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, people rarely buy because they need... they buy because they want to experience the feeling that comes with buying.
Humans love nothing more than making 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 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 Pictures 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.
In a world where desire trumps necessity, your advertising must tap into the emotional aspirations of your customers. By focusing on lifestyle benefits, painting compelling word pictures, and creating a sense of urgency, you can transform your advertising from informative to irresistible.
Reevaluate your approach and reshape your message. Let your products not just be items for sale, but keys to a better, more fulfilling lifestyle.