How to Get Customers to Emotionally Buy from You!

In a world that's ever-changing, it's good to know that some things stay the same. Let's use people's emotional response to advertising as an example. What makes your customer buy from you? Have you asked yourself this question lately? If not, take a minute to think about it now.

What emotional feeing or mood does your marketing or advertising campaign create in your customer? This is SO important to know about your business. Let's break it down into 3 categories so you know what I'm talking about...

1. FEATURES - Features describe certain attributes of your product or service. For example, if you sell perfume, then one of your perfume's features may be a great smelling aroma. Another may be a shimmering, shiny texture when applied to the skin. Your product's features are a detailed description of all the little ins-and-outs that the customer may or may not be aware of. Are features important? Well, sure they are, but they're not the main reason why your customer is buying from you. When a customer buys from you, these features are what they expect to get from you but not always what they want to get from you.
2. BENEFITS - Benefits describe what the features of your product or service do for your customer. Using the same perfume example, a benefit may be that because of it's pleasant aroma (feature), your perfume makes your customer smell great. Or because of its shimmering, shiny texture when applied to the skin (feature), your customer's skin sparkles and looks vibrant. Although benefits like these are good, this is still not the main reason why your customer wants to buy from you. So what makes your customer want to buy from you?...
3. EMOTIONAL CONNECTIONS - The emotional connections that your customer has with your product or service, is the main reason why she wants to buy from you. Staying with the same example, how does your perfume make your customer feel? If your customer sprays on your perfume, will she feel more confident about herself? Will she feel more beautiful? Or maybe thinner? Or will she attract the man of her dreams by simply wearing your perfume? These are the emotional connections that you want to spark in your customer. An example of one of the most effective advertisements using emotional connections is no other than a perfume ad (now you know why I used perfume as our example up to now). You've seen the ads, haven't you? A photo of a stunning woman passionately embracing a gorgeous man and looking deep into his eyes, just inches away from a volcanic kiss. Wow! This says it all, doesn't it? Your mind could wander if you allowed it to. And that's the idea! Your customer's mind wanders off to some far away, romantic place where they embrace the man of their dreams! And to think, they can have all of this for the amazing low price of $80! It's not liquid gold, is it? Then how does one justify paying so much for so little? Because the value of your customer's dream is priceless! It can be any amount that you want, as long as the emotional connection is strong. When done correctly, your customer will buy, buy, BUY!

Just remember, features and benefits are necessary, but keep them brief. The greatest buying factor is emotional connections. Spend most of your time and energy on choosing the right emotional connection for your customer to associate to your product or service and you're on your way. To your success!

Respectfully,

Joseph Warren
President & CEO
www.BrainstormWeekly.com

Copyright (C) 2008 Joseph Warren. All Rights Reserved.

WOW! What an event! Our February 13th Brainstorm event was a smash hit! Over 80 businesses were there to exhibit their products and services. If you were there, then you know how amazing the energy in the room was. If you weren't, then be sure to attend our next event on March 12th, 2008. It promises to be even bigger and better! Click this link to RSVP and get your FREE EXPO TABLE! http://www.brainstormweekly.com/events.html