No matter what youre marketing, from goods to services to information, every sale you make is fueled by your prospects emotion. Every purchase, every day, everywhere is made based on emotions. Theyre at the heart of our psychological decision-making process. In fact, studies have shown that people with injuries to the area of the brain responsible for emotions suddenly find it very difficult to make even the most basic decisions. The key, then, to capturing that prospects attention and turning him into a loyal customer is to trigger the emotions that will make him decide he cant live without what youre offering. The Core Buying Emotion Its the fuel that powers every sale the Core Buying Emotion. The deep-seated feelings your prospect already has toward your product or service and the needs it will fulfill in his life. He already has these feelings. Your job is to discover them, and stimulate them in your marketing. But the CBE is complex, not just a single feeling. Just like gasoline is a complex mix of chemicals a mix that differs from state to state, sometimes even city to city the CBE is an intricate mix of feelings. And just like pure crude oil wont move your car, pure one-dimensional emotions wont move your products. People dont feel single, isolated emotions and they certainly dont buy on them. Know Thy Prospect To get to his core emotions, you have to know your prospect well. Intimately well. You have to know more than just demographics. What is he worried about? What frustrates him? What are his core beliefs? What are his dreams and aspirations? Once you begin to see your prospect as a living, breathing human being with beliefs, feelings and desires, you can begin to uncover his core emotions. Youll begin to see the individual chemicals that make up the complete mixture. And then you can decide how to ignite the fuel that powers the sale! |
