Posts By: Carlo Guzzi
The #1 thing that any prospect or customer wants to experience from using your product or service is the feeling of a dramatic transformation.
Truth is… No one likes to buy a product without being emotionally engaged.
Take an everyday product like wash powder.
With so many similar products on the market, how do you get your product to stand out from the rest?
An excellent place to start is to put yourself in your buyer’s shoes. What would they want to be? What problem are you solving for them?
What type of stains does it remove?
Now I bet this has already got you thinking.
It boils down to why should the customer choose your product.
Case example of emotional copy.
When you use Salmat washing powder your ideal prospect is a married woman with 2 or 3 kids.
Can you guess if her life is hard or easy?
What emotions are going through her mind?
She doesn’t want washing powder that still leaves stains after a wash
She doesn’t have to time re-wash clothes continually
She needs her favourite dress washed in time for a special party.
Otherwise, she ends up being a seething mess.
All these are deep-seated emotions that are running through your prospects mind and when you can exploit and remind them of the joy, relief, satisfaction, and confidence from using your product this is where the Marketing magic begins.
You see once you can identify and tap into these raw emotions and apply them to your sales process you have a tremendous advantage in attracting prospects and turning them into repeat customers.
next post will reveal the most persuasive words with emotional benefits
Let’s talk about price versus quality today?
A touchy subject indeed if you can’t afford the finer things in life.
I shudder to think how much money my last luxury car must have cost me.
Now that I drive an everyday car.
It certainly makes it hard to come down a peg when you used to the best that money can buy.
Have you ever noticed on the road there are far more owners of medium to luxury cars than bombs?
There’s a good reason for not buying the cheapest possible car.
Because when people pay the extra money on classic cars likes AUDI’s ,BMW’s & MERCEDES …
The #1 Reason is CONFIDENCE.
- CONFIDENCE that a Mercedes AUDI , or BMW have great safety features.
- CONFIDENCE that they will never breakdown because of their reputation.
- CONFIDENCE that their car will not deteriorate in value as much as their cheaper counterparts.
So the #1 question you need to address in your marketing & advertising right now is …
How do I get my customers to place more confidence in my products or services than my competitors?
You can only do this by doing something exceptional for them.
Whether it’s …
- GREATER USER EXPERIENCE
- MORE VALUE
- MORE UNIQUE
- MORE RELIABLE
- BETTER SERVICE
Wouldn’t you rather be seen as someone of value to your customer than a commodity, than forever competing on price?
The Choice is yours.
Hint : I know what I would be choosing.
Talk to you Soon
FEEL Free to visit my website.
Do you like eating out and sharing laughs with your best friends & family?
Well I certainly do.
Have you ever been to your favourite restaurant and despite your best intention to order less food you give into temptation and order 3 main meals?
I know that feeling for sure!
For some of us having a content stomach is much more appealing than an empty wallet?
Which leads me to my next helpful Marketing Tip.
All successful Advertising is based on one or more of 3 appeals.
Keep reading on to see the expanded list below.
As a business owner or Marketing manager you want to base your advertising on having the right appeal.
You’ll be interested to know that the following appeals have been tried and tested over and over again by successful Marketers.
- Sex/sex appeal – not just – or even primarily – the physical act, but also love, affection, friendship
- Greed – All the things- physical and emotional – that money can buy.
- Fear – Fear of losing what you have…. of not gaining what you hope to achieve…. or both
- Duty/ honour/ professionalism – What’s in it for me, but what is best for those I serve – the right medicine, the longest lasting car tyres , the most property investment. (Sources Tested Advertising Methods – John Caples)
Notice that all 4 appeals concentrate on what is best for the reader, NOT ONE of these appeals mentions the seller!
The most obvious reason why most advertising fails because the advertisers are too busy gloating their own accomplishments (The world’s most trusted brand!)
They soon forget to tell why the reader should buy from us.
