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"Emotional Response Marketing - The Key To Producing Results!"
By Terry Williams

Emotions are one of the most powerful influences we have. Think back for a minute and try to think of anything that you've purchased where your emotions haven't played a major part in the decision process. We use our emotions to help visualize ourselves benefiting from the purchase of a particular product or service. When was the last time you bought something that there weren't any emotions attached to the purchase? I don't think you'll find even one instance!

So let's look at emotions from the online marketers perspective. What's the main reason why we advertise? To get a response from prospective customers and produce a sale. Pretty basic stuff so far. But, think for a moment, do you use Emotional Response Marketing techniques in your advertising right now? If you're not, then you're losing possible sales and profits! The next time you see a television commercial, stop and look at it from an advertisers stand point. I think you'll begin to see what I'm talking about. These companies are paying millions of dollars for their advertising and are not just throwing this money down the drain, they're paying for advertising that works because it relates to their target markets by appealing to their emotions and helping them visualize themselves owning that particular product or service.

So, in order to achieve our primary goal, to get a response from prospective customers and produce a sale, when we advertise, we need to...

"Produce A Buying Desire Through The Prospect's Emotions"

Throughout your entire advertising and sales letters your underlying goal is to produce a buying desire through the prospect's emotions. Every one of your prospects have one thing in common: "They're all human beings!" There are many other tools and techniques will help you in achieving this goal, however, to produce this desire, you'll need to make an emotional contact with our prospect.

If you forget everything else, remember this:
"The Buying Decision Is ALWAYS Based On An Emotional Response!"

This is so very important and the number one reason why so many advertisements and sales letters fail in producing results. It's a proven fact the human beings make buying decisions on an emotional basis. After the buying decision is made, we begin the process of using the analytical part of our brain to reassure ourselves we made the right choice, but the fact still remains, "We all make emotional buying decisions!"

When was the last time you made a purchase that you didn't have an emotional state involved in the decision process? You haven't! Sure, you might think back and remember the reasons why you made the purchase, but that's your analytical mind working to make sure you feel good about the buying decision. But the simple fact remains, we all make buying decisions based on our emotional needs and wants.

Why did you buy the particular house your living in or car you're currently driving? A house is a house as it provides shelter. The same holds true for your car, its purpose is to provide transportation. Now you can get the very same shelter when you buy a house for $50,000 or $100,000, or you can get the very same transportation need filled if you purchase a car for $15,000 or $30,000. So why would you spend twice as much to buy a particular house or car when the lower priced version would fill the need? You can bet it's because of the emotional benefits you receive when you buy the $100,000 house or the $30,000 car! Advertisers know this and that's why the luxury business is booming, it appeals to your emotions!

I think an example is in order about now. So let's look at buying groceries, a very common practice that we all do at one point or another, and I'm sure you wouldn't believe your emotions are being used to do this. Well you just might want to think again....

You're in the supermarket buying groceries. When you select a certain food to purchase, what exactly are you thinking about? I'll bet you're saying that you selected the particular food because you like it, right? Well why do you like it? You like it because it produces emotions. When you select the food, you're probably thinking about how good that food tastes and maybe you're even remembering the last time you ate this particular food, along with the emotions that were attached to eating it. Now you might not be thinking about this consciously, but you can be sure your subconscious mind is! Haven't you ever said, "I love this food!"? That's a pretty strong statement based on pure emotion. You see, even subconsciously, we're always making buying decisions based on emotions.

So with that in mind, you need to make your advertisements and sales letters produce those very emotions in order to get your prospect to make a buying decision. Knowing this is only part of the equation, now let's get to the hard part: How do we do this in an advertisement and sales letter?

Putting Emotions In Your Advertisement's And Sales Letters:

Emotions are brought to the surface by taking the benefits of your product or service and relating each one of them to a particular emotion. If you can do this in your advertisements and sales letters, your sales will skyrocket! Since every product or service fills a particular need, you'll have to find the benefits and emotions of ownership for yours. Here's a simple, three step process to help you define the benefits and emotions for your product or service:

1. List The Benefits Of Your Product Or Service
You want to be able to make a list of the benefits your particular product or service has to offer your target market. This should have already been done when you were doing your market research on your product or service. But if you didn't, take ample time here to know just what benefits your product or service is going to provide your prospective customers.

2. Take Each Benefit And Match The Emotions It Creates
Now take each benefit and match up the emotions that your potential customers are going to experience when they purchase your product or service. Remember not all of the emotions are going to be positive ones. You want to focus on the positive emotions as they are much more powerful. Everyone wants to feel good so I recommend keeping your advertisements and sales letters positive. However, it doesn't hurt to sometimes throw in a negative benefit/emotion to help you get action out of your prospect.

3. Create Exciting Words And Phrases To Relate These Emotions
You want to create phrases and wording in your advertisements and sales letters that will bring out the emotions attached to the benefits in your prospects mind as they're reading your advertisements and sales letters. Remember you're tying to get on a personal basis with your prospect so don't forget to TALK WITH THEM & NOT AT THEM. Think as if you're sitting with your prospect and talking to them when writing your advertisements and sales letters so you'll be able to relate to them on a one to one basis. Use you and your, instead of me, or I in your advertisements and sales letters.

By focusing your efforts in writing your advertisements and sales letters that will get in touch with your target markets emotions, you'll begin to see immediate results in your advertisement's response rates and your sales letters closing ratios. Emotional Response Marketing really works.

Excerpted From "Internet Marketing Issues" A Free Weekly Ezine. Published By Terry Williams & Associates. For Your Free Subscription And Current Issue Type In Subject: Subscribe

First published on 4/2/01

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