Do you know which things people purchase the most of? The
things they want or the things they need? If you are
selling something you should know the answer.
It would seem logical that people would buy the necessities
first and the purchase the fun stuff after. Who would or
would have to eat of potatoes or macaroni and cheese all
week after going out and spending a fortune on new golf
clubs? No one would do that, would they???
If they are going to play golf with the boss next week at
his country club they would. A good marketer knows that a
persons feelings of "want", is much more powerful that just
needing something. Does the guy really need a new set of
clubs to play golf with the boss? The answer might be two
fold on that one. He might be getting prepared to ask for
that much deserved raise and what better way to make an
impression than to play a strong game of golf and doing so
serious bonding before asking for it. But the want has
more to do with it. He wants to out drive, out chip, out
put, and out play the boss. He might let him win by a
stroke, but he wants to impress him and talk about his game
around the water cooler. That is the real goal.
What more marketers need to focus on is that strong energy
of the will to want. People want to buy things to impress
others, to satisfy their desires, to keep up with the
Jones's, and to live life to the fullest.
Needing something is not really that important, Yeah, I
know that bill has to be paid, and yeah, I know we are
almost out of groceries, and yeah, I know the car needs new
tires, but the new clubs were on sale, and I am playing
golf with the boss, and I might be able to get a raise if I
can just out drive him on some of the holes.
People will think of a good excuse to buy what they want if
you give them half a chance. That is where copy skills
come in. First thing you have to know is what your
customer wants, not needs. Does he or she want the new
software, or need the new software? The answer may be
neither. It is the marketer's job to make the customer
want it, maybe by showing the need. The objective is to
make them want it though, because once they want it, you
have sold it.
So the first step is to take a good look at the product or
service, and think of as many reasons as you can of why a
person would want this. I have given you a few of the
reasons why someone would want something. Here is a list
for you to think about when you present you products or
services:
1. It will impress co-workers or friends
2. It will be fun to use.
3. It will give them what they need to achieve getting a
raise at work.
4. It will be time saving. So they can have more time to
spend with their children, family, or work on other projects
5. It will make their live easier, simpler, with less
effort.
6. It will make them look more professional.
7. It will bring in more customers.
8. It will be exiting to have
9. It will help them achieve their goals.
10. It will make them happier
11. It will make them a better person
12. It will make them look better.
13. It will make them look thinner.
14. It will make them more attractive to others.
15. It will save them money
16. It will make them money.
17. It will help their children and/or family.
18. It will give them very useful knowledge.
19. It will make them live longer.
20. It will fill them full of energy.
21. It will make them stronger.
22. It will eliminate many of their problems.
23. It will relieve all stress.
24. It will give them a better sex life.
25. It will help them sleep better.
I am sure that your products or services do all of the
above and I am also sure that there are other things that
your products or services do. I think this is a good start
on the list though.
I want to specify again that the goal is to make them want.
The list sounds like why they need it, and it is a need
list, but the more you convince them of how much they need
it, then they will want it, and once they want it, it is
sold.
If your product or service does all of the above I want it,
so could you please get a hold of me.
----------------------------------------------------
Mike True is a coach and successful marketer that gives
people the education, tools, and advice to reach their
goals, and be successful in running an on line business.
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