(Our product will relieve muscle aches within 2 hours)
No doubt about it our attention span is at all time low. How long do you stay on a website if what you see doesn’t grab your attention 2-3 seconds maybe?
The same applies to your prospects.
And That’s why the old Acronym W.I.F.M (What’s in it for me) is a great way for your copy to enter the conversation of your prospects mind.
For more FREE tips visit my Website.
The age of a lead is only determined by how frequently you reach out to them. Just because you got a lead 2 years ago doesn’t mean it’s old, as long as you have stayed in touch. But if you have leads that haven’t been contacted in 12 months or longer, they need to be re-qualified if you want to keep them in your sales funnel.
B2B sales leads must be nurtured over time before they can grow into happy customers. It’s not enough to send them a message one time and hope they’ll buy — you need to be contacting them consistently. There are varying opinions about exactly how often you should reach out to a prospect, but the key is making sure you are providing leads with compelling content over the long haul.
Source: YesData 3/10/16.
This article appears courtesy of Bob Bly’s Direct Response Letter,”
Go here to read more great articles www.bly.com.
Do you remember when it was cool to see your favourite movie at the Cinema? I certainly do.
You could be a world away in a darkened room, and a parting curtain.
Now you can watch your favourite movie in the comfort of your own home with great technology like Netflix.
Even after all these years – there are some movies that never fail to amaze me?
One such a movie is The Godfather.
It had Great performances, memorable characters, fantastic dialogue, & excellent cinematography.
Who could forget the opening monologue: “I believe in America”!
My bet many people would argue that the scene where the police chief was assassinated was the most memorable moment?
You see Pictures leave an indelible mark in our minds far more than words.
Now take an imaginative piece of writing commonly referred to as a Word Picture.
But you can divide them into 2 kinds .
Here is one below……..
Taken from of one of the most successful advertisements ever.
It’s the first 4 paragraphs of The mailing for the Wall St Journal ..
“On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both – as young college graduates are – were filled with dreams of the future.
Recently, these men returned to their college for their 25th reunion.
They were still very much alike. Both were happily married. Both had three children. And both, it turned out had gone to work for the same Midwestern manufacturing company, after graduation, and were still there.
But there was a difference. One of the men was the manager of a small department of that company. The other was its president.”
Now upon reading the first 6 words did a picture come into your mind?
Unless you are most oblivious to the great content then you would say “yes”
Yet the words don’t tell you anything except the time the event took place.
You can make up your own mind here but the more you get involved in the story the more a picture develops in your mind.
Here is another example written by Bill Jayme believed to be one of the best Copywriters of his time.
First, fill a pitcher with ice.
Now pour in a bottle of ordinary red wine, a quarter cup of brandy, and a small bottle of club soda.
Sweeten to taste with a quarter to half cup of sugar, garnish with slices of apple, lemon and orange …
…then move your chair to a warm, sunny spot. You’ve just made yourself Sangria, one of the great glories of Spain, and the…
In all these cases you can see how the word picture adds another element,
the X factor – which is emotion –
And that element on it’s own motivates us far more than any other reason.
If you enjoyed this message feel FREE to share with your friends.
It’s funny most business owners will think of a USP as a statement with no benefit to the customer.
“We pride ourselves on our customer service”
Great Customer service is what most customers expect so there’s nothing unique about that statement.
“We are the cheapest”
Obviously if you are advertising your product or service as “We are the cheapest buy from us” you’ve simply run out of Marketing ideas.
And it’s the quickest race to the bottom.
And you don’t want to win that race!
Your Customers will buy benefits
“This jumper has pockets which will keep you warm in winter”
“Look at The amount of money you save on petrol when you buy this car”
All your prospects want to know is W.I.F.M.
What’s in it for me …..
So the trick is not to bury your head in the sand any longer making the same mistake as all the followers.
A great USP can make the difference between increasing your turnover by 30% or a whole lot more.