When was the last time you bought a car? Did you really NEED a car? Chances are the one you were driving was still running when you bought the car you have now. Yep, people 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 we could’ve gotten by without it. What does this mean to your advertising campaign?
1. State The Benefits of Your Product or Service
Capitalize on the ways customers will improve their lifestyles by making the purchase. For example, will they increase their own business profits by 50 percent? In other words, what is your value proposition? State this in the opening statement of your sales email or at the top of your website / landing page.
Don’t obsess about the features of the product itself. Frankly, customers couldn’t care less about this. They will only part with their hard earned money when they understand what’s in it for them.
2. Paint a Picture with Your Words and Let Them Experience the Benefits
Example: “Imagine waking 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/she’ll dramatize that desire and put the listener in the imagination seat until they are ready to sign up and get started.
3. Inspire Immediate Action
Let’s face it… the more time customers have to overthink, the greater the chances they’ll never take the plunge. Don’t let them off the hook that easily. Set a deadline.
Create an urgency for them to buy now or miss out on the deal. Chances are pretty good that the procrastinator will invest just to save a few bucks and to not miss out.
What about your sales material? Have you taken a good look at the products 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.