One of the most common fears people have in business is being too ‘salesy’ when it comes to marketing their product. They associate selling things with negativity, dishonesty, greed, or taking advantages of others.
Does this sound like something you might be able to relate to? When most people hear the word ‘sales’ or marketing, they might picture a pushy used car salesman who talks on and on about deals and other promotional campaigns. And even though you might truly feel like your product will change the world for the better, you still feel like your pushing too hard or being annoying by selling to others.
But selling doesn’t have to be like that! ^^
For a long time, I struggled in business because I was afraid of selling to people. I HATED making that weird transition from introducing myself to making my sales pitch. As a result, my sales were nowhere near as good as I would have liked. I felt awkward, cheesy, and worst of all; I felt like maybe I was just a crappy business guy…
The truth is, most people don’t understand how to sell or market their product because they don’t know the most basic method to sell ANYTHING to others without feeling weird or guilty about it.
Want to know what it is?
That’s it. You’re biggest goal when trying to sell something is to create an emotional response in your prospect that will ultimately persuade them into buying from you. Stop talking about every little gizmo that the product has. People don’t buy things only based on the product. The quality of the product definitely plays a part in marketing, but only a part. Focus on their emotions.
When you do this, you will also notice that your own confidence in the sale will increase as well. This is because you won’t feel like a pushy, stereotypical used car salesman who just bashes deals and promotions over their prospects head. Instead, you’ll feel like you’re actually helping the person that you are selling to (which you should be) and you won’t feel like your only just trying to sell them something.
There are 4 things you need to understand in marketing if you want to successfully create an emotional response in your prospective client. If you apply one of these strategies to marketing your product, you will see some change. However, if you apply all of them to marketing your product, you will see a dramatic change. They are…
1. HAVING: What will they have after buying from you?
2. FEELING: What feelings will they have after buying?
3. LIFESTYLE: How will their average day change after buying?
4. STATUS: How will the benefits mentioned above change their self-worth and status in society?
Having is an aspect that most marketers focus on when trying to sell a product. This is all the features and gizmos that your product has to offer. It’s the part of your sales pitch where you explain why your product will allow them to reach a goal or desire.
For the purpose of this blog post, let’s say you’re selling a book on weight loss. This would be the time where you explain how your book contains multiple recipes, guides, and action plans that are geared toward their goal of losing weight. You might even pop in a couple reasons why your book is better than everyone else.
“Check out this awesome book on _______. _______ is the absolute best way to lose weight these days because it uses a new strategy that will instantly increase your body’s metabolism.
In this book, you will receive ____ that will allow you to ____ in _____ days. For your benefit, we’ll even through in a bonus book on goal setting to make sure you achieve your weight loss goals. Buy now when you can while sales last!”
Sound familiar? That’s because 90% of marketers these days focus on the gizmo and not the emotion. The problem is, most people who are trying to lose weight feel so depressed about their situation that no matter how many gizmos you throw at them they won’t feel motivated to buy your book. How do you change this?
Feeling is a VERY underused method to selling that most marketers ignore in persuasion. The sooner that you understand consumers buy based on their emotions, the sooner you will be able to use this understanding to your benefit in business.
Instead of talking about all the things that they will have, start talking about what they are going to FEEL once they buy your product. What images can you put in their head that will make them feel good about buying your product? The more you can sell them on the emotions from buying your product, the better chance you will have at convincing them they need to buy from you.
Make sure that you make a clear contrast between the OLD emotions that they felt, and the new ones that they will feel AFTER buying your product.
“The worst part about being overweight is not having the freedom to be able to do what you want to do. YOU have the ABSOLUTE right to be able to live life on your own terms. If you’re serious about losing weight, I would highly suggest you pickup _______ .
Think about how GREAT you’re going to feel when you can finally do the things you’ve always wanted to do. Think about how SHOCKED the people who didn’t believe in you were when they saw you after you lost all that weight. In this book, I will guide you step-by-step in making real progress towards your weight loss goals. Take action, and let’s get started now!”
Notice the difference in the tone? While the ‘having’ sales pitch focused on only what they consumer will get in materialistic goods, the ‘feeling’ pitch focused mostly on what they will receive in feeling.
If you can create an image in your prospects mind of how their lifestyle will dramatically change once they get your thing, then you’ll have hit a home run in marketing. They need to really believe that by buying your product, their daily experience will be significantly different (for the better of course).
A lot of very successful companies use this marketing tool in their advertisements because it works so well. Check out this advertisement for the FitBit as an example of how their product will change your day to day encounters. Notice how the advertisement includes almost every scenario from waking up, to going to work, to playing soccer on the field. They really paint an image in the audiences mind of how their life would change if they got a FitBit.
So, try to think of how you can create an image in your prospect’s mind and how their life would change after buying your product. Consider the following…
- How would their mornings change?
- How would their day at work change?
- What kind of people would they be around?
- What would they do in their spare time?
- How would their hobbies or interests be enhanced?
The better you can accurately paint a picture in their mind of how their life will change, the better the chance that you’ll have at making the sale. Focus as much as you can on creating that mental image for them so that they can see themselves using the product on a daily basis.
“Each morning, you’re going to feel so much better that everyday you are working towards living a better life. _____ will make you feel energized, and give you the momentum that you need to sore through your day.
After getting started, you aren’t going to be forcing yourself to eat healthy or exercise, you’re going to look forward to building a better you. _______ is going to allow you to finally live life on your own terms and do the things that you’ve always wanted to do!”
Reflect on how your product can benefit the daily lifestyle of the person you are trying to sell to. Once you have a clear vision of what that lifestyle would look like, your job is to transfer that vision into your prospect’s mind. Although this is easier said than done, you would be surprised at how well this method works. If it’s one thing that will get people to be emotional, it is suggesting to them a path that will bring them to their desired goals or dreams.
When you’re able to attach a level of increased social status to the product that you’re selling, you’ll notice that people will instantly begin to want your product a lot more. This is because naturally, people absolutely love to be able to show off to the world that they have something that others don’t. MAKE THEM FEEL SPECIAL.
Begin to brainstorm how you might be able to apply social status into the product that you’re selling. By buying your product, how will the individual’s self worth or social status increase? Similarly to the lifestyle principle, you want to be able to paint an image in their head of how cool or great people might think they are when they have your product. If possible, design your product in a way that will allow them to showcase their ownership of it (This is where the importance of branding comes into play).
“After getting __________, think about how impressed people are going to be with the new you. They’re going to respect you, and you won’t be known as the ‘big person’ at work. After ______ you’re going to be the person who turns heads and constantly gets compliments from others about your fantastic body.”
If you are able to apply any level of increased social status or self worth in your marketing, do it. People love to be able to show off what others don’t have. So focus on how you can give them something they will be able to show off to the people around them! This will not only persuade them into buying your product, but it will more than likely persuade others into buying it because they have seen the social proof of another person using it too.
To your success,
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