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| Emotion
Captures
When you want to capture your customer's interest and speak to his or her felt need (the thing that creates them want to buy), you sell the benefits, not the features of your product or service or service. A typical example? Take the electric drill. Nobody is going to buy one just so they can have an electric drill. They buy one because they want holes. Clean holes, deep holes, accurate holes, fast holes, holes of many sizes, holes in different materials. Most folks do not care what the drill is made from or how the circuiattempt is toggled - they care that it creates holes. They might also care that the drill is light-weight (but spare them a discussion of the space-age aluminum alloy casing), maneuverable, UL approved, has a outstanding-long cord and comes in its own carrying case. But they only care about those things because they add to pertypeance, convenience or safety - benefits, not features, and they appeal at an emotional level. Or take lipstick. A woman (not that I realize any personally) doesn't care that a tube of lipstick contains tetroboxomanganite hypoperoxidase (I am creating this up as I go) - not unless the ingredient, by itself, is a major selling point . What is going to grab her interest is that the lipstick makes her look more attractive. And it stays put longer so she doesn't have to keep reapplying it. And it does not smear or "kiss off", so she does not have to worry about curling up toward a person else's shirt. Less fuss, fewer worries, sensational look - these are the benefits of this lipstick. How do you convey benefits most effectively? By using great copy. (True - a fantastic picture can help, but it can't do the job alone, ever. And it better not be so big it slows the download, right? Right.) So look at your copy. Are you get ride ofing features or benefits? Are you talking about what the product or service or service is or how it can create your prospect's life even better? If you meet you're focusing on features, rewrite your copy to reflect how wonderful that item is going to make your customer feel. Even fee matters only when put in the right context. Consider the value of the product or service or service to your customer's life, after that write killer copy that sells that! |
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