by Marketing
Basics
http://marketingbasics.blogspot.com/
© 2005
Did you know that when people make a purchase,
they generally buy " with their emotions and then justify their decision with
logic later " on?
What? You didn't know that? If you truly
want to succeed in " business, you need to learn and understand how using psychology
can " set you apart from the rest of your competition and take your " business
to the next level.
Psychology can be applied to all aspects
of your sales and " marketing efforts and will give you that all important "edge"
over " your competitors.
When you write an ad or sales
letter, seek first to " understand, then to be understood. In other words, first
" strive to understand what's going on in the readers mind, " and attempt to allay
any fears or doubts.
When you do this, the reader will
have the perception that you " understand and care about him and he in turn will
begin to care " about and understand you--thus greatly increasing your chances
for " making the sale.
People desperately want to feel cared
for and understood more than " anything else, and the businesses that understand
this vital " pyschological factor will gain a major advantage over their " competitors.
Also,
when writing your marketing materials, bear in mind, people " respond more to
what they are going to lose than to what they are " going to gain. It's called
"fear of loss."
Ask yourself: What will my customers
stand to lose if they " do not buy my product or service?
In
your sales letter, mention to your readers that it will only take " a few minutes,
to show them how they can benefit from what you're " offering. This will mentally
slow them down and partially alleviate " any hesitation on their part.
In
addition, reward them for taking the time to read your letter. " Offer to give
them a free gift. For example: free reports or gift " certificates work extremely
well as freebies. Why? Because they're " low-cost with a perceived high value--and
perception is reality." " Did you know you can increase your sales by using pictures
of " attractive people using your product or service? It's true.
Why
is this? Well, first of all, it humanizes your product or " service and prospects
perceive you to be more professional and " trustworthy. Again, perception is reality.
Secondly, people like looking at attractive people. Big
business has " known this for years. Just look at how attractive those people
are " in magazine ads and on television commercials.
You
can also use this knowledge to your advantage on your business " cards, brochures
and website. This is especially true for small "mom " and pop" businesses.
If you're reasonably attractive, always include " your photo on your website and
marketing materials.
The reverse also holds true. If you're
not attractive, you're better " off not using a picture. You risk losing customers
and turning " people off. The same rule applies if you're a minority. You're "
better off not using your picture, regardless of how attractive you " are.
Why?
Unfortunately, we still live in a world where people have " prejudices. That's
just the way it is. You don't want to lose sales " because someone has a problem
with your nationality or the color of " your skin or the shape of your eyes. Please
don't misunderstand what " I'm saying. I'm not suggesting that this happens a
lot--but it does " happen. Why take the chance.
No matter
what type of business you have, in your marketing " materials you MUST sell benefits,
not features. People only care " about one thing, "what's in it for me?"
A feature is a characteristic of your product or service.
A benefit " is what that feature does for a customer. Here are a couple examples
" of features and benefits:
Feature: At Consolidated
Bank, there's NEVER a charge for using " other bank's ATMs.
Benefits:
You can get cash wherever you are, when you need it, and " save money.
Feature:
At ABC Employment Service, we test applicants office " skills, such as typing
speed.
Benefits: When we send you an applicant,
they meet your minimum " requirements, and you don't have to waste valuable time
testing them " yourself.
Here's a little trick for finding
the benefit within the feature. " List a feature then ask yourself, "So what?"
What does that feature " do for my customers? For example:
Feature:
Personalized service.
Benefit: The benefit of our
personalized service is that we take the " time to understand your needs."
Don't
stop there. So what? What does working with people who take " the time to understand
their customers needs do for your customers?
Benefit: Since
we take the time to understand your needs, we can " better anticipate potential
problems and save you time, money and " aggravation.
Bingo!
Almost everyone likes to save time and money, and less " aggravation is always
good, so this is a real benefit statement.
Benefits Categories:
Though
benefits can be described in a million ways, there are really " only five main
categories:
1. Convenience: Saves time or effort.
2.
Saves money or increases money.
3. Provides peace of mind.
4. Appeals to image or ego.
5. Fun
or enjoyment.
In addition, one single feature can have
lots of benefits to one " customer. Benefit statements don't necessarily have
to include one " feature and one benefit, each.
Also, keep
in mind, just like beauty is in the eye of the beholder, " so too are benefits.
One person might buy an SUV because he needs " room to transport five kids; another
person buys the same SUV " because she likes the comfortable ride and enjoys sitting
up high " overlooking other cars.
Another powerful psychological
strategy is using " a technique that appears to lower the price of your product
or " service, without actually doing so.
For example, if
you charge $1000 per year for your product or " service, you can break it down
for the reader so that they " understand it's really only $19.23 per week."
It's the " exact same price, however, $19.23 per week is a lot easier to " psychologically
digest and justify than $1000.
If you would like to start
utilizing the immense power of psychology " immediately in all your marketing
efforts, I highly recommend the " following books:
"Compelling
Selling: A Framework for Persuasion," by Philip R. Lund " and "Secrets
of Closing the Sale," by Zig Ziglar
Since they're
all-time classics, you should be able to find both " both books at your local
bookstore or on Amazon.com. Enjoy!
