Look beyond the obvious. What are you really selling?
Empathy strengthens the punch of sales messages.
Your website sells insurance. But the very thought of insurance sends most people into a state of paralysed boredom. On the other hand, knowing you’ll be compensated if some bugger nicks the contents of your house raises a more positive reaction!
What does this tell the wise marketer?
That there’s no point trying to sell insurance. The clever thing to do is to sell people safety, security and cash of things get FUBAR. The knowledge that, if things go pear-shaped, things will be put right.
The same goes for tangible goods. For example clothes. Are you selling a velvet pencil skirt? Nope. You’re selling the opportunity to look fabulous. The night of a lifetime. The chance to catch the eye of some gorgeous bloke. Or the triumph of winning a new job.
And are you selling a car? No again. You’re selling freedom and convenience (allegedly!) whether it’s comfortable, stylish, sporty, practical, safe or obscenely expensive.
Identify the positive emotions and feelings that your stuff generates. Find out what your customers’ deepest desires are and serve them up on a plate whenever you communicate. Then watch your conversion rates increase.
A few more examples to get you in the swing of things: Are you selling computers? Nope. Amongst other things, you’re selling access to the wonders of t’internet. Are you selling training courses? Nah. You’re selling new careers, hopes and aspirations. And – last but never least - are you selling hot chocolate? No, you’re selling relaxation and self-indulgence.
