When you are
writing an article, book, electronic book or web content, the prospect’s
emotions should be your main target. Believe it or not, people purchase from
emotions. Your content has to be focused on what they are feeling at the moment
and how you can solve it. People are looking for you to solve their problems.
If you can write content that speaks directly to their immediate situation and
give them a reason why they should consider the solution you will be providing,
you will get the sale.
The Benefits
A prospect looks
for benefits of a product or service. What’s in it for me? This is the question
in mind when someone comes to your website or reads your blog and articles. If
you list the features of the product or service instead of the benefits it will
provide to the prospect, you will lose out on a long term customer. Listing the
benefits means that you are going to mention the problem first and then give
the prospect the solutions that could fix the problem.
Example:
Let’s say you
are selling pills for migraine headaches, your copy headline could read something
like this:
Have you ever had an
excruciating migraine that you just cannot get rid of?
OR
Your migraine is
becoming quite unbearable in your life, isn't it?
Notice, I
asked a question. By now, your visitor knows that you understand how ‘unbearable’ and ‘excruciating’ a migraine can be. Those are strong words, but they
evoke emotions. Your next words, then would be, “I understand what you are going
through because I know someone or I have experienced the very same thing.”
Getting Attention
Now you have
their attention. What? You or someone you know has gone through the same thing?
That is what the visitor is thinking. So that means you more than understand
what they are feeling. You have empathy for the prospect and they can sense it
through your words.
Next, you
would say something like, “Yes, for years I had been searching for
something that would stop this pain forever, but couldn't find it until I
discovered…”
This is when
you put a name to your product and now you are going to list the benefits that
the product provides such as:
- Name of product helped me and my customers to get rid of the migraines once and for all.
- It provided the relief that I was seeking and it will do the same for you
- No longer do I suffer from migraines. In fact, I don’t even remember having them and by this time next week, you will feel the same way I do
Humanize the Content
Now, the prospect
views you as an ally and not a salesperson. You have gotten their attention
because you put a human component to your product in this case. You identified
with the person’s feeling because you or someone you knew was feeling pain,
seeking a solution and found it. Do you think you would get the sale or a
subscriber sign up after this? Of course, you would.
This is how
you target someone’s emotions. You let them know that you understand and that
you know exactly what they need to fix it. You are now the expert and they will
trust you. In addition, you should provide honest testimonials because this
does help.
Conclusion
I hope you
take note of what is required to reach the targeted prospects that you are
seeking. They don’t care about the product features as much. They care that you
care!! Go on over to Amazon to view and
purchase books that I have written.
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