| s are the gateway to making a buying decision. | | | | The Sizzle: Here is what will sell diamonds better: |
| People buy on emotion and then they justify it | | | | "Imagine that special evening when you gently slip |
| with logic. | | | | this on her finger and stare intensely into her |
| Even people who insist they buy logically or based | | | | eyes. She peers at this symbol of your devotion, |
| on features do so because that's what makes | | | | the promise of your future together, and tears |
| them feel better. Therefore, appeal to their | | | | begin to glisten. An adoring smile spreads across |
| emotions first and foremost. Benefits are the | | | | her face, and at that moment your love is sealed |
| language of emotion; Features are the language of | | | | forever." |
| logic. | | | | Ok, I know I'm pushing it here but you get the |
| I often meet people who will insist that they only | | | | point! |
| ever buy on logic. There's a big difference in what | | | | Every ad, email, website, sales letter must pull |
| people say and what they do! If it was true that | | | | one or more of the 7 main emotional strings that |
| everyone only bought using logic, they would all | | | | make people buy. |
| be driving Skoda's! | | | | 1. Love |
| One of the common problems many companies | | | | 2. Hate |
| have translating their product or service features | | | | 3. Greed |
| into benefits is that they are "looking at the label | | | | 4. Guilt |
| from the inside of the bottle," in the words of | | | | 5. Pride |
| best-selling author and ad guru Roy H. Williams. "In | | | | 6. Fear |
| other words, because they know too much about | | | | 7. Envy |
| their businesses, they often assume that others, | | | | Use these emotions to weave around your sales |
| too, not only want to know them but also should | | | | pitch and tap into the thoughts and feelings that |
| know them. These companies all their spend time | | | | are going on inside peoples head and guts. The |
| (and money) "assuming." | | | | things that irritate them, keeps them awake at |
| Sell the Sizzle, Not the Steak | | | | night, makes them angry, happy, proud or sad. |
| The Steak: Here's another example to illustrate | | | | This applies to EVERY business, industry, product |
| my point: | | | | or service. It doesn't matter if you are selling |
| "This ring features a 1.4 carat, pear-shaped cut | | | | diamond rings, plumbing service, carpet cleaning, |
| white diamond with an SI1 clarity grade and an H | | | | toilet cleaning, engineering equipment or what |
| colour rating....."..... What ? | | | | ever. |
| Unless you're a gemologist that's just complete | | | | Sell the Sizzle, Not the Steak, sit back and let |
| nonsense | | | | them beat a path to your door. |