Do you have a sales page that covers all facts to show your prospects why your product or service is the most logical choice for them… with 20 bullet points of benefits that is impeccable from the “copywriting best practice” perspective, yet fails to generate that “hell yeah!” gut motivation that makes them hit the “buy” button?
Maybe you are great at connecting with your potential clients at the personal and emotional level… they scream YES! on the phone but hem and hew when it comes time to whip out the credit card – they have to work the numbers, talk to their spouse, wait for the paycheck, wait till after their mother-in-law’s birthday… then a few days later, POOF!
… leaving you wondering what you have done wrong…
Good news is… nothing! You just need to complete the picture…
Most of us are wired to focus on one piece of the puzzle, and pay less attention to the other piece.
Which means if you can address that missing piece, you will have a complete picture of what your potential clients need to know in order to say yes.
Most human beings (which accounts for 100% of entities that whip out the credit card and pay for your products or services… even if you are selling pet stuff) make decision from two places – the logical mind and emotions.
Most people make decisions with their emotions, and then justify with logics. This is true even for the self-proclaimed “logical” folks.
So, if your communication can take a two-prong approach, appealing to both the emotions and the logics, you would have a much greater chance of converting.
If you over-index on the “logical”…
… and you wonder why people are not buying after you have listed 25 bullets worth of facts and benefits that solve their exact problems…
You are probably not speaking to the emotional needs of your ideal clients.
Yes, we have been taught in almost every copywriting or direct response training to dig into the pain… and twist the knife.
Sure, that’s effective because urgency does sell.
But for many of my clients, doing this “add the salt and twist the knife” thing can feel inauthentic and contrived at times – particularly if they have the misconception that they have to exaggerate or even deceitful to be persuasive.
What else can be done? Is there an alternative?
First, know that mentioning and heightening your prospects’ pains and challenges IS important and a very useful sales tactic.
However, there is another layer we can add on, so we are not just motivating them with short-term solution based on pain, but also creating a long-term commitment that inspire them to keep coming back, and reduce “buyer’s remorse” after the sale.
To do so, you want to tap in to the positive emotions of your ideal clients – not just fears, frustration and anger.
What makes them tick? What are they aspired to? Who do they want to be? What makes them feel like they have “arrived”?
Speak to that place as well to…
Inspire Identity Conducive to Purchase
99% of us wear many different hats. Certain identity requires we behave certain way.
Our subconscious mind would pretty much do anything to avoid cognitive dissonance.
What identity that is in congruence to purchasing your products and services can you inspire in your potential clients through your interaction and communication?
Of course we are not talking about manipulative sales tactics. It is about getting deep into the psyche of your ideal clients and understanding who/what/how they inspire to BE so you can speak to that identity.
When they assume that identity, you can inspire them to say “yes” to step up and take the leap with you.
They have to believe that they can be that person, before they are willing to put in the time, money and effort to do so. And your job is to make them believe that they CAN.
If you do great on the “emotional” piece…
… but when it comes time to make the decision you can’t seem to get the ultimate “proof in the pudding,” aka whipping out the credit card?
Many of my clients experienced challenges in “closing the sale” when they first came to me.
They are great at making deep connections with their prospects, who are emotionally drawn to working with them and their “guts” scream “hell yeah!”
But when it comes time to whip out the credit card, they hesitated – they hem and hew, they have to ask their spouse, work the numbers, wait for the next paycheck, come back from vacation… and a few days later, they went POOF!
What went wrong?
The problem is that the “left brain” was not on board. The logical mind has doubts. They don’t know if they can justify their purchase. They are afraid of being ridiculed. They don’t know if they can do it.
Consider this question to help you create communication to get that “left brain” on board –
What would your potential client need to know so she can walk up to her spouse and tell him (boldly, unapologetically) why investing in your service is a smart move?
“Spouse” here can also mean their “logical mind” or friends and family who may question their decisions.
One way to do so is to map the “symptoms” your potential client are suffering from to your superpowers, then look at the cost of not having the problems solved or the gain of having the benefits achieved.
Pay attention to position the costs and gains to speak to what is important for your ideal clients – be it monetary, career-related, emotional, or about their relationships etc. – how are your services relevant to their lives?
Appealing to both a potential client’s emotions and logics can be very effective. But there is no one-size-fits-all solution. It requires compassion and deep-listening.
You cannot take some sales copy template, plug in a few things and hope for the best. The persuasive power of your communication stems from a complete understanding of and connection with your ideal clients.