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April 9th, 2010 
What People Want
What ever happened to the door-to-door Fuller Brush salesman?
You might not see him at your doorstep any more, but successful
web marketers are now realizing that selling on the web is a
door-to-door proposition.
Folks, the Internet is NOT a mass media. It is a one-on-one
experience. Used to be that selling on the web was a ‘show me’
thing. The flashier the better. The WOW factor sold products.
Cool sites got written up and attracted visitors. Those days are
long gone; the web has now become an emotional experience, not
just a source for information. Why? Because deep down, people
buy for emotional reasons and rationalize with logic. Most web
sites ignore this little know fact and lay on the graphics and
big-word verbiage big time. And they wonder why people come to
the sites but never buy anything..?
I am here to tell you that you need to get back to basics – and
sell emotionally. One on one. Get personal and up close.
Are you a small business? A consultant? Be a small business. And
be a sole proprietor consultant. How many times have you seen
sites that pretend to be a big company? And you just know that
it’s a kitchen table outfit. Have you ever seen a web
developer’s site where the whole verbiage is ‘We – Our Company –
Our Founder’ etc. What are they thinking? That we will believe
they occupy the penthouse of a Seattle office tower when they in
fact work out of the spare bedroom? I think that credibility is
shot if there is a smidgen of doubt that the company is NOT what
they say they are. Don’t do it. Be yourself.
People buy from folks like you and I. We don’t buy from
companies or web sites, we like to buy from people we like. For
emotional reasons.
One of the key psychological influence laws is LIKING. ‘Let’s
buy from her, she is so nice.’ If you could make the visitor
like YOU, then the selling process will be much easier. Put your
picture on the home page and say’ Hi, I’m Joe Blow and I am here
to help you……’. Pretend you are standing at the person’s door
selling brushes.
Connect with the person, establish a personal relationship
before you even go into your selling pitch.
Selling is solving emotional problems, and most emotional
problems are often the results of practical challenges you can
solve. A simple example is that people want to make money on the
Internet. But they are really frustrated because they don’t know
how, so they try many different things and they don’t work.
Clever marketers will get the sale if they say’ Frustrated
because you can’t figure out what works?’ instead of saying ‘How
to make money on the Internet’. Establishing know facts doesn’t
sell. Getting to the emotional issue sells. Find the HURT, STIR
it and FIX it.
Most people just want to be UNDERSTOOD, they simply want you to
listen to their problems, understand how they feel and fix it.
Be aware of what problems your visitors might have and how you
can solve them. State the problem in plain English;’ I know you
are frustrated because I have been through what you are going
through.’ Then you have set the stage for offering to fix the
problems. A practical solution to an emotional problem is what
selling is all about.
And friends, this is not coercion or hard sell. Realizing that
problems exist and developing good ways to solve them is a gift
to humanity. IF, of course you are honest, don’t take advantage
and operate within the law.
Emotional Marketing is the kind of marketing that marketing companies have used for a long time. It was born from their research into the human psychology of what causes us to buy things. Think about it for a moment. When you buy stuff, why? Think about the process involved and the differences between things you planned to buy, and those that you did not plan on buying but did anyway.
So I have put all that I have learned in over 40 years in business in an E-Book.
Emotional Marketing Strategies – What People Want.
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