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