A big mistake most marketers and entrepreneurs make in their advertising is talking too much about the product or service they offer and NOT what it will do for their prospect.

Now I’m sure you’ve heard this a million times if you studied any sales or marketing courses or books, and that is, sell the benefits not features.

BUT that’s not the only thing I’m referring to.

I want you to recall one of the most fundamental rules in selling and marketing, and that is that people buy emotionally and NOT logically.

They make their decisions on emotion, and then justify it with logic.

Ok, so when you sell the benefits you are appealing to their emotions. Doing that you will probably be ahead of 90% of businesses out there.

But in this post I’d like to go a little deeper, and give you an advanced copywriting technique.

Are you ready?

Here it goes, what emotion are you trying to stir up within your client?

You see benefits appeal to emotions, but since everyone is different, you need to be specific as to what primary emotion or emotions do you want to appeal to.

This is key.

Think about when you’re making a buying a decision, or the last time you b0ught something from a direct response letter in your mail or a direct response website.

Obviously you were in that niche market. So first, make sure you’re targeting your market correctly.

Then however you got to the website or if it’s a letter you opened, there was a catchy headline that appealed to you.

But what exactly did it appeal to?

Was it your curiosity?

Or greed?

Or some insecurity?

There was a very specific emotion, or a couple of emotions mixed together, that did the job.

And as you read through the sales letter or the web page, more and more of that emotion was being appealed to.

Recall what that was, and it’ll be a perfect example of how it was used to persuade you get you to buy that product or service.

So, now look at what you’re selling, and who your potential buyer is, and what is it that appeals to them the most?

What is it that they really want to have, which you can deliver with your product or service?

Get as specific as possible, and then take that 1 or 2 emotions, and build your irresistible offer around that.

That’s it for today, I wish you a great weekend, and stay tuned for more marketing and business attraction tips.

One last thought.

In the title of this post, I wrote - “Don’t share this with your competition”. But the truth is don’t be afraid to share good things with others. I’m not. The more you can help others the more you’ll get back in return. That is a Universal principle.

So by all means, do share it with other people, you just don’t know what you might get in return.

Feel free to share your thoughts and experiences in the comments section, I’d love to hear from you.

This entry was posted on Saturday, April 26th, 2008 at 12:15 pm and is filed under Copywriting, Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.