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More great tips to increase sales
More great tips to increase sales
Last week, I talked with you about how to tap into one of the biggest hot button issues among your hungry fish.
Remember what it was?
It's pain. We all have some sort of pain we're trying to avoid. And when we can't take the pain any longer, we take action. It's one of the most powerful secrets you can tap into when trying to market your product or service because in a sense you're trying to help others either directly or indirectly ease their pain.
But it's not the only hot button. Here are several more we've found that you can also tap into that can dramatically increase your sales.
Emotional Hot Button #2
The second biggest emotional hot button that you can push is people's fear of losing money, or on the flip side, people's desire to save money.
Real estate investor Dave Merher used this principle with great success by sending tiny Guatemalan 'worry dolls' from LumpyMail.com to prospects who were in foreclosure. Never hear of worry dolls? It's often customary for Guatemalan children tell their worries to these dolls and put them under their pillow at night hoping to find their worries gone the next morning.
I'm not sure if the dolls work for the children, but they worked for Dave Merher. He included the small worry dolls in a marketing letter he sent to prospects in the midst of a very flat market and got a 22% response rate! Typical response rates for a regular mailing are often about 1%
Here's why: A woman called as a result of the mailing and invited him to come over to discuss her situation. She showed him bags of other mail she'd received from banks, mortgage companies, attorneys and others, trying to buy her house.
When he asked her why she decided to call him, she said it was clear from the letter and the worry dolls that he understood her pain.
Emotional Hot Button #3
Our desire to look good winds its way into our subconscious decision-making again and again.
People go to extraordinary lengths to satisfy this one need. Women will wear a special pack of pantyhose so they don't show any creases or wrinkles through a dress.
They'll walk all day in uncomfortable, high-heel shoes just to look good.
Men are just as vain. We don't wear ties because they're comfortable; we wear them because they look good. A man will spend an extra $20,000 on a car, so that when he shows up somewhere, people will think that he is important. Small entrepreneurs share commercial office suites so they can share a copy machine, a conference room, and a secretary and look more professional for clients.
Landscaping businesses continue to grow because homeowners want to impress their neighbors. Once a landscaper gets started on a block, he simply works his way down the street because each person wants to look as good or better than their neighbor. One of the most popular programs that we help clients with is the 'stay in touch' mailing programs from LumpyMail.com. Insurance agents, real estate professionals, and mortgage loan officers love to look good to their customers so they mail to their past customers on a regular basis, sending them holiday cards, or birthday cards. In doing so, the customers think much more highly about the agent, and the agent comes out looking good.
This was a strategy incorporated by Joe Girard, noted in The Guinness Book of World Records as the best salesman on the globe. He sent tons of mailings to past clients (as well as prospects) using an automated third-party system telling them how great they were, so that he would look good and they would appreciate that Joe cared about them.
Emotional Hot Button #4
This is probably the most overused hot button in marketing and advertising, but it works.
It doesn't even matter what the product or service is ' they all use the same image. It's the image of a couple happily walking on a beach on some beautiful island with the wind rustling through their hair, the sand between their toes, and the sun reflecting off the crystal blue sea. They are pitching pleasure.
There is so much appeal to pleasure floating around on the television airways that it's become the primary message to anyone under 50 years old ' and a close runner-up to the over-50 market as well. This even works for unsavory products. Think about the ads that associate smoking cigarettes with the pleasure of attracting a woman. Beer commercials focus on young men who are the life of the party in a room full of scantily clad girls. Perfume commercials insinuate that women will attract the men of their dreams.
Two men tapped into this emotion and created a competitive market bubble for themselves. They knew that people felt frustrated in their lives, had a need to feel good and wanted to reward themselves.
These two fellows, by the name of Ben Cohen and Jerry Greenfield, found a way to give people pleasure. That's right, Ben and Jerry of Ben and Jerry's ice cream. They associated their high-priced, premium ice cream with the top of the line in self-indulgence. Because of Ben