| I recently read about a survey conducted among | | | | "The day begins at a leisurely breakfast with your |
| new carowners. The researchers were trying to | | | | family. |
| determine which adshad the greatest impact on the | | | | After getting the kids off to school you walk past |
| buyer's decision to buy acertain car. What they | | | | theliving room to your office and call one of your |
| discovered surprised them. Most ofthe new car | | | | newdistributors. The overnight report shows you |
| owners they surveyed didn't remember any | | | | earned a $200bonus on her sales last month..." |
| adsinfluencing their decision to buy the car. But they | | | | Be specific. If you sell boats, describe what it feels |
| didremember watching the ads numerous times | | | | likecutting through the waves with your friends |
| AFTER buying theircar. | | | | onboard. If yousell financial products, describe what it |
| People rarely buy things for logical reasons. They | | | | feels like toenjoy an affluent lifestyle without debt. If |
| buythings for the emotional reward it gives them. | | | | you're abusiness coach, describe what it feels like to |
| Later, theylook for logical reasons to justify their | | | | own a highlyprofitable business. |
| purchase. That'swhy those new car buyers paid so | | | | When possible, include a photograph of someone |
| much attention to the adsfor their make of car | | | | enjoying theemotional reward. Don't use the photo to |
| AFTER they already bought it. | | | | replace your wordpicture. Use it to help your |
| You can apply this principle to get more sales from | | | | prospect feel the experience ofenjoying what you |
| yourpromotions. Start by revising your ads, sales | | | | describe in your word picture. |
| letters andweb pages to dramatize the emotional | | | | ...THEN ADD A LITTLE LOGICAL REINFORCEMENT |
| rewards provided byyour product or service. Help | | | | Most people buy for emotional rewards then look for |
| your prospects see themselvesalready enjoying the | | | | logicalreasons to justify their purchase. After |
| benefits they get when they buy fromyou. | | | | dramatizing theemotional rewards of your product or |
| PAINT A VIVID WORD PICTURE | | | | service, include alittle bit of logical reinforcement. It |
| Often, your sales message doesn't have to say very | | | | helps your prospectsact on their impulse to buy. For |
| muchabout your actual product or service. Instead, | | | | example: |
| paint a vividword picture of what your customer or | | | | ** Offer a special reduced price -- if they buy NOW. |
| client will enjoy whenthey buy your product or | | | | (Logic: "Clever decision. I saved money.") |
| service. It's not as difficult asit sounds. Just think | | | | ** Include a brief testimonial from a satisfied |
| about what your customers really wantto get when | | | | customer. |
| they buy your product or service. Then describeit in | | | | (Logic: "Safe decision. Others liked it.") |
| your own words. | | | | ** Mention a few facts supporting the value of your |
| For example, if you offer an MLM or other | | | | product. |
| home-basedbusiness opportunity you can describe | | | | (Logic: "Smart decision. It's the best money can buy.") |
| what it feels like towork at home without a boss. To | | | | Take some time to look at your promotional material. |
| illustrate how this works... | | | | Reviseit to include word pictures of the emotional |
| Your small ad could start with something like: | | | | rewards yourcustomers get when they use your |
| "No Boss - More Income - Your Own Hours" | | | | product or service. You'llbe surprised by how much |
| Your sales letter, brochure or web page could | | | | your sales increase when youdramatize those |
| includesomething like: | | | | emotional rewards. |