| Got into a rut with your marketing? Let's | | | | with other people i.e. interact with others. |
| face it, it happens to all of us. We overlook | | | | Connection can be utilised at 3 levels. |
| the basic essentials until disaster strikes. | | | | Incorporate all 3 levels in your advertising |
| Get out of your rut now. Stay fresh and | | | | and sales will rocket!The first level simply |
| focused.Introduction. | | | | implies connecting with other people, being |
| | | | in their company, talking to them etc. The |
| As marketeers our business is to put out | | | | powerful selling phrase associated with this |
| offers. People's decisions whether or not to | | | | is "Join us" or just "Join". "Join our |
| buy our products or services are based on | | | | newsletter" "Join the elite" "Join us at our |
| very basic emotional principles. The way to | | | | seminar" Work the word "Join" into your |
| achieve a sale is to appeal to your | | | | advertising copy and watch your sales |
| prospects' emotions not to their logic.We buy | | | | increase.Love. |
| on emotions and justify on logic. If we feel | | | | |
| enough emotion, if we want something badly | | | | The second level of connection is love. |
| enough, we can justify anything. Everything | | | | Undoubtedly a powerful way to connect. |
| we do, we do emotionally first.Focus of | | | | However it is not easy to use the word "love" |
| Attention. | | | | in your copy. That said, it can be very easy |
| | | | to imply in a picture. Think of a picture of |
| In the market place, our focus of attention | | | | a couple on an exotic sunny, white sandy |
| must be on generating in our prospects | | | | beach, close together sipping their pina |
| emotional feelings about their perceived | | | | coladas. Need I say more. Look how many |
| benefits of our commodities. We need not | | | | times this is used in professional |
| unduly concern ourselves with the logical | | | | advertising - it works.Sex. |
| aspects.Logical considerations are conjured | | | | |
| up in the evaluating, planning, rational area | | | | The third level of connection is sex. The |
| of the brain. Another part of the brain deals | | | | most recognisable way to imply connection.We |
| with the creative, artistic, emotional | | | | are all aware of how much it is used in |
| aspects of our thinking. The two functions | | | | advertising. How can you implement it in |
| are separate. For the purpose of | | | | your advertising? By using the same type of |
| clarification it can be helpful to visualise | | | | picture I mentioned above. Such images should |
| this demarcation of the brain's functions | | | | be mildly suggestive and emotionally |
| when writing your advertising copy.When a | | | | stimulating.Where do you get a choice of such |
| prospect is contemplating whether or not to | | | | pictures from? Visit They have 70,000+ to |
| buy it is this latter area of the brain we | | | | choose from at minimal cost."Effortlessness". |
| must stimulate into action to achieve a | | | | |
| successful sale. We need to help it create | | | | The second indirect benefit is |
| suitable images, dreams and fantasies in | | | | "Effortlessness".We live in an armchair, push |
| relation to our product or service. To | | | | button society. Generally, people want |
| achieve this a thoughtfully placed, relevant | | | | something for nothing. The thought of |
| picture can be worth a thousand | | | | expending energy to achieve goals is |
| words.Benefits v Features. | | | | frequently alien in the extreme. Avoid any |
| | | | implication in your sales pitch that even the |
| I feel at this point it would be useful to | | | | minimal amount of effort will be required by |
| recap on the distinction between the benefits | | | | the prospect if they purchase your offer. |
| of our offers and their features. Never | | | | The implied benefit must be that the prospect |
| forgetting, people's buying decisions are | | | | can get fabulously rich without even having |
| based on benefits, not features or | | | | to move a muscle or blink an eye!FREE. |
| logic.Simply, a feature is about the product, | | | | |
| a benefit is about the prospect. Anything | | | | A third indirect benefit is the extremely |
| that addresses the prospect and how it's | | | | powerful emotional word "FREE". Give |
| likely to make him or her feel is a benefit. | | | | something away free, sell it as a bargain, |
| On the other hand, if we are referring to | | | | sell it at a discount price and you've |
| such things as colour, size, shape and the | | | | cracked it! People delight at getting |
| like, we are identifying features.Benefits. | | | | something under one of these circumstances |
| | | | whether they need it or not. Just look at |
| There are direct and indirect | | | | eBay as an example. Their success is based |
| benefits.Direct benefits can be considered in | | | | on this principle.Whatever you're attempting |
| terms of cause and effect. A slimming pill | | | | to sell somehow link it up with one or more |
| is taken and the person loses weight. Simple | | | | of the words "FREE", "BARGAIN or "DISCOUNT". |
| cause and effect.As far as marketing is | | | | Do it! I assure you, you'll notice the |
| concerned the focus of your attention must be | | | | difference.Dreams. |
| on indirect benefits.For example, there is | | | | |
| nothing very appealing about taking a pill | | | | The final emotional motivator is dreams. A |
| and losing weight. What is relevant is the | | | | major object of all marketeers is to fulfil |
| prospect's illusions about the consequences | | | | people's dreams. If they have no dreams then |
| of losing weight.Not only might they envisage | | | | create dreams for them by using the |
| themselves as being slimmer but also and | | | | techniques outlined above. Above all indicate |
| crucially more sexy, lovable, vibrate etc.. | | | | how your product or service can fulfil those |
| All these secondary aspects have strong | | | | dreams.Your goal? To start utilizing these 6 |
| emotional foundations. It is by artfully | | | | essential emotional pillars today so you can |
| creating and supporting these desires we | | | | reach for the stars tomorrow.Peter Evans is |
| greatly enhance our chances of turning | | | | an experienced lecturer and personal coach. |
| prospects into a clients.Connection. | | | | Speed up the development of your Internet |
| | | | bussiness now by getting his FREE weekly 10 |
| A good place to start when considering | | | | Internet Marketing Tips for the next 101 |
| indirect benefits is with the idea of | | | | weeks! |
| "connection". We are designed to connect | | | | |