Why do your customers buy from you? Is it because your company provides the Best Price, Quality & Service? Blah, blah, blah…snooze.
Every amateur marketer or salesperson relies on these points to sell their services, but that’s not what we buy. We buy the intangibles.
We don’t buy the sweater. We buy the feeling of the fit, the energy of the color, and the experience of the texture. We invest in who we feel we become in the sweater.
We purchase pride and prestige. Having the best shows we deserve the best.
We pay for the feeling of belonging to something bigger, something popular, current or trendy. Bang wagon Superbowl fans understand this. Not unlike last minute Valentine’s Day cards, team gear flies off the shelves the days leading up to the Superbowl – Not to mention all the Skittles in Seattle. We don’t want to feel left behind. Wanting to be a part of the fun.
Think beyond Price, Quality and Service. Aren’t those expected anyway?
Have you ever seen an ad for a dental office touting they are the cheapest dentists in town, using the highest quality fillings while they drill into your tooth faster than any other dentist within 100 miles? Of course not, that would be ridiculous. And a little frightening.
Here’s how to Design From the Heart, appealing to emotions:
Choose your words carefully and get to the point with your copy. Period. Just because you write it, doesn’t mean they’ll read it.
Use authentic adjectives to describe the products you’re selling (Luxurious Ride, Painless Fillings, Current Styles, etc.).
Don’t go overboard with the over-promising adjectives or you’ll sound like an infomercial (Amazing Offer, Spectacular Savings, Unbelievable Quality, etc.).
Use pictures to provoke a thought or evoke a feeling. Prospects are more likely to remember your story if they figure it out themselves and Photos are a great tool to create a perception of your company in their minds.
Focus on the feeling and speak to the senses. You’ve heard it before “Sell the Sizzle, NOT the Steak”.
Details about Price, Quality & Service are important in preventing buyer’s remorse, so be sure to reinforce these attributes on printed materials they leave with after the sale. This reinforces your customer’s excellent decision and creates confidence. Stay in touch and you’ll likely land a repeat customer.