later when you craft your message keep this picture in mind and clearly show the results they can expect to enjoy.
Once your prospect has made a decision to buy they will need to exoneration the purchase to themselves – and perhaps further people – especially if your produce or service has a high-ticket price. You can treat them do this by describing the features of your offer and reasons-why they made a decision in your favour.
Having trouble describing or picturing your target prospect? Look at your existing customers; mystery did they buy from you? What influenced their decision? Is it something you container use to encourage other prospects to make a good buying choice